Social Media Digital Marketing

Sarah Mei A. Guillarte

Mandaluyong City, Philippines ********.********@*****.*** (63-917******* in/sarah-mei-arellano-guillarte SUMMARY

A vibrant and proactive individual, proficient in streamlining traditional and digital marketing approaches, developing product lines in the F&B industry as a certified chef, and improving business operations to assist business owners and seeking a marketing executive position with a progressive organization to utilize countless years of professional experience in advancing business operations. EXPERIENCE

Strategic Insight Manager

Transcosmos Asia Philippines Mar 2024 – Present, Pasig City, PH

Insight Generation: Led the team in collecting and analyzing customer data to generate actionable insights through mainly digital channels.

Strategic Planning: Use customer insights to propose and suggest strategic planning and decision-making for existing and potential clients.

Content Creation: Create and curate high-quality, engaging content for various digital media platforms including social media platforms.

Stakeholder Communication: Communicate insights and recommendations to stakeholders, including higher position of clients' PICs, to influence business decisions through providing regular and ad hoc reports.

Process Improvement: Continually refine and improve processes for data collection, analysis, and insight generation.

Team Leadership: Manage a team of analysts, providing guidance, setting goals, and ensuring the team’s work aligns with the company’s strategic objectives.

Social Listening: Tracks and analyze online conversations about the brand, products, competitors, or industry. which understand what people are saying, how they feel, and what trends are emerging. Digital Marketing Strategist

Transcosmos Asia Philippines Jul 2022 – Feb 2024, Pasig City, PH

Provide relevant and timely information on marketing initiatives suitable for various industries alongside recommendations on what social media platforms are best utilized for digital campaigns.

Research and provide recommendations on social media platforms, analytics tools, and social media schedulers that should be utilized by the company.

Plan out a month-long social media calendar every month, detailing specific types of content to be published, captions, and post schedules.

Create and maintain a consistent brand voice and activities across all social media platforms.

Oversee the business development, marketing strategies, and implementation of an E-commerce project

(Shopee & Lazada).

Perform Weekly and Monthly Assessment Summary Report that includes Key Findings, Issues, Concerns, and Recommendations for the following month's E-Commerce Campaigns and activities.

Create and execute SEO plans that will increase organic traffic and improve search rankings.

Conduct keyword research and optimize content, leading to higher keyword rankings and better site visibility. Identify and fix technical SEO issues, improving site health and crawlability.

Enhance content strategies to boost user engagement by 25% and increase on-site time. Built high-quality backlinks and improved domain authority through targeted outreach.

Track performance metrics and adjust strategies based on data analysis, demonstrating clear ROI.

Freelance Digital Marketing Strategist

PRU LIFE UK – Lazurite District and Branch / Peridot Jan 2022 – Apr 2023, Makati City, PH

Analyzes the overall branch performance to determine Brand, Product, and Retail Strategies.

Develop strategies to make the brand more relevant to the global digital market trend.

Review the overall product profile and how it will align with the brand personality.

Conducts market analysis of the demographics of the target and existing consumers of the brand.

Develop local marketing campaigns to attract potential recruits for the branch. Digital Marketing Strategist

Virtual Talent Abroad Sep 2021 – Dec 2021, New York, USA

Analyzes the overall company performance to determine Brand, Product, and Retail Strategies.

Develop strategies to make the brand more relevant to global digital market trends.

Review the overall product profile and how it will align with the brand personality.

Conducts market analysis of the demographics of the target and existing consumers of the brand.

Develop local marketing campaigns based on market trends and competitor performance which aim to give 10% growth in sales.

Marketing Manager

R&B Milk Tea Jul 2021 – Sep 2021, Parañaque, PH

Facilitated several social media communications about promos that helped increase sales by 10%.

Collaborated with several influencers to increase brand awareness through likes by 20%.

Improved the overall taste profile of the products, which reduced the number of bad comments received on social media from 10 to 2 per day.

Partnered with advertising agencies to improve the website and social media content reach by 50%.

Developed marketing campaigns based on market trends and competitor performance which gave a 10% increase in sales.

Marketing Manager

I – Kitchen (KUYA J Restaurants) Feb 2021 – Jul 2021, Manila, PH

Established the sales and food cost matrix of the brand used for promos which improved the overall profitability by 52%.

Re-branded the pricing schedule of the brand to maintain a 10% incremental on retail sales.

Re-targeted the menu offerings of the brand, which highlighted the opportunity for products with low sales & high profitability, thus adding 18% more sales.

Developed a product line that targeted price points within the current market trend, which contributed 17% to overall sales.

Developed pricing schedules to maintain a 10% increment in retail price. Marketing Manager

I – Foods Nov 2020 – Feb 2021, Pasig City, PH

Established the overall marketing plan for a premium Japanese import product which delivered 1M sales to the company.

Developed and innovated a seasonal Filipino dessert staple for the Holidays which added 15% to the overall sales.

Updated the menu offerings of the Filipino-Spanish buffet concept to highlight more low-cost with high profitability, which increased bookings and sales by 15% and lowered raw materials inventory by 10%.

Strengthened the delivery channel of multiple brands by creating multiple platforms and bundles to be offered in delivery, adding 10% sales to the company.

Developed market forecasts based on market trends and monitored sales results to achieve 10% vs forecast Customer & Product Marketing Manager

The Real American Doughnut Company Inc. (KRISPY KREME PHILS.) May 2018 – Apr 2019, Makati City, PH

Developed products locally that gained international recognition, which gave 5M sales during the period.

Developed B2B partnerships with leading retail brands for a merchandise product line which gave 1M additional sales.

Spearheaded the rebranding of the company's product development concepts which increased brand equity vs competitor products by 4%.

Partnered with reputable advertising agencies to facilitate social media awareness and website content of marketing events, which gave an increase of 5% in brand love.

Monitored the production of content, promotional materials, print, and digital advertisements to maintain a 1% cost vs overall sales results.

Multi-Unit Manager

The Real American Doughnut Company Inc. (KRISPY KREME PHILS.) Oct 2016 – April 2018, Makati City, PH

Managed the overall sales of the stores in the assigned business region, achieving sales with a 5% increase year on year.

Monitors and conducts verbal presentations regarding the overall development and welfare of the team within the area maintaining attrition to 5%.

Delivered opportunities for business expansion in remote locations which added 1M sales month on month.

Managed the overall profitability of stores in the assigned business region, achieving a 5% improvement year on year.

Partnered and coordinated with sales teams to achieve b2b sales of 1M month on month. Area Business Unit Manager

International Family Food Services Inc. (SHAKEY’S PHILS.) Jun 2014 – Feb 2016, Parañaque City, PH

Managed the overall sales & profitability of franchised and company-owned stores, maintaining a yearly positive performance of 10%.

Managed the overall profitability of the company-owned stores within the assigned locations, delivering a 5% increase year on year.

Managed the overall people program, recruitment, and people development of the stores within the assigned locations, maintaining brand love at 35%.

Partnered and coordinated with sales teams for big events which delivered 2M results per event.

Conducted verbal presentations monthly with the COO about the business status of the 10 stores handled.

EDUCATION & CERTIFICATION

Hotel, Restaurant and Institution Management

De La Salle - College of St. Benilde • Taft, City of Manila • 2006 • 3.4 GPA Virtual Assistant Social Media Marketing Certified Freelance Academy – December 6 - 10, 2021

Passed - Marketing and Analytics Aptitude Exam

Testdome – December 22, 2021

Marketing Analytics Foundation

Coursera& Meta– January 2, 2022

Foundations of Digital Marketing and E-Commerce

Coursera& Google –August 11, 2022

Attract and Engage Customers with Digital Marketing Coursera& Google –December 13, 2022

SKILLS

Soft Skills: Advanced knowledge in marketing, brand marketing, and operations. Soft Skills: Expert in people management and people development. Soft Skills: Expert in product development and brand marketing campaign development. Soft Skills: E-commerce and Social Media Management and Performance Assessment and Analysis, Social Listening Analytics, SEO, Website Audit, Social Listening Analysis, E- e- commerce analysis and Assessment, Content Creation Hard Skills: Microsoft Office, Google Suite, Google Analytics 4 (GA4), Google My Business, Google Search Console, Shopify, Google Ads, Facebook Ads, Facebook Business Manager, Google Workspace, Klaviyo, Asana, Trello, Monday.com, Refersion, Simplify 360, Sprinklr, ahref, SEMrush, WIX, Canva, and WordPress

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