Creative Strategist | Brand & Content Strategy | Marketing Leadership

Led integrated marketing campaigns across digital, CRM, in-store, and community channels to support commercial growth. Directed creative production from campaign briefing through photography, asset development, and campaign launch.

Established workflows for social media, paid media, and agency collaboration, improving campaign planning and execution. Built tracking and reporting systems to measure performance, and developed influencer, partnership, co-branded pop-up, and activation initiatives to increase awareness, customer acquisition, foot traffic, and store visits.

Led digital marketing across the Philippines and Hong Kong, strengthening the luxury timepiece brand's market position. Managed Meta Ads budgets of PHP 100,000 and scaled spend to PHP 200,000 during major campaigns and launches.

Increased qualified leads from 100 to more than 220 per month through audience and creative optimization. Replaced the monthly PDF catalogue with a dedicated landing page, grew The Grail Collection audience from 900 to more than 4,200 subscribers, and launched integrated CRM, social media, influencer, and paid media campaigns.

Served as a core team member in launching and scaling a multi-category e-commerce platform for luxury and premium retail. Translated commercial goals into creative strategies that drove acquisition, engagement, conversion, and daily e-commerce revenue growth.

Led cross-functional content planning, the 2023 website transformation, customer journey improvements, UX and conversion optimization, and the Direct-to-Offer campaign framework. Established creative workflows and quality standards for a 15-member team, commercialized Brand Collab retail media campaigns, and mentored teams on SEO, CRO, landing page strategy, and performance-driven creative.

Led editorial planning for the Fashion and Beauty section and Style Weekend, balancing reader interests with advertiser commitments. Oversaw end-to-end publication of 96 Fashion and Beauty editions and 30 weekly Style Weekend editions.

Wrote at least three feature articles per issue while managing a 10-member editorial team. Produced fashion and beauty editorials with stylists, photographers, PR agencies, and creative partners, and contributed lifestyle content covering fashion, beauty, travel, dining, and culture.

Joined the pioneer leadership team that launched Arena Media, the agency's content marketing practice. Developed content strategies and editorial programs for brands including Del Monte Philippines.

Led content planning, editorial production, and publishing for lifegetsbetter.ph. Built editorial calendars and streamlined content workflows while managing a 10-member content and design team producing more than 40 editorial pieces monthly.

Led a seven-member Digital PR team delivering integrated PR and content campaigns for regional brands. Executed multi-channel PR and social campaigns for Asia's Got Talent, Fit for Fashion, and The Apartment.

Led Southeast Asia digital PR initiatives for Cetaphil to support brand visibility and audience engagement. Collaborated with regional and global teams on cross-market PR strategy development and campaign execution.

Developed integrated creative campaigns for more than 15 local and global brands, including PLDT, Oreo, Edsa Shangri-La, SM Men, and Aboitiz Group.

Conceptualized campaign ideas, messaging, and copy for digital, print, and integrated marketing channels. Partnered with art directors, strategists, and account teams to deliver insight-driven creative solutions.

Produced travel and lifestyle features from story ideation through writing, editing, and publication. Interviewed personalities, industry leaders, and subject matter experts to develop original editorial content.

Coordinated with contributors, photographers, and designers to deliver high-quality editorial features for the inflight magazine.

Bachelor of Arts in Political Science with a specialization in International Relations.