Seasoned Marketing, Sales & Digital
senior executive with a proven track
record served under established
companies in the ﬁeld of FMCG, Telco,
Technology, Advertising and Digital.
With specialisations in (1) Digital
Campaigns - creation and deployment,
(2) Digital Platforms - performance marketing & social, (3) CRM and Subscription-based business models.
Key Business Responsibilities Digital Business Leader August 2018 to
Present - Hired as
Country Director for
Sureﬁre Local, an
company that oﬀers
performance marketing services to clients in the US. I lead the Production Back-oﬃce in the Ph. We produce websites
(creatives & builds), marketing collateral design, web & blog content, social media content and calendars, and APIs that connect to clients’ web platforms. We also do performance marketing and run clients’ paid media campaigns. We are a subscription based eco-system.
2015 to 2018 - Led the Digital Division of Publicis Manila. Our small boutique Digital Agency, Rogue Digital was acquired by Publicis in late 2014, along with all our clients to build on their own portfolio of business. We delivered overnight digital capability from a standpoint of development, design, and performance marketing. Our expertise revolved around Performance marketing (paid media, search, and content), crm and transactional marketing. Key clients we serviced or Digital were Smart, Watsons, Nestle, SMB, Okada, Axa, Scoot, Audi, to name a few. 2008 to 2014 - Pure Digital m(aka Rogue Digital was a local digital agency we set-up in partnership with Xurpas and owners of Jimenez Group.. We were backed by collaborations with relevant tech partners like FB & Google to quickly transform ourselves as Digital experts. We were major proponents to performance based marketing. Key clients were Smart, HP, Ayala Land, San Miguel Brewing Group, Citibank, Robinsons Cinemas, Pﬁzer, Unilab.
2001 to 2007 -
Was Marketing Manager for Globe Telecom, during the rapid digitisation period in the early 2000s. Collaborated on industry leading subscriber acquisition campaigns, bannered by “Globevolution”, which was a massive switching campaign that established and eﬀected an industry impacting growth for Globe Telecom. Led the Post-paid business, and was in charge of post-paid acquisition programs. Curriculum Vitae 1
Country Director for Sureﬁre Local, a
US based Digital Marketing Software
As A Service (SAAS) Provider,
(August 2018 - Present)
Current Lecturer & Faculty Member
at Ateneo de Manila University
teaching Digital Marketing for
College. (March 2017 to Present)
Professional Drone Videographer
April 2015 to Present
Division Head & Digital Director for
Publicis Manila, Inc.
(January 2015 to August 2018)
Managing Director for Pure Digital,
later acquired by Publicis Groupe.
(January 2008 to January 2015)
(October 2002 to December 2007)
Marketing Manager for Globe
(June 2000 to September 2002)
Group Brand Manager for La
Tondena Distillers, Inc. / San Miguel
Liquor (May 1993 to June 2000)
Address: 12C Olympic Heights Tower 3, Eastwood City, QC; Mobile: 092*-*******; Email: firstname.lastname@example.org
Curriculum Vitae October 31, 2019
Also led the Business Development Group of Havoc Digital, servicing local & regional multinational clients and developing integrated, multiplatform digital campaigns.
1993 to 2000 -
My formative and developmental
years in Marketing/Brand
Management, which served as my
foundation in 360-Integrated
Learned from blue-chip companies
such La Tondena Distillers, Inc. / San Miguel Brewery and championed market leaders like Ginebra San Miguel and Anejo Rum.
Curriculum Vitae 2
Graduated with a BA in
Management Economics at
Ateneo de Manila, 1989-1993
President of the Ateneo
Management Association, Class
Ex-O, and Student Council
Graduated High School from
Ateneo de Manila, Honors Class,
Section A, 1985-1989
Graduated Grade School with
consistent honours, from Ateneo
de Manila, 1977-1985.
Over 15 years of Advanced Digital Marketing practice, with focus in Digital Strategy, Campaign & Content Creation, Content Management and Optimisation, Online Ads — SEO, SEM, Display, Social Media. Expertise in Web Strategy & Creative Concepts and UI/UX, and with advanced knowledge in Web Apps and Platforms for Content and eCommerce architecture.
Current lecturer at the Ateneo
de Manila University, teaching
Digital Marketing for 3rd & 4th
year college students.
Digital Course architect for the
John Gokongwei School of
Management at the Ateneo de
Faculty Member and Student
Coach for Business Career
Relevant Interests & Passions
Drone expert. Apart from enthusiast
ﬂying, I have also done many
professional projects in the ﬁeld of
drone photography & videography.
Digital Training Modules Conducted
AboitizLand — Web & Social Strategy and Platform Executions, for Real Estate Sales & Brokers, Module 1 for Internal Sales April 2018, Module 2 for Broker Sales May 2018.
Aboitiz Equity Ventures — Digital Landscape & Emerging Web & Social Technologies, for Marketing and Strat Planners, March 2018. Ateneo de Manila — Digital Landscape & Emerging Web & Social Technologies, for Marketing Professors of ADMU, December 2017. SMDC — Web & Social Strategy and Platform Executions, for Real Estate Sales & Brokers, July 2017.
Nestle Ph — Digital Landscape & Emerging Web & Social Technologies, for Marketing and Strat Planners, November 2016.
Curriculum Vitae October 31, 2019
Curriculum Vitae 3
Relevant Career Milestones
Ginebra San Miguel. Led a brand leadership drive to top industry category spot. From 1995 to 1999, GSM experienced its highest consumer consumption rate. We reached a record milestone of 30M cases sold per year, the most for any liquor in the region. Utilized a tri-media campaign that was focused on the masses, supported by a strong trade- marketing push.
Globe Telecom. Part of the Globevolution Campaign, in the early 2000’s, a massive service switching campaign, that help start turn the tide from Smart Telco dominance to a huge awareness and consumer shift to Globe. That was a concerted effort with the Sales and Mobile Partnerships groups. Globe during that time experienced 200% growth spurts on a year on year cycle. Havoc Digital. Owned by Xurpas Group. Beginnings of the Digital Agency space. We were primary media
buyers for clients, being the 1st online distributors for Friendster, Local Publisher Sites, and Traditional Ad Agencies. Helped build PinoyExchange, wholly owned Xurpas Company. Also part of the team that managed, maintained, marketed and propagated the platform.
Rogue Digital/Pure Digital. Managing Director for the company. Built the agency from ground up. Employed in-house Designers and Developers, to be able to build campaigns and consumer ecosystems and bring to market with speed and agility. From zero to P50M Revenue agency in 12 months. To P100M Revenue agency by 36 months.
Advanced knowledge in Acquisition & Subscription Business Model. In my current company (Sureﬁre Local), where we market a digital marketing software platform to the US Market, we follow a subscription and top-up model.