Metro Manila
Senior marketing leader with 15+ years of experience in banking, retail, and entrepreneurship, now transitioning into Information Systems management. At Banco de Oro (BDO), I led data-driven campaigns that generated billions in deposit growth, bridging business strategy with analytics at one of the Philippines’ largest banks. As Campaigns and Marketing Head, I developed cross-sell initiatives, portfolio action campaigns, and incentive programmes that consistently delivered measurable results. I bring a rare combination of senior business leadership, quantified results, and growing technical knowledge, uniquely positioned at the intersection of business and technology.
Senior Marketing Manager – BDO Branch Banking Group (August 2013 – Present) Key Responsibilities • Spearhead data-driven analytics campaigns aimed at increasing the Average Daily Balance (ADB) of both existing and new clients through cross-sell initiatives. • Develop marketing campaigns to acquire new clients and grow branch ADB. • Creates internal branch incentive campaigns to push ADB growth. • Design campaigns to promote key bank products, including Junior Savers, Smart Checking, and Optimum Savings Accounts. • Oversee the updating of branch merchandising collaterals and communications to ensure an exceptional customer experience. Key Accomplishments • Led portfolio action campaigns that achieved ₱8.7 billion ADB increase from Mar 2025 to Sept 2025 and ₱5.1 billion ADB increase from Oct 2025 to Dec 2025. • Developed marketing campaigns, including the 2025 Chinese New Year promo from Jan to Feb 2025 which generated Php 8 billion in initial deposits, then from Feb to Mar 2026 of the same campaign generated over Php 8 billion again and the Mooncake Festival Dice Game promo from Sept to Oct 2025 that generated almost Php 2 billion in initial deposits. • Significantly increased account openings for targeted products compared to the previous year.
Marketing Director – VS Group of Companies (April 2013 – August 2013) • Directed the marketing efforts for brands including Guess, Team Manila, Trilogy, Yamamay, Terranova, Liu Jo, 7 for All Mankind, and Antony Morato. Key Responsibilities • Developed marketing plans, calendars, and budgets. • Negotiated print, outdoor, and media placements, as well as talent endorsements. • Managed social media content and campaigns. • Led PR initiatives, fostering relationships with media outlets and key influencers. • Initially joined as Marketing Director in April 2013; continued as a consultant from September to November 2013.
Assistant Advertising and Promotions Manager – Suyen Corporation (October 2006 – April 2013) • Oversaw print and digital advertising for all Suyen Corporation brands, including Bench, Herbench, Bench Body, Bench Fix Salon, Human, Kashieca, Dimensione, Aldo, American Eagle Outfitters, Call It Spring, Charles & Keith, Cotton On, La Senza, and The Face Shop, among others. Key Responsibilities • Planned and managed print advertising schedules, budgets, and rate negotiations. • Coordinated with brand leads to develop ad materials and partnerships with publications. • Led end-to-end execution of events and activations, from conceptualization to post-event analysis. • Built and maintained media relationships to maximize PR opportunities. • Created buzz-generating campaigns for the Bench Lifestyle Card Program. • Collaborated with media and creative agencies for various projects. • Joined as Advertising and Promotions Assistant in October 2006; promoted to Assistant Manager in August 2012. About Me • Competent Generalist: Solid foundation in strategic planning, content management, customer journey design, digital production, social media, and events marketing. • Self-Starter and Decision Maker: Excels in assessing priorities, making critical decisions, and ensuring smooth execution of projects and programs while adapting to changing requirements. • Effective Project Lead: Skilled in managing multiple workstreams, consulting with stakeholders, and delivering results through clear communication and collaboration.