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Network Power<100 people
Roles
🔥100%
Startup Founder
💸100%
Marketing
✔️100%
IT
Geos
🇬🇧100%
United Kingdom
Work Background
Rustan Commercial CorporationE-Commerce Content & Creative Strategy Manager, Rustans.com
Nov. 2018Leadership and growth
* Led a successful launch campaign through exclusive influencer events, attracting over 30,000 visitors in six hours and generating PHP3.4 million (≈USD58,000) in sales
* Scaled Rustans.com from launch in August 2019 to achieve a consistent daily traffic of 20,000 visitors and maintain daily sales revenue ranging between PHP800,000 and PHP1.2 million (between ≈USD13,600 and USD20,500)
* Managed production budgets for creative marketing assets, ensuring cost-efficiency and alignment with campaign objective
Content and creative team management
* Managed and mentored a diverse 15-person team (content producers, product specialists, designers, photographers) to deliver high-quality content
* Boosted team productivity by 20% while reducing product onboarding time by 15%, streamlining workflows
* Established and implemented divisional editorial standards and optimized content creation processes, ensuring brand consistency
Data-driven content strategy for brand growth
* Defined the content strategy and creative vision for Rustans.com, driving brand identity
* Achieved a 95% adherence to brand consistency guidelines through ongoing content development and enhancement
* Led a data-driven content strategy that resulted in a 15% increase in average user engagement
* Established and implemented a content performance measurement system to track key metrics and inform content strategy adjustments
SEO and platform optimization
* Conducted site audits, implemented SEO best practices, and achieved a 10% increase in product page conversion rates and a 14% decrease in bounce rates, improving user experience
* Developed and executed data-driven content distribution strategies across channels, leading to a 200-275% increase in seasonal campaign conversions, maximizing revenue
* Implemented SEO tactics that boosted organic search rankings for brand collection pages from pages 3-10 to pages 1-3 of search results, increasing brand visibility
Cross-functional collaboration
* Spearheaded online campaign development and creative asset creation in collaboration with beauty, fashion, home, and kids brands, fostering successful partnerships and maximizing brand awareness
* Coordinated cross-functional initiatives with Marketing, Merchandising, and Digital Campaigns teams to execute strategic online sales initiatives
* Championed customer experience optimization by collaborating with Customer Service and Tech & Platform teams to streamline user journey and enhance brand loyalty
Manila Bulletin Publishing CorporationManaging Editor
Jan. 2017 - Oct. 2018* Editorial leadership and content creation: Led the daily operations of the Fashion & Beauty section and Style Weekend magazine, producing 96 and 30 weekly editions, respectively; wrote at least three articles per issue to drive engagement
* Talent and production management: Coordinated with stylists, model agencies, and makeup artists to produce high-quality fashion and beauty editorials
* Editorial range: Contributed to multiple Lifestyle sections, showcasing versatile editorial skills
Havas OrtegaEditor In Chief
Jul. 2015 - Oct. 2016* Content strategy and innovation: Part of the team that established a new content marketing division, pioneering a new revenue stream for the agency
* Transformed Del Monte Philippines’ content strategy: Developed and implemented a content strategy that positioned Del Monte as a thought leader in the home and cooking space. Built a comprehensive editorial calendar to drive website traffic and brand awareness
* Team leadership and operational efficiency: Led a 10-member editorial team, implementing a new organizational structure and business model for enhanced efficiency. Managed a team of writers and graphic artists, ensuring consistent delivery of 40 high-quality content pieces per month for Del Monte’s lifegetsbetter.ph website
Bonsey JadenSenior Digital PR Specialist
Dec. 2014 - Jun. 2015* Led high-performing digital PR team: Managed a team of seven to deliver impactful PR and content strategies
* Drove massive audience growth: Successfully executed PR and social media campaigns for Asia’s Got Talent Season 1 (1M+ fans, 21M+ reach), Fit for Fashion Season 1 (4,000+ content pieces, 230M+ reach), and The Apartment Season 3: Celebrity Edition (311,835 total engagements, 176% fanbase growth
* Delivered regional PR success: Oversaw the Cetaphil Experience campaign across Southeast Asia, resulting in significant brand awareness and engagement
* Expanded client portfolio: Successfully pitched and won a leading beauty company, contributing to 60% of total business
* Fostered strong partnerships: Collaborated with global teams to develop and implement integrated PR strategies
Digital FCB ManilaSenior Copywriter
Jun. 2012 - Dec. 2014* Developed and executed creative campaigns and content for 15 diverse clients, including PLDT, Aboitiz Group, Edsa Shangri-La Manila, Oreo, PeopleAsia, and Power Mac Center
* Collaborated with art directors and junior copywriters to conceptualize and develop creative solutions across various digital platforms (websites, ads, apps, social media)
* Presented compelling creative concepts to creative directors and clients, gaining approvals and driving projects forward
* Iterated on creative concepts based on client and team feedback, ensuring successful campaign delivery
* Promoted Copywriter to Senior Copywriter in July 2014, demonstrating exceptional copywriting skills and campaign performance
South East Asian AirlinesStaff Writer
Jun. 2008 - May. 2012* Developed and produced engaging travel and lifestyle content for InFlight, including pitching, writing, and proofreading articles
* Conducting in-depth interviews with media personalities and local experts to generate fresh and aspiring content
* Managed freelance contributors and coordinated with photographers to ensure timely delivery of high-quality materials
* Promoted from Editorial Assistant to Staff Writer in June 2010, demonstrating strong performance and growth
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