Head of Brand Management and Customer Experience

FILINVEST LAND, INC.


Role Overview
The AVP for Brand Management & Customer Experience is the enterprise leader responsible for defining, strengthening, and protecting the Filinvest Land Masterbrand and ensuring that the branded experience delivered across Residential, Malls, Industrial Parks and Offices is consistent, high-quality, and aligned with the companys strategic direction.

The role combines brand strategy, customer experience design, brand governance, and enterprise storytelling to shape how customers perceive and experience the FLI brand. It partners closely with Corporate Communications, Digital Marketing, Customer Insights, Sales, and Customer Care.


Key Strategic Responsibilities

1. Brand Strategy & Architecture 

Define and evolve the enterprise brand strategy and architecture across all business units. 

Translate the brands strategic positioning into clear messaging, creative direction, and experience standards. 

Ensure the brand narrative is consistently applied across products, touchpoints, communication materials, and digital channels. 

2. Enterprise Brand Governance
Establish and enforce brand governance across all departments, agencies, and partners.
Lead creation of brand guidelines, identity systems, narrative frameworks, and approval processes.
Conduct regular brand audits to ensure alignment across all units and campaigns.

3. Customer Experience (CX) Strategy & Design

Own the enterprise CX strategy, ensuring that each business unit delivers a branded experience aligned with customer expectations and company objectives.
Use NPS, CSAT, and customer insights to create CX standards, journey maps, and service improvements.
Partner with Sales, Customer Care, Property Management, and Digital to eliminate friction points and elevate touchpoints.

4. Brand Health & Customer Insight Integration

Work closely with the Head of Customer Insights to translate brand health metrics into strategy.
Use segmentation and persona insights to guide brand messaging, creative direction, and experience design.

5. Enterprise Campaign & Experience Leadership

Oversee major enterprise-level campaigns that elevate the Masterbrand and support business goals.
Ensure brand-driven CX moments across the lifecycle: inquiry viewing reservation turnover after-sales community-building.
Collaborate with Digital and CRM to extend brand storytelling across digital and automated channels.

Competencies
Brand strategy & architecture
CX design & transformation
Insight-driven decision-making
Governance & cross-functional leadership
Executive storytelling & communication
Digital ecosystem understanding (supports Digital & CRM)
Ability to influence senior leadership 



Qualifications

• Bachelor's degree in Marketing, Business, or related field; MBA preferred.
• Minimum 10–12 years in brand management and customer experience, with at least 5 years in a senior leadership role.
• Strong expertise in brand strategy, customer journey design, and service excellence.
• Exceptional communication, stakeholder management, and analytical skills.

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