2021-Present

THIRD PILLAR BUSINESS APPLICATIONS INC. A GLOBE BUSINESS COMPANY

Head of Marketing
Involved in the management of the marketing team that delivers the marketing and communications for both internal and external partners, customers, and stakeholders. Directing the overall branding and content production within the company for the product marketing materials and company events. I also host company engagements within and outside the company.

In Summary

• Generated a range of 350-400 marketing engaged leads and developed marketing initiatives based on brand, growth and acquisition leading a team that manages the marketing funnel.
• Developed GTM strategies, marketing funnels and processes that supports the conversion of prospects to leads, profiling customers.
• Jumpstarted conversion of prospects to marketing qualified leads to sales qualified leads from 0% to 18% in a 6-month period.
• Conducted sales enablement research that improved the quality of enablement materials, and highlighted the value proposition of the products to the Third Pillar and Globe Sales Team. Increasing the knowledge transfer with enablement videos and online discussions. Generating leads in the process.
• Managed, redesigned, and redeveloped the Third Pillar website, bringing in a 57% conversion rate versus other lead sources.
• Shot and produced various customer success stories. Watch here.
• Launched B2B marketing campaigns through CRM (Hubspot and Pardot Account Engagement) to deliver content marketing
• Contributed to the pipeline acceleration of the commercial team. This is an insurance industry account valued at 30M pesos.
• Main point of contact for partner marketing ecosystems
• A member of the commercial leadership team, supporting the revenue generation, and cross-functional HR, Enablement, and Sales (channels, Philippines, and APAC) teams, as a shared service.
• Launched an executive event attended by top 100 corporations in the Philippines alongside an Art Exhibit where the proceeds go to a non-profit (Waves for Water Philippines).  

Product Marketing Manager
I drive awareness, demand generation, and the conversion of qualified leads. I began in a product marketing role, handling the marketing of critical revenue-driving technology solutions for technology partners in contract lifecycle management, hyper-automation, analytics, integrations, data management, and customer relationship management (CRM). With enterprise businesses as a priority, I produce B2B online campaigns through a marketing funnel that launches webinars, EDMs, and other digital engagements to drive consideration of Third Pillar as a technology consulting and implementation partner in the Philippines and APAC region.

2019 - 2021

AVA ONLINE GROUP INC.

Product Marketing Manager and Group Manager
Responsible for managing the AVA.ph and Cavalry Digital businesses. Clients include Globe Telecom, and various eCommerce/retail customers; providing professional services, Digital Marketing strategy, Web development, and proper digital stacks for their transformation projects.

• Successfully executed revenue-generating events and pop-ups (shopping parties), delivering an estimated  83% profit margin from gross sales of $7000 USD. With a 60% event turnout from customers and social influencers.
• Improved ads ‘reach’. As a result, I’ve improved customer acquisition by 30% in a single quarter through digital ad remarketing and conversions.
• For consultancy, produced and developed digital content aligned to strict brand guidelines, as part of project management and quality control for AVA.ph assets and client servicing in Cavalry Digital’s projects. Deliver on both retail projects, eCommerce development, technical product, and industry whitepapers
• Management of company employees, payroll, and other responsibilities under human resources
• Developed strategies for traditional retail clients by establishing their online eCommerce businesses.
  As a result, this business gained significant revenue from their eCommerce asset, rivaling their mall outlets.

2014-2018

HINGE INQUIRER PUBLICATIONS

Photography and Video content production

I ran the in-house production team for the publishing company. Servicing: Editorial, Marketing, and Customs. Supervising 10 Print brands with 5 Digital brands, and various custom projects from clients with specific production timelines to build content targeted to a specific audience.

• 100% of targets fulfilled per month with strict adherence to high production quality. All projects were submitted on time, with minimal to no revisions.
• Pioneered the transformation of the company’s print-based business to digital by building an internship program—as a source of potential new hires—and a competent in-house video production unit for the company. Content types created under my unit include photography, videos, profiles, explainers, product features, reviews, branded content, and native video ads for customers.
• AWARDS: 2 Bronze Adobo Awards for the magazine category in 2017 for F&B Report: The Future of Food Issue, and RED Magazine’s product editorial Attired: Definitive Man. Read more about it here.

FREELANCE AND CREATIVE PROFESSIONAL RELATED EXPERIENCES

Life Coaching & Career Matching
In the marketing and business perspective, I coach emerging young professionals to reframe and repackage themselves to be able to find a new job, shift careers, or land lucrative niches that match their skills. I help anybody in their twenties through thirties who are having a difficult time identifying core skills to match their chosen career tracks in their respective fields. On the side, I mentor creative professionals who seek to consult with me and are looking to find a voice in their chosen mediums. Depending on the issues my clients are facing, I use different methodologies and exercises to help them identify their strengths and weaknesses.

Entrepreneurial Ventures

• 2020 Select Fresh - Farm-to-table produce delivered to your doorstep
• 2016 Bad Bishop Co+Recreation - A speakeasy tabletop F&B venture
• 2013 Snapifi - Automated Crowdsourced  Event Photography

Multimedia Practicioner At patricksegovia.com
Notable clients include Margarita Fores, Asia’s 50 Best Restaurants / Video Production: Harvard Lecture series on Philippines food and culinary arts and sciences. Watch it here. Various private booking of shoots for food concepts.

Multimedia Arts Festival | Founder and Project Director DLS-CSB
A 1-Week campus exhibition and a 3-day commercial exhibit in the Rockwell Center Makati. 2-month timetable with a 1.5M (~$30,000) budget maximized for 156 artists. I shaped and developed the whole concept, spearheading the leadership team of the massive event.  Funded with an estimated ~$4000 USD worth of sponsorships from a sponsor deck I crafted financing plans for the students. The event included a published visual directory/portfolio for featured participants.

EDUCATION

De La Salle College of Saint Benilde - School of Design and Arts
AB – Multimedia Arts 3.144/4 GPA – Awarded with an Honorable Citation/Mention.

Consistent on Second Honors Dean's List . Project Director for Multimedia Art Program Annuale.

KEY SKILLS AND COMPETENCIES
Customer Relationship Management Tools: Hubspot, Salesforce Marketing Cloud, Kanban Project Management via Trello,  Facebook Business and Ads Manager, Google Workspace, account management, scoping, costing, and proposal development. UI/UX Customer experience. Adobe Creative Suite ( Ps, Id, Ai, Pr), Photography, Video production, desktop publishing, and print production. Digital Stack Strategy and Web Development, eCommerce via Shopify. Life coaching.