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