Description

Digital marketing strategist with 14 years of experience across FMCG, beauty, and tech—specializing in growth marketing, performance campaigns, eCommerce, and content/creator strategies. I help brands scale through full-funnel acquisition, SEO/SEM, social media management, TikTok/Meta ads, and influencer/KOL programs, delivering measurable growth and ROAS/ROI improvements.

Worked across the UK, APAC, and LATAM, leading omnichannel campaigns, optimizing paid + organic performance, and supporting global launches that contributed to 20M+ app downloads. Experienced in Shopify, TikTok Shop, CRM/automation, analytics, and building digital ecosystems that convert.

MBA graduate from Hult International Business School with strong skills in data analytics, AI-powered marketing, and strategic planning. I bring a blend of creative, analytical, and operational expertise—ideal for brands needing flexible, high-impact digital support across campaigns, content, ads, and creator collaborations.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Manila (up to 50km)

TECH CLOUD DIGITAL MARKETING SERVICES
Business Unit Director.
January 2022 - January 2024 (2 years)
Philippines
Spearheaded full-funnel digital marketing for Baidu-funded mobile apps, encompassing acquisition, retention, and monetisation across UK and Asia-Pacific markets.
• • Obtained £240K+ in digital projects across the UK and China. Managed paid media and influencer programs to scale app growth.
• • Drove 65% YoY GMV growth for a heritage fashion brand evolving into a globally positioned label, by leading end-to-end e-commerce operations across LazMall, Shopee, Viber, and Shopify—covering performance marketing, regional channel strategy, and conversion optimization.
DIGIFY MARKETING SOLUTIONS INC.—
Marketing Director.
January 2015 - January 2023 (8 years)
Philippines
Delivered end-to-end integrated communications initiatives across digital and offline touchpoints for international beauty and tech clients such as L'Oréal, Luxasia, Viber
• • Secured £200K in new business, expanding services to generative AI projects across China, Singapore, and the U.S.
• • Generated 20M+ mobile app installs via KOL-driven and video-first content for Do Global (Magic Widgets, iWallArt, Kilonotes)
• • Directed B2B strategy for programmatic ad platform Algorix, accelerating market expansion in India and Europe.
• • Project wins include Sleek Makeup: Drove sellout of lipsticks through influencer-led event; Biore x 7-11: Achieved 2x in-store sales uplift via fully earned-media initiative; Kipling Art of Busy: Adapted global campaign to 15M+ reach through hyper-relevant content.
CASTRO COMMUNICATIONS INC.—
Digital Director.
January 2012 - January 2015 (3 years)
Philippines
Developed high-performing always-on content strategies and brand storytelling that enhanced engagement and delivered 4x return on agency spend of top lifestyle labels, including Kérastase, Ray-Ban, Levi's, Absolut Vodka, and Del Monte
• • Captured £100K+ in project revenue, managing campaign lifecycles from proposal to post-launch analytics, with notable projects: Keds x Taylor Swift: Achieved 5M+ organic reach and sell-out of Red Keds edition; NIVEA MEN: Exceeded engagement benchmarks by 3x with viral video contents only

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Master of Business Administration (MBA)
Hult International Business School
2024
Master of Business Administration (MBA)
Bachelor of Business Administration
Ateneo de Manila University
2010
Management of Applied Chemistry