Roweena Garcia

• work collaboratively with both my team and with the Emirates Digital Marketing Executives to ensure emails are QA’d with a customer-centric approach in relation to the briefs submitted for production and deployment
• performing Quality Assurance (internal checking) of Emirates’ promotional and announcement email campaigns across all its markets from a single up to 22 languages
• logging of errors in campaigns submitted for QA and help indicate key areas of weaknesses in the Campaign Management Process
• perform campaign-specific testing to validate functional and rendering performance of the emails
• assist in managing and implementing client amends and approval process through the deployment of proofs
• Helps manage Emirates’ email campaigns to ensure that regularly-scheduled sends are completed in a timely manner
• assist in managing subscriber data and segmentation using a combination of database queries
• monitor the campaign post-deployment to validate completion and communicate accordingly to Emirates
• when there are missed deployments, always requesting for new deployment times that have the highest Open and/or CTRates (apart from initially stated deployment time) in order to still achieve set digital objectives
• review and update of the QA checklist

• contributed/assisted in the marketing strategy and certain campaigns
• contributed/assisted in content writing/development for some Communication materials
• assisted in media and press liaisons and relations
• headed the volunteers and responsible for the team's communications, roster, schedule, roles

• wrote content/copy in areas ranging from branding, print ads, email marketing ads, collateral materials to content marketing to product launches and press releases; ensured communications were accurate and maintained a consistent brand tone and voice
• strategized and proposed integrated marketing plans for various marketing initiatives and campaigns
• made recommendations to improve processes and customer-facing collateral; and proactively monitored competitors and trends
• proposed segmentation strategies for targeted market
• oversaw email marketing materials and campaigns; proposed best digital marketing practices
• was responsible for media plan implementation
• assisted in marketing activities during events/trade shows
• continuously nurtured relationships with members of the press

As part of completing a Professional Diploma course in Digital Marketing, my tasks for this assignment were to have:
• Researched current digital presence including website audit, on and off page optimization efforts, website analytics, search engine visibility, social media standing (facebook, twitter, youtube, linkedin, google+, customer/industry blogs, forums discussion, etc.), were the negative comments/write-ups managed? was there a mobile optimized website?, were they using Search Engine Optimization, PPC and display ads, email and mobile marketing? affiliate marketing, link-building, competitors’ on-line presence and activities, market needs, global online trends, and the Internet Users' Profile - all to come up with its strengths, weaknesses, opportunities and threats and big competitors’ best practices and tactics were benchmarked
• Researched business’ current goals, objectives, strategy and financial standing and how to collaborate it to come up with a practical, realistic and implementable digital marketing plan
• Identified the target audiences and their demographics, psychographics and online behavior, as well as SMART digital objectives
• Identified appropriate channels/tactics and strategies realistic with objectives and resources both in terms of budget and manpower
• Detailed a step by step action plan and who will be the owner of each step and on which date should they be accomplished (Timelines)
• Formulated a budget including resources
• Identified key metrics in the Measurement of the campaign to see if the objectives (eventually) will be met and if the channels/tactics will be effective once implemented

• Posted Job Descriptions on job boards and tracking posting status and results (Application Management)
• Developed appropriate sourcing strategies for each role
• Discussed Employee Value Proposition to short-listed candidates as part of marketing the company to prospective candidates and job applicants
• With use of innovative recruiting tools, reviewed/screened and selected candidates who moved forward from the slate presented by sourcing efforts, and determined next course of action
• Received and recorded job vacancy information from hiring managers such as specifications about job description, wages, conditions of employment, etc.
• Developed and managed strong consultative relationships with hiring managers and candidates
• Followed-up with candidates and assisted in candidate pipeline (from offer stage to deployment)
• Coordinated and collected Assessment Forms from hiring managers
• Participated in recruitment knowledge sharing and best practices
• Provided reporting and regular status updates to the Recruitment Team and Hiring Manager as required
• Solicited referrals from potential talent and internal employees/recent hires

• Was responsible for internal communications or the composition and dissemination of messages and/or information coming from the Senior Management to the 250-strong staff (announcements, company initiatives, new policies/directives, etc.)
• Advised and composed written communication materials i.e. job descriptions for internet and newspaper job postings, Microsoft PowerPoint presentations, memos, correspondences, business letters, programs and procedures, holiday greeting cards design, content writing, vendor management, printing and distribution, etc. on behalf of the H.R. and Management Offices
• Liaised and handled invoices with media agencies relating to advertising job vacancies in a newspaper
• Provided advice and information to management on workplace relations policies and procedures, staff performance and disciplinary matters
• Assisted in the development and implementation of disciplinary procedures, i.e., conducted investigations, provided advice and update both to the Managers and staff, communicated verbal warnings, and wrote and sent out written warnings
• Assisted in employee relations through communication efforts/recommendations/advisories both to the management and employees on questions or concerns relating to employment, leave management, concerns, repatriation, etc.
• Successfully maintained/controlled the employee records using an HRIS software called Touchmate
• Effectively handled/oversaw the attendance records, leave, and annual air ticket applications of all staff
• Assisted in the reconciliation of attendance/leaves to the payroll and its final preparation; printing and distribution of pay slips; assisted in the massive termination process (i.e., calculation of final dues, coordination of repatriation tickets, cancellation of labour cards and residence visas, met and counseled the terminated employees, coordination for their final clearance, etc.)

• Successfully formulated and developed a more than AED 1M media-buying campaign and oversaw its realization and implementation to produce a substantial ROI for the client
• Created comprehensive implementation plans for a series of client’s launch events and supplementary activities; successfully organized and coordinated a series of company events from venue sourcing, guest lists, invites management, corporate giveaways for client events, etc.
• Handled invoicing from media and supplier affiliates in an accurate and timely manner
• Manned client Exhibition stands both in trade show and mall
• Sourced, built and had successful liaison/relationships with contacts/vendors i.e., from the media (print, broadcast, display advertising), hospitality, events industries, corporate gifts, and other third party suppliers who were all relevant for the production and corporate branding of the client and/or company
• Monitored competitor activities as well as top media advertisers (magazine ads and website design/development)
• Kept up-to-date with the current trends and activities of the market/industry
• Successfully channeled skills (multi-tasking) to various different aspects of the Marketing and Administration team, assisting with research, images research and archiving, artwork quality check, adverts hard copy compilation, vendor/supplier contacts building, selection and database compilation
• affiliates, partners and sponsorships database development

• Wrote/Edited shows’ profiles, Chefs’ biographies, Special Programs’ synopses, and any other written material correspondence for the department
• Proposed ideas for the next/upcoming special shows/programs
• Researched for the weekly grid shows’ dishes’ names and recipes from the video-recorded shows and verified thru other forms of research for the daily development of the company’s website
• Served as primary point of contact and liaison for the Programming Department
• Coordinated and scheduled meetings with the other departments/suppliers
• Maintained files and records; oversaw the day-to-day management of supplies and equipment for the department

• Chased ad materials, reviewed its specifications and coordinated its logistics to the London office
• Developed clients’ database; assisted in the courier of publication to the clients
• Provided support and research duties to the editorial and publishing teams in Dubai and the U.K.
• Assisted in chasing Accounts Receivable
• Served as the company’s initial point of contact; responded to telephone calls/inquiries; directed visitors

Reporter/Correspondent 02 Oct 2006 - 02 Jul 2007

• Gathered news information first-hand, wrote, and voiced it for TV
• Reported news stories via live broadcast
• Coordinated and scheduled my daily coverage; handled/managed my crew for daily coverage
• Developed and established contacts
• Monitored daily print, broadcast, newswires and online news stories to ensure all relevant information were covered

News Desk Assistant/Researcher 25 Oct 2004 - 01 Oct 2006

• Researched information (overall in-charge) for the use of the producers, reporters, and the desk either thru field work, phone interviews, or through the use of the internet and other publications
• Pro-actively and accurately updated, edited and lined-up all advisories (including research support data) in the newsroom software
• Contacted and gathered news advisories from reporters
• Sorted out press releases as they were faxed to discern relevancy and newsworthiness; encoded/edited into the newsroom software; and either advised to the concerned reporter or did phone patch interviews to resource persons related or influential towards the respective story involved
• Monitored daily print, broadcast, newswires and online news stories to ensure all major and interesting stories were presented for possible line-up/coverage and see if other angles/details were relevant for the development of the story
• Advised executive producers and/or reporters of breaking news, developments and various angles and data necessary for the development of a stories
• Developed the contacts database composed of resource persons, VIPs, agencies, and groups significant to the desk operations and to the development of a story
• Assisted the desk in other operations such as coordination of appointments, interviews, crew management and deployment, substituted reporters and segment producers in conducting actual interviews and field work

News Writer 12 Apr 2004 - 24 Oct 2004
"The Big News" (late evening news)

• Monitored daily print, broadcast and newswires news stories to ensure all major and interesting stories were presented for possible line-up and see other angles
• Wrote lead-in scripts for the newsreaders
• Wrote, produced, and voiced-over scripts especially feature and health stories from news wires (AFP - Agence France-Presse and AP - Associated Press)

• Researched print articles/write-ups of the subjects of the TV Special
• Transcribed and proofread interviews; assisted the producers in the production & logistics

• Assisted in the logistics of the production
• Arranged and coordinated for the shoot of images/photos; responsible for safe-keeping of the treasured memorabilia
• Transcribed and proofread interviews; video researched for the documentary

• Edited and read every-hour-by-the-hour news stories
• Operated the board for plugs, commercials, and the play-listed songs
• Hosted movie premieres sponsored by the station

• Edited and read every-hour-by-the-hour news stories
• Operated the board for plugs, commercials, and the play-listed songs
• Hosted movie premieres sponsored by the station