Betty Luceña

Marketing and Communications Associate for an eCommerce platform with over a year of hands-on regional marketing experience coordinating campaigns across multiple partner areas and channels: email/CRM, content, social media, and on-ground trade activations. Skilled at adapting centrally-planned campaigns for local relevance, working cross-functionally with partner and sales-equivalent stakeholders, and managing 3–5 simultaneous campaign workstreams per month. Comfortable with data-driven reporting and comfortable operating in a fast-moving, multi-stakeholder environment across the Philippines market, with an interest in growing into regional/international marketing scope.

Marketing and Communications Associate at Tindahang Tapat (2025-07 – Present)

Marketing Campaigns & Operations

• Support the planning and delivery of regional promotional campaigns of an eCommerce platform across 9 partner/distributor areas in the Philippines, coordinating 25+ campaigns to date.
• Adapt centrally-issued campaign briefs and mechanics for local relevance — validating local product names, partner codes, pricing, and participating areas before launch.
• Manage 3–5 simultaneous campaign workstreams per month, ensuring deadlines for briefs, approvals, launch readiness, and closeout are consistently met.
• Work closely with area partners and distributors (the equivalent of regional sales teams) in the Philippines to understand local priorities and identify opportunities for additional marketing support.
• Collaborate across 6+ stakeholder groups — principals/brands, internal marketing, creative team, and customer support to bring regional campaign initiatives to life.
• Coordinate campaign cascades, launch checklists, and stakeholder communications to align cross-functional teams around shared timelines.
• Coordinate campaign execution across an eCommerce platform, CRM/email-style engagement, Facebook and Facebook Live content, and on-ground trade activations.
• Write and adapt copy across channels — captions, livestream scripts, push notifications, SMS copy, and partner memos — maintaining consistent brand tone of voice throughout.
• Support destination and seasonal campaign programs (e.g., Kita Pa More monthly deals, flash sales, new product launches), tailoring content to market-specific opportunities.
• Track campaign performance through Promo Utilization Reports, order reconciliation, and buying vs. non-buying store analysis to inform future campaign planning.
• Build Excel-based dashboards and reconciliation trackers to monitor allocation, utilization, and exceptions in near real time.
• Maintain a master campaign register and version-controlled documentation, enabling clear before/after comparisons of campaign performance.
• Maintain consistent messaging, mechanics, and presentation standards across all partner-facing and customer-facing campaign materials.
• Own campaign documentation and approval records, ensuring regional activity stays aligned with overall brand and program standards.

Blog Writer & Part-Time Social Media Manager at Freelance (2023 – 2025)

Part-Time/Freelance

• Wrote blog content and social captions for small business and personal-brand clients.
• Planned and scheduled social media posts, managed content calendars, and monitored engagement.
• Coordinated directly with clients on content direction, revisions, and posting cadence.

Bachelor of Science in Business Administration, Major in Marketing Management – University of Nueva Caceres (2025)