Branding & Digital Marketing Manager
GMR-Megawide Mactan Cebu Airport Corporation
Total years of experience :19 years, 11 Months
•Formulate, police, and manage adherence to brand guidelines for brand assets both offline and online.
•Lead project manager for the implementation of the airport’s online and offline branding programs (mobile responsive website and app).
•Lead editor for content production which include everything from website to newsletters and magazines.
•Conceptualizes and leads the implementation of year-round in-terminal marketing events, leveraging the airport’s Social Media and online properties.
•Supervises the airport’s social media, advertising, and brand activation agencies.
•Screened and qualified digital marketing talents consisting of content writers and graphic designers, and marketing analysts to launch the digital marketing agency.
•Conceptualized the online branding and content distribution for client brands using Social Media and Content Marketing strategies.
•Lead editor for all marketing communications-related content
•Supervised a team of content writers and graphic designers to ensure compliance with client brand communications guidelines (i.e. tone of voice, visual style, delivery schedules, etc.)
•Coordinated with Digital Marketing, Affiliate Marketing and Social Media Marketing managers for the timely production of monthly sales e-mailers, newsletters and website content and creatives
•Evaluated mailer response rates (i.e. open rates, CTRs, etc.) and A/B Copy Test results
•Led implementation of ad hoc tasks such as external corporate events, Corporate Social Responsibility (CSR) initiatives
•Conducted monthly performance evaluations for MarCom team members
•Prepared monthly MarCom report for agency management and clients
•Functioned as lead editor for all marketing communications-related content
•Supervised a team of writers and ensure compliance with writing assignments, imprint style standards and editorial calendar for all Author Solutions imprints (Xlibris, AuthorHouse, iUniverse, Trafford, and Trafford Singapore)
•Coordinated with imprint managers, staff writers and designers for the timely production of monthly sales e-mailers, newsletters and website product promotions
•Evaluated mailer response rates (i.e. open rates, CTRs, Conversion rates, etc.) and A/B Copy test results
•Managed online assets (blogs, micro sites and social media accounts) for self-publishing imprints under Author Solutions LLC
•Produces the monthly newsletter content; conducts author interviews and maintain the website’s Author Spotlight section and Indie Authors Roundup blog.
•Implemented SEO strategies for increasing page rank of ASI’s online assets using both on-page and off-ape optimization strategies (i.e. content marketing/article marketing, link building, guest blogging, etc.)
•Wrote original content for online assets and schedule their publication according to the approved editorial calendar
•Developed branded content for online marketing campaigns ranging from PPC, SEO, Email Marketing and Social Media Marketing with the off-shored online marketing consultancy servicing both US and Australian markets.
•Managed a team consisting of an IT developer, a web designer, an SEO link-builder and a Paid Search specialist to optimize campaign conversions.
•Wrote and produced content for the company websites and blogs such as http://www.outstandingroi.com/ and http://www.page1guaranteed.com.au/blog.html.
•Led a team of graphic designers and web developers in conceptualizing and implementing monthly sales marketing offers for the US-based self-publishing company.
•Wrote direct response copy for the company's email marketing program and newsletters.
•Researched industry news, trends, themes, new products and offers from other publishing companies.
•Interviewed self-published authors for the monthly author spotlight features on the company website and newsletter.
•Handled corporate marketing collaterals development for a leading Japanese air-conditioning, heating and ventilation (HVAC) systems dealership based in Cebu City and Davao City, Philippines.
•Produced radio ad campaigns for a national livestock and poultry feed brand distributed in the Philippines.
•Composed B2B ads for an international costume jewelry manufacturer based in China and the Philippines.
•Conceptualized ad copy for various tactical and point- of-sale merchandising collaterals for a local food chain.
•Solicited corporate sponsorship for an international marine expo and boat trade exhibits in 2001 and 2002 at the Cebu Yacht Club, Cebu City.
•Wrote and produced show concepts, from pre-show (conceptualization, event marketing, etc.) to post-event publicity, heading a direct mail campaign to prospective show sponsors during the process.
•Organized a pioneering three-day business & career expo for students participated by over 1, 000 university students from around the region and top Philippine marketing executives were among the lecturers.
•Wrote award-winning print and radio campaigns for a shopping mall chain, a real estate developer, a country bakery chain with over 300 branches, an alcoholic beverage brand, and a Western Association of Schools & Colleges (WASC) - accredited international college preparatory school; citations were from the local association of accredited advertising agencies (C4As).
Graduated Top 10% of Class. Editor in Chief of the campus newspaper.