Head of Marketing and Strategic Partnerships

AREA OF EXPERTISE

WORK EXPERIENCE

Head of Marketing and Strategic Partnerships

The Philippine Stock Exchange

October 2019 to present

Key Achievements:

Develops and executes integrated, strategically-focused go-to marketing plans to drive demand in order to achieve revenue, business volumes, leads management and market penetration across retail and corporate segments.

Heads the development of partnership strategies to drive IPO listing in the country. In a span of 6 months, high profile acquisitions of Fruitas, All Home and Axelum were achieved contributing to Php 60MN revenue raised.

Total of Php4.5 MN partnership sponsorship deals achieved coming from Udenna Corporation, Metro Pacific and San Miguel Corporation in a span of one week to sponsor the 2020 PSE Bull Run.

Manages and sets strategic direction to all third party agencies for all advertising and media requirements both local and regional. Led the first rebranding campaign of the exchange in partnership with regional agency

– Sedgwick Richardson. Secured Php 7MN cost savings thru effective key negotiations.

Assigned to manage the PSE website and all social platforms of the exchange resulting to increase in website traffic and sign –ups. Head, Strategic Marketing

Metropolitan Bank & Trust Company

January 2016 to October 2019

Spearheaded the development and launch of the “What’s New With Metrobank” advertising campaign. Brand performance was tracked prior and post campaign via Brand Health Tracking study and showed significant increase in brand awareness, product usage, brand engagement and Strategic Partnership and GTM

Plan Development

Mergers and Acquisitions

P&L management

Business Plan Development

Brand-building

(Brand strategy and CVP

development)

Communication Plan

Development

(Advertising and Media)

Integrated Marketing Campaign

Development:

Digital (SEM, SEO, website

traffic and leads generation)

Above-the-line

Below-the-line

Market Research

People Development

2

affinity scores among target market.

Developed and executed the institutional and core segments communication and advertising plans of Metrobank. Products include Consumer Loans “100 Days of Awesome” campaign for Car Loan, “Great Rates Sale” for Home Loan, SME, Commercial Banking and Japan Desk Corporate Banking. Works closely with various Business or Product Units in developing, executing and tracking all acquisition, loyalty and usage campaigns.

Spearheaded the development of the core segments marketing plan and budget. This is done in coordination with each business and product units. Key Achievements:

Pioneered key partnership programs of the Corporate Banking segment- the Commercial Banking VIP Offers that resulted to 110% attainment of corporate loans revenue. The program was also cited as best in class in terms of the synergy amongst the different subsidiaries of the MBTC group.

Led the development and implementation of the integrated marketing campaign of the Metrobank Business Online Solutions- the bank’s online platform for corporate clients which enables them to fully automate the basic banking, payments, collections, e-government and cash management needs of the company. The campaign resulted to 50% lift in acquisition.

Developed the SEED Strategic Program which targets the second generation decision company owners. The initiative contributed to 20% lift in deposits coming from the target segment.

Led the leads management program automation of the sector which paved the way of centralizing the leads repository of the bank.

Established the CRM plan for the sector with the objective of increasing product per customer penetration and strengthening customer loyalty in this segment

Developed and executed profit-generating campaigns for CLG Metrobank Car Loan 2018 Q1 Campaign

KPI Result: Exceeded target by 160%

Metrobank Home Loan 2018 Q1 Campaign

KPI Result: Exceeded target by 1217%

Developed the leads management system for Metrobank Home and Car Loan which resulted to 670% conversion(turn-ins) target attainment for Home Loan and 160% target attainment for Car Loan. This project also helped increase Metrobank’s product-per-customer count.

Led the development of CLG’s propensity scoring in partnership with AXA 3

Insurance that paved the way for the effective cross seling and leads management in the MBTC group.

Part of the team that developed the Metrobank “Awesome” Promo, the campaign received the Asian Banker Auto Loan Product of the Year for 2016.

Marketing Services Section Head

Bank of the Philippine Islands

BPI Credit Cards

February 2014 to January 2016

Led the development and launch of the 2014 “Make the best happen – No Interest on New Purchases” brand campaign of BPI Credit Cards. Developed and executed all integrated marketing communication campaigns of BPI Credit Cards.

Key Achievements:

Led the development of merchant partnership campaign plans that resulted to 20% lift in usage target revenue and acquisition of 20 new merchant partners

Led the development of BPI Cards mobile app and website revamp

Developed agency cost framework for BPI Cards that resulted to +90% higher efficiency cost in A&P spending.

Stronger brand recall via development of brand template resulting to

+35% increase in usage and acquisition.

Strengthening of digital platform in Advertising acquisition and usage campaigns

Worked in various marketing functions of BPI Cards from acquisition, usage, loyalty retention and brand-building.

Senior Advertising Account Manager

BBDO Guerrero Advertising Agency

May 2012 to June 2013

Prime responsibility is to develop profit-generating campaigns for top multinational companies and local brands:

Johnson&Johnson Regional Brands

Modess (Market Leader in the Sanitary Napkin Category) Trosyd and Lomotil (Leading Over-the-counter drugs)

Splenda

4

VISA

SM Prime Holdings

Live It (Ayala Corporation)

Campaigns cover above-the-line, below-the-line, activations, shopper marketing and digital.

Highly involved in the Strategic Planning, Project Management and Competitive Monitoring.

Brand Manager

Martha Tilaar Day Spa Nusa Dua, Bali, Indonesia

October 2007 to January 2012

Developed the product concept statement, brand proposition, advertising campaign and launch plans for the brand. Identified/ created opportunities that were translated into profit for the company, both in the short and long run.

Analyzed and interpreted current and rising market or competitive information relevant to the brand’s current and future performance Senior Advertising Account Manager

Ace Saatchi & Saatchi Advertising

January 2005 to September 2007

Headed all communication processes between the client and the creative team in the conceptualization and effective execution of advertising campaigns for the brands handled.

Handled major revenue generating accounts of Procter & Gamble – Head and Shoulders Shampoo and Conditioner and Pampers.

Part of the team that globally launched Head and Shoulders Conditioner in 2005 and Pampers’ global repackaging in 2006.

Responsible for the airing of all TVCs and approval of all below-the-line activities for the brands.

Headed the launch of Pillsbury Breading Mix (General Mills Corp.) in 2005 Other Brands handled under SCA- Softee Facial and Bathroom Tissue and Gem Table Napkin

Brand Assistant

Jardine Distibution

October 2003 to October 2004

Prime responsibility is to provide support to the Senior Product Manager with key working relationships with the Sales & Marketing 5

Representatives in contributing to the development and implementation of Marketing Programs as well as key Marketing Services Support that will deliver maximum revenue and profitability to the business.

Main Responsibilities:

Highly involved in the segmentation, analysis, and review of current and potential markets and channels in order to develop innovative marketing initiatives that will drive awareness and customer interest.

Contributed healthy brand growths that were sustained and strengthened through the following year.

Identified/ created opportunities that were translated into higher volume and profit for the company, both in the short and long run.

Analyzed and interpreted current and rising market or competitive information relevant to the brand’s current and future performance. Led and executed plans or initiatives that enabled the brand to achieve its objectives.

Coordinated/ collaborated with internal or external suppliers to implement marketing objectives.

EDUCATION

AB ORGANIZATIONAL COMMUNICATION• OCTOBER 2003 • DLSU MANILA Consistent Dean’s Lister 1st to 3rd Year

Member, Santugon Political Party

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