Brand Marketing Specialist

The Marketing Communications Specialist plays a key part in the development and execution of the Brand Plan and Marketing Communications Plan for Ford. The role is expected to collaborate closely with regional and local agency partners in creating and executing marketing campaigns.

Key responsibilities include providing insights from data sets, conducting meetings with partner agencies, managing fixed marketing budget planning, and ensuring timely implementation of media plans. Additionally, the Specialist focuses on achieving Advertising Proficiency by maintaining "Ford speak" in communications, creating advertising briefs, managing digital channels, and developing marketing assets while ensuring compliance with Ford brand guidelines. Budget management, KPI monitoring, agency performance evaluation, and coordination of retail-oriented marketing activities to achieve objectives are also integral aspects of the role, including creating retail campaigns, proposing retail offers, evaluating marketing programs, and interpreting competitive information for counteractions as necessary.

Overall, the Marketing Communications Specialist is responsible for leading marketing efforts, managing budgets, ensuring brand compliance, and driving retail-oriented marketing activities to support sales objectives for the Ford brand.

Education Qualification Graduate of any 4-year course; preferably in business administration, communications, or marketing
No. of Years of Experience

8 years of professional experience

Preferred previous experiences Experience in brand (account for those with agency background) or marketing management for at least 5 years is an advantage
Functional Skills

High proficiency with computer applications (MS Word, Excel, and PowerPoint)

Knowledgeable in Adobe Photoshop, video editing is an advantage

Behavioral Skills Excellent English oral and written communication skills
Special Knowledge / Skills Required

Interest in automotive or any related product/field is also an advantage

Must know how to drive a 4-wheel vehicle, with valid driver’s license

KEY ROLES AND RESPONSIBILITIES OF POSITION

I. Contribute to the development and execution of the Brand Plan and Marketing Communications Plan

Lead marketing efforts through working closely with regional and local agency partners to create efficient brand marketing strategies and content for Ford primary brand and its products

• Brand Marketing Plan
  • Provide insights through various data sets (market research results, industry performance etc) to help create brand plan and strategies
  • Conduct regular meetings with the regional and local partner agencies (Creative, Media, CRM, PR, Activation)
  • Co-lead internal launch coordination meetings
• Fixed Marketing Budget Planning
  • Lead fixed marketing resources management (media, production, promotional items etc)
  • Regularly update dealer stakeholders on brand’s activities (ATL/BTL/PR) through different platforms such as Marketview, Dealer Newsletter, Dealer Meetings etc
• Media Plan / Placement
  • Review and ensure approval of media plans and cost estimates
  • Ensure timely implementation of media plans
• Agency Scope of Work
  • Actively participate in the development of yearly agency scope of work

II. Achieve Advertising Proficiency

Maintain “Ford speak” in all materials, communications and adhere to Ford brand guidelines

• Advertising Brief Creation
  • Write Marketing Communications brief to be used by various internal and external partners
• Digital Proficiency
  • In charge of all the digital channels and uses them to drive brand awareness and generate leads
• Lead Advertising Material Development
  • Work with regional and local agency partners in developing marketing assets for various platforms
  • Ensure Ford does not violate local laws, advertising rules
  • Ensure dealer marketing materials comply with Ford brand guidelines
• Website
  • Work with digital marketing specialist to ensure that ford.com.ph contains updated product information
• Dealer POSM
  • Develop Dealer point of sale material and collaterals depending on campaign requirements

III. Manage budget spending on fixed marketing and achieve retail targets

Effective management of fixed marketing budget and ensure spending is within budget.

• KPI Monitoring
  • Marketing Communications Specialist to share KPI targets to agencies for briefs, quarterly media planning and monthly update
  • Preparation, monitoring, and updating of brand marketing calendar (overall and per nameplate)
  • Evaluate agency partners’ performance (mid-year and year-end)
• Fixed Marketing Monitoring
  • Regular monitoring of fixed marketing resources
  • Manage processing of agency & supplier documentations (PNF, PO, RFP etc.)
  • Regular update of brands accounts payable thru agency & supplier SOAs
  • Management of marketing vehicles (demo units) and coordination with PR team for media lend-outs

IV. Development and execution of Retail Oriented Marketing activities to achieve objectives

Create quarterly retail campaigns that will help support traffic metrics and overall sales objective

• Develop, propose, and administer tactical retail offers for Ford Products to achieve objectives
  • Work closely with retail finance specialist to develop and draft quarterly variable marketing proposals, including target-based retail incentives
  • Evaluate impact and effectiveness of variable marketing programs
  • Support Product actions which can be combined with VM support to create retail propositions
  • Interpret regional competitive information to develop counteractions and programs as needed