Brand Strategy Lead

About GoTyme

GoTyme is a joint venture between the Gokongwei Group, one of the biggest conglomerates in the Philippines, and the Singapore-headquartered digital banking group Tyme. This venture combines the trusted Gokongwei brand, customer base, and distribution ecosystem with Tyme’s globally proven digital banking technology and hands-on experience building South Africa’s leading digital bank, TymeBank, one of the fastest-growing digital banks in the world today.

At GoTyme, we have embarked on a journey to democratize financial services and bring next-level banking to the Philippines. We seek individuals who share our belief that the game is worth changing, to join our growing team of GoTymers as we build, launch, and scale a bank that empowers all Filipinos to navigate a path to financial freedom.

About the role

The Brand Lead ensures GoTyme Banks's brand identity follows the overall strategy and stays consistent across all campaigns as well as drives market impact in a highly competitive industry. They should have a good understanding of the brand strategy, enough to build and execute B2C campaigns that consistently tie back to it. They must work well cross-functionally to bring every initiative to life. Beyond strategy execution, they also originate and close brand-building partnerships and campaigns end-to-end, always looking for new ways to keep the brand relevant.

They should have a strong pulse on how to market products to appeal to an emerging affluent audience; know how to launch products with the brand strategy front and center, and bring creative, out-of-the-box thinking to every initiative. This is an exciting opportunity to drive brand awareness, customer loyalty, and business growth in a dynamic, fast-paced environment. 

Strategic Brand Execution & IMC 

• Go-To-Market Execution: Lead the development and execution of innovative marketing strategies to launch and grow GoTyme Bank’s product offerings and bran-led initiatives. Ensure campaigns are timely, aligned with market needs, and generate maximum impact. 

• Cross-functional Collaboration: Work closely with product, creative, digital, and analytics teams to deliver data-driven, results-oriented campaigns that strengthen brand awareness and customer engagement. 

• Campaign Performance Analysis: Understand and analyze market research and track campaign performance. Use insights to optimize strategies and ensure the effectiveness of all marketing initiatives.

• Act as the guardrail for the brand: reviewing and guiding what other teams put out to ensure it reflects and reinforces the brand strategy, identity and positioning. 

• Competitive Analysis: Continuously monitor trends and competitor activities to identify opportunities that help Goyme Bank remain relevant, top of mind and distinc in a highly competitive industry.

Creative and Digital Excellence 

• Innovative Campaign Design: Should strive for creative approaches to product briefs that inspire internal and external creatives. Develop multi-channel campaigns focusing on buzz driving initiatives that come to life working with channel owners: Social media, KOL, trade and more. 

• Digital Marketing Mastery: Leverage digital channels to drive brand recognition and engagement. Work with the marketing team to enhance brand campaign awareness and engagement. 

• Stay current on social media trends and what other brands are doing, and bring fresh ideas into planning. 

Project Management & Execution 

• End-to-End Campaign Management: Own the lifecycle of marketing projects, from ideation to execution, ensuring timelines, budgets, deliverables and cross-functional alignment are met with excellence. 

• Stakeholder Alignment: Ensure smooth communication across teams and partners to guarantee alignment on goals, execution, and results. 

• Negotiate with partners and vendors and create clear scopes of work. 

Strategic Partnerships & Growth

• Identify and Develop Brand Partners: Partnerships with like-minded brands that help elevate GoTyme Bank's positioning. Should be able to pitch ideas end-to-end: concept, partner/supplier identification, negotiation, and execution. 

• Partner Relations Management: Build and maintain relationships with relevant and out of the box partners, businesses and other brands to expand GoTyme Bank’s reach and drive collaborative marketing initiatives. 

• Co-Branded Campaigns: Develop and execute joint marketing campaigns with strategic partners, ensuring seamless execution that drives customer acquisition, retention, and long-term value. 

• Partnership Optimization: Track and assess the performance of brand partnerships, ensuring mutual growth through data-driven decisions and KPIs. 

Requirements

• Bachelor's or Master's degree in Marketing, Business, Communications, or related field.

• Minimum 4-6 years of experience in brand management, marketing strategy, or integrated campaign management, preferably in fintech, tech, or consumer B2C.

• Proven experience running brand activations and events, from concept to on-ground execution.

• Experience negotiating and managing vendor/partner contracts, ideally with exposure to procurement or legal processes.

• Strong understanding of consumer journey, messaging, and communications strategy across channels.

• Demonstrated ability to lead and align cross-functional teams without direct authority.