Manager Marketing
Resume:
Denis Achilles Lazaro del Callar
V**** Sunny Villas Condo Pearl corner Camaro Streets
Fairview Park, Quezon City, Philippines
**********@*****.***
Qualifications Profile:
I am an accomplished business manager with a 21-year history of generating revenue and turning loss centers around, particularly in Print and Digital Publishing companies. I played a leadership role in transforming FHM into a cultural phenomenon and – during my time – the largest read publication in the country. My writing has earned me a bronze Araw Award. I have played leadership roles in the planning and execution of product campaigns involving traditional, digital, mobile and social media platforms while reporting directly to Presidents or Board-of-Directors. I have had multiple speaking engagements here and abroad and had the honor of representing my company in congressional hearings in aid of legislation. My core competencies include:
Leadership
Publishing
Digital publishing
Multiple category brand management
Profit and loss management
Analysis/Problem solving
Traditional and digital marketing management
Sales planning and management
Teamwork/Teambuilding
Events management
Creative direction
Copywriting
Scriptwriting
Speechwriting
Peer Counseling
Blogging
Website management
SEO & SEM
Public speaking
Public relations
In my personal life: I am an EBay top-rated power seller with a 100% positive feedback rating. On the average I make around PhP 40,000 in a month through the purchase, and selling of 2nd hand-toys. Being the son of professional educators, I have some non-professional teaching experience, that includes teaching one summer in the University of Asia and the Pacific, and; spending a summer teaching Mangyyans in Mindoro. I am also a returning Catholic Church choir leader and Lector/Commentator. I have intentions of completing a Masters degree and eventually pursuing a Doctorate degree.
Professional Background:
Managing Partner
DC Publishing Services December 2014 – Present
I run my own media company where I serve as a publishing, branding/marketing consultant and provide creative/technical writing, editing and graphic design. Our notable clients include:
Blueprints: The monthly magazine of Habitat for Humanity; Ministry for the Environment, New Zealand; Shell Philippines; and Haier Philippines;
Publisher
UNO Media and On-line Ventures April 2013 – December 2014
I was responsible for revitalizing the country's oldest 100% Filipino Men's Lifestyle Magazine. During my service:
I developed and executed the 3-year profit-and-loss plan as approved by the Board-of-Directors for the company;
I recruited an editorial team for the magazine, created a new brand bible for the magazine and cascaded the brand values throughout the team;
I established and led an advertising team for the magazine that was guided by advertising rates and revenue targets that were based upon the profit and loss plan approved by the Board of Directors. I also developed advertising strategies, marketing plans, media kits, monthly flyers and advertising presentations that I regularly presented to potential clients;
Served as the liaison between senior management and the board of directors: keeping them abreast of current strategies, challenges and the company’s progress.
I established a logistics and circulation network for the distribution of the magazine.
Marketing Professional/Publishing Consultant/Freelance Writer
DC Publishing Services September 2011 – April 2013
I was a freelance Publishing, Branding/Marketing Consultant and a freelance writer.
My clients included TV5, Buy & Sell, Skechers, Saucony, Merrell, Keds, Sperry Top-Side, No Fear, Pony, Polo, and Creative Recreation, Skechers, Saucony, Merrell, Keds, Sperry Top-Side, No Fear, Pony, Polo, and Creative Recreation among others
Corporate Marketing Manager
New San Jose Builders Inc. June 2010 – August 2011
Highlights of my service in NSJBI include:
The standardization of marketing practices across the different projects;
Media negotiations and buys;
Development of the corporate identity and brand bible of the company in order to prepare for the possibility of becoming a publicly-listed company;
Bolder, more cohesive participation of the company in real-estate events
Regular public relations releases for each of the properties
Development of the corporate website
Reporting progress and updates directly to the Chairman of the Board
Senior Business Manager November 2008 – November 2009
ABS-CBN Publishing Inc.
I assumed a leadership role in the systems and procedures analysis of the ABS-CBN Publishing. A summary of my accomplishments during this period include:
My coordination of advertising and circulation efforts which resulted in the ABS-CBN Publishing’s first profitable year in 5 years.
Serving as the liaison between senior management and the office of the president: keeping him abreast of current strategies, challenges and the company’s progress and ensuring that his vision and mandates are carried out with senior management.
Having to work hand-in-hand with editorial, advertising, circulation and the new finance team to identify loss centers, procedural errors and bad practices;
Revamping the circulation strategy of the company by individually identifying performing and non-performing areas of distribution;
Spearheading the institutionalization of brand-bibles for each of the ABS-CBN Publishing titles – bringing to an end the tendency of their titles to lose or shift identities on a whim.
Planning, creating and releasing new company products.
General Manager April 16, 2007 to October 2008
Category Brand Manager (concurrent) January 2008 to October 2008
Summit Publishing Co. Inc.
I was responsible for the operations and profitability of Summit Digital. My accomplishments include:
Leading the team in upgrading and re-launching Femalenetwork.com, Candymag.com and FHM.com.ph. All three are now among the largest websites in the country.
Motivating my team into generating savings and coming up with creative sales executions that resulted in a positive P&L instead of losing PhP 7 Million – the first profitable year for Summit Digital in 8 years.
Serving as the liaison between senior management and the office of the president: keeping her abreast of current strategies, challenges and the company’s progress and ensuring that his vision and mandates are carried out with senior management.
Category Brand Manager February 2004 to April 2007
Summit Publishing Co. Inc.
I was responsible for the brand direction, planning, operations and profitability of FHM and the rest of the men’s titles of Summit Media, including such titles as Entrepreneur, GamesMaster, T3 and Top Gear. My accomplishments include:
Public citations for performance from the company president;
Successfully directing editorial, spearheading public relations efforts and executing trade marketing efforts in order to maintain an 89%+ market share lead in the male-lifestyle category for FHM.
Leading the editorial, advertising and marketing teams into coming out with creative advertising solutions that generated enough profit to make FHM represent 1/3rd of the company’s income.
Leading the editorial, advertising, marketing, PR and circulation teams in the successful launch of T3, Top Gear, GamesMaster and Men’s Health. All of which were profitable during my time.
Becoming the first Summit brand manager to be promoted to category brand manager.
Brand Manager (FHM Philippines) February 2001 to February 2004
Summit Publishing Co. Inc.
I was responsible for the brand direction, planning, operations and profitability of FHM and the rest of the men’s titles of Summit Media. My accomplishments include:
Making Philippine history by leading the team that raised FHM’s circulation from a mere 12,000 copies in 2001 to 100,000 in 2002 – we were the first Philippine glossy magazine to breach the 100,000 level.
Leading the editorial, advertising and marketing teams into coming out with creative advertising solutions that allowed me to successfully exceed our advertising and circulation targets for 8 years.
I innovated by proposing and later managing the mobile and digital components of FHM. This allowed us to integrate more value-added services into our advertising and marketing campaigns.
Marketing Officer June 1997 to January 2001
Philippine Daily Inquirer
I arranged the marketing needs of the entire sales and marketing, including general display, classified advertising and circulation. My accomplishments include:
Being a part of the marketing team that won a Bronze Araw Award for the design of Inquirer’s corporate brochure during the 2001 Advertising Congress.
Leading the team that gave the Philippine Daily Inquirer its first Job Fair in Glorietta.
Account Manager April 1996 to April 1997
IDEA ONE Inc.
I was responsible for the trade, and events promotions for several major accounts and projects. My accomplishments include:
Leading the team that sent out 200 collection agents everyday, 7 days a week, throughout Metro Manila for GMA-7’s GOBINGO.
Account Executive/Copywriter April 1995, to January 1996
Agatep Associates Inc.
I was both an account executive and a copywriter for Public Relations firm handling several key company accounts - most notable of which was McDonalds.
Educational Background:
M.S. Professional Studies with a specialization in Development Communication, 1998 – 18 units, University of the Philippines Los Banos, Laguna
BA Humanities with a Specialization in Communication Arts, 1991-1995
University of Asia and the Pacific College of Arts and Science (UAP-CAS)
International Diploma in Computer Studies, 1993-1994 NCC Education and Training, Oxford House, UK (through Saztec IT Centre, Philippines UA&P)
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