Grace De Guzman-Peña Email & Phone Number

Oversees a portfolio of digital clients, with focus on strategic vision, team management, process refinement, and achievement of business objectives and digital media KPIs.Together with digital managers, manages all projects (end to end performance marketing/paid media, influencer marketing, community management, SEO and analytics, ensuring the highest level of quality assurance, performance (tracking and delivering measurable results and analytics) and innovation for our B2C and B2B clients. Collaborates with agency cross functional teams (accounts, strategy, activation, creative) to deliver on-brand and cohesive digital marketing solutions. Contributes in new business pitches, providing consultation and serves as the voice for digital marketing solutions.Initiates and/or participates in agency and external growth activities to expand knowledge of the latest digital marketing solutions, trends and innovations.Led the digital marketing team’s strategic planning which led to the formal launch of Lemonade. Continuously provide leadership/motivation and convey the vision and values for the team.

Supervised the thought-leaders/ relationship managers handling member-driven campaigns and data requirements of Food Group partners (SM Markets, WalterMart, AlfaMart) and Non-Food Group partners (The SM Store, The Body Shop, Watsons, Uniqlo, Ace Hardware, Our Home, SM Appliance, Toy Kingdom, Pet Express, Baby Company, etc.) and in-charge of over-all oversight of partner interactions and communications.Drove the discovery of consumer insights and help partners transform insights and data into relevant and measurable campaigns that influence spending behavior and contribute incremental sales.Developed roadmap, processes and campaigns that address challenges and opportunities to enhance member experience; recommends innovations and test and learn campaigns to identify the most relevant and cost-efficient engagement strategy.Provided guidance and thought-leadership to partners. Aided them in understanding spend behavior and profile of SMAC members via campaign reports, Tableau set-up and regular business reviews.Collaborated with partners and internal resources in conceptualization of data-driven campaigns (lifecycle, persona-based, segment-driven, product-driven, etc.) and in successful end to end campaign implementation from targeting, messaging, comms development, media/channel planning, KPI monitoring, etc.Ensured program and partner business objectives and campaigns KPIs are met. Worked closely with partners in launching new sales channels at the onset of the pandemic.Collaborated with internal stakeholders (IT, Finance, Operations, other marketing groups, etc) to ensure efficient end-to-end implementation of campaigns.

Sm Corporate Offices, Moa Complex Pasay City

Played a key role in designing strategies, hinged on insights and analytics, that were aimed at maximizing the potential of loyalty program members. Introduced and implemented new programs that influenced customer behavior (recency, frequency and basket-size, reactivation of lapsers/anti-churn, cross-shopping, upsell) and programs that build relationships and enhance customer experience/customer journey. Key player in identifying and evaluating digital innovations and campaign management tools to streamline campaign implementation and generate optimum results in terms of customer engagement and sales. With Adobe Campaign Management training. Worked closely with the team who managed SM’s loyalty program (SMAC and Prestige), DataLabs (SMIC) and other business units for efficient program feasibility up to campaign implementation and post-analysis. Worked closely with Merchandise Business Unit (e.g. Men’s Fashion, Children’s Fashion, Home, etc for segment/persona/category driven campaigns.Advocated maximization of SMAC data in marketing campaigns by enticing/guiding business units and marketing team to do data-driven campaigns and by holding ideation sessions and pockets events and presentations of data analysis and insights.

The Globe Tower, Bgc, Taguig City

Led the team accountable for ensuring loyalty of enterprise customers (B2B) via implementation of relationship-building and recontracting programs. Works closely with all key stakeholders especially sales to provide consistent and best-in-class customer experience related to loyalty, recontracting and rewards.Designed and implemented nationwide, Project W, Globe’s first women executive engagement program. Implemented points-based rewards campaign for wireless postpaid.Awarded as the Most Outstanding Enterprise Marketing Staff for 2014

Philippines

Designed a performance-based rewards programs for MyDiamond. Managed customer hotline and designed the customer recovery plan.

Vietnam

Stewardship of business unit’s key accounts: communication and strategy development, account management/client service and business development. Handled PR and CSR requirements of regional accounts like MasterCard, FedEx, Heinz and IBM.

Was in-charge of the business unit’s key operations from account management and profitability, program implementation and people management and new business acquisition. Key tasks included strategy development and over-all supervision of various programs such as acquisition, retention, loyalty and referral for the company’s clientele.Clients handled include Pfizer (end-to-end patient care program including management of an 8-seater 12/7 call center and patient communications via various channels), World Partners Bank (acquisition and referral program), Bistro Group (lead generation), Unilever and Abbott (Glucerna and Ensure). Spearheaded, together with IT team, the development of key projects (e-store, campaign management system and loyalty solutions).

Ba, Broadcast Communications

Graduated Cum Laude

Graduated Class Valedictorian

Graduated Class Salutatorian