Accounts: ACC, Metlink, Greater WellingtonResponsibilities: • Day-to-day leadership and strategic direction for accounts handled, bringing strong project management skills, process rigour, and excellent timeline and budget management • Contributing to the planning, development, and execution oversight of a wide range of multi-media and behaviour-change campaigns, brand development, and content creation Achievements:ACC Have a Hmmm Hints o Led two phases of data-driven and moments-targeted content production anchored on the bigger Have a Hmmm campaign that addressed injury prevention by tackling behaviour towards risk. Constant optimisation in each phase such as using social-first formats resulted in 100% video views across social platforms. Playlist: https://tinyurl.com/ACCHaHPlaylist ACC Ride Forever Always-On Content o Oversaw and refined the process of content creation using existing rider mindsets and data to provide motorcycle riders in the country sound information and access to training. The primary objective of conversion was at 43% rate compared to similar campaigns in the market which was 1% (Sep 2023 – Jan 2024). Link to the Facebook page: https://www.facebook.com/RideForeverNZ Metlink (Wellington Public Transport) Fare Changes Campaign o Handled the major fare change campaign that included the distillation of complicated fare change information into a simple, eye-catching message which resulted in less negative comments and sentiments than expected. The campaign had the lowest ever social CPC for the brand and was 50% more cost efficient in terms of CPC versus benchmark. Metlink MetService Partnershipo Managed NZ’s first commuter forecast and dynamic weather messaging with the use of data to add relevant service to public transport users in the region. The campaign garnered the best result across all activity in Display for the brand for the time period and highest engagement on the MetService platform (0.11% higher than average).

Accounts: Jollibee, Coca-Cola, Canon, JTI, NestleAchievements:Jollibee Funko Pop! Launch o Championed the digital launch of the first Funko Pop! Ad Icon in the Philippines as part of Jollibee’s 40th anniversary. Sold out on the first day of the commercial launch. The campaign generated a total of $66,000 worth of free media values, as well as $47,000 in incremental sales. Check out the documentary here: https://www.youtube.com/watch?v=cJ549XKaU64 Led the Jollibee account revenue increase of 70% in 2018Coca-Cola Christmas Campaign 2020 o +5.4% volume growth and +1.3% year on year total growth despite being a “non-essential” product during a pandemic (Source: Coca-Cola In-Market Tracker, Kantar 2020)

Accounts: Nestle Dancow & Sahabat NestleAchievements:Dancow 3+ Digital Campaign Pitch o Led, strategized, and ideated for the winning pitch for Dancow 3+ campaign, the first 3+ variant-specific campaign in years. Main creative video here: https://www.facebook.com/DancowIndonesia/videos/10154775727831003/ Sahabat Nestle 2017 Plano Assisted in the development of the full year strategy for Nestle Indonesia’s platform dedicated to building a community of consumers and promoting nutrition, health, and wellness

Accounts: KFC, Sun Life Financial PhilippinesAchievements:• Spearheaded pitches/presentations that resulted in account and project winsKFCKFC Social Media Playbook/Strategy• Co-developed the new playbook for all KFC social media assets (Facebook, Instagram, and Twitter), based on business objectives, new brand directions, platform developments, and past learningsKFC Duo Valentine’s Day “Dangwa” Video • Led the development of a heartwarming video made to increase awareness of and affinity to the brand on Valentine’s Day• Surpassed target views by 2041%KFC Fill- Up Box Comedy Manila Twitter Takeover• Planned and executed the one-day takeover of the improve group Comedy Manila on KFC’s Twitter account, to increase awareness and engagement for the #KFCBudgetarian Tips (content series)• Organic impressions for this effort is 12% higher than the average for 2015• Sun Life - Championed the launch of the Health For Life, a health and wellness CRM (web and mobile) platform, for employees and advisors

Accounts: NESCAFÉ Masterbrand, NESCAFÉ Classic, NESCAFÉ Mixes, COFFEE-MATEAchievements:NESCAFE/COFFEE-MATE Ambassadorship Program• Key influencers of the Facebook fan pages were tapped to become ambassadors out of their own brand love (content curation and sharing, app testing, etc.)• Earned media valued at 2:1 (ROI) NESCAFE Creamy White #DOTD (Drink of the Day) University Tour • A video series to excite the youth through a unique caravan that visited the top universities in Metro Manila • 9.6M views across 8 videos were achieved

Achievements:NESCAFE POINTS KAPIHAN 2.0 & 3.0o Managed the upgrade and re-launch of the ground-breaking loyalty program of NESCAFE Philippines on Facebook – more focused on brand love than incentive (2012-2014)o To date, NPK is the most successful local loyalty platform on Facebook, delivering engagement and enriching brand loveNESCAFE 3IN1 ORIGINAL: EDGARo Promoted the 3in1 variant by developing an online video featuring Parokya ni Edgar and Ramon Bautista, using the “sentai” concept – a genre loved by the target market growing upo Won IMMAP’s Silver Boomerang for Campaign Effectivity (2013); Best locally-produced YouTube video in 2013 and was able to reach 2M in 5 dayso Total earned media value: 7 times the value of the campaign investment (formula for valuing earned media agreed upon by client and agency)NESCAFE 3IN1 CREAMYLATTE AND CHOCOLATTE COLD CAMPAIGN (SNOWMAN)o Created awareness on preparing the product cold by producing an online video featuring Ramon Bautista and Frank Magalona, as well as an augmented reality execution for sampling/activationo Reached target of 350,000 YouTube views 16 days after the online launcho Best sampling effort of the brand in 2012

Accounts: MARS Philippines (Snickers, M&Ms, Dove), Fonterra, P&G (Olay, Whisper), VisaResponsibilities:• Championed client servicing and end-to-end implementation (conceptualization to reporting/analysis)• Served as the social media and digital PR lead of the team• Managed, wrote the content plans, and ensured the engagement/crisis management for the Facebook fanpages handled Achievements:• Proposed and executed Snickers Hungerlings digital campaign: online game using augmented reality (one of the first locally) and a Hungerlings Boot Camp for bloggers • Adapted and executed the M&Ms Vote and Win international campaign in the Philippines; Conceptualized the M&Ms Vote & Win blog marketing campaign (bloggers chose a Candydate to campaign for, using online media of their choice) which drove a high amount of traffic to the microsite (beating other countries in Asia)• Prepared a full year digital campaign for MegaWeCare`s Gloww (all-natural skin vitamin), which provided incremental billings for the agency

• Underwent comprehensive media training for TV, radio, print, and OOH and learned how to use Nielsen’s Arianna, Clear Decisions, and AdQuest, as well as PHD’s ETNA (proprietary tool) • Passed the revalida for both phases of the training, commended by the panel for coming up with big ideas grounded on strong consumer insight (Brands: Oishi’s Smart C, Abbott’s Ensure Gold)

Accounts: Red Ribbon, Alaska Crema, Surf• Conceptualized and crafted ideas for accounts/pitches; wrote advertorials and PR write-ups published in magazines and broadsheets