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Ms Cyril P Lorilla, Marketing Manager (traditional & digital)

Ms Cyril P Lorilla

Marketing Manager (traditional & digital)·Gradiant (former Advanced Watertek)

United Arab Emirates

Diploma, Marketing Advance by University of Cambridge (International Examinations graded in UK)

Work experience

Total years of experience: 15 years, 8 months

Marketing Manager (traditional & digital)

November 2023 - August 2025

Gradiant (former Advanced Watertek)

Dubai, United Arab Emirates

November 2023 - August 2025

Complete work history on cv.
Became redundant when employer was acquired by Gradiant which has a global marketing in USA.
· Strategic Marketing and Business Development: Leads, plans, budgets, and exec­­­­­utes initiatives that drove AED 1 million sales in Offshore sector and a 75% increase (AED 69 million) in Onshore sector inquiries, achieved by aligning business-management-sales goals with targeted market research, business and marketing strategies, closely working with management, sales (offshore, onshore, aftermarket sectors). other 3rd party vendor.
· Digital/ Performance Marketing: trains, aligns, plans and executes lead-generating campaigns with hands-on, in-depth back-end (organic and paid) digital marketing channels, analytics and retargeting with offline strategies, and optimizing inquiries to lead conversion.
· Brand and Creative (design, content) Creation & Management: Aligns branding, messaging, designs and elevates reputation through comprehensive offline (distributor, event, PR, media) and digital (increased engagement, SEO-driven, leads) campaigns.
· Event, Exhibitions & PR/Media Management: strengthens brand identity & loyalty, increases social media engagement, followers & leads/ inquiries in history of company, and travels-plan-executes internal and external events and exhibitions (UAE & Oman).
Company industry:
Water & Waste Water Treatment
Job role:
Marketing and PR

Marketing Manager (digital and traditional)

November 2023 - August 2025

Gradiant (formerly Advanced Watertek)

Dubai, United Arab Emirates •Hybrid

November 2023 - August 2025

• Spearheaded marketing transformation initiatives (traditional and digital, ATL/BTL, organic & paid) driving 75%
growth (AED 69M worth) in Onshore sector sales and AED 1M in Offshore revenue.
• Business Development: Directed & trained sales on digital, SEO & content strategies, drove brand elevation,
increased leads, and secured new distributor partnerships (2024-2025) by leveraging deep market/customer insights to align all Marketing KPI, budget, ROI, and event strategies with corporate and sales goals.
• Digital Marketing Strategy: led full A-Z Digital and Branding design and content concept to execution, audit to
planning omni channels & analytics (web, SEO, social media, email, WhatsApp, media, print, events) for increased
leads & brand positioning.
• Maximized brand identity, positioning and leads with Event-PR Organizing: sets up regional industry presence, event & accessory concept, design & activity execution with internal teams and global suppliers.
• Directed cross-functional collaboration and travelled (UAE & Oman) among global/ regional/ country offices,
management, 3 sales sector teams, product/ project, finance, purchasing, logistics, and HR/admin teams
Company industry:
Water & Waste Water Treatment

Head of Marketing

August 2022 - May 2023

AL KHATEEB Auto parts & Accessories

Dubai, United Arab Emirates

August 2022 - May 2023

E-commerce Strategic Lead (GCC/West Africa): Directed all-channel market strategy, planning, budget and analytics
(SEO, digital, social, marketplaces, paid/organic) to drive record engagement and secure high-value sales, including an AED100, 000 single conversion and new distributor partnerships.
• Led digital & brand transformation for 3 brands (including one luxury line), strategic setup & developed full stack
branding, digital - social media organic and Paid channels and 1 e-commerce site (9, 000 of 13, 000 products), designed UX/ front-end design and market places (Shopify, Alibaba, Dubuy, Insta), increased organic engagement thus leads.
• 360 Events Strategy & Execution: Led full exhibition design and specialized social media planning, directing on-site teams to capture testimonial and visual content for post-event lead nurturing and retargeting.
• Mentored & optimized multidisciplinary internal & external team of graphics & video designers, marketing,
SEO & product coordinators, and content creators, for timely project execution.
Company industry:
Construction & Building

Marketing Manager (digital and traditional)

February 2021 - February 2022

VIG TRAINING

Dubai, United Arab Emirates

February 2021 - February 2022

• Grew monthly sales volume by 10-40% while alone in UAE office & directing design team in Syria, in-person business
devt manager, customer inquiries and media to ensure brand & campaign growth.
• Established, audited, planned & executed an elevated mid-premium brand, 360 digital marketing strategy (organic
& paid design & content campaigns-website, SEO, social media, paid/ PPC)), but with strong lead-generation strategy
for 2 companies (new UAE VIG & current Saudi+Syria Ventures brand) across UAE & GCC markets.
Company industry:
Training & Education Center

Senior Digital Marketing Executive

August 2018 - September 2019

FAST RENT A CAR (Dubai and Abu Dhabi)

Abu Dhabi, United Arab Emirates

August 2018 - September 2019

• Directed 360 traditional and digital marketing strategy, planning, and execution—including SEO, social media, paid campaigns, and organic channels—ensuring strict alignment of campaigns and budgets with core business and sales objectives.
• Supporting sales & management on client and brand-head office marketing, corporate, media, vendor management.
Company industry:
Motor Vehicle Passenger Transport

Administration Manager

January 2017 - March 2018

SOMJI & CO

Dubai, United Arab Emirates

January 2017 - March 2018

• Managed full admin, HR and logistics & procurement: family management and staff, led minor email/social media
and internal event campaigns, organized full database CRM lead generation, while supervised 2 sales agents tasks.
Company industry:
Office Supplies

Marketing Supervisor

November 2015 - May 2016

ONTIME GROUP

Dubai, United Arab Emirates

November 2015 - May 2016

• Manages and mentored a team while managing (A-Z planning to post-event) traditional (branding, events) &
• Digital marketing (web, social media) campaigns for 5 current & 8 future subsidiaries; Liaised with internal & external stakeholders.
Company industry:
Business Support Services

Marketing Executive/ Coordinator

May 2010 - August 2013

NIPPON PAINT/NIPPE TRADING Dubai

Dubai, United Arab Emirates

May 2010 - August 2013

• Business Devt and Client Relations: Solely research and secured strategic partnerships with global high-level clients, partners & vendors across Perfumery, Exhibition, Oil & Gas, Petrochemical companies to support sales and global business growth. Example: Solely worked on 3-year global A-Z market, pricing & product manufacturers report for Nippon Paint group/ Nippe Trading Japan Head Office & regional subsidiaries with travels to meet SABIC, Shell & other traders in Singapore & Hong Kong.
• Events Organizing & Client/Media Relations: Solely led A-Z research, plan & organizing of internal and external events & exhibitions (UAE, Gulf, Philippines, Singapore, UK, India) for company or for clients with internal teams & external companies.
• Marketing, Admin & Project Development. Built workflows, budget, plans and executed unified digital and
traditional marketing & project campaigns (events, branding-ATL/BTL, web, SEO, CRM, social media, admin,
finances, procurement, logistics) from initial RFQ to final post-delivery.
Company industry:
Manufacturing

Marketing & Communications Specialist

October 2004 - December 2005

HP (Philippines)

Manila, Philippines

October 2004 - December 2005

• Under Small& Business Segment (SMB), increased Market positioning as global brand with full B2B, ATL & BTL campaigns
- Branding (print collaterals, ATL ads, internal Corporate Culture & Branding Communications (Online/ retail shops)
- Event & Media organizing external nation-wide 15 -100 people events, media articles & relations
• Vendor management and exclusive agency (publicis & others) direction and management.
Company industry:
Computer Hardware & High-Tech Manufacture

Internal Communications Specialist

October 2003 - July 2004

Canon (Philippines)

Manila, Philippines

October 2003 - July 2004

• Solely implemented unified corporate branding (ATL/BTL), learned & managed front-end web content of internal
staff website, and executed cross-functional internal/external events to align communication and department goals.
• Handles the content, design direction of Branding (print collaterals, internal website (intranet), external website, internal branding in collaboration with HR (newsletters, product and event branding)
Company industry:
Computer Hardware & High-Tech Manufacture

Marketing Communications (Supervisory)

April 2000 - September 2003

The Heritage Hotel Manila 5-star by Millennium Group

Manila, Philippines

April 2000 - September 2003

• Supported manager with overall yearly plan, budget, media relations, and partnerships (sponsorships. Etc).
• But solely in-charge hands-on creating workflow improvement up to planning to execution of Branding, Media print ads & Events (B2C-B2B, ATL-BTL, traditional & digital campaigns, designs and content, print ads budgeting & execution, media articles; internal & external or business & social events) with internal teams (regional offices, management, heads, F&B & tech. etc) and external entities (sponsors, government bodies, suppliers); Event hosting & script writing.
• Solely managed & mentored 2 graphics designers and global branding execution of overlapping campaigns (policies, guidelines, kits, organic & paid content & design direction, media articles), for hotel, room & 3 premium restaurants.
Company industry:
Hospitality & Accomodation

Education

Karama Training Centre, Dubai

October 2012

October 2012

Diploma, Marketing Advance by University of Cambridge (International Examinations graded in UK)

Philippines

Finished the 8 full days Training

Karama Training Centre, Dubai

April 2011

April 2011

Diploma, PMP/ Certificate on Project Management Professional

United Arab Emirates

finished required 32 - hours of Project Management Professional program but didn't take the PMP exam to get the license.
View attachment

University of the Philippines

April 1999

April 1999

Bachelor's degree, Organizational Communications

Philippines

Skills

B2B eCommerce
Expert
B2B eCommerce
Expert
Marketing and brand Management
Expert
Marketing and brand Management
Expert
Social Media Marketing
Expert
Social Media Marketing
Expert
Digital Marketing
Expert
Digital Marketing
Expert
Event Management
Expert
Event Management
Expert
Events, exhibitions or projects Management
Expert
Events, exhibitions or projects Management
Expert
Human resources
Intermediate
Human resources
Intermediate
Google Analytics
Intermediate
Google Analytics
Intermediate
Content & technical copy writing
Intermediate
Content & technical copy writing
Intermediate
PR, Media & Press Relations
Expert
PR, Media & Press Relations
Expert
Digital Marketing Plan & Implementation
Intermediate
Digital Marketing Plan & Implementation
Intermediate
Marketing Analysis & Planning
Expert
Marketing Analysis & Planning
Expert
Python (Programming Tool)
Beginner
Python (Programming Tool)
Beginner
Website / Intranet content, design and management
Expert
Website / Intranet content, design and management
Expert
PPC / Paid Social Media Ads (FB, Instagram, Linkedin...)
Intermediate
PPC / Paid Social Media Ads (FB, Instagram, Linkedin...)
Intermediate
Purchasing & Procurement Implementation (GCC, SE Asia)
Intermediate
Purchasing & Procurement Implementation (GCC, SE Asia)
Intermediate
Paid / PPC Google Ads (Search & GDN)
Intermediate
Paid / PPC Google Ads (Search & GDN)
Intermediate
Advertising Overall Design and Implementation process (managed & trained 2 graphics designers)
Expert
Advertising Overall Design and Implementation process (managed & trained 2 graphics designers)
Expert
Business Analysis, Set up & Development
Intermediate
Business Analysis, Set up & Development
Intermediate
International Research & Development
Expert
International Research & Development
Expert
Microsoft (Outlook, Word, Excel, Powerpoint)
Expert
Microsoft (Outlook, Word, Excel, Powerpoint)
Expert
CRM, Email Management Tool (MailChimp, Hubspot)
Intermediate
CRM, Email Management Tool (MailChimp, Hubspot)
Intermediate
InDesign (Graphics design tool)
Intermediate
InDesign (Graphics design tool)
Intermediate
Social Media Plan, Implementation & Analytics
Expert
Social Media Plan, Implementation & Analytics
Expert
Photoshop
Intermediate
Photoshop
Intermediate
Social Media Platform Planner (Hootsuite)
Intermediate
Social Media Platform Planner (Hootsuite)
Intermediate
Adobe Lightroom (Photography Editing Tool)
Intermediate
Adobe Lightroom (Photography Editing Tool)
Intermediate
Ecommerce, shopify, alibaba
Intermediate
Ecommerce, shopify, alibaba
Intermediate
Generative AI
Beginner
Generative AI
Beginner
SEO management
Intermediate
SEO management
Intermediate
BUSINESS DEVELOPMENT
Intermediate
BUSINESS DEVELOPMENT
Intermediate
DIGITAL MARKETING
Intermediate
DIGITAL MARKETING
Intermediate
FINANCE
Intermediate
FINANCE
Intermediate
FINANCIAL PLANNING
Intermediate
FINANCIAL PLANNING
Intermediate
GOAL SETTING
Intermediate
GOAL SETTING
Intermediate
MANAGEMENT
Intermediate
MANAGEMENT
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
PROCUREMENT
Intermediate
PROCUREMENT
Intermediate
RESEARCH
Intermediate
RESEARCH
Intermediate
SALES
Intermediate
SALES
Intermediate
B2B eCommerce
Expert
B2B eCommerce
Expert
Marketing and brand Management
Expert
Marketing and brand Management
Expert
Social Media Marketing
Expert
Social Media Marketing
Expert
Event Management
Expert
Event Management
Expert
CORPORATE FORECASTING
Intermediate
CORPORATE FORECASTING
Intermediate
COMMUNICATIONS
Intermediate
COMMUNICATIONS
Intermediate
CORPORATE COMMUNICATIONS
Intermediate
CORPORATE COMMUNICATIONS
Intermediate
DIGITAL TRANSFORMATION
Intermediate
DIGITAL TRANSFORMATION
Intermediate
EXHIBITIONS
Intermediate
EXHIBITIONS
Intermediate
MARKET POSITIONING
Intermediate
MARKET POSITIONING
Intermediate
MULTI CHANNEL MARKETING
Intermediate
MULTI CHANNEL MARKETING
Intermediate
STRATEGIC MARKETING
Intermediate
STRATEGIC MARKETING
Intermediate
Gen AI
Intermediate
Gen AI
Intermediate

Languages

Tagalog

Expert

English

Expert

Memberships

Emirates Diving Association, UAE

Member-PADI Advance Open Water

September 2006

Philippine Association of National Advertisers, Philippines

Member

June 2001

Toastmasters' Club, Canon Philippine Chapter

Member

March 2004

Filipino Scuba Divers Club, UAE

Chairman 2008-09, asst secretary 2006-07

June 2006

Ateneo University Leadership & Entrepreneur 6-month Program Dubai

graduate 6-month program

April 2016

Fil-HR Association (Filipino HR)

member

June 2017

Training and Certifications

Certifications
Machine Learning & Python for Professionals
Applied AI PROGRAM
Haris&Co. Academy
Dec 2025
Show credentials
Photography Basic & Advance, Dubai.
Accounting for Non-Accountants
Marketing (Advance)
Social Media
Leadership & Social Entrepreneurship (LSE)
Machine Learning & Python for Professionals
Digital Marketing
Digital Marketing
Digital Marketing, Content & Social Media
Master Digital Marketing
Cybersecurity
Al for Advance Marketing
LSE) Leadership and Social Entrepreneurship Program (Dub
Marketing (Advance)
Certifie rjc Managment ance
Digital Marketing (SEO, Google Adwords & Analytics) + Social Media Marketing by SEO Intl Training
Aug 2013
Google Digital Marketing
Jun 2020
Show credentials
Google Analytics for Beginners
Sep 2020 - Sep 2023
Show credentials
Marketing Advance by University of Cambridge (International Examinations)
Oct 2012
Show credentials
Digital Marketing by Nadia Training Centre
Dec 2019
Show credentials
Intro to Data Science: AI/ Machine Learning for Professionals
Sep 2019
Show credentials
PMP/ Project Management Professional
Apr 2011
Show credentials
Masterclass in Planning & Strategic Management
Dec 2017
Accounting for Non-Accountant - Basic (by Filipino Digerati Association)
Jun 2012
Most Outstanding Student HTML/Basic Web by Filipino Digerati Association (Graduation 13 July 2012)
Photographer of the Year 2011 (Filipino 1st Light Photography Club)
Training
Fundamentals of Digital Marketing
Google Digital Garage
Jun 2020
Advanced Google Analytics
Google Digital Garage
Sep 2020
Google Ads Essential Training
LinkedIn Learning
Feb 2021
Online Marketing Foundation
LinkedIn Learning
Feb 2021

Hobbies and interests

Technology & Interests

TECHNOLOGY: Photoshop, InDesign, Corel, DreamWeaver, HTML core, LightRoom, Outlook, MS Office, HP internal systems. INTERESTS: Swimming, scuba diving, travelling, sketching and photography (make-up, fashion & landscape).