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Country Manager - Digital Leader

Manila, Philippines
January 06, 2020

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Curriculum Vitae October **, ****

Career Summary

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

American Digital

Marketing Platform

company that offers

dashboard based

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

Work Background

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)

Havoc Digital

(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:

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.

Relevant Skills

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.


Educational Credits

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

Manila University.

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

(Most Recent)

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.

Relevant Specializations

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.

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