Marketing and Content Professional

Roumel Itum

+63-928******* ***********@*****.*** San Juan City

Experience

Nov 2018 - Present

Head of Content - Home & Design Digital /

Deputy Editor - BluPrint Magazine

OneMega Group

Manages and strategizes the content of the digital platform including social media accounts to offer a different user experience than the print counterpart. Uses historical data to plan the content accordingly and forecasts the number of impressions based on readership statistics to support advertising sales. Formulates overall direction for both print and digital platforms in terms of content, sales, marketing communications, share of voice amplification, public relations, and events. Creates partnerships with brands and institutions to increase the mileage of the brand and to strengthen the relationship with target audience such as student organizations, international trade fairs, online newsstands, etc. in the Philippines, Hong Kong, China, Australia, and other key design markets. Designed new assets using relevant platforms such as webinars and other online activations, and fortified existing social media channels to support of brand. Expanded the website to include more interactive and immersive creative multimedia executions to grow the market.

Aug 2015 - Nov 2018

Publisher and Creative Director – ManilaBride

Fern Brook, Inc.

Spearheaded the creation of a relevant marketing communication platform that combines style and design consultation, event conceptualization, and planning. Conceptualized and directed thoughtfully crafted visual executions to achieve an aspirational component for the different venues under Fern Brook, Inc. Created brand bibles for the different brands to give each a distinct voice and identity—the differences were made apparent in the creation of the printed collaterals and digital executions. Conceptualized special executions and collaborations, managed P&L reports, and coordinated with advertisers and other suppliers. Balanced the business objectives of the various platforms with the creative aspects, and authored the transition of sales efforts from completely offline to contain online components. Designed and implemented marketing and communication plans, including on-ground activation, offline and online promotions, and other business endeavors to increase brand awareness that translated to increased inquiries and sales.

Mar 2015 - Aug 2015

Head of Marketing and Events – Hinge Inquirer Publications

Inquirer Group of Companies

Increased the number of events and partnerships, and improved the financial performance of the company through event advertising sales and profitable marketing tie-ups. Designed and implemented measures and processes for both online and offline platforms that ensured positive yields. Developed and implemented marketing communications strategies and public relations activities, both external and internal, using various relevant platforms to promote the titles and the signature events. Worked in close collaboration with circulations and fortified visibility through additional distribution channels relevant to each title. Spearheaded the online marketing activities including social media amplification, partnership with online magazine stands, and co-branding with other online media channels to generate traction and better brand recall. Exceeded the online engagement targets for MultiSport.PH and Preen.PH. Prepared presentation decks and conceptualized events in partnership with different brands. Provided the planning and leadership to the marketing department by ensuring that the appropriate structures, systems, competencies, and values are developed in order to meet and exceed the goals of the marketing plan. Managed the P&L reports of each project to avoid profit leakage.

Mar 2014 - Mar 2015

Campaign Media Manager

Google @ Cognizant

Handled various YouTube and Google Display Network ad formats and serviced premium Google clients. Managed and coordinated with brands and partner accounts for YouTube. Worked in close collaboration with media and creative agencies, and ensured the successful launch of rich media advertisements for partners. Performed thorough analysis of historical data to provide better suggestions to clients on how to generate and achieve target impressions. Improved ad trafficking and communication processes through effective project management. Acted as the point person for live issues and liaised with other departments for timely and creative solutions. Generated and analyzed reports using Google Analytics, and forecasted ad impressions for better ad trafficking.

Mar 2008 - Mar 2014

Publisher – Home and Design (MyHome, CondoLiving, BluPrint)

Mega Publishing Group

Made the homegrown design titles under the company the industry leaders in terms of readership, circulation, and advertising sales. Increased the number of creative executions year-on-year and continuously exceeded advertising revenue targets every issue. Functioned as the operations head for the titles, and spearheaded all activities to help achieve the company financial goal. Improved processes and organized tasks in logical sequence for better cost efficiency. Aside from protecting the integrity of the brands through various marketing strategies and effective public relations, I was responsible for the overall management of the magazines’ business and creative aspects. Monitored partnerships and ensured that P&L reports were in place for each project. Designed, planned, and implemented programs and events to further enhance the business. Utilized other relevant platforms—web, on-ground, and television—to accommodate more advertisers. Conceptualized and launched MyHome TV, BluPrint YouTube Channel, CondoLiving Designer Challenge and started the migration of the titles online.

Sep 2007 - Mar 2008

Special Features Editor

BusinessWorld

Improved the financial performance of the company by increasing the frequency of Special Features Section from once a week, to two to three times a week. Managed a team of both in-house and contributing writers and graphic artists, and ensured the quality of output for the section. Produced and edited articles for shopping, travel, banking, real estate, communication, food, and motoring. Spearheaded the redesign of the section to create excitement and to generate more advertising sales.

Jul 2006 - Aug 2007

PR Head

Reverie Communications Services

Acquired new accounts and intensified the scope of service for existing clients to cover campaigns for brand building, awareness, crisis management, product or service launch, and seasonal promotions. Produced press materials and distributed them to proper channels. Organized intimate events, press launches, and round table meetings with media professionals, brand managers, and key influencers.

Feb 2006 - Jul 2006

Associate Editor, Sense & Style Magazine

Manila Bulletin

Improved the quality of the existing title by redesigning and changing the voice of the magazine; veered away from the usual fashion magazine approach by intensifying content with practical tips, personal experiences, and unapologetic product reviews. Designed and implemented communication plans that included design studies, detailed marketing strategies, branding requirements and public relations activities. Art directed shoots, wrote and edited articles, and implemented editorial guidelines and style guide.

Apr 2002 - Feb 2006

Training and Quality Assurance Supervisor

Advanced Contact Solutions Inc.

Updated and improved training modules for Effective Communication, American Culture and Geography, and Customer Handling. Created and implemented assessment methods to improve screening processes. Managed a team of trainers and quality assurance specialists and ensured the accuracy of their reports. Held meetings every week for reminders and one-on-one coaching for each of the members of the team each month to check on progress. As part of continuous improvement, I observed coaching sessions of the quality specialists with agents and helped improve their coaching skills by giving constructive feedback. Worked with the operations department to ensure the efficient delivery of items stipulated in the service level agreement (number of trained agents, customer satisfaction, etc). Improved the overall training and quality processes to ensure efficient workflow and higher productivity.

Feb 2000 - Mar 2002

Trainer

e-Telecare

Conducted interviews during the hiring process. Trained and assessed new hires for soft skills and product specifics. Daily tasks included one-on-one coaching with agents placed under the performance evaluation program, and collection of data for training needs analysis. Improved and intensified the training modules for American Culture and Geography, Speech Training, and Product Specifics.

Education

2020

University of the Philippines Diliman

Major

Multimedia Studies

2002

University of the Philippines Diliman

Major

Special Education

Skills

Advanced

Marketing Communications, Copywriting and Editing, Project Management, Product Design, Business Development, Media Relations, Event Management, Public Relations, Brand Management, Sales, Creative Direction, Training Needs Analysis

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