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Senior Brand Manager



Marketing & Communications
Mexico City, Mexico
Posted on Friday, July 21, 2023

About Baubap

We are a fast-growing, Mexican fintech startup with the mission to become the bridge to people’s financial freedom through technology.

We are providing microloans to people in financial need through a fast and efficient process, always treating them with the respect and dignity they deserve.

Our long-term vision is to be the most inclusive digital bank in LATAM with more than 2.5 million clients.

About your role

As a Sr. Brand Manager, your mission is to drive the development and execution of brand strategies, ensuring consistent and compelling brand positioning in the market. You will play a crucial role in building brand awareness, consideration and ensuring a consistent and compelling positioning among target audience through different brand initiatives across different touchpoints.


  • Competitive landscape analysis: identify key messages per competitor, tone of voice and key differentiators to make sure Buabap’s positioning is unique and ownable.
  • Determine key target segments and key messages per each to generate their attention and contribute to conversion.
  • Shape and lead the process to define how we are going to purchase media.
  • Contribute to the craft of the awareness campaign for Baubap.
  • Collaborate with Content, PR, and Growth team to make sure the campaign is amplified in every touchpoint taking into account each channel characteristics.
  • Coordinate the implementation of Baubap’s awareness campaign: give feedback to creative agency to make sure it conveys what we want to communicate, coordinate media agency.
  • Responsible for the on time in full implementation of the awareness campaign.

Day to day

  • Monitor competitors' activities, marketing strategies, messaging and brand positioning to identify opportunities and stay ahead in the market.
  • Keep track of competitors' product improvements and launches, promotional campaigns and feature updates that affect their value proposition and messaging.
  • Manage external agencies and vendors to ensure the successful execution of brand initiatives within budget and timeline.
  • Collaborate closely with other members of the branding team and also cross-functionally to ensure consistency in brand messaging, visual elements, and overall brand experience across various channels and touchpoints.
  • Work side by side with the insights Manager in order to leverage consumer insights and market research as key inputs to inform and optimize marketing activities, ensuring alignment with customer needs and preferences.
  • Monitor brand performance metrics, analyze data to optimize brand strategies and tactics.

What you bring to the team

  • Bachelor's degree in Marketing, Business Administration, or a related field.
  • Proven experience as a Brand Manager or similar role within the technology industry.
  • Strong understanding of brand management principles and best practices.
  • Strong media acumen in both online and offline channels.
  • Excellent written and verbal communication skills in both English and Spanish.
  • Analytical mindset with the ability to interpret data and extract actionable insights.
  • Demonstrated ability to manage multiple projects and meet deadlines in a fast-paced environment.
  • Strong attention to detail and commitment to maintaining brand consistency.
  • Team player with excellent interpersonal and collaboration skills.
  • Knowledge of the Mexican market and cultural nuances.

Nice to have:

  • Experience in Fintech industry.
  • Experience in FMCG.
  • Experience working for a brand targeted for Mid-Low SEL.

Your skills

  • Clear and transparent communication. You are able to able to express your thoughts clearly, concisely and to the point. You can openly discuss any blockers you have, and constructively point out areas for improvement.
  • Relentlessly resourceful at execution and problem solving. You make things happen, no matter what. You are disciplined, organized and systematically follow through on your work. Instead of getting stuck thinking "well, this doesn't work", you look for creative / innovative / outside-of-the-box solutions to fix the issue and move on.
  • Sense of urgency. You operate with a constant sense of urgency (as if there was a large, hungry wolf chasing you), constantly looking for ways to move ahead and push everything around you to get to your desired outcome in the most efficient and productive way. You don’t wait around and make things happen.
  • Flexibility / adaptability / resilience. You ****can maintain your composure and focus despite the constantly changing environment, and adequately adapt to new conditions. You can swiftly change the course of action when needed, and you don't get easily demotivated.
  • Being self-driven /committed. You require very little guidance and intervention from your leader to move ahead. You can correctly read what the situation requires, and take the necessary action accordingly. If your leader were to disappear, you can still move ahead and make relevant things happen. You act because you want to, and not because someone else is telling you that you should.
  • Strategic thinking / seeing the bigger picture. You can see further than just your immediate "doorstep". You can correctly assess the deeper implications of certain decisions that might materialise in the future, and take decisions accordingly. You often use data or previous research to inform your recommendations and decisions.
  • Critical / analytical thinking. You can correctly analyse the root causes of a problem, without getting side-tracked by irrelevant, minor details. You can come to the right conclusion and propose a clear, logical plan of action. You don't stay on the surface of things.

What we can offer you

  • Being part of a multinational, highly driven team of professionals.
  • Flexible and remote working environment.
  • High level of ownership and independence.
  • 20 vacation days / year + 75% holiday bonus.
  • 1 month (proportional) of Christmas bonus.
  • "Vales de despensa" - 3,112 MXN / month.
  • Health & Life insurance.
  • Home office set-up budget.
  • Unlimited budget for Kindle books.
  • Baubap Free Loan.
  • Competitive salary.