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Work Background
Globe GroupSolutions Architect Director
May. 2021 - Apr. 2022PhilippinesWorked with Globe’s Digital Marketing Team and Enterprise Data Office to identify and process key metrics from digital platforms for data warehousing, analysis, and reporting.
Pioneered development of reporting processes for digital marketing, e-commerce, and app performance.
JG Summit Holdings Inc.Head, Business Intelligence
Oct. 2020 - Apr. 2021PhilippinesConsulted with JG Summit business units to enable adoption of data-driven ways of working and business analytics practices.
Developed tools and processes for reporting, dashboarding, and insighting for use in delivery, training, and mentoring services for internal and external clients.
Summit Media (Summit Publishing Co., Inc.)Head, Data Analytics and Audience Development
Mar. 2019 - Sep. 2020MandaluyongResponsible for master data management across Summit Media’s functional groups, including editorial and native content, advertising and sales, and out of home.
Pioneered development of data management platform (DMP) to collect user data to optimize audience targeting and deliver AI-driven personalized content.
Led creation of data lake for multiple platforms, including Google Analytics, Facebook Insights and Graph APIs, YouTube, and Summit Media’s proprietary content management systems, and deployed dashboards for various end users.
Implemented analytics-based content planning and performance monitoring framework that drove 42% growth in users and 34% growth in pageviews.
Summit Media (Summit Publishing Co., Inc.)Audience Development Manager
Feb. 2016 - Mar. 2019MandaluyongI oversaw audience development, business intelligence, and data analysis for Summit Digital’s websites. This included:
- Establishing procedures for data collection, reporting, and analysis for all of Summit Media’s websites and social media platforms
- Developing data warehouse to collate data from multiple platforms, including Google Analytics, Facebook Insights and Graph APIs, and Summit’s proprietary CMS (content management systems)
- Developing system for automated content analysis using tags to represent content topics and formats
- Defining data dictionary to enable automated tagging to facilitate content analysis and personalized content recommendations
- Implementing framework for formulating actionable insights to guide content production
- Applying data insights to editorial process and educating editorial teams in data-informed content planning, production, and promotion
Globe TelecomSocial Media Partner for Globe Business
Jun. 2015 - Jan. 2016Globe Business is the corporate arm of Globe Telecom. Its ICT solutions cover mobile, wireline, broadband, data connections, internet, managed services, IT-enabling services, and cloud computing. As a social media partner, I worked with the Globe Business team to connect with customers and learn about their needs to help the team serve them better.
Spiralytics, IncOperations Director
Nov. 2014 - Jan. 2016MakatiSpiralytics specializes in performance-based digital marketing services, including SEO, paid advertising (Google Adwords search, display, and remarketing ads and Facebook display and retargeting ads), content marketing, and social media. All these disciplines are executed on a strong analytical framework that provide real-time measurable data to drive results. As Operations Director, I was responsible for the following:
- Implementing process improvements to ensure consistent and efficient delivery of quality service
- Overseeing administrative and support functions
- Handling client accounts and managing the client success team to ensure delivery of quality results on our projects
- Managing the teams across all disciplines to ensure optimal distribution of resources
- Developing potential accounts and markets
TravelBook.ph (Travel Book Philippines, Inc.)Head of Marketing
Oct. 2012 - Oct. 2014TravelBook.ph is an online travel agency selling Philippine hotel bookings. As part of the pioneer team that relaunched TravelBook.ph from a catalog site into an e-commerce site, I participated in all stages of the development process of the website by handling the following:
- Created a marketing plan based on the company’s business plan and strategic objectives
- Worked with the technical team to design the website and conducted user acceptance testing prior to launch As Head of Marketing, I oversaw a team that handled the following:
- Handled overall monitoring of website performance, particularly in terms of visits, and conversions
- Designed, executed, monitored, and optimized marketing campaigns for various paid and non-paid channels, assessing each in terms of conversion rate and cost-to-income ratio
- Created content for the website, blog, and various social media properties
- Conducted regular SEO audits and implemented solutions to optimize the website for search and inbound marketing
- Developed customized solutions and tie-ups with corporate partners
- Worked with technical team to conceptualize, implement, test, and deploy website enhancements to improve user experience and generate more visits and conversions
Summit Media (Summit Publishing Co., Inc.)Team Editor, BridalBook.ph and TravelBook.ph
Jan. 2010 - Dec. 2013Mandaluyong, PhilippinesTravelBook.ph and BridalBook.ph are two sites in Summit Media’s supplier directory and catalog sites vertical. As Team Editor, I provided strategic editorial direction for BridalBook.ph and conceptualized and launched TravelBook.ph by handling the following:
- Conceptualized brand, including creation of a brand book, logo, personas, and site design
- Guided development of website with programmer by specifying functional requirements for website and CMS, performing user acceptance testing, and deploying new functions / features
- Developed site sections and corresponding editorial calendar and content plan As Editor-in-Chief of TravelBook.ph, I provided editorial direction to editorial team by handling the following:
- Conceptualized website enhancements and content sections to drive website traffic and generate supplier inquiries - Guided development of website with programmer by specifying functional requirements for website and CMS, performing user acceptance testing, and deploying new functions / features
- Developed procedures and standards for editorial content
- Worked with marketing team to conceptualize, pitch, and implement events, promotions, ad campaigns, and special executions for suppliers and advertisers
Summit Media (Summit Publishing Co., Inc.)Editor-in-Chief, BridalBook.ph
Jan. 2010 - Dec. 2010Mandaluyong, PhilippinesBridalBook.ph is one of Summit Media’s supplier directory and catalog sites targeting brides-to-be. As Editor-in-Chief, I provided editorial direction to editorial team by handling the following:
- Conceptualized website enhancements and content sections to drive website traffic and generate supplier inquiries - Guided development of website with programmer by specifying functional requirements for website and CMS, performing user acceptance testing, and deploying new functions / features
- Developed procedures and standards for editorial content
- Worked with marketing team to conceptualize, pitch, and implement events, promotions, ad campaigns, and special executions for suppliers and advertisers
Summit Media (Summit Publishing Co., Inc.)Managing Editor, Female Network
Jan. 2009 - Dec. 2010Mandaluyong, PhilippinesFemaleNetwork.com is Summit Media’s largest website for women. As Managing Editor, I prepared the site for relaunch by handling the following:
- Conceptualized brand, including creation of a brand book, logo, personas, and site design
- Guided development of website with programmer by specifying functional requirements for website and CMS, performing user acceptance testing, and deploying new functions / features
- Developed site sections and corresponding editorial calendar and content plan Once site was relaunched, I oversaw daily operations of the site by handling the following:
- Published daily content through CMS
- Monitored website statistics, including traffic and top content
- Guided team in preparing and optimizing reader-friendly and SEO-friendly content with the purpose of driving traffic for advertisers
- Worked with advertising and sales teams to conceptualize, pitch, and implement special executions, such as ads, landing pages, and other integrated campaigns, for advertisers
F&B World MagazineContributor
Jan. 2008 - Dec. 2009I regularly contributed feature articles about restaurants, food suppliers, and other topics relevant to the food industry.
Rubber Ducky Publishing IncorporatedOwner
Jan. 2007 - Dec. 2009Rubber Ducky Publishing Incorporated produced custom publications and websites. Clients included Alabang Country Club, Inc. (ACCess newsmagazine) and Landco Pacific Corp. (TRIbeca Urban Times newsmagazine). As Creative Director, I managed all aspects of production, including writing, editing, layout, photography, coordinating with printer, and liaising with clients.
Homestyle MagazineContributor
Jan. 2007 - Dec. 2009I regularly contributed feature articles and advertorial features about architectural design and real estate development projects.
Southside MagazineEditor-in-Chief
Jan. 2007 - Dec. 2007Southside magazine was a freezine published for distribution in Southern Manila by Hinge Inquirer Publishing. As Editor-in-Chief, I conceptualized maiden issue, prepared editorial lineup, wrote and edited various articles, coordinated with villages planned as distribution points, oversaw production schedule, and managed editorial team.
San Beda College AlabangHigh School Teacher
Jan. 2007 - Dec. 2007I handled Practical Arts (Basic Computer Programming) classes for the Third Year Level.
FreelanceArchitect
Jan. 2006 - Dec. 2017As a freelance architect, I designed and oversaw the construction process for various residential projects.
Southbound.phEditor-in-Chief
Jan. 2006 - Dec. 2009Southbound.ph was a blog / online magazine that featured restaurants, shops, events, and other attractions in Southern Manila. As Editor in Chief, I wrote feature articles, provided photography, updated announcements, planned monthly editorial lineup, assigned and edited articles by contributors, and moderated and responded to comments by readers. As Webmaster, I posted articles, optimized and uploaded images, designed and administered website, and handled technical requirements of the site. As Publisher, I coordinated with advertisers, publicized the site, and set overall direction of site image and content.
PROSECFacilitator
Jan. 2005 - Dec. 2006I handled Early Interactive Reading classes for students from Kinder to Grade 3.
Fresh MagazineConsulting Editor
Jan. 2005 - Dec. 2006Fresh magazine was the custom publication for Rustan’s Fresh Supermarkets. As Consulting Editor, I prepared the editorial lineup, edited and reviewed articles by contributors, wrote articles, and oversaw content production.
J.R. Pangilinan + AssociatesExecutive Staff Architect
Jan. 2004 - Dec. 2005I handled client relations and project supervision for residential and institutional projects.
Casa ArkitekturaConstruction Manager
Jan. 2004 - Dec. 2004I handled client relations and project management for a major retail client.
Various ClientsConsulting Writer and Editor
Jan. 1999 - Dec. 2017I provide editorial, writing, and content management services for various clients, including selected major Philippine real estate and retail companies. I also contribute feature articles to various websites and publications, including FemaleNetwork.com, Cosmopolitan, SmartParenting, Good Housekeeping, Entrepreneur, the Fully Booked print magazine, Burn, the Philippine Star, Folio, Rockwell Life newsletter, and others. Topics range from travel, food, architecture, music, and notable personalities.
Department of Computer Science, UP DilimanCollege Instructor
Jan. 1999 - Dec. 2002I taught and developed course notes for Computer Programming and Data Structures courses under the Department of Computer Science.
IBM PhilippinesIT Specialist
Jan. 1998 - Dec. 1998I handled various projects including Maynilad Water and Bangko Sentral ng Pilipinas.
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