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Work Background
MSA Marketing Solutions Asia Ltd.Integration Director / Account Director
Apr. 2024
OPENMINDBusiness Unit Head
Sep. 2020 - Jan. 2021Manila, National Capital Region, PhilippinesKey Responsibilities: • Strategic lead for MILO, Breakfast Nutrition (Cereals), Confectionery (KitKat) and Corporate Communication • Oversee campaign deliverables for Offline and Online team
• Mentor and develop junior members of the business unit
• Liaise and promote agency value proposition to clients and partners Key Achievements: • Managed to gain client trust and confidence for the team in a span of 3months translating to more effective and efficient client relationship
• Developed the 1st major annual plan for the brand with very satisfactory feedback from client
MultiVerse AdvertisingGeneral Manager
Sep. 2019Bangkok City, ThailandKey Responsibilities: • Lead and oversee the agency’s growth towards business success and team development
• Support the development of strategic and effective communication solutions for clients such as Pernod Ricard, Manulife, SPC Lubricants, Telenor and IFES
• Streamline internal process and help drive operational efficiencies for the agency Key Achievements: • Set up and trained internal digital team on communications planning and media
• Supported the team on leading successful digital and IMC campaigns
• Lead and won the digital pitch for Seagram
Havas RiverorchidAccount Director
Mar. 2018 - Jul. 2019MyanmarKey Responsibilities - Manage and strengthen client and agency relationship
- Lead integration of all agency disciplines for campaigns
- Drive business growth for both agency and clients
- Ensure agency provides quality output for clients
WavemakerPlanning Director - CP Hub SEA (Malaysia and Singapore)
Nov. 2017 - Mar. 2018PhilippinesStrategic Lead for Colgate Palmolive Hub for Malaysia and Singapore Markets Key Responsibilities: - Drive strategic media integration across touchpoints
- Adapt regional planning directives to local markets
- Identify new opportunities and strategic partnerships
- Recommend measurement frameworks - Frame campaign designs - Provide guidance on investment and savings priorities - Provide guidance on buying strategies and regional mandates on partnerships
- Lead in relationship management amongst CP and its stakeholders (Red Fuse Hong Kong, Y&R, Wunderman) Accomplishments
- Part of the pioneering team in the Colgate Palmolive Planning Hub set up
- Managed transition from local market planning approach to hub integration
- Delivered above par output on Annual Plans
- Provided strategic guidance to local Wavemaker team (Malaysia) in developing campaigns
Maxus GlobalPlanning Director
Nov. 2016 - Nov. 2017PhilippinesKey Responsibilities:
• Client Lead for all offline business of the agency
• Develop and lead planning strategies for key agency clients for categories such as Fuels and Automotive (Shell, Subaru, Tata Motors), Food and Seasoning (RFM, Ajinomoto) and Confectionery (Delfi)
• Manage planning and operations processes to ensure smooth management of the accounts and the internal stakeholders
• Contribute to ensuring financial targets are reached for the agency Key Achievements:
• Improved Agency Performance KPIs (from 5.5 to 8) in less than a year for Shell PH
• Strategic lead in key business pitches for Unicharm, Watson’s and Solaire (win) • Recognition given in the ICE (Insight, Creativity, Effectiveness) Awards of the Media Congress for 3 campaigns on Multi-media and Activation
Havas RiverorchidMedia Director
Mar. 2014 - Jul. 2019Yangon, MyanmarKey Responsibilities:
• Leading a team of 17 members and providing strategic and communication solutions to clients
• Leading key accounts across multiple product categories – Telecommunications, FMCGs, Mobile Phones, Consumer Durables and beverage and provide strategic solutions to client's business
• Setting up internal and external processes to manage the team and agency to facilitate quality client leadership
• Maintaining cordial relationship with clients team & media vendors
• Accomplishing business objectives for Riverorchid Media Myanmar and delivering financial targets
• Developing and mentoring the team to exceed the expectations of the client Key Achievements:
• Developed internal media processes and established within the team
• Improved the efficiency of the agency performance by optimising resources and implementing best media practices
• Won large and medium size businesses and strengthen the agency portfolio, average of 1 new business per month in 2015.
• Championed the communications planning discipline of Havas Group – Meaningful Connections Process and lead the integrated communications approach across different disciplines in the agency resulting to pitch wins (Lydia, Johnson&Johnson, Nutridor)
• Led the media buying and improved the agency offering by 30-40% efficiency
• Groomed the media team from scratch and helped to develop both soft and hard skills – account management, media tools and negotiation (from original team of 5 people to leading 17 people) • Set up and strengthen PR and Digital practices under media to provide varied solutions to clients
• Managed investment solutions efficiently and maximise revenues from the media partners
• Delivery of financial KPIs 1 year earlier than expected
• Won Campaign Asia – Agency of the Year – Award for 2 years consecutively with excellent business wins and innovative solutions leading an energetic and enthusiastic team.
MindshareAssociate Media Director
Sep. 2010 - Mar. 2014PhilippinesRe-joined Mindshare Philippines as Associate Media Director after two years of leading a local travel magazine (Sidetrip) as Managing Editor
Key responsibilities included strategy and client leadership for LG, Perfetti Van Melle, Nike and Bio Oil. Key Achievements:
• Conducted and trained media planners of MEC, another GroupM agency on the TV optimizing tool Figaro
• Successfully accomplished media specials/bespoke executions for clients like Nike (OOH – AirforceOne Campaign), Max’s 60th Anniversary (TV- Brand story integration) and Pepsi Max (Print - No sugar), Pepsi (Integrated – Dare for More) and Mentos (Integrated – Rainbow Mystery launch)
• Shortlisted for Mindshare Original Thinking Awards for Bio-Oil and Mentos Rainbow Mystery Launch
• Led the successful launch of Aspen’s Bio-Oil with an integrated communications campaign
Sidetrip Travel MagazineManaging Editor
Feb. 2009 - Jul. 2010Reviewed and edited articles. Prepared editorial line-up for each title, managed pool of writers and photographers and crafted travel and feature articles
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