Main function is to design, build, and manage the organization’s Customer Value Management capabilities and use it to drive growth through targeted, one-to-one customer marketing activities. I directly manage and supervise the Campaign Analytics, Segment Planning, CLM Operations, and Loyalty teams. Key Achievements:1. Successful pilot launch of one-to-one, contextual marketing platform and campaigns. Grew campaign deployment capability from 1-2 campaigns per month to 400 campaigns per month.2. Developed the CLM roadmap, framework, policies and procedures that govern CLM Planning and Operations.3. Spearheaded the development and launch of the CLM Data Warehouse and optimized ETL processes for faster data processing and use.4. Developed and Standardized new Campaign Metrics.5. Re-designed and launched Smart’s Loyalty Program and established clearer success metrics.6. Increased Smart Rewards’ membership rate by 12% in 4 months7. Restructured Smart Rewards’ points accrual and redemption scheme, lowering Smart Rewards’ points exposure by an average of 20% monthly8. Increased merchant partnerships from 3 to 15 in 3 months.9. Increased Rewards Inventory from 2 to 89 all within a smaller cost of points.10. Improved Telesales’ gross sales by 97% in 3 months.

I initially started as CRM Head where I set-up LBC's CRM organisational design and infrastructure, both on the Business Intelligence and Data Analytics side. In this capacity, I spearheaded the development of the CRM Data Warehouse, Data Audit Standards, Customer and Sales Data Marts, that enabled the development of Business Scorecard, Segmentation and Profiling Studies, Churn Propensity, and Revenue Forecast Models. Within just a few months from the completion of the Data Warehouse, we were able to bring the match rates of business reports to 97%. My role was later expanded to Marketing where I steered the development of the Global Marketing Strategy and it's articulation into key programs spanning, Acquisition, Usage and Retention, and Loyalty Management. Upon my appointment, I re-designed the marketing's organisational set-up to mainly support continuous ideation and seamless execution. As Global Marketing Head, I created the framework for tactical execution of strategies per region and included P&L accountability within the team's KRAs.

Culls key consumer insights via Data Analytics and creates CRM Programs that enrich Customer Experience and deepen their engagement with wi-tribe.As Head of Customer Experience, I manage the whole customer journey from acquisition, usage and stimulation, all the way to churn management.In May of 2012, I took the helm and became the Consumer Marketing Group's Head-OIC. Under these two posts, I created various programs and communications founded on market and business intelligence data. And within a year from hire, I was able to improve wi-tribe's average monthly churn by 65%, increased monthly collections by 128% from baseline, and doubled the average subscriber tenure.

Guaranteed market viability across all business units (Mobile, Online and Multimedia) within the organization, through formulation of strategic marketing programs using insights culled from various CRM and Business Intelligence sources and implementing them in integrated cross-platform applications of Internet and Mobile. It was my responsibility to promote products and services using these digital distribution channels to reach consumers in a personal, relevant and cost-effective manner.

Drove customer centricity through Customer Intelligence and Analytics. I provided strategic support by providing consumer and business insights to Sky Cable Corporation, a fully owned subsidiary of ABS-CBN Corporation. Being the CRM Lead for Sky Cable, I provided the following analytical output to the Management Team:1. Consumer Insights culled from data analytics, such as:a. Customer Segmentation and Profilingb. Creation of Predictive Churn and Response Modelsc. Behavioral and Value Segmentationd. Customer Lifetime Value2. Development and Execution of Sky’s Customer Data Management Plan 3. Development of Campaign Execution and Monitoring Modules and Policies

Head, MarketingTransaction Banking Group

National Retail Marketing (Long Distance Category)Philippine Long Distance Telephone Co. (PLDT)