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Marketing Manager
Summary
Dynamic marketing leader with a proven track record at WEFUN Digital, excelling in digital marketing and creative direction. Spearheaded innovative product launches and influencer partnerships, achieving a 20% sales increase with Cheezy Big Hole TVC. Renowned for exceptional project scheduling skills and fostering team growth, consistently driving market success and brand recognition.
Overview
8
8
years of professional experience
5
5
Certifications
1
1
Language
Work History
Marketing Projects Manager
WEFUN Digital
02.2025 - Current
- Conducted regular performance evaluations of team members, fostering professional growth and development opportunities.
- Managed cross-functional teams to ensure seamless collaboration and efficient project execution.
- Streamlined project management processes for improved efficiency and timely completion of tasks.
- Managed marketing budgets to maximize return on investment while minimizing costs.
- Evaluated the success of various marketing initiatives through KPI tracking and analysis; made data-driven recommendations for continuous improvement.
- Managed 6 direct reports, 45 indirect reports
Country Marketing Lead for Philippines
WEFUN Digital
08.2023 - 01.2025
- Promoted to Country Lead for marketing in the Philippines, reporting to the Marketing Director for Asian Markets. Responsible for full P&L management, growth marketing, and enhancing marketing capabilities.
- Oversees a team specializing in Affiliates, Branding, Sports Marketing, Customer Acquisition, and Social Media Marketing.
- Provides support to 5 Brand Leads in managing performance, people, and profitability.
- Acts as the primary resource for market data and insights.
- Initiated multiple digital media partnerships with KUMU, Eskimi, and Grab Philippines focused on customer acquisition and revenue growth.
- Leads partnerships for local and international exhibitions in Thailand, Vietnam, and the Philippines.
- Directs KOL/Influencer campaigns for all five brands within the Philippines.
- Assists the Marketing Director in onboarding new hires from other Asian markets.
Branding & Acquisition Lead
WEFUN Digital
11.2022 - 08.2023
- Mentored junior team members on effective talent acquisition methodologies, fostering professional growth within the department.
- Built strong relationships with industry professionals through networking events and association memberships.
- Established strong employer branding through strategic marketing efforts, such as social media campaigns and engaging career site content.
- Planned, monitored and appraised employee work results by training managers to coach and discipline employees.
- Developed and monitored employee recognition programs.
Assistant Product Manager
Leslie's Corporation
06.2021 - 07.2022
- Managed brands Cheezy, Nacho, and IHeart snacks, achieving double-digit growth in 2021, with continued growth into 2022.
- Developed business reviews and managed new product development (NPD) meetings and advertising and promotions (A&P) monitoring.
- Launched new products including Baked Cheezy White Cheddar and Nacho Duos, aligning with Q4 strategies.
- Created and executed digital campaigns, such as the Cheezy Big Hole TVC, leading to a 20% increase in sales in late 2021.
- Collaborated with R&D, QA, Sales, Manufacturing, and creative agencies on product development and digital marketing strategies.
- Managed social media content for Facebook and Instagram, coordinating promotional activities on e-commerce platforms like Lazada and Shopee.
- Enhanced digital optimization efforts, including SEO strategies, and developed online contests to boost customer loyalty.
Sr.Product Associate
Delfi Marketing Inc
12.2018 - 05.2021
- Oversaw brand management for Goya Imported and Goya Groceries, tripling sales for the Goya Culinary range in FY 2020.
- Helped Goya brands secure a spot in the Top 50 chocolates in the Philippines, according to Nielsen.
- Maintained positive profit margins while conducting brand reviews and monitoring NPD and A&P.
- Initiated kid-friendly marketing for Goya Bits and launched successful digital content, achieving significant engagement metrics.
- Managed brand activations and partnerships, supervising promotional campaigns for various occasions.
- Led consumer care and NPD processes, successfully launching multiple product extensions that drove strong sales growth.
- Revamped e-commerce presence on Shopee and Lazada, resulting in a 136% sales increase in FY 2020 compared to FY 2019.
Marketing & Business Development Executive
Forest Interactive
09.2016 - 11.2018
- Developed the first mobile wallet solution for the company, successfully expanding it across ASEAN and South Asia.
- Managed full P&L responsibilities and led marketing strategies that exceeded targets through effective digital and traditional channels.
- Developed successful trade show exhibits, driving increased visibility for the company''s products and services.
- Enhanced company reputation by executing effective public relations strategies and managing media relations.
- Spearheaded creative brainstorming sessions that led to the development of innovative campaign ideas.
Education
Bachelor of Science - Marketing & Advertising
Asia Pacific College
Philippines 04.2001 -
Skills
Project scheduling
Marketing analytics
Product launches
Creative direction
CRM management
Campaign management
Mobile marketing
Competitive analysis
Customer segmentation
Media planning
Multicultural marketing
Influencer partnerships
Social media marketing
Digital marketing
Accomplishments
- Received “Loyalty Award” for being with the company for 3 years with WEFUN.
- Used Microsoft Excel to analyze business data and train Data Staff for their learning and development
- Supported Influencer Campaign that resulted in a 50% increase in customer engagement.
- Received “Top Sales Awardee” for hitting sales target for 2023 and 2024.
Certification
Social Media Management
Timeline
Marketing Projects Manager
WEFUN Digital
02.2025 - Current
Country Marketing Lead for Philippines
WEFUN Digital
08.2023 - 01.2025
Branding & Acquisition Lead
WEFUN Digital
11.2022 - 08.2023
Social Media Management
06-2022
Advanced Search Engine Optimization
06-2022
Assistant Product Manager
Leslie's Corporation
06.2021 - 07.2022
Scoping the Playing Field: Analyzing Post COVID-19 Shopper Behavior and Psychology
04-2020
Sr.Product Associate
Delfi Marketing Inc
12.2018 - 05.2021
Expert Certificate, Climate Change Science, Communications, Action
09-2017
Marketing & Business Development Executive
Forest Interactive
09.2016 - 11.2018
Shopper-centric Category Management Shopper-centric Category Management Nielsen
12-2012
Bachelor of Science - Marketing & Advertising
Asia Pacific College
04.2001 -
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