Strategy and Program Management- Creates segment/program strategy and Go-to-Market plans reflecting the masterbrand or customer segment approach required for the business or brand needs- Manages the execution and performance monitoring of the programs created from the overall strategy Customer Research and Analysis: - Drives customer research to gain insights into customer behavior and preferences - Identifies emerging trends and shifts in customer sentiment and expectations - Analyzes quantitative and qualitative data to generate actionable insightsProgram Performance Measurement:- Defines key performance indicators (KPIs) to track brand and business growth success- Regularly reports on progress to senior management and stakeholders- Continuously assesses and adjust segment/brand strategies based on performance dataBudget Management:- Develops and oversees the budget for segment growth initiatives- Allocates resources effectively to support various brand expansion and marketing efforts- Monitors expenditures and ensure budget adherence while making adjustments as neededManagement Reporting:- Generates comprehensive reports on brand growth activities and performance.- Presents findings and recommendations to senior management and executives- Uses data to inform strategic decision-making and provide transparency on progress

- In charge of the overall B2B2C business growth and P&L of Women’s Fashion category by leading key account managers, collaborating with cross-functional teams, and building strategies to drive key areas of the business. - Fashion cluster’s PIC to drive strategy and execution for assortment growth, onsite executions and campaigns, marketing, and social sellers.

- Pioneered the Go-to-Market Team in LazGlobal, a team/function unique to Lazada PH- Currently heads the team in charge of branding, traffic, and overall marketing efforts that drive buyer growth for the LazGlobal business unit and cross-border brand partners/sellers.- In charge of ensuring that Lazada is the e-commerce platform of choice of cross-border partner brands and sellers by helping them gain awareness and conversions in PH via the Lazada platform.- Closely collaborates with different ventures of LazGlobal in Southeast Asia to build campaigns and programs that will help drive brand building and buyer acquisition & retention of cross-border partner brands/sellers.- Enabled the LazGlobal business unit to have its very own platform campaign- Revamped the single brand campaign packages for cross-border brands and sellers to ensure mutual business growth between the LazGlobal BU and brand partner/seller.

- Led the conceptualization and execution of PayMaya’s biggest brand campaigns “Don’t Pay Cash, PayMaya!” and “Balik Bayad”, as well as the brand’s very first gaming campaign, “PlayMaya”. - Managed the brand assets of PayMaya’s Consumer product – online/social media, ATL, BTL, etc. In charge of brand campaigns and acquisition programs for the overall PayMaya consumer brand. Also led the creation of usage campaigns and programs for the gaming and lifestyle/entertainment segment. - Handled sponsorships and B2B2C partnerships for both acquisition and usage initiatives of the brand.

- Collaborated with the Corporate Communications Team in creating employer branding campaigns. - Led the conceptualization and execution of employee engagement and learning programs.

Managed Nestlé’s Infant Nutrition (local and regional), NIDO, FWD Insurance, and L'Oreal (Makeup, Hair, and Skin) digital campaigns - online assets, media, production, and content management. Coordinating and assisting with strategic planning process, social media engagement plans, creative development, and media planning.Previously handled brands: PowerMac, Tokyo Tokyo, and PLDT Alpha

Provided end-to-end support for general production (print, TV, and digital) and creative requirements for integrated digital campaigns including liason with regional counterparts and third party suppliers.Projects managed: Coca-Cola Philippines, Unilever Philippines (Ponds and Lady’s Choice), Mondelez (Tang and Toblerone),Nestlé Philippines (MILO, Nestlé Club, and United 4 Healthier Kids), KFC, Tokyo Tokyo, ELC (Bobbi Brown, Estee Lauder, and Clinique), British American Tobacco (Lucky Strike and Pall Mall), Asia Brewery (Summit and Absolute), and Rockwell Land Corporation

Investigated forgery and theft within customers' accounts and transactions. Tracked and monitored the bank's transactions and activity that comes through the customers' accounts.