Marketing and Operations Head - Customer Experience Group
Megaworld Corporation
Total years of experience :22 years, 5 Months
The role is integral in ensuring that customers are productively engaged in both offline and online platforms. The Accountabilities of the CX Marketing & Operations Manager divided into: (1) building strong customer relationships (2) delivery of business results and (3) commitment to innovation.
Customers:
• Develop strong and meaningful relationship with customers by developing and implementing digital transformation programs - ultimately increasing Megaworld Corporation’s brand resonance from awareness, retention to loyalty
• Establish consistent and reliable business development platforms to drive partners’ business
Business
• Drive customer-centric deep-learning in CXG, ensuring that projects and initiatives generate optimal returns through maximized productivity in customer engagement
Innovation
• Drive new effective vectors to improve customer engagement and increase brand resonance
Ongoing Digital Transformation (DX) Projects Development
1. Megaworld Lifestyle Malls Personal Shopper Program - Megan
2. Megaworld Lifestyle Malls Lifestyle App
3. Megaworld Lifestyle Malls Health Declaration System - Safety On Track
4. Megaworld Corporation Data Warehousing
5. Megaworld Corporation Transportation System - T31
6. Megaworld Corporation 5-year DX Plans
The AREA BRAND HEAD manages the marketing of multiple commercial properties in Megaworld Townships. The focus lies mainly on (1) brand building, (2) synergy with stakeholders, (3) sales support, (4) brand partnerships and (5) community building efforts crucial to the achievement of each property’s revenue targets. Excellent implementation of all hard-working campaigns from strategic planning, budget management, execution and evaluation, communications and partnerships are expected to be at par with the organization’s brand standards.
Properties | Townships handled:
Festive Walk Iloilo - Iloilo Business Park | Lucky Chinatown, Binondo, Manila | Venice Grand Canal - McKinley Hill, Taguig City | Southwoods Mall - Southwoods City, Laguna | Twin Lakes Shopping Village, Tagaytay | The Village Square Alabang | Alabang West
Highlights:
• Twenty Seven (27) Marketing Excellence Awards (Quill, Anvil, Stevie - Ph and Asia)
• Helped achieve mall rental revenue targets by an average of 110% year on year across all properties from 2017 to 2019
• Attained an average of 80% market penetration for malls handled
• Contributed an estimated 1B in sponsorships (cash, products, media, services)
• Marketing campaigns brought in an estimated 2B worth of PR and media values
• Institutionalized Award-winning Marketing Campaigns (McKinley Hill Grand Christmas Parade, McKinley Hill Carnevale | Lucky Chinatown Chinese New Year | Lucky Chinatown Mid-Autumn Festival | Southwoods Mall Puto Latik Festival | Southwoods Mall Independence Day Celebration | Southwoods Mall Opening | Megaworld Lifestle Malls Order Fulfillment Program - Find Your Faves)
• Introduced game changing marketing programs resulting to increase in market penetration, brand equity, mall rental revenue and sponsorships
o Redefined Mall Marketing (Brand Management) KPIs focusing on brand building campaigns, community partnerships, global brand affinity and sales support
o Identified the mall market profile, marketing strategy and tactics with unique marketing pillars for each
o Lobbied for fixed mall marketing ads and promo budget based on mall revenue
o Established the importance of celebrating seasonal events in a mall set up
o Reiterated the crucial role of targeted and timely advertising in each and every campaign
o Spearheaded brand alliances with the biggest institutions in the industry from international licensees and distributors to telecommunications and multinational organizations
• The firsts for the organization
o First Global Brand Partnerships & Activations
(Mattel-Richprime Global, Inc. | Universal Studios-Pacific Licensing | Hasbro-Toy Kit Philippines | Cartoon Network - Pacific Licensing | Warner Bros-Pacific Licensing | Nickelodeon)
o First Year-long partnership with TNVS - Grab Taxi, Inc. 2017 and 2020
o First Year-long partnership with telecommunications - Globe Telecom 2017 to 2019
o First Township-Wide Event - The McKinley Hill Grand Christmas Parade 2017 to 2019
o First Aqua Show - Venice Grand Canal Carnevale 2018 to 2020
o First Floating Christmas Tree - Venice Grand Canal
o First 360 Mall Openings 2017 to 2019 - Southwoods Mall, The Village Square Alabang, Alabang West Parade
o First Revamped Chinese New Year Celebration - Lucky Chinatown CNY 2017 to 2020
o First Order Fulfilment System - “Find Your Faves, ” Megaworld Lifestyle Malls 2020
The Group Brand Manager manages a group of Marketing Officers, Managers and oversee a cluster of malls to ensure that the events and activities, tie-ups with suppliers and event organizers, sponsorships, advertising campaigns, activations are reflective of current trends and needs of the target consumers while at the same time enhancing the SM Supermalls brand
Highlights:
• Helped achieve an average of 110% rental revenue targets across all malls, year on year
• Introduced the concept of “tenant activations” in the malls that is up to now being implemented nationwide
• Led the use of a comprehensive but cost efficient out-of-home communication plans for the big campaigns
• Achieved 30M worth of cash sponsorship from event center ad space rentals
• Brought 225M incremental sales thru activation programs in collaboration with tenants, affiliates and partner brands in 3 years (Average of 25M per mall per year)
• Conceptualized, sealed and implemented over 100M worth of Grab Partnership for SM Supermalls for 2 consecutive years.
• Spearheaded Seasonal Campaigns implemented system-wide with an average 40% increase in terms of foot traffic count
• Central 1 SM Malls remain to be at the top
The Brand Activations Manager acts as the main marketing and sales support manager working as the bridge and representative between brand marketing directions and sales team demands contributing to the overall retail sales and service usage of the wireless service provider products and services
• Cross Functional Department Coordination (Internal and External Group product/service directions: Engineering, Customer Care, Sales, Brand Marketing, Logistics, Courier, Accounting, Public Affairs, Legal, etc.
• Documentations / Contract Administration (Project Budget/Program approval, Contracts/Legal documents)
• Planning, budget creation, implementation, evaluation of Brand Marketing Campaign and Marketing Services Annual Event Calendar
• Agency Supervision (Media Agencies, Event Management Groups)
• Relationship Management (Dealers/Store Owners/Landlords/Festival & Partners/Government and Private Sector Officials)
• Sponsorships & Tie Ups (Private & Public groups; Local & International Institutions)
Highlights:
• Expanded territorial sales (Luzon and NCR) by 100% thru below the line activities
• Created milestones and have set the bar within the organization thru creative execution of institutional partnerships (local government / corporate / schools) and events
• Improved brand image building thru school activations and community projects
• Intensified Festival Activations (2011-2012)
(Hot Air Balloon / Tigtigan Terakan / Bangus Festival / Carabao Festival / Pahiyas / Moriones / Lang-Ay / Panagbenga)
• Penetrated Academic Institutions thru Events and Activations
(In over 60 schools in NCR and Luzon (AdMU / DLSU / UP / UST / San Beda / Mapua / Perpetual Help College Systems / Angeles State University / Pangasinan State University and more, 30 student organizations)
• Created Youth Activation Programs (Talent Competitions / Endorsements / Sponsorships / Partnerships)
• Brand Marketing Campaigns (SUNSinehan/ SummerHotSpots / SUNTodoIDD Barangay Carnival / SUN Todo IDD international trade marketing programs in Hong Kong, Singapore and Japan)
• Research, conceptualize, budget, implement, evaluate and oversee all marketing, advertising and promotional plans for the cinema and coliseum
• Establish marketing strategies and develop tactics to meet organizational objectives
• Evaluate customer research, market conditions and competitor data
• Manage the Marketing Department Budget and deliver all marketing activity within set budget
• Acquire brand sponsorships and media tie ups to maximize promotional campaigns and ensure effective communications and brand building
• Coordination with multinational film production outfits and concert promoters for each movie/show marketing and communications plans
• Spearhead center-wide events involving internal and external group synchronization
Highlights:
• Produced International Shows for the Araneta Coliseum (Disney On Ice, Binibining Pilipinas, Backstreet Boys & Julio Iglesias Concerts, World Slasher, Australian and Italian Film Festivals, Manny Pacquiao Pay-Per-Views)
• Global Brand Partnerships and Activations (Walt Disney, Dreamworks, United International Pictures)
• Media Tie Ups (Radio Partners (Wave 89.1/Jam 88.3/RT/)/Mellow 94.7 / Solar Entertainment / Jack TV / CS / 2nd Avenue / ABS-CBN Sports/Mainstream / GMA 7)
• Client Service
• Outsourcing and close monitoring of suppliers and third-party agencies pertaining to conferences, workshops, seminars and summits on a timely basis and within budget allocation as set by the signed contract between the client and organizers
• Web registration & content
• Air/Land/Sea Transfers/Venue Bookings ✓ Item shipping and tracking
• Database & Speaker management
• Signage design & production/Premium/Gift Item Production ✓ Marketing Communication Material Content & Production
• Post Event Summary
Highlights:
• Microsoft “Love Run” - VISTA Launch (Singapore)
• OEM & System Builders "Tune In" Regional Summit (Sheraton Saigon Hotel, Ho Chi Minh City, Vietnam)
• Microsoft Mobile Computer in Education Seminar (Singapore)
• Intel Solutions Summit (Sky City Hotel, Auckland, New Zealand)
• EMC Club @ the Dhara Dhevi (Mandarin Oriental, Dara Dhevi Resort, Chiang Mai, Thailand)
• IDA Infocomm Speakers Forum Series with STEVE BALLMER (Ritz Carlton Hotel, Singapore)
• NetApp Storage Solutions Seminar (Fullerton Hotel, Singapore)
• F1 Grand Prix (Singapore)
• Rugby Sevens (Hong Kong)
• Acts as the main sales support officer working as the bridge and representative between brand marketing directions and sales team demands contributing to the overall retail sales and service usage of the wireless service provider products and services.
• Acts as the "puppeteer" for over 20, 000 employees within all its interfacing groups
• Cross Functional Department Coordination (Internal and External Group product/service directions: Engineering, Customer Care, Sales, Brand Marketing, Logistics, Courier, Accounting, Public Affairs, Legal, etc.)
• Documentations/Contract Administration (Project Budget /Program approval, Contracts/Legal documents)
• Planning, budget creation, implementation, evaluation of Brand Marketing Campaign and Marketing Services Annual Event Calendar
• Agency Supervision (Media and PR Agencies, Event Management Groups)
• Relationship Management (Dealers/Store Owners/Landlords/Festival & Partners/Government and Private Sector Officials)
• Sponsorships & Tie Ups (Private & Public groups; Local & International Institutions)
Highlights:
• Helped achieve territorial sales by 200% (North and Central Luzon) thru brand activations, trade marketing and brand / community partnerships
o Produced and Implemented revenue generating and brand building activation programs locally (nationwide festivals) and abroad (Hong Kong, Dubai, Spain, Italy)
o Closed High Profile Partnerships - The Manor, Camp John Hay | The Baguio Country Club | The Araneta Center | SM Supermalls | Boracay Island | SBMA Subic; Clark Airbase | Major cities of the North & Central Luzon (Tarlac/Pampanga/Olongapo/Baguio/Bulacan/Pangasinan)
Finished college belonging to the top 10% of graduating batch