At Globe, our goal is to create a wonderful world for our people, business, and nation. By uniting people of passion who believe they can make a difference, we are confident that we can achieve this goal.

Job Description The Archetype Marketing Lead is responsible for driving hyper-localized marketing strategies based on geo-archetypes to deepen market penetration and foster customer loyalty within specific territories. This role involves comprehensive analysis of micro-market dynamics and distinct archetypes, followed by the design, execution, and performance monitoring of tailored offers and BTL on-ground marketing initiatives. The Archetype Marketing Lead plays a critical role in translating insights into actionable strategies that resonate with unique local consumer segments.

Market Analysis and Strategy Development

Analyze consumer behavior, competitive intensity, distribution gaps, and adoption barriers within specific towns or archetypes.

Interpret geo-archetype insights and translate them into localized micro-market offers and BTL marketing strategies.

Monitor competitor activities, market trends, and regulatory changes within assigned territories to proactively identify opportunities and challenges.

Offer and Campaign Design

Develop, propose, and monitor micro-market offers aligned to the strategic posture of the town.

Develop, propose, and refine BTL on-ground marketing strategies, activation plans, and community engagement initiatives tailored to the archetype

Execution and Operations Management

Work with the Marketing Activations team to execute BTL on-ground activations including events, roadshows, and community-based marketing programs tailored to the archetype.

Manage the allocated marketing budget for micro-market initiatives, ensuring efficient resource allocation and adherence to financial guidelines.

Performance Monitoring & Optimization: 

Conduct post-mortem analyses on offer performance, campaign effectiveness, and activation ROI, then adjust strategies as needed.

Prepare and present comprehensive performance reports, insights, and recommendations to the Territory General Manager and other key stakeholders.

Collaboration and Advocacy: 

Collaborate with Territory and National Segment Marketing Teams to align on archetype-specific value propositions and messaging.

Act as the voice of the archetype, informing the broader marketing and strategy teams of local market needs and behavioral nuances.

Equal Opportunity Employer
Globe’s hiring process promotes equal opportunity to applicants, Any form of discrimination is not tolerated throughout the entire employee lifecycle, including the hiring process such as in posting vacancies, selecting, and interviewing applicants.

Globe’s Diversity, Equity and Inclusion Policy Commitment can be accessed here

Make Your Passion Part of Your Profession. Attracting the best and brightest Talents is pivotal to our success. If you are ready to share our purpose of Creating a Globe of Good, explore opportunities with us.