Segment Marketing Manager for Youth Cultures

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

Ensures WTY is embedded into existing trade marketing school attack strategies

Works with National Trade Marketing & Brand teams to integrate WTY into commercial engagement channels

Aligns on-ground youth activations with WTY KPIs, ensuring measurable impact

Develops scalable playbooks for WTY execution in schools, student hubs, and youth-centric convergence zones

Strengthens collaboration between WTY, Trade, and Brand teams for consistent execution

Hard Skills

• Commercial Take-Up Strategy for WTY → Works with Trade & Brand teams to ensure WTY isn’t just an engagement play, but also contributes to business KPIs (e.g., SIM take-up, load transactions, app adoption, data usage).
• WTY Integration into Existing School Attack Playbooks → Enhances National Trade Marketing’s school attack framework to ensure WTY is embedded in student touchpoint
• Scalability & Localization → Creates a playbook to scale WTY in key student hotspots, ensuring that regional trade teams and brand ambassadors can localize activations developing a scalable execution model that allows regional teams to localize and roll out WTY activations efficiently
• Creates guidelines, training materials, and execution frameworks to maintain consistency across different regions
• Student Convergence Mapping → Identifies high-traffic youth convergence zones (e.g., universities, esports arenas, lifestyle hubs) and integrates in the playbook
• Performance Measurement & Optimization → Tracks and analyzes performance metrics to measure the effectiveness of WTY’s on-ground activations
  
  
  

Soft Skills

Strategic Integrator & Connector – Ensures WTY is not siloed but fully embedded into existing Globe programs and assets.

Youth-Centric Mindset – Keeps a pulse on Gen Z behaviors, trends, and digital consumption patterns to ensure activations feel fresh and relevant.

Highly Collaborative & Agile – Works effectively across teams with different priorities, ensuring alignment without conflict.

Data-Driven Decision-Maker – Balances brand experience and commercial impact using data insights to refine and optimize activations.

Duties And Responsibilities

• Design customer engagement campaigns and programs aligned to customer and business objectives - Create project plans with the detailed mechanics, desired customer experience and success metrics
• Drive the launch and management of the designed campaigns and programs - Oversee the delivery of the campaigns/programs, prioritizing tasks, and ensuring timelines, budget, and quality standards are met
• Develop and deliver direct-to-customer communications - Set the branding guidelines and tone to be used in crafting relevant and compelling messages for maximum customer engagement
• Coordinate and collaborate with cross-functional partners and enablers - Foster team collaboration and facilitate effective communication in aligning and engaging all relevant stakeholders (analytics, operations, creatives, technical and customer experience teams) around the campaign/program launch plans and shared objectives
• Conduct campaign analysis to evaluate effectiveness and pursue improvements - Drive the analysis to surface opportunities for continuous improvement and to manifest ideas into viable new campaigns/programs or iterations of existing campaigns/programs
  
  
  

KPIs

• Vector Attribute achievement especially among the Youth
• Acqui and Retention Metrics
  
  
  

Top 3-5 Deliverables

• Detailed Project Requirements and Plan
• Budget Plan and Budget Processing
• Go-To-Market Plan and Execution
• Campaign Communication Materials
• Cadence of Performance Reviews
  
  
  

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.