Social Media Digital Marketing

Curriculum Vitae of Randy C. Torrecampo Page * of 3

Randy Canlas Torrecampo

Unit 3216 South Tower, La Verti Residences, 1991 Taft Avenue, Pasay City 1231

(091*-***-**** ***********@*****.***

Brand Management, Corporate and Marketing Communications, Digital Marketing, Customer Relationship Management, Customer Experience, Marketing Analytics, Social Listening, Rebranding, Public Relations, Project Management, Event Management EMPLOYMENT HISTORY

Senior Marketing Manager REX Group of Companies June 2019 – present Leads the company’s rebranding and corporate and product marketing initiatives. Oversees the implementation of a marketing plan using traditional and digital platforms directed to the company’s varying stakeholders. Executes all branding and rebranding efforts by coordinating with other units and managing several vendors. Leads a team that is developing an entirely fresh website that’s based on customer journey. Oversees product marketing activities for the company’s multivariant products and services, each with different strategies. Maximizes media mileage on all platforms by working with GetHooked360 in executing the company’s digital and content development initiatives. Leads all event management and event marketing efforts. Established the company’s customer relationship management (CRM) and marketing analytics systems. Advises the CEO on Crisis Communication, Media Relations, and Corporate Communications. Wrote speeches, sound bites, and messages for top management.

Chief Marketing Officer Ampersand Capital Incorporated Mar 2017 – May 2019 Entrusted to lead the company’s branding and marketing efforts. Oversees the implementation of a marketing plan using traditional and digital platforms directed to the investment bank’s varying audience. Executes all branding and rebranding efforts by coordinating with and managing several vendors. Leads a team that is developing an entirely fresh website that’s IBSO- compliant and based on customer journey. Develops branding and marketing activities for the company’s multivariant products and services, each with different strategies. Maximizes media mileage on all platforms by working with Greenbulb PR in executing the company’s PR and content development initiatives. Leads all event management and event marketing efforts. Established the company’s customer relationship management (CRM) and marketing analytics systems, including social listening. Managed the fit- out and construction of the new office at Zuellig Building. Advises the President and CEO on Crisis Communication, Media Relations, and Corporate Communications. Wrote speeches, sound bites, and messages for the President and CEO. Associate Director Corporate Marketing Group Asian Institute of Management Nov 2014 – Mar 2017 Led a team in charge of brand management, digital marketing, CRM, customer experience, events, media relations, marketing analytics, and recruitment. The team secured PhP 110 million+ donations by running an integrated marketing communication strategy directed to the Institute’s external and internal publics. Successfully launched and promoted new programs that attracted new students all across Asia and generated additional 20% revenue for the Institute. Initiated rebranding efforts by working with Interbrand to strengthen the positioning of AIM in the Asian and younger markets. Maximized media mileage on all platforms by working with Ogilvy, Rappler, and Inc. in executing AIM’s PR, content partnership, and social media initiatives region wide. Organized a series of culture building programs among employees to rally them into supporting the Institute’s new directions (i.e. change management). Led a series of recruitment efforts in Asia that resulted to a more diverse student population. Organized a series of special events attended by a VVIP crowd, which resulted to greater brand awareness and more support for the Institute. Led a team that developed an entirely fresh website for the Institute. Edited AIM Leader, the Institute’s official publication, and monitored all online platforms, including all social media activities. Trained staff members and graduate students on corporate communications and basic writing. Oversaw the operations and prepared the budget for the entire group and the teams it supervises. Assisted the group in setting a customer relationship management (CRM) system, its social marketing strategy, and marketing analytics systems, including social listening. Consulted by the President on Crisis Communication, Media Relations, and Corporate Communications. Wrote speeches, sound bites, and messages for the President and Dean. Increased engagement of stakeholders to 150% and conversion (i.e. donation and participation) to 70%. Faculty Member Department of Communication De La Salle University May 2012 – present Teaches Organizational Communication and Communication Arts courses like Marketing Communications, Corporate Communications, Public Relations, Media Management, and Journalism. Consistently receives an outstanding performance rating. Curriculum Vitae of Randy C. Torrecampo Page 2 of 3 Director Media Office De La Salle University Jan 2010 – Oct 2014 Founded La Salle’s first campus television, organized the first and only national student media congress (attended by 1,000+ media students), and secured a TEDx license and (organized a series of TEDx talks) to help boost the DLSU brand. Led and managed several teams that introduced and strengthened the use of online platforms for communicating with target audience. Brand activation and other marketing activities, focused on social media marketing, increased audience reach by up to 300%. Activated a network of media practitioners that led to benchmarking and training of media practitioners. Edited and monitored all print and online platforms, including all social media activities. Trained more than a thousand staff members and students on journalism, graphic design, marketing, and media management. Produced (i.e. wrote, directed, edited) promotional videos and print materials for internal stakeholders. Oversaw the operations and prepared and monitored the budget for the media office and six student media groups. Consulted by the University President and the entire Lasallian network in the Philippines on Crisis Communication, Community Relations, Media Relations, Strategic Communications, and Internal Communications. Wrote speeches and messages for the University President and Chancellor. Brand Manager Victorinox Primer Group of Companies Jul 2008 – Dec 2009 Led a team in charge of marketing communications, merchandising, and sales and operations experts that employed guerilla marketing strategies (e.g., strategic partnerships with select companies, in-store promotions, event tie ups, co-branding) to bring forth a 20% sales increase in the brand Victorinox with minimal cost. Revitalized on-site promotions and strengthened presence of the brand among target market through personal and cost-efficient brand activation efforts. Conceptualized window displays to promote in-store promos. Produced special events (e.g., leadership seminars with John Maxwell, golf cups, travel expos) attended by target market to promote brand awareness.

Head Publications De La Salle-College of Saint Benilde Jul 2004 – Jun 2008 Led several teams that effectively increased readership of traditional and online communication efforts for various stakeholders. Audience reach, as evidenced by circulation and pass-on readership, went up by to 200% because of intensive audience study and aggressive marketing of brands. Brand awareness increased by up to 250% because of a strategic and sustained marketing campaign fueled by attributes valued by target audience. Consulted for Media Management and Corporate Communications. Wrote speeches and messages for the College President. Writer Manila Bulletin Publishing Corporation Sep 2001 – Jul 2004 Involved in the comprehensive story development of lifestyle and celebrity issues for the youth section of the Manila Bulletin. Work encompassed copyediting, proofreading, layout, and rendering illustrations. Helped market the page by selling ads to prospective advertisers.

EDUCATIONAL BACKGROUND

Executive Master in Business Administration Asian Institute of Management Started taking the program in October 2016. Several units still need to be taken to earn the degree. Certificate in Digital Marketing International Institute of Digital Marketing Trained by 17 of the country’s best digital game-changers like digital agency heads and strategists from Google, MEC Interaction, MRM Worldwide, McCann Worldgroup, Tribal DDB, and DataOne Asia Master of Arts in Communication De La Salle University, Manila Highly regarded by faculty members for the brilliant outputs produced during his term as a graduate student in the program. Earned a CGPA of 3.4 (Outstanding) and graduated in July 2009. Bachelor in Mass Communication Pamantasan ng Lungsod ng Maynila A student leader who chaired a political party that won 82% of student government seats in 1996. Led several projects that promoted academic excellence (e.g., scholarship program, tutorial sessions), campus leadership (e.g., leadership training program), community service (e.g., tree planting, river cleanup), and environmental awareness (e.g., various exhibits, forums, symposia). Graduated in April 2001.

SEMINARS CONDUCTED

Curriculum Vitae of Randy C. Torrecampo Page 3 of 3 Communicating Effectively with Millennials PAASA National Conference, a gathering of teaching and non- teaching faculty May 2015

Tinta Media workshop for campus media practitioners in Mindanao La Salle University-Bislig 2010 – 2015 Understanding by Design Workshop Workshops for educators in the Visayas region Various cities 2010 – 2014 Lasallian Schools Press Conference Various topics on media and communication Various venues 2006 – 2015 National Press Conference Various topics on media and communication University of St. La Salle 2008 – 2015 Press Play Various topics on media and communication Ateneo de Manila University 2008 – 2015 St. Paul University Press Conference Various topics on media and communication St. Paul University System 2008 – 2015

SEMINARS ATTENDED

Corporate Governance Training Institute of Corporate Directors Dusit Thani Hotel, Makati March 2018 SEC-PSE Corporate Governance Forum SEC and PSE PICC November 22, 2017 Techonomy a forum on digital transformation Maybank Performing Arts Theater, BGC July 2017 Management Development Program De La Salle University-Manila 2013 – 2014 John Maxwell Discovering the Leader in You De La Salle Professional School December 2013 Zig Ziglar Sales Performance Workshop De La Salle Professional School December 2012 Al Ries Brand Strategy Forum Dusit Thani Hotel October 2012 Action Research Workshop A CHED-ZRC sponsored workshop on conducting action research CSB Hotel September 2010

AWARDS AND CITATIONS

Silver Anvil Anvil Awards 2015 Public Relations Society of the Philippines Various Silver and Golden Quill Quill Awards 2012 – 2014 International Association of Business Communicators Second Place Philippines Centennial Essay Writing Contest ABS-CBN First Place Sagip Pasig Photojournalism Contest 1994 Department of Education PERSONAL PARTICULARS

Born January 8, 1978

SSS: 33-7578303-3

References available on request

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