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Social Media Marketing

Paranaque, NCR, Philippines
February 19, 2020

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Vicente Alejandro Q. Sy-Quia Manila, Philippines +639**-***-****


Marketing and strategy professional with over 15 years of local and foreign experience in various industries such as OTT media, telehealth, consumer retail, FMCG, pharmaceuticals (both prescription and over the counter), and healthcare. This includes 10 years of experience in managing teams and heading departments and 3 years in the UAE.


Master’s Degree in Business Administration, Major in Marketing Management 2005 – 2007 Asian Institute of Management (AIM) – Manila, Philippines Bachelor of Science in Marketing Management 2000 – 2003 De La Salle University – Manila, Philippines


Director of Marketing Operations 2019 – Present

PCCW Ltd. (Viu Philippines) – Manila, Philippines

Part of the senior leadership team directly reporting to the Country Manager

Developed and implemented overall strategies for sales, marketing and operations

Grew gross revenues by 98% and increased the user base by 139% within 6 months of implementation of plans

Responsible for leading and structuring a team and achieved consistent quarter on quarter growth across KPIs

Revamped and optimized the Digital Marketing strategy through strategic targeting and placements reducing costs by almost 60%

Lead tactical shifts in strategic direction and budgets

Managed all staff under digital marketing, content, social media marketing, creatives, and sales operations teams

Responsible for ensuring team results by communicating job expectations; planning, monitoring, and coaching of the staff

Authored and presented business plans, updates, and budgets to Regional Heads composed of foreign principals

Marketing Director 2015 – 2018

Global Telehealth, Inc. – Manila, Philippines

Part of the senior leadership team to develop the company’s mission, vision, and core values

Integral part of the team that grew customer acquisition by an average of 206%, subscribers by an average of 97% and revenues by 77% year on year from 2015-2018

In-charge of marketing strategy, planning and implementation (ATL, BTL, online and digital) for both the local and international market and directly reported to the CEO

Spearheaded business development efforts targeting institutional sales in the enterprise market, small-medium scale enterprises and the government sector

Point person for any and all collaborations and partnership negotiations that involve, but are not limited to, product/service expansion, road map, value added services and promotions

Author and present business plans, updates, budgets, and schedules to the Board of Directors composed of both local and foreign principals

Vicente Alejandro Q. Sy-Quia Manila, Philippines +639**-***-**** Sales and Marketing Head (Local and Export Market) 2012 – 2014 BECAUSE, Inc. – Manila, Philippines

Part of the pioneering group to set-up and operate a start-up company and as such was involved in all aspects of setting up the business from the ground up

Directly reported to the CEO on product development, advertising and promotions, marketing, strategy, and export accounts for brands that represented 97% of the company’s revenue

Co-created a line of bath and body products which featured 15 SKUs in 2 product categories

(body wash and body scrubs) and managed the entire product life cycle from product formulations, packaging designs and development, pricing, budgets and promotional strategies

Handled and managed key account relationships and negotiations for local and export clients in the USA, UAE, South Africa, Australia and India; Local clients included all major retail accounts such as Watsons, Mercury Drug, SM, Rustans Group, Beauty Bar, and PCX

Managed, oversaw, and executed all advertising and promotions for above the line and below the line marketing for consumer focused and SME promotional efforts resulting to month on month revenue growth

Headed overseas supplier/manufacturer relationships in Thailand, Malaysia, USA, Canada, India, Dubai, Australia and New Zealand

Affectionately referred to as the “Jack of All Trades” for being involved in all aspects of the business from logistics, marketing, human resources, product/business development, inventory management, merchandising, regulatory, and strategy Marketing Services Head 2010 – 2012

DKT Philippines, Inc. – Manila, Philippines

Managed the marketing services department with a team of six (6) responsible for all marketing efforts for 15 brands and 32 SKUs with a cumulative annual advertising spend of approximately PHP 600M in the following areas:

o TVC, Print, Radio, and OOH advertising

o On-Ground Events and Activations

o Graphic Design and Development

o Web Design and Development

o Copywriting

o Packaging Design and Development

Assigned Campaign Head for a 360-degree advertising campaign (ATL, BTL, social media and digital) for brands that represented 80% of company revenues

Key member of the senior management team that developed strategic directions for: o Product Development

o Product Awareness Campaigns

o Inventory Management

o ATL Advertising and Media Planning

o BTL Activations and Other Promotions

Ensured and maintained consistency and synergy of executions for all marketing efforts

Worked closely, managed concerns, and maintained a productive relationship with other department heads to achieve company targets and goals consistently

Reported directly to the COO and Country Director Vicente Alejandro Q. Sy-Quia Manila, Philippines +639**-***-**** Category Manager and Tourism Marketing 2007 – 2009 Al Futtaim Group: Plug-Ins Electronix – Dubai, UAE Category Management (2008 – 2009)

Developed projections on sales and inventory requirements on an annual, quarterly and monthly basis based on market conditions, new product releases and other relevant factors.

Maintained relationships and negotiated conditions with over 45 different suppliers pertaining to pricing, margins, order quantities, discounts, payment terms and inventory management.

Presented annual business reviews for assigned categories to company heads, directors, and senior management.

Recommended and oversaw marketing and promotional plans which included, but was not limited to, product selection and inclusions as well as in-store branding and promotions.

Developed liquidation and exit strategies for ageing and out of date stock resulting to a reduction of overall dead stock by 65%.

Managed product life cycle of the following categories in electronics: o IT Accessories – grew by 51.4%; Represented over USD 7.5M in revenues o Gaming – grew by 141% in software, 25% in hardware and 31% in accessories; Represented over USD 6M in revenues

o Personal Care and Wellness – grew by 36%; Represented USD 1.5M in revenues o Business Software – grew by 111%; Represented over USD 2M in revenues o GPS – grew by 334%; Represented over USD 1M in revenues o MP3/4 Players – grew by 6%; Represented USD 4M in revenues

Increased total business by 108% and consistently broke annual trend comparisons where sales declined (vs 2006 & 2007)

Tourism and Other Marketing Responsibilities (2007 – 2009)

Pioneered development of marketing strategies to increase footfall by 23% and overall sales to record breaking levels since 2004

Efforts included booklets and a tourism campaign which forged alliances with major tourism operators

Handled all editorials, advertisements and press releases in major publications/magazines related to tourism

Managed marketing and promotional requirements for the annual Dubai Shopping Festival

Lead projects related to events and operation improvements

Managed gaming software tournaments that saw over 60 participants with 200 spectators that helped boost both hardware and software sales to 28% of total sales for the month

Managed major UAE sponsored events such as the Desert Rock Festival 2008 (which saw over 30,000 guests in 2 days) and Urban Desert that featured AKON (and saw over 25,000 people)

Supervised venue management, corporate branding, stock management, sponsor communications, and PR related materials that represented USD 28,000 in marketing investments

Handled all in-store branding related projects that generated approx. USD 65,000 in marketing revenues from November 2007 – February 2008

Vicente Alejandro Q. Sy-Quia Manila, Philippines +639**-***-****

Lead the “Go-Green“ advocacy campaign, positioning as the environmentally conscious electronics retailer

Coordinated and managed company retail website content

Managed company participation in the 2008 International CES/Hometech in 2008

Handled all importation processes of electronics products outside the UAE wherein no local distributorship was available

AIM Action Consultant 2006

TBWA\SMP – Manila Philippines

Authored a thesis study that analyzed means of combining above-the-line and below-the-line efforts as a strategic method to garner greater market share and increase bottom line Account Manager 2004 – 2005

TBWA\SMP – Manila Philippines

Responsible for 8 local and multinational clients, who represented 20% of company annual recurring revenues

Managed customer expectations, translated requirements into timely deliveries, and led account presentations

Dealing Clerk 2004

The Hong Kong and Shanghai Banking Corporation (HSBC) – Manila, Philippines

Handled trades for over 300 international clients involving complicated client-specific instructions and ensured accuracy of trade executions

Communicated with counter parties and custodians daily to gather market information and rates

Practicum Trainee 2003

Summit Media Publishing Inc. – Manila Philippines

Assisted the marketing and events group of the For Him Magazine (FHM) department with day- to-day tasks

Involved in the facilitation of FHM sponsorship activities for the Octoberfest promotion MISCELLANEOUS

Fluent in English, Filipino, and proficient in Spanish. References available upon request.

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