Manager/Assistant Manager, Franchise & Partnership Marketing

The Manager/Assistant Manager, Franchise & Partnership Marketing plays a key role in driving the licensees sell thru and retail visibility of our licensed properties in the Philippines. Working closely with the Business Unit Head, Franchise & Creative team and external partners, the role is responsible for translating licensed brands and IPs into commercially-driven retail marketing programs that support licensee sell-in, product sell-through, retailer engagement and brand visibility. The role has a strong focus on retail marketing, retailer activations, partnerships and on-ground execution, with the ability to balance commercial objectives with brand requirements and Licensor guidelines. The ideal candidate must be highly attuned to the retail environment, and has a strong aesthetic eye for how brands and products are presented across retail touchpoints. They should be comfortable working across multiple stakeholders and be meticulous in ensuring that every activation, retail display and marketing execution is both commercially effective and aligned with the licensed property.MAIN RESPONSIBILITIES1. Retail Marketing

Develop and implement retail marketing strategies and initiatives that support business objectives, licensee sell-in, product launches and product sell-through. Work closely with Sales and licensees to identify retail opportunities and translate licensed properties into compelling retail programs and consumer-facing executions. Develop marketing activation plans across mall events, pop-ups, in-store campaigns, seasonal programs, promotional activities and other retail touchpoints. Identify trends, consumer behaviours, retailer opportunities and competitive activities to develop relevant retail marketing initiatives. Work closely with key retailers and licensees to understand their commercial priorities and develop marketing solutions that drive mutual business opportunities. Support retail business planning through a strong understanding of licensee listings, categories, product development, launch plans and retail calendars. Monitor retailer and licensee feedback and work with Sales and relevant stakeholders to address opportunities or issues. Evaluate campaign performance against agreed KPIs, identifying learnings and opportunities to improve future programs.2. Retail Activation & Execution

Lead the planning and execution of on-ground marketing initiatives, including mall events, retail pop-ups, retailer takeovers, in-store activations and promotional campaigns. Oversee the end-to-end flow of event and retail implementation, ensuring all executions are delivered on time, on budget and to the required quality. Ensure strong product visibility, placement and presentation across retail environments. Review and provide input on retail layouts, displays, POSM, visual merchandising, promotional materials and overall consumer experience. Coordinate with Licensor, licensees, retailers, agencies, Creative and other stakeholders to ensure smooth implementation. Manage campaign timelines and ensure all relevant parties are aligned on deliverables, approvals and execution requirements. Propose and manage event and campaign budgets, including P&L tracking and Regional Franchise approval where required. Prepare post-campaign reports and analysis, including performance, learnings and recommendations for future activations.3. Franchise & Brand Management

Work alongside the Business Unit Head and Regional team to develop local marketing initiatives in line with regional and Licensor strategies. Translate global and regional franchise strategies, guidelines and marketing assets into relevant local retail programs. Ensure all marketing and retail executions are compliant with Licensor brand guidelines, approvals and contractual requirements. Gather and cascade relevant franchise updates, marketing assets, guidelines and key information to the local team and licensees. Develop marketing proposals, retail presentations, brand decks and other materials to support licensee and retailer pitches. Ensure consistent and appropriate usage of licensed brand assets across all marketing and retail touchpoints. Stay up to date with relevant market, consumer, retail and competitive trends to identify new opportunities for licensed properties.4. Retail Brand Visibility & Visual Execution

Develop and maintain a consistent retail presence for licensed properties across key retailers and retail environments. Work closely with Sales, licensees, retailers and creative teams on permanent retail corners, shop-in-shop environments, pop-ups and other retail touchpoints. Review and ensure retail corners, POP/POSM and marketing materials are visually compelling, commercially effective and aligned with the licensed brand. Ensure all retail designs and marketing materials follows brand guidelines. Monitor the quality and consistency of retail execution across locations and identify areas for improvement. Champion strong visual merchandising standards and ensure licensed products receive appropriate visibility within the retail environment.

QUALIFICATIONS

• A Diploma in Marketing or any equivalent field with minimum 4 – 5 years’ experience in retail/ marketing or related industry experience
• Candidates with consumer product licensing marketing experience or a retail background specializing in consumer products. Fluent in written and spoken English
• Good working knowledge of MS Office – Excel, Word, Outlook, Power

Point

• Well organized and pro-active with excellent attention to detail
• Ability to perform in a fast-paced and dynamic environment
• Skilled at fostering positive relationships and communicating effectively with partners across all organizational tiers
• Excellent communication skills (written and verbal) and people management skills