Brand Marketing Specialist

Department

Marketing

Employee Type

Probationary

Step into the forefront of the aviation industry with Cebu Pacific, a trailblazer in creativity and innovation in the Philippines. Our Marketing and Customer Experience team integrates a diverse range of disciplines including Customer Experience, Brand and Technology Marketing, Digital Media, Partnerships and Ancillaries, Corporate Communications, and Customer Care. At Cebu Pacific, marketing goes beyond promoting the latest seat sales—it’s about creating connections, building loyalty, and delivering experiences that passengers carry with them long after the flight has landed.

Bring your unique and bold ideas to the team and be a moment maker in the ever-evolving field of Marketing & Customer Experience as a Brand Marketing Specialist . Visit our careers site to learn more about how your moment matters at Cebu Pacific: CEB Careers Site

Primary Responsibilities:

Brand Equity Building Campaigns

• Partner with Insights and Analytics teams to extract actionable market insights that will help reinforce our brand promise and values.
• Craft and implement brand equity-building campaigns and programs that drive brand love, brand awareness, and loyalty.
• Oversee end-to-end campaign roll-out—concept development, content creation, media planning, and performance tracking.
• Define KPIs, analyze results, and refine tactics to maximize ROI.
  
  

• Craft distin ctive positioning, messaging, and brand identity (visual, sonic, tactile, gustatorial, olfactory) for new and existing products and services, ensuring alignment with overarching brand guidelines.
• Collaborate with Ancillary, Commercial and Digital teams to launch products by creating pitching decks, merchandising, and product launch campaigns.
• Design and execute brand experience strategies in close collaboration with other teams such as but not limited to CX, Ground Operations, Cabin Operations, to ensure seamless, on-brand customer touchpoints.
• Monitor product performance and call out opportunities for brand refreshes or extensions.
  
  

• Build and maintain a scalable design system (components, platforms, guidelines) that supports both marketing campaigns and product/platform interfaces.
• Work closely with design agencies and internal teams to ensure consistency across all touchpoints.
• Establish version control, documentation, and change-management processes for long-term system integrity.
  
  

• Review and optimize budget usage for handled projects and campaigns
• Develop and implement brand operations systems and processes from exploration, procurement, to output handover to end-user to ensure on time and in-full provision of branding and design requirements
• Initiate or manage brand equity or consumer research to gather market insights, informing current and future brand strategy and activities.
  
  

• At least 2-3 years of practical experience in brand marketing, product branding, trade marketing, or customer engagement marketing – ideally for consumer goods brands with omnichannel distribution.
• Proven track record of leading successful brand-building campaigns and/or developing design frameworks.
• Direct experience translating marketing insights and consumer research into strategies and tactics.
• Direct experience in working with creative, design, and/or advertising agencies.
• Hands-on experience with editing tools (Canva, Illustrator, Photoshop, After Effects)
• Hands-on experience with project management tools/programs such as Trello, Monday.com is a plus
• Design Thinking certifications is a plus
• Must have a valid work visa or legal authorization to work in the Philippines
  
  

• We are the first Great Place to Work ® certified airline in Southeast Asia.
• We have been recognized as Best Employer Brand on LinkedIn for two consecutive years.
• Be part of a forward-thinking team that values innovation and continuous improvement.
• Play a key role in developing and nurturing the talents that drive our success.
• Accelerate your career with access to extensive learning programs and leadership development initiatives, all under Ceb U, our corporate university.
• Enjoy unique employee perks such as free travel for you and your family. Expanded coverage to common law partners and same sex partners!
• Be assured of a comprehensive healthcare coverage upon hire.