Head of Marketing | Marketing Manager
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Head of Marketing with 16 years of practical leadership experience leading international and local marketing teams in the Philippines, Dubai, Shenzhen and assigned global regions. Manages brand scaling through data-driven campaigns, localized brand management, and macro strategic planning. Proven track record in growing revenues, managing large budgets, and full cycle hiring and training of marketing teams.
Build high efficiency, data driven marketing ecosystems out of traditional business units.
Marketing & Branding Head
Filipinas Oro De Cacao (Auro Chocolate) | Philippines | 2026 – Present
Grew the internal marketing team from 6 people to 18 staff members, moving all digital marketing, e-commerce, content production, and web optimization work completely in-house.
Designed and rolled out new inter-departmental collaboration protocols and automated internal request forms; shortened the team's task completion loop by 48%.
Shifted company focus from simple content creation to a full-scale digital marketing ecosystem that delivered an immediate 10% lift in organic consumer engagement.
Developed and implemented global brand guidelines and performance KPIs to ensure consistent international brand presence and data-driven marketing efforts across all regions.
Developed customer value journey and customer avatars to align brand messaging across key target consumer segments for high conversion marketing campaigns; trained marketing team to execute.
Lead architect for large international collaboration projects.
OKAWA Café, The Matcha Okawa, 3Do - Riyadh, Saudi Arabia - 2024-2025
Fixed up our Google Business Profiles for the Riyadh branches and got us to the #1 spot on Google Maps. This alone took daily foot traffic from 50–100 customers up to 300 per branch.
Handled the Php 1.8M annual marketing budget (breaks down to about Php 152k a month) to run local campaigns and growth initiatives.
Used Odoo ERP and Jira to restructure how we manage creative projects across our different brands, which saved a lot of timeline friction.
Wrote the brand guidelines and visual identity rules for each separate concept under Okawa so things stay consistent as we look to expand.
Supervised external web agencies to fix our consumer websites and make the user experience way smoother.
Handled the on-the-ground store events, local promos, and loyalty programs to keep customers coming back.
Put together basic content plans for Instagram and TikTok to pull in followers and grow the local community around the cafes.
Marketing Officer (Assistant Vice President)
AMA Education System & PICAR Developers | Quezon City, Philippines | 2021 - 2023
Handled the rebranding for the entire institution, updating the look, digital assets, and marketing materials for all schools and real estate brands under AMA and PICAR.
Fixed up the main company website. This moves traffic up by 31%, cut bounce rates from 64% down to 8%, and grew weekly incoming leads by 199%.
Worked on our SEM, social media setups, and basic A/B tests to pull in an 800% increase in student and consumer engagement.
Managed our multi-channel marketing budgets, which shaved 39% off total ad spend while actually bringing in better campaign results.
Cut out expensive influencer contracts entirely. Switched from high-cost influencer deals to alumni videos and simple info pieces. This cut our production spend and built actual trust.
Lead real estate marketing for PICAR Developers. Focused on getting clean leads to help the sales team close property deals.
Guest speaker at The Outlook 2022 Real Estate Forum. Also had our work covered in local industry news sheets.
Marketing Manager / Product Developer
Shenzhen Technology Companies | Shenzhen, China | 2016 - 2021
Grew sales from the Philippine market from a 5% global contributor to 15%, moving all digital campaigns, brand management, and launch setups completely in-house.
Managed the cross-functional product development teams to design consumer goods; shortened the team's task completion loop and locked in our global market position.
Shifted company focus from simple content creation to data-driven digital campaigns and viral video setups that delivered an immediate lift in organic consumer reach.
Handled the influencer marketing setups across our separate international markets so things stay consistent as we look to build community trust.
Developed integrated multiple channel promotions including in-store retail activations and livestream campaigns which directly increased immediate retail footfall.
Organized international trade shows and experiential marketing events while building key strategic partnerships across Asia.
Recruited, trained and managed regional marketing teams of 5-15 people and provided strategic market insight and direction directly to regional CEOs.
Fam Properties | Dubai, UAE 2013 - 2016.
Hired as a photographer/videographer and quickly got promoted to Marketing Manager based on performance, handling all marketing work and reporting straight to the CEO.
Conceptualized and executed targeted digital lead generation strategies for luxury real estate projects under premium developers like Nakheel, Emaar, and Dubai Properties.
Developed the brand standards and trained cross-functional teams on content creation and digital ads to deliver our premium marketing campaigns.
Wrote the guidelines for our corporate photography and advanced color grading style so things stay consistent as we look to elevate our market position.
Professor / Lecturer (Part-Time)
Mapúa University | CSB | DLSU | MINT College | 2011 - 2013
Trained students in advanced advertising, marketing strategy, and multimedia arts. Focused on prepping them for actual marketing jobs.
Put together the course content and mentored students directly on real-world marketing execution so things stay practical.
Bachelor of Fine Arts in Advertising – University of Santo Tomas (2004-01 – 2010-12)
Culinary Arts in International Cuisines – Invictus Academy of Applied Studies (2026-01)
