Campaign and Brand Manager

The Campaign & Brand Manager is the execution engine and operational lynchpin for integrated campaign delivery, brand stewardship (both creative and messaging alignment), and go-to-market (GTM) execution across the entire Probe Group portfolio (Probe CX, Convai, Innovior).

The business has shifted decisively from passive brand management to an aggressive, growth-first execution model—focusing on initiatives that directly move the needle on commercial metrics and market penetration.

Working alongside the existing team in the Philippines as a peer to the Creative Team Lead and the CRM/Web Administrator, you will serve as the central point of contact for end-to-end campaign delivery. You will lead cross-functional integration—bringing together marketing, communications, recruitment/PX, sales, and product teams to launch cohesive, multi-channel GTM motions.

From driving recruitment marketing aligned with our EVP one week, to executing a cross-brand digital narrative campaign or a vertical-specific Probe CX demand generation initiative the next, you will ensure every campaign scales our portfolio value proposition, leverages shared assets, and enforces consistent brand positioning.

Equipped with a "Skill-First" mindset, you will champion HubSpot operations, traffic design requests through our internal creative studio, coordinate content distribution including amplification of Communication strategies and outputs, and partner with our performance marketing agency to ensure every campaign delivers measurable pipeline velocity and commercial ROI.

Main Activities and Responsibilities:

1. Integrated Campaign Execution & Cross-Functional Alignment

• The GTM Integration Lynchpin: Act as the operational bridge between Marketing and Communications, leading cross-functional alignment to ensure every GTM motion is fully integrated across owned, earned, and paid channels.
• Broad-Spectrum Campaign Delivery: Plan, build, and deploy a diverse mix of campaign types across the portfolio, including:

• Brand & Portfolio Narratives: Elevating our digitally-enabled, AI-driven CX stories (Probe CX + Convai + Innovior).
• Demand & Growth Initiatives: Coordinating performance media assets with our external agency partners, for consistent optimisation across refreshed creative and/or new mediums and emerging channels.
• Cross-Functional Partner Campaigns: Executing recruitment marketing campaigns aligned to our Employee Value Proposition (EVP) with People Experience (PX), alongside corporate initiatives for Legal, ESG, and Sales.

• Process Discipline & Repeatability: Establish standardised campaign processes—driving GTM intake workflows, enforcing structured post-implementation reviews (PIRs) as standard practice, and continually refining campaign automation tools to scale outputs efficiently.

2. Brand Governance, Value Proposition & Portfolio Synergy

• Brand Governance & House of Brands Synergy: Manage the governance and application of our existing brand visual guidelines across all market-facing touchpoints. Rather than creating net-new design assets, you will brief and oversee our internal Design Studio to ensure all outputs strictly align with established brand aesthetics.
• Messaging Consistency & Asset Harvesting: Maintain absolute verbal and positioning alignment across all GTM motions. Ensure every campaign actively harvests and repurposes core messaging, product features, and positioning assets from across our house of brands to amplify market presence without reinventing wheels.
• Value Proposition Activation: Embed the core Probe Group value propositions across all campaign touchpoints to present a unified, high-authority market narrative to buyers, partners, and prospective talent.

3. Studio Traffic Management & Performance Agency Interface

• Studio Workflow Traffic: Working in conjunction with the Creative Team Lead, set required prioritisation for the day-to-day creative production queue and traffic flow - ensuring asset delivery is flighted and delivered against active campaign deadlines and commercial growth objectives.
• Agency Co-ordination: Serve as the primary campaign execution liaison for our external performance media agency. Facilitate fast-turnaround asset supply, ad-copy reviews, and landing page launches for paid search, LinkedIn campaigns, and performance SEO pushes.

4. Multi-Channel Campaign Activation & Platform Orchestration

• Cross-Platform Campaign Staging: Drive the multi-channel staging and rollout of integrated campaigns across all internal and external touchpoints. Select and orchestrate the right channel mix for each GTM motion—ensuring campaign elements are built on-spec, fit-for-purpose, and tailored for maximum resonance across digital ads, social platforms, email templates, internal channels, and web real estate.
• MarTech Leverage & "Hand-in-Glove" CRM Alignment: Champion the smart utilisation of modern MarTech platform tools (such as HubSpot Content Remix and AI-powered repurposing modules) to quickly turn core assets into native campaign formats. You will partner hand-in-glove with the PH-based CRM & Web Administrator, who owns the technical backend, CRM database segmentation, and workflow automation, by providing clean campaign briefs, asset structures, and specs for seamless execution.
• Omnichannel Content Amplification: Execute "surround sound" content distribution strategies. Take high-value authority assets (reports, whitepapers, calculators, executive insights) and systematically adapt and repurpose them into ad units, social series, internal enablement packs, and sales push collateral to ensure total market coverage across the entire buyer lifecycle.
• End-to-End Event Activation: Coordinate pre-, during-, and post-event campaign journeys across all corporate and vertical industry events. Ensure event collateral, registration touchpoints, and attendee data capture templates are produced on-spec, while collaborating with the CRM Administrator to deploy automated post-event nurture logic.

Key Performance Indicators (KPIs) & Success Measures:

• Campaign Delivery Velocity: 100% on-time execution of approved integrated campaign briefs across Marketing, Comms, PX, and Sales streams.
• GTM Process Standardisation: Successful implementation of standardised intake, workflow, and PIR frameworks across all campaign motions.
• Brand & Messaging Compliance: Zero dilution of core brand guidelines or value propositions across published assets across all portfolio brands.
• HubSpot & Asset Efficiency: Maximise the re-use and automated distribution of campaign assets to drive continuous engagement across active CRM lists.

Core Competencies:

• Integrated Campaign Management: Deep understanding of end-to-end B2B campaign execution, GTM rollouts, multi-channel orchestration, and campaign traffic management.
• Brand Stewardship & Asset Governance: Practical eye for visual design alignment, brand guideline compliance, messaging consistency, and asset harvesting across a house of brands.
• MarTech & Platform Competency: Proficient in leveraging modern marketing platforms (HubSpot, Figma/Canva for feedback, GA4/GTM, Hotjar, Semrush) to execute and optimise campaigns efficiently.
• Stakeholder & Agency Coordination: Ability to manage creative studio queues, interface effectively with external performance media agencies, and align cross-functional teams (Comms, PX, Sales).