The Marketing Manager (Brand Licensee) is a senior leadership role responsible for end-to-end marketing, brand execution, customer growth, loyalty, digital payments, partnerships, and communications for the retail fuel business operated under a brand license.
The role ensures that all marketing activities are:
- Commercially effective for the licensee, and
- Fully aligned with the licensed brand, customer experience, digital, and licensing requirements.
The role serves as the primary interface with Brand Licensor on marketing, brand, loyalty, and digital matters, working closely with their brand representatives
Responsibilities:
Strategy & Planning
- Develop and execute the multi-year marketing strategy aligned with licensor brand vision and company business objectives and priorities.
- Translate strategy into integrated plans between Fuels, Payment Loyalty & CRM, Brand & Customer Experiences, Digital Marketing and Pricing that brings competitive advantage, aligned with Licensor's marketing guidelines, Multi-Year Plan, and business T&R.
- Manage marketing budget, prioritize initiatives to maximize return from investment
- Engage Brand Licensor early on material initiatives requiring alignment or approval.
Retail Fuels & NFR
- Manage all marketing mix elements: Pricing, Product portfolio, Channel, Value propositions, Communication, and Promotion for Fuels and Non-Fuels Retail (NFR) in collaboration with relevant internal stakeholders.
- Lead NFR marketing strategies across convenience retail, food service, car care, lubricants, and co-locators.
- Ensure all programs are operationally executable and compliant with Brand customer promise standards.
- Co-develop and execute EV strategy for the market together with Network team, including strategic partnership both for 2W and 4W across value chain.
Loyalty, CRM & Digital Payments
- Own the loyalty and CRM strategy, aligned with Brand-approved models.
- Act as business and contract owner for loyalty platforms and app vendors.
- Work with the Brand Representatives to align digital roadmaps and ensure compliance with digital and data standards.
- Drive adoption of digital payments and partnerships.
Brand, Communications & Media
- Drive Licensor brand preference, trial and loyalty levels to enable growth in both volumes and market share.
- Ensure consistent and compliant use of the Brand across sites, campaigns, and channels.
- Oversee local brand communications, campaigns, PR, and social media.
- Act as contract owner for creative, media, and PR agencies.
- Serve as single point of contact of the Brand Licensor on brand and communications matters.
Partnerships
- Identify and manage local partnerships that enhance customer value and commercial performance.
- Ensure partnerships comply with Brand licensing, legal, and competition requirements.
- Coordinate with Brand licensor on partnerships with regional or global implications.
Customer Insights & Performance
- Build knowledge and market understanding by keeping track of customer trends & needs, current & future business/industry environment, total market size and share tracking, identification of key segments, channels, customers and competitive position through external research projects (qualitative & quantitative), 3rd party insights from agencies (media, loyalty, partners), and internal data points (loyalty app, ERP, POS, etc.)
- Track campaign effectiveness, ROI, and brand health.
- Share insights with Brand licensor as required under licensing arrangements.
People Leadership & Team Management
- Lead, coach, and develop the Marketing Team to deliver business objectives.
- Ensure effective performance management, including:
- Goal setting and performance reviews
- Ongoing feedback and coaching
- Development planning and capability/ competency building
- Manage performance, conduct, and disciplinary matters in line with company policies and local labor requirements.
- Foster a united, accountable, and high-performance culture aligned with company values of Collaboration, Innovation, Trust, and Achievement.
Key Accountabilities
- Retail multi-year marketing strategy and execution
- Retail fuels and Non-Fuel Retail (NFR) commercial programs
- Brand, communications, and media (Brand licensor-aligned)
- Loyalty, CRM, and digital payments
- Strategic partnerships and alliances
- Customer insights and performance management
- Vendor and contract ownership
- Marketing governance, risk, and compliance
- Brand and license alignment
Qualifications:
- 10+ years in marketing or commercial roles within retail fuels, FMCG, or other similar retail chains
- Strong exposure to brand, sector and functional (such as insight) management loyalty, digital platforms, and partnerships
- Ability to demonstrate LAT (Leadership, Accountability, Teamwork) behaviors, as well as Leadership and Personal and business skills with an established track of leadership experience and ability to lead & develop a team
- Customer-centricity with clear understanding of consumer demands and trends
- Sound commercial mindset with good conceptual and analytical skills
- Strategic thinker with track record of developing and implementing strategy successfully
- Good relationship management with preferably CRM experience to strategic partners / customers and strong communication skills both verbal and in writing
- Ability to adapt to changing environment and circumstances as well demonstrated resilience
- A good overall understanding of the Retail Fuel business is an advantage
- Good experience on digital transformation (including digital loyalty system and e-commerce)
General Disclaimer: This role will be part of CITADEL Pacific's expanding retail fuel business in Indonesia. The successful candidate will join the team supporting the integration and future operations of our local entity. All hiring, onboarding, and employment contracts will be fully compliant with Indonesian laws and regulations. More information about this expansion could be found in the CITADEL Pacific official website: https://citadelpacific.com/news-updates/
About CITADEL Pacific
CITADEL Pacific Ltd. (CPL) is a diversified private holding company with operations in the Philippines, Hong Kong, Macau, the Republic of Palau, the Commonwealth of the Northern Mariana Islands, and the US Territory of Guam.
Our holdings range from controlling stakes in companies engaged in retail, petroleum and gas distribution, telecommunications, commercial, and industrial property, in-flight and non-in-flight catering, and manpower services. Our Solar and Data Center businesses position CITADEL to future facing and fast-growing industries in renewables energy and digital infrastructure sectors.
We offer a competitive total rewards package which includes a base salary determined by factors such as role, experience, skill set, and location. Additionally, eligible employees may receive discretionary bonuses based on both company performance and individual achievements. Our benefits and programs are designed to meet the needs of our employees and are benchmarked to the market. Detailed information regarding compensation and benefits will be shared during the hiring process.
