Senior Marketing Manager

About the role

The Senior Marketing Manager will lead the overall management of the Jollibee brand within the assigned market or region, driving both short‑term sales and long‑term brand objectives. This role partners closely with Country Marketing to develop and execute strategies that increase market share, enhance brand awareness, and improve customer experience.

Key responsibilities

• Develop and oversee the annual market research plan, validate research briefs, and assess action plans.
• Adapt global brand, product, and menu concepts to the local market, securing stakeholder buy‑in.
• Create a comprehensive annual brand marketing plan and new‑market entry mix based on data analysis.
• Monitor brand and business performance, translate insights into business cases, and optimise marketing plans.
• Lead product development aligned with menu architecture and manage cross‑functional product work groups.
• Design and execute integrated marketing communications (IMC) for campaigns, continuously optimising results.
• Manage system‑wide promotions and local store marketing activities that support the brand plan.
• Forecast, monitor and manage topline revenue, product gross margins and advertising & promotion spend.

Required profile

• Proven experience in senior marketing roles within fast‑moving consumer goods or restaurant sectors.
• Strong analytical mindset with ability to translate data into actionable strategies.
• Excellent stakeholder management and ability to secure cross‑functional buy‑in.
• Track record of developing and executing brand and product strategies that drive growth.

Required skills

• Market research planning and analysis
• Brand adaptation and communication strategy
• Product development and menu architecture
• Integrated marketing communications (IMC)
• Performance monitoring and financial forecasting