VP of Lifecycle Marketing at Synchrony Bank defining lifecycle strategies and enhancing customer engagement. Leading data - driven strategies to improve customer satisfaction and retention across multiple channels.
About the role
- Country Marketing Lead for Whoscall in the Philippines strengthening digital safety. Driving marketing strategy, community initiatives, and local collaborations for business growth.
Responsibilities
- Strategic Market Leadership: Design and implement 360° marketing campaigns to increase market share, strengthen top-of-mind brand awareness, and drive sustainable user acquisition and retention.
- Brand & Integrated Communications: Own the brand positioning and tone of voice in the Philippines, ensuring consistent messaging while executing high-impact 360° campaigns, always-on initiatives, and seasonal launches that resonate with local culture.
- Movement & Community Building: Foster a vibrant Whoscall community and build community-driven initiatives and social movement campaigns to strengthen user trust, while enhancing brand engagement and loyalty.
- Data-Driven Growth: Develop marketing strategies aligned with Philippine market trends, consumer behavior patterns (such as the shift in digital payment and SMS fraud), and the competitive landscape to acquire and retain users at scale.
- Empowerment-Led Content: Oversee the execution of impactful social media campaigns and digital marketing initiatives that move the needle from "awareness" to "empowerment."
- Performance Optimization: Analyze marketing performance metrics to generate actionable insights for strategy refinement, ensuring every campaign contributes to a safer communication ecosystem.
- Global-Local Collaboration: Partner with Global Marketing teams (Product, Brand, Growth, and Partnership) to align with global strategies while developing deeply localized go-to-market campaigns.
- Cross-Functional Advocacy: This role will work closely with the in-country Partnerships and BD Team to obtain buy-in and ensure that on the ground marketing insights, partner feedback and emerging anti-scam programs of the business enterprise, civic organizations and government are taken into account as part of the development of the Integrated Marketing Plan. Partner with internal teams including Product, Government Partnerships (DICT/CICC), Engineering, and PR to ensure consistent messaging and a unified front against digital fraud.
- Ecosystem Partnerships: Establish and nurture relationships with local partners, influencers, and media outlets to amplify our message of digital safety.
- Local In-country support and alignment: Support Partnerships and BD Team through Branding guidance and development and enhancement of partnership marketing materials. Ensure that overall messaging for B2C campaigns and programs is consistent with the overall Integrated Marketing Plan for the Philippines.
Requirements
- 7+ years of progressive experience in strategic marketing management, with a demonstrated track record of driving measurable business results in the Philippines.
- Startup Mindset & Agility: Proven ability to work as an individual contributor in a fast-paced environment.
- Bachelor’s degree in Marketing, Business Administration, Communications, Psychology, or a related discipline.
- Deep expertise in the PH digital ecosystem, including media planning, brand development and audience engagement strategies across major local (traditional and digital) channels.
- Movement-Building Experience: Demonstrated success in community-led marketing, with experience building programs that turn users into brand advocates, and managing social media platforms as integrated components of holistic marketing campaigns.
- Strong analytical capabilities: Strong capabilities in translating data insights into actionable marketing strategies, specifically focused on optimizing ROI and conversion funnels.
- Exceptional Communication: Professional business fluency in both Filipino (Tagalog) and English is essential. You must be able to craft compelling narratives for local users while collaborating effectively with local stakeholders, government partners, strategic partners, and global headquarters
Benefits
- Influential products: What we make are meaningful products that create values for society and defend against frauds.
- Emphasize self-growth: We encourage technical community activities, subsidize tickets for conferences and workshops so that learning is continuously supported by the company.
- Unleash your talent: We respect the professional opinions of everyone, encourage team members to discuss with each other, and make awesome products together.
- Transparent culture: We publicly share the company's information to all, every member can read and feedback, and become a part of participating in the proposal.
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