Metro Manila, National Capital Region, Philippines
Handles data driven & insights-led activations for Tang, Eden, & Cheez Whiz. 1. Led the TangBayan nationwide sampling which reached over a million consumers to assist in demand generation. 2. Launched the first Eden Sugod Barangay nationwide activation which brought Eden closer to consumer households. 3. Led Eden's supermarket sampling & push selling nationwide to support Eden's reformulation & drive conversion. 4. Spearheaded first party data (FPD) collection initiatives across activations for retargeting and media targeting optimization.
Handle cheese category data analysis for performance insights, execution of digital innovations using first party data, and other brand operations. 1. Leads analysis of internal & external data (Nielsen, Kantar, & others) to provide insights on business & portfolio performance along with competitor activities for brand team & MDLZ leadership teams. 2. Launched Eden’s Recipe Generator chatbot via Messenger (first of its kind for MDLZ) allowing consumers to get relevant recipes based on their inputs (i.e. dietary restrictions, protein & cooking time) with close coordination with META & media agency teams.
Part of team that managed the 2nd largest brand of MDLZ which was recognized as #7 in Dairy/Dairy Substitutes for Kantar, and grew faster than category, while gaining value share for FY2024. 1. Supported the conceptualization & production of the Ihain Ang Saya TV commercial feat. Judy Ann Santos - Agoncillo which focused on making mundane, repetive, & everyday meals more exciting. (Recognized as TV Finalist in Kantar Creative Fest 2025) 2. Led the execution of the Ihain Ang Saya campaign which involved creation of digital assets, PR executions, & push selling to spark conversations on how to solve repetitive meals with Eden. 3. Led campaign launch of NPD (Eden Premium Cheddar Slices) which included big idea development, production of key visual & digital assets, and push selling efforts leading to overachievement vs. plan. 4. Led first party data lead-gen activities to enrich MDLZ database for more customized audiences, resulting in an additional leads. 5. Re-engaged FPD database via laying the groundwork and strategy for Eden's first Email Direct Marketing initiative which gave users personalized communications and led to above benchmark achievement for open rate & click through rate. 6. Spearheaded Eden's first Shop-in-Shop page for e-comm platforms.
Worked as part of the Social Media Team with my two thesis mates as part of our On-the-Job Training (OJT)/Practicum course. During this time, we were responsible in creating and handling social media marketing campaigns and initiatives for the brands Vitasteen and Bewell-C Zinc Protect. Notable Accomplishments: - Created Vitasteen's first social media marketing campaign. - Proposed an integrated marketing campaign for Bewell-C Zinc Protect. - Created the Influencer Tracking System which helps to analyse the social media performance of influencers in order to aid with data-driven decisions. - Proposed various strategies and initiatives for both Bewell Nutraceuticals Corp and Vitasteen as part of our thesis requirement (Marketing Plan).
As the President of JEMA, I managed the overall affairs of the organization which consisted of stakeholders such as the 1,027 members officers and members, DLSU Marketing and Advertising Faculty, DLSU Ramon V. del Rosario College of Business (RVR-COB), DLSU Office of Student L.I.F.E. (SLIFE) and much more. Aside from these, I also coordinated with various external organizations and companies such as the Philippine Junior Marketing Association (PJMA), ExCED Institute, ICON Executive Search, Wong + Bernstein Family Advisory Group, and others. Notable Accomplishments: - JEMA was recognized as a semi-finalist for the award category: Outstanding Professional Organization (Big) for the DLSU CSO Award Giving Bodies. - Co-authored the Constitution and By-Laws for A.Y. 2019-2020, which was lasted updated in 2010. - Created workshops and seminars for the Executive Body. - Revised and reformed the Fundraising Activity Project Head Application system. - Revised and reformed the Executive Body Internship program. - Revised and reformed the Officership Application system. - Created other administrative processes for the organization (forms, trackers, systems, etc.) - Oversaw the event planning and execution of Family Succession: The Next Generation (2019).
The Career Development department is tasked in creating various academic events for members of the organization, students of the university, and students across Metro Manila. These academic events would include Marketing Forum, National Markers' Cup, De La Salle Marketing Approach to National Development (DeMAND), Marketing Invasion, and various seminars or workshops. Notable Accomplishments: - Outstanding AVP (2019) - Most Balanced Officer (2019) Notable Projects Headed: - Creating the Perfect Plan: Campaign Planning Seminar (2019) - Marketing Invasion (2019) *Awarded as 2nd Runner Up in the award category: Outstanding Convention/Convention for the DLSU CSO Award Giving Bodies held September 2020. - Entrepreneurial Fair: Calle de Manila (2019) *Awarded as 1st Runner Up for the award category: Outstanding Fundraising Activity for the DLSU CSO Award Giving Bodies held September 2020. - Bill Please? Selling the Idea of a Cashless Society Seminar (2019) - Marketing Forum: The Art Behind the Science (2018) - ONLINE: The Next Big Thing? Seminar (2018) - Interpersonal Skills Workshop (2018)
The JEMA Elite Training Program (JETP) is the official training program of JEMA in becoming future officers of the organization. The JETP spans across three terms and three phases, in each phase there are different activities and immersions in the organization's departments. Notable Accomplishments: - Outstanding Junior Officer Award (2018) - Outstanding JEMA Elite Award (2018) Notable Projects Organized: - Team Head for External Relations - Marketing Invasion (2018) - Class Organizer - LEAP 2018: Dessert Museum - Assistant Team Head for Linkages - Market X: Exploring Opportunities, Exceeding Possibilities (2018) - Assistant Team Head for Logistics - Marketing Forum: Next Stop; Startup (2017)