Brand Strategy Head

About the role

The Brand Strategy Head will shape and protect Unibank’s institutional brand, ensuring a consistent, differentiated image across all touchpoints. Reporting to senior leadership, this role drives brand‑centric decisions that create value for the bank and delight stakeholders.

Key responsibilities

• Lead the development, implementation, evaluation and reporting of Unibank’s brand strategy, positioning, messaging and standards, aligning with BPI’s strategic imperatives.
• Review institutional and product campaigns to ensure they reflect the bank’s brand promise and proposition.
• Utilise consumer research and customer analytics to continuously improve brand performance.
• Mentor and guide direct reports, fostering professional growth and readiness for succession.
• Manage the unit’s budget, controlling advertising & promotion (A&P) and operating expenses (OPEX) against approved limits.

Required profile

• Bachelor’s degree in Integrated Marketing Communications, Marketing Management, Advertising or related field (preferred).
• Master’s degree in Business Management or Communications.
• Relevant certifications in Digital Marketing or similar programs.
• Minimum 10 years of experience in brand management/strategy, preferably within financial services.
• Strong background in strategic planning, business strategy, branding and marketing communications.
• Deep understanding of brand value propositions, employer/employee value propositions and corporate culture.

Required skills

• Data analytics and consumer insights application.
• Advertising & Promotion (A&P) management.
• Operating expense (OPEX) management.
• Project management and creative execution.