CARLITO RUFO III

Baus Rufo

+639**-******* adbo04@r.postjobfree.com

Marketing communications professional with a proven track record in scaling marketing technology start-ups. Has a 9-year experience handling FMCG products ranging from local to regional brands. Experienced in sales strategy, strategic account management, digital marketing and branding. Well-versed in developing communication strategies and translating them into measurable multi-channel executions.

● Sales Strategy

● Brand Management

● Digital Marketing

● Business Strategy & Analysis

● Team Management

● Public Speaking & Thought Leadership

EDUCATIONAL ATTAINMENT

Ateneo de Manila University, 2007-2011

● Bachelor of Science, Major in Business Management PROFESSIONAL EXPERIENCE

General Manager

Anymind Philippines (September 2019 - Present )

● Oversees all operations for its influencer marketing & paid media services

● Led the company to its first profitable quarter of operations (Q4 2019)

● Q4 2019 Milestones: Increased the company’s conversion rate by 77%, increased average ticket size by 137%, increased average GP by 217%

● Introduced a client-tiering system that maximized product-market fit of its many innovations

● Spearheaded thought leadership effort for lead generation via event partnership with Google APAC

● Rolled out monthly metric system for Sales and Accounts teams to streamline business achievement

● Developed the Sales and Accounts teams’ training plan in close coordination with HR

● Reports directly to the Global Managing Director and manages a team of nine. VP – Strategic Services

GetCRAFT Philippines. (March 2017 – September 2019)

● Led the company to 2x growth in 2017 and 2018 through the acquisition and retention of key accounts: Procter & Gamble, BPI-Philam Life Assurance Company, Avida Land, Globe Telecommunications, Unilab Consumer Health and Skin Sciences divisions, Bayer Pharmaceuticals

● Won a 2019 Quill Award for Avida’s content portal (Pursuit of Passion)

● In charge of overall strategic recommendation for proposals to direct clients and agencies. Recommendations cover different areas of digital marketing such as content portal management, influencer marketing, sponsored publisher executions and lead generation.

● Rolled out different account management strategies for upselling GetCRAFT’s services and roadmapping revenue streams

● Conducted content marketing and native advertising workshops to key clients and agencies

● Reported directly to the Managing Director and managed a team of seven. Account Director

Ad Garlic, Inc. (July 2016 – March 2017)

● Business development: In charge of overall direction setting for new clients and marketing the agency’s various capabilities (traditional advertising, PR and consumer activation, digital and content marketing).

● Key point of contact for ABS-CBN (media partner) and advertisers when it comes to marketing the official Philippine team (ALAB PILIPINAS) in the 2016-2017 season ASEAN Basketball League

(ABL).

● Leads formulation and implementation of communication strategy on TV, print, PR and digital for the Philippine team's participation in ABL

Senior Regional Account Manager

Campaigns and Grey/Grey Manila. (October 2013 to July 2016)

● Downy Asia Pacific: Functioned as Client’s key contact person at an operational level and executes all projects forward for Procter & Gamble’s (P&G) Downy/Lenor Asia Pacific (Philippines, Malaysia, Thailand, Indonesia, Vietnam)

● Downy Asia Pacific: Highly Involved in the strategic pre-work, overall planning, and implementation of Downy’s 2016 product restage across Asia Pacific.

● Gillette Philippines: lead accounts person in the IMC launch of Gillette Progilde Flexball in the Philippines that entailed localization of global direction.

● Wyeth Nutrition:Handled the 2014 product reformulation advertising campaign of Wyeth Nutrition’s ultra premium segment (S-26/Progress Pre-School Gold)

● Assisted the Chief Executive officer in acquiring new business that contributed to the agency’s portfolio and profitability – Coca Cola’s Wilkins distilled water.

● Other accounts handled: Safeguard and Olay (Procter and Gamble), HBO Asia, Pharmaton and Dulcolax (Boehringer ingelheim), Panadol, Eye Mo, Scott’s and Physiogel (GlaxoSmithKline), Marketplace by Rustans, Shopwise & Wellcome (Rustans Supercenters, Incorporated)

● Possesses vast experience and knowledge in through-the-line communications (ATL to BTL), digital, strategic planning, consumer insighting, and research. Senior Account manager

Ad Garlic, Inc. (April 2012 to October 2013)

● Functioned as Client’s key contact person at an operational level and executed all projects forward.

● Reported directly to the Vice President for Account Management in ensuring smooth and successful implementation of projects.

● Developed the advertising campaign and media plan for the launch of WeChat (TenCent Holdings) in the Philippines. Campaign entailed localization of a regional idea in TV and radio. App was number 1 in iTunes and Android store 1 week after launch.

● Other accounts handled: Advanced Aerosol (Bayer Cropscience), Betadine (Mundi Pharma), Vernel and Perwoll (Henkel)

Account Manager

MAD888 Communications (May 2011 – April 2012)

● Accounts handled: Tanduay Distillers, Glutamax, SNOE Beauty RELATED ACHIEVEMENTS

MVP of the Year,Anymind Philippines, December 2019 Speaker, SMX’s Sellers & Merchants Exchange, August 2019 Resource Panel, CNN Philippines’ The Filipino Votes, January 2019 Speaker, SME & NGO Bootcamp by P&G University, September 2018 Speaker, Instagram Day by Facebook Philippines, December 2017 REFERENCES

Available upon request

Contact this candidate