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Work Background
Behaviour InteractivePerformance Marketing Director
Oct. 2023 - Jun. 2024Montreal, Quebec, Canada
Behaviour InteractiveSenior Performance Marketing Manager
Aug. 2022 - Dec. 2023- Lead all paid media, advertising, and growth marketing for all BHVR titles on PC, console, and mobile
- Built and manages a cross-functional team of specialists, data analysts, and media buyers while working closely with stakeholders from Marketing, Product Management, Production, Player Experience, Tech, Legal, and Finance
- Developed advanced performance marketing measurement and agile marketing capabilities
Behaviour InteractiveSenior Brand Manager | Jurassic World Primal Ops & Game of Thrones Beyond the Wall
Mar. 2022 - Aug. 2022- Led the game's launch and drove user acquisition, working closely with various internal stakeholders and external partners to drive performance across owned, earned, and paid; and ensure the game's marketing strategy and tactics align with Jurassic World's top-tier brand - Managed and mentored an Associate Brand Manager leading publishing for Game of Thrones Beyond the Wall
Behaviour InteractiveSenior Brand Manager | Unannounced title
Dec. 2021 - Oct. 2022Montreal, Quebec, Canada- Brand lead for an unannounced gaming IP
Behaviour InteractiveBrand Manager | Unannounced title
Oct. 2020 - Dec. 2021Montreal, Quebec, Canada- Brand lead for an unannounced IP
Behaviour InteractiveBrand Manager | Dead by Daylight Mobile
May. 2020 - Aug. 2021Montreal, Quebec, Canada- Owned the global brand & marketing strategy, working closely with specific marketing specialists, creative teams, production, agencies, internal project teams, and international publishing partners in APAC
- Developed the brand strategy and identity for Dead by Daylight Mobile
- Developed and executed the game's soft launch marketing and community strategies and campaigns, driving market and competitor research, email marketing, UA tests, and app store optimization
- Drove the game's go-to-market marketing strategy and--along with product, player experience, and full marketing teams--drove over 20 million organic installs within the first year of live production through efficient campaigns and agile marketing
- Managed a high-performing marketing team with an associate brand manager and brand coordinator
Behaviour InteractiveAssociate Brand Manager | Dead by Daylight Mobile
Jun. 2019 - May. 2020- Launched Dead by Daylight Mobile in Americas, EMEA, and South Asia
- Created and executed the brand and marketing strategy from soft launch to launch
- Managed a team of Marketing Coordinators
Behaviour InteractiveCommunity Manager & Marketing Specialist | Dead by Daylight Mobile
May. 2019 - Jun. 2019- Soft launched Dead by Daylight Mobile
- Created marketing and community strategies, working closely with the Production and Product teams to execute the strategy into actionable plans
Scavengers StudioCommunity Developer
Jul. 2018 - Apr. 2019Montreal, Canada Area- Responsible for high-level community building and communication strategies, including the design and creation of tools for successful community development
- Led the whole community team, providing mentorship, growth, and development
- Oversaw all player and community-related projects and tasks including influencer management, community management, usability testing, content strategy, among others
- Handled live-ops, events and other initiatives focused on connecting and keeping players engaged, as well as amplifying their efforts and contributions
- Key expert in market intelligence and consumer analysis using various research frameworks and methodologies, working closely with the data analyst
- Handled user acquisition through various ad networks and tracked ROAS
Scavengers StudioLead Community Manager
Mar. 2018 - Jun. 2018Montreal, Canada Area- Organically grew the community from the game's pre-launch with less than 700 members to its Early Access launch to almost 30,000 members with over 40% average engagement rate in 2018
- Interacted with community members on a daily basis, providing assistance and technical support
- Worked closely with other members of the development team to produce engaging content, consistent communications, and contribute to the player relations strategy
- Responsible for acquiring player and community feedback, research, and insight mining, as well as monitoring growth
- Facilitated and handled interactions and engagements between members of the community, including the development team
- Managed the whole community team made up of other player-facing community managers, volunteer moderators, and in-game moderators, in ensuring order and positivity within the community
- Handled events and other initiatives focused on connecting and keeping players engaged, as well as amplifying their efforts and contributions
Herzing CollegeAssistant Instructor
Nov. 2017 - Jan. 2018MontrealTaught and facilitated various courses such as Basic Accounting, Electronic Accounting, Venture Startup, Business Application Software, among others, in the Business Administration program for students on continuing education
Self-employedSolo Game Developer
Jan. 2017 - Dec. 2019- Developed experimental games, from conception, design, programming, art, and sound.
- Showcased in three experimental and art exhibits Tools used:
- Unity
- RPGMaker
- GameMaker
- Twine
- Arduino
- Blender
- Maya
- Adobe Creative Suite
Rockwell Land CorporationMarketing Research Lead
Aug. 2014 - Nov. 2014• Led the Marketing Research team, and supervised 2 junior research associates
• Handled all major market research studies, including fundamental consumer studies, segmentation, and market analysis
• Specialized in market research in the real estate industry, having conducted forecasts, property assessments, and competitive scans
n/a-freelanceMarketing and Brand Consultant
Mar. 2014 - Mar. 2018n/a- Created and executed digital marketing strategies for various companies mostly in start-ups and tech-related businesses
- Specialized in user experience design and research, marketing research, SEO, content, and leads generation
- Provided effective design solutions that adhered to brand strategies and addressed client needs
DMCI HomesMarketing Research Analyst
Oct. 2013 - Aug. 2014Makati City, Philippines• Provided periodic reports and analyses that are essential to the company, such as sales activities and trends, buyers’ demographic profiling, and industry knowledge and insights
• Developed in-depth analyses and critical assessments of new business opportunities
• Generated comprehensive and strategic business models that are highly significant in market intelligence and brand creation, based on fundamental research studies
ABS-CBN CorporationResearcher
Aug. 2012 - Oct. 2013Quezon City, Philippines• Conducted qualitative and quantitative research studies essential in tactical and strategic business planning for ABS-CBN Corp. and its subsidiaries, specifically for SKY (the Philippines' top cable company providing entertainment, news and multimedia services) Previous projects include (but are not limited to) the following:
1. In-depth analyses of the Filipino Market
2. Various fundamental studies on Content and Media Usage and Habits
3. Various strategic and tactical studies on different business issues for SKY
4. Weekly TV Viewership Trends and Analyses
RareJob Philippines, Inc.Quality Control Specialist
Dec. 2011 - Aug. 2012Quezon City, National Capital Region, PhilippinesFacilitated testing for incoming ESL instructors and helped developed the social media plan for recruiting highly qualified applicants. Helped improve instructor recruitment processes.
Provincial Government of PalawanResearch Intern
Mar. 2011 - May. 2011Puerto Princesa, Mimaropa, PhilippinesAssisted in the fieldwork research and analysis of the 2010 Human Development Index for the province of Palawan in the Philippines
RareJob Philippines, Inc.English Second Language Instructor
Aug. 2009 - Aug. 2012PhilippinesTaught English as a second language to Japanese students, facilitating courses for daily conversation, business / professional setting, TOIEC and TOEFL exam preparations
Self-employedFreelance Writer
Aug. 2008 - Aug. 2009PhilippinesCreated copy for web articles & blog posts for various brand clients ensuring best practices in keyword strategy & search engine optimization
K. MarieBusiness Owner
Jan. 2008 - Dec. 2012Metro ManilaOwned a small business selling clothing and vintage items, responsible for the full aspect of the business such has marketing, purchasing & sourcing, logistics, sales, and customer support
FreelanceWeb Developer
Jan. 2006 - Dec. 2012Developed and designed websites for small businesses, start-up, and content creators
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