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Work Background
PLDTAVP - Customer Experience Analytics & Insights
Jul. 2024Expanded scope across CX Analytics and Sales Strategy & Development. Institutionalized Journey NPS across functions, embedding it into governance and tightening CX-Sales alignment. Leverage customer intelligence to lead enterprise integration of sales and operational insights—shaping Sales & Development’s growth strategy through optimized channel design, AI enablement, and a high-performing partner ecosystem
PLDTSenior Manager - Customer Experience Analytics & Insights
Jul. 2023 - Jun. 2024Maintained the vision and roadmap for Customer Experience analytics and the Voice of the Customer program by defining the measurement architecture and operating model Influenced the product and experience lifecycle and sets the direction for customer-centric changes by capturing how our operations meet customer expectations through data Frontrunner of Agile ways of working as the Tribe Lead of four squads composed of 35 people across Customer Experience, Customer Care, Advanced Analytics, Network Operations, and Product Marketing In July 2023, Promoted to Senior Manager, managing three division comprised of 23 people focused on Customer Research, CX Measurement, and Customer Care Reporting Worked directly with the Chief Transformation and Customer Officer as the lead of the organization’s first agile squad and analytics chapter lead across three squads, subsequently delivering a combined Php1.2B in annualized savings.
PLDTCustomer Care Reporting Manager
Jul. 2021 - Jun. 2023MakatiAmong 25 out of 1.5k managers selected to be part of the first batch of the joint PLDT-Smart Emerging Leaders Program Delivered Php411M savings in external expenditure as deputy lead of the Transformation Office’s Customer Experience Workstream by working with 20+ initiative owners to create over 50 call volume reduction programs, estimate impact, and define and monitor KPIs. Built the organization’s first comprehensive dashboard aggregating customer interactions across touchpoints and presented top call drivers to the CEO and C-suite executives. Spearheaded the launch of Net Promoter Score as the organization’s Customer Experience metric, implementing a platform for real-time performance monitoring and reporting alongside a service recovery program for detractors – resulting in a 19-point improvement in NPS from 2022 to 2023. Collaborated with IT Data Technologies to ingest Customer Care data into the Data Warehouse, ensuring data governance and quality. Created a single source of truth for all customer interactions, enabling end-to-end journey analytics, and enhancing efficiency and data-driven decision-making. Automated reporting processes, reducing staff utilization by 35% from 120% and saving Php8M annually in overtime wages. Reduced reporting turnaround time for new reports from seven days to two, further enhancing operational efficiency and data-driven decision-making.
PLDTBusiness Operations Support Manager
Jul. 2019 - Jun. 2021CebuPromoted to Manager, leading a team of three business analysts to enhance the customer journey through data-driven process improvements. Spearheaded user experience testing and optimized digital payment channels, elevating digital payment adoption from 47% to 62% within a year. Conducted a process mining and performance analysis of the Order to Cash lifecycle, identifying critical bottlenecks. Implemented two RPA initiatives, cutting installation time by 50% (from four days to two). Relocated to Cebu City – appointed as Regional Lead for Visayas & Mindanao, tasked with operational reporting and subsequently entrusted with national-level reporting oversight, managing reporting leads across 34 service areas of PLDT. Reduced the repair ticket backlog by 62% from 80k to 30k over eight months by creating a reporting framework to optimize workforce deployment and forecast minimum staffing requirements to efficiently manage both new and aging requests.
PLDTSenior Product Specialist
Jan. 2017 - Jun. 2019Protected market share by launching critical programs to deliver P35.8B revenue (+10.34% vs previous year) by improving the customer experience of existing subscribers through network modernization and migration. Minimized churn among tenured subscribers by delivering 185k plan upgrades with an average incremental ARPU of P300 per subscriber or P55.5M annually. Led and implemented marketing plans aligned with business initiatives, overseeing go-to-market executions, and localized product offers while contributing to strategic planning and business growth strategies.
PLDTMedia Specialist
Sep. 2014 - Dec. 2016Managed Php125M media and advertising budgets across three business categories and launched quarterly Marketing 360 campaigns. Developed holistic and integrated media strategies considering audience segments, media trends, and various ad formats by analyzing research and market information. Generated P100M worth of incremental media exposure by maintaining media relations, consolidating budgets, and building media plans for optimized spending. In parallel, collaborated with Corporate Communications to craft impactful PR programs for media campaigns, leading to eight awards for excellence in communications at the annual Anvil Awards
PLDTProduct Specialist
Jul. 2012 - Aug. 2014Makati City, PhilippinesDelivered 236k new subscribers and Php 2.8B gross revenues for the Wireless Broadband Business through acquisition programs, upsell initiatives, and channel development. Coordinated retail, field sales and fulfillment teams across 34 geographic areas to implement localized go-to-market strategies. Launched strategic offers leveraging the country’s first wireless network specifically targeted for home use, and acquired 33k subscribers six-months post launch (275% of target) through traditional media, PR, digital, and trade execution platforms. Managed the online acquisition channel and optimized digital media spending leading to 95% increase in leads, 60% higher application funnel conversion, and a decrease in cost per acquisition from Php11k to Php19. Received three awards at the Internet and Mobile Marketing Association of the Philippines’ (IMMAP) Boomerang Awards 2014, including a black boomerang under the Outstanding Business Results category, as first telecommunications company to ever receive the award.
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