About The Role

The Paid Media Hyper-personalization Officer contributes to building a strong BPI brand by delivering relevant, data-driven and hyper-personalized customer experiences across digital paid media touchpoints, consistent with the Bank’s brand standards and customer experience strategy in an increasingly digital and AI-enabled landscape. The role creates value for the Bank by maximizing the effectiveness and efficiency of paid media investments through audience intelligence, first-party data, and hyper-personalization capabilities. The Paid Media Hyper-personalization Officer plans, implements, and optimizes paid media and audience activation strategies in collaboration with internal and external partners for brand-building and tactical campaigns across the Unibank. The role serves as a strategic partner to the Segments, Products, and Channels teams in developing data-driven media strategies, activating customer audiences, and continuously improving paid campaign performance. The role also collaborates with media agencies, technology partners, and cross-functional teams to ensure effective execution, measurement, and optimization of paid media initiatives enabled by Project Zeus. Responsibilities: Plans, develops, and recommends paid media and audience activation strategies across paid media channels in collaboration with media agencies and suppliers to achieve business objectives and maximize marketing effectiveness. Ensures proper implementation and activation of paid media campaigns and first-party customer audiences using hyper-personalization capabilities to deliver relevant and personalized customer experiences across paid channels. Monitors, analyzes, and optimizes campaign, audience, and conversion performance to maximize media efficiency, customer engagement, and business outcomes. Collaborates with Marketing teams, Analytics, Technology, and media agency partners to define audience strategies, campaign requirements, and measurement approaches to ensure effective campaign delivery and continuous optimization. Evaluates and recommends new paid media technologies, audience activation capabilities, experimentation opportunities, and industry best practices to continuously enhance the Bank’s hyper-personalization and paid media capabilities. Qualifications: Bachelor’s degree in Communications, Marketing, or related field 5 years experience in Marketing Communications, Media – Digital and Traditional Proven track record in traditional and digital marketing strategies and executions Knowledge and experience in media planning, buying, and optimization, digital and social media touchpoints Background in Search Engine Marketing (SEM) and Search Engine Optimization (SEO) Familiarity with Google Analytics, Google Data Studio, or in any relevant digital analytics tool Creative thinker, analytical, and can use data in making recommendations and decisions Strong interpersonal and collaboration skills to work cross-functionally Excellent verbal and written communication skills Ability to work independently and thrive in a dynamic team environment Sharp attention to detail and ability to spot optimization opportunities Innovative mindset with the ability to think creatively and problem-solve Open to new learning and doing things differently