Brand, Campaigns, Content, Communications Leader

GENESIS SANTOS

Lean Six Sigma-certified Manager

Brand, Campaigns, Content & Communications Leader

+63-915-***-**** ***************@*****.*** LinkedIn Career Background

Dynamic and results-driven communications professional with over twelve years of experience in leading end-to-end, omnichannel marketing communications campaigns. Proven track record in strengthening B2B and B2C brands, minimizing business and reputational risks, and shaping perceptions. Adept at producing principles and streamlining processes for operational efficiency. Certified in Lean Six Sigma, with expertise in strategic communications, project management, and digital marketing.

Core Competencies

Strategic & Executive Communications Content Creation & Management Public Relations Project Management Brand Management Crisis Communications Digital Marketing Social Media Strategy Employee Engagement Professional Experience

Global Content Manager Hitachi Energy, Zurich, Switzerland, October 2021 – Present

• Strategy: Developed and executed comprehensive media and content strategies across various channels and formats to achieve business objectives. This included positioning, messaging, thought leadership, and storytelling, resulting in over 3,300 mentions, 3.06 billion reach, and an average media value of $28M in 2024. In 2023, it obtained over 3,500 mentions, 2.23 billion reach, and an average media value of $23M

• Project Management: Led and delivered high-quality output for increased outcomes, such as Climate Week, Diversity Week, COP26, Hitachi Social Innovation Forum, and Hitachi Review, ensuring all projects were completed on time, within budget, and met quality standards

• Content: Crafted omnichannel, end-to-end materials for all channels, including press releases, success stories, storyboards, social media posts, blogs, expert content, and topic briefs. Provided executive content and ghost- writing services, including messaging narratives, executive profiles, high-level event briefings, and content for LinkedIn, Twitter, Yammer, internal memos, and letters

• Media: Facilitated content placements in key media, drafted briefings for media inquiries and managed interview requests. Built relationships with key media contacts to enhance the company's visibility and reputation.

• Events: oversaw the content and execution of business unit-led events, portfolio and product launches, and internal engagements

• Marketing: contributed to the company’s 223+ digital campaigns, resulting in over 6.02 million website pageviews, 1.43 million social media engagements, 23,217 leads generated through best-in-class Web, digital campaigns, integrated events, and product marketing

• Analytics: Achieved above-average engagement rates of over 4% per post for channels-related initiatives and utilized tools like Adobe Experience Manager, Meltwater, Google Analytics, and Monsido for performance monitoring and strategy optimization.

• Executive Communications: Managed the spokesperson list and ensured effective communication while coordinating media training and prepared spokespeople for interviews and public appearances

• Employee Engagement: Enhanced employee engagement through interviews, storytelling, internal messaging narratives, and articles. Translated BU strategy into employee-focused content to foster a sense of belonging and alignment with company goals

Consultant for Brand, Content, Campaigns & Strategy April 2021 – present Provided support for Sony and AXN Asia, Philippines’ Department of Tourism, Unilab Skin Sciences, Eastern Communications, Inc., HCX Ayala, Lamudi Philippines for content, branding, strategy, and campaigns Communications Consultant United Nations, Mandaluyong, Philippines, December 2020 – April 2021 Launched the communications campaign for WONDER (Women Organisations and Networks Delivering Assistance for COVID-19 Response project), a research-based community development initiative aimed at empowering women and women’s groups in remote areas of the Philippines at the height of the pandemic. Developed culturally sensitive digital and social media materials, including static graphics, quote cards, and articles, to raise awareness and support for the project. Engaged with local communities, NGOs, and government agencies to gather insights and feedback, ensuring the campaign addressed the needs and concerns of the target audience. Monitored the effectiveness of the campaign through various metrics, providing regular reports and recommendations for improvement. Global Brand and Communications Project Advisor Shell, Makati, Philippines, August 2019 – December 2020 Strengthened the global employer brand and talent attraction campaigns for the Americas region, enabling Shell as the Employer of Choice for STEM and Women in STEM. Ensured all campaigns were aligned with Shell's brand guidelines and business objectives. Led the process and governance modeling for a new department, ensuring adherence to corporate policies and standards. Developed and implemented governance frameworks to streamline operations and improve efficiency. Utilized project management tools and principles to oversee the transformation of Shell US and Shell Canada’s websites. Improved website traffic, user experience, and branding through SEO optimization, content updates, and user interface enhancements. Corporate Communications Manager iACADEMY, Makati, Philippines, March 2018 – June 2019 Strengthened the institution’s brand reputation through communications strategies aligned with business goals. Achieved 95-100% enrollment targets during A.Y. 2018 and A.Y. 2019 for Senior High School and Undergraduate programs through multichannel campaigns, lead generation, advertising, and events. Managed crisis communications through proactive, strategic engagements for internal and external audiences. Managing Editor and Marketing Officer TravelBook (defunct), July 2017 – November 2017 Managed the editorial team, overseeing the creation, editing, and publication of high-quality travel content, including articles, guides, and reviews. Ensured all content and advertising proposals met editorial standards and aligned with the brand's voice and objectives. Designed and executed customer acquisition campaigns to promote TravelBook's services and content for the Philippines, achieving a 150% increase in unique sign-ups by utilizing various channels, including social media, email marketing, and partnerships with travel influencers and bloggers. Communications Strategist GeiserMaclang, Makati, Philippines, November 2014 – July 2017 Served as the business development communications strategist for new business clients and existing customers. Planned, pitched, executed, and monitored integrated marketing communications campaigns for clients in energy

(First Gen), finance (PETNET), government (NAIA), NGOs (European Union, Forest Foundation Philippines), FMCG

(LEGO, Coca-Cola), academe (Philippine School of Interior Design), and real estate (ArthaLand, New San Jose Builders).

Account Manager ArtOne Design and Communications (defunct), July 2013 – August 2014 Content and project lead for clients of the agency who managed below-the-line market research, branding, and design requirements of UNILAB, Nestle, Vista Land, Development Bank of the Philippines, and PHINMA Education Certifications

Lean Six Sigma Yellow Belt Lean Six Sigma Green Belt Google Analytics Google Digital Marketing Crisis Communications Project Management Twitter and Meta Ads Employer Branding Publications and Creative Works

Philippine Daily Inquirer The Manila Times Coffee Bean and Tea Leaf Short+Sweet Manila Education

M.A. in Communication, University of the Philippines B.A. in Communication Arts, University of the Philippines

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