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Work Background
ABS-CBN CorporationHead of Data Analytics (Director) | Scrum Master
Jun. 2021 - Feb. 2025• Conducted brand lift surveys and analyzed A/B test results to measure campaign effectiveness and guide strategic improvements.
• Improved cross-platform revenue of a flagship series by 13% using data-driven strategies derived from historical data.
ABS-CBN CorporationDigital Marketing Analytics Lead | Ad Data (Director)
Feb. 2020 - Jun. 2021Quezon City, National Capital Region, Philippines• Designed dashboards to streamline campaign performance measurement, reducing ideation and reporting time by 50%.
• Validated audience segments during a DMP migration, ensuring consistency and alignment with performance goals.
• Temporarily managed media buying for ABS-CBN Entertainment, achieving optimized ad performance within budget.
ABS-CBN CorporationBranded Entertainment & Partnerships Head for Analytics
Jan. 2019 - Jan. 2020Quezon City• Established standardized benchmarks for campaign performance, enabling consistent ROI tracking.
• Monitored competitive branded content to identify trends and capture market opportunities, driving strategic client pitches.
ABS-CBN CorporationDigital Marketing Manager
Sep. 2017 - Dec. 2018Quezon City• Successfully managed additional client accounts during a departmental transition, ensuring uninterrupted business operations and client satisfaction. • Expanded expertise in the digital industry by collaborating with the transition team, adapting to changing workflows, and delivering on strategic marketing objectives. • Enhanced skills in project management, digital media, and marketing strategy while supporting the team in maintaining operational continuity.
ABS-CBN CorporationCustomer Marketing Manager
Dec. 2014 - Aug. 2017Quezon City, Philippines• Created omnichannel media campaigns tailored to advertisers’ objectives, with measurable KPIs and benchmarks.
• Successfully managed key accounts across various verticals, consistently exceeding performance expectations.
ABS-CBN CorporationCustomer Marketing Specialist
Aug. 2010 - Nov. 2014Quezon City, Philippines• Managed all ABS-CBN Publishing accounts (2012–2013), creating and executing campaigns that maintained sales revenue during a challenging period.
• Supported the sales team in generating over ₱70M in total sales in 2014 by consistently providing innovative proposals to major brands.
• Conceptualized and implemented the ABS-CBN 360 app, transitioning media buyers and planners to digital trade materials, resulting in significant cost savings by eliminating printed materials.
• Developed and executed integrated marketing campaigns, leveraging ABS-CBN’s extensive media assets.
ABS-CBN CorporationTrade Marketing Specialist
May. 2010 - Aug. 2010Quezon City, Philippines• Created trade materials to effectively showcase ABS-CBN’s media platforms, empowering sales teams with impactful tools to engage clients.
• Collaborated with sales and marketing teams to develop promotional strategies that aligned with client needs and platform strengths.
Studio 23 (ABS-CBN)Promo Producer
Jul. 2009 - Oct. 2009Quezon City, Philippines• Produced engaging TV spots to promote the latest UAAP and NCAA basketball seasons, targeting college sports enthusiasts.
• Utilized creative storytelling and editing techniques to captivate audiences and enhance promotional efforts.
Roadrunner Network Inc.Assitant Film Editor
Jul. 2008 - Jul. 2009Quezon City, Philippines• Edited short movie trailers for TV promotions, ensuring timely and high-quality deliverables.
• Supported senior editors by importing, organizing, and preparing clips, streamlining the editing workflow.
Image Photo Services, Inc.Photographer
Mar. 2007 - Feb. 2008Miami/Fort Lauderdale Area• Boosted sales of underwater cameras by 60% through persuasive storytelling and relationship-building with guests.
• Enhanced photos with minor Photoshop tweaks, increasing the visual appeal and resulting in higher customer satisfaction.
• Earned commendations for excellent customer service and going above and beyond to deliver memorable experiences.
Studio 23 (ABS-CBN)Senior Promo Specialist
Jun. 2003 - Jan. 2007Quezon City, Philippines• Created innovative and quirky promo plugs that generated interest in promoted TV shows and movies.
• Acted as a creative manager when needed, ensuring the quality of scripts and clearing TV plugs for airing.
• Maintained consistent promotion of network content, driving audience engagement and visibility.
Studio 23 (ABS-CBN)Junior Promo Specialist
May. 2002 - Jan. 2003Quezon City, Philippines• Designed custom graphics for visually striking TV plugs during the linear editing era, influencing the hiring of dedicated graphic artists to support the team.
• Streamlined workflows by motivating team members to complete tasks ahead of schedule, reducing missed airings by completing work a month in advance.
Studio 23 (ABS-CBN)Video Editor for MYX
Oct. 2001 - Apr. 2002Quezon City, Philippines• Demonstrated exceptional dedication by covering a 24-hour shift to ensure the successful airing of daily episodes, preventing potential disruptions.
• Maintained high standards for editing quality and met tight deadlines under challenging circumstances.
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