Bianca Francesca Perez

Bianca Francesca "Franz" Perez is a marketing professional with experience in private and development sectors, and a graduate student at the University of the Philippines College of Medicine's Master of Science in Medical Anthropology program. She has a strong foundation in qualitative research, cultural analysis, and consumer behavior analysis through her experiences as a marketing officer and an undergraduate student in anthropology. She is experienced in translating data as well as cultural and consumer insights into actionable strategies.

Franz is eager to apply her experience with translating cultural insights and audience behavior for mental health initiatives.

Marketing Officer at Institute for Solidarity in Asia (2025-08 – Present)

• Analyzed campaign performance and audience engagement metrics to refine the effectiveness of marketing initiatives and to optimize communication strategies.
• Utilized stakeholder and participant insights to develop audience-focused communication and marketing strategies.
• Managed email marketing campaigns targeting public sector agencies through MailChimp to strengthen engagement and outreach performance.
• Collaborated with cross-functional teams to align campaign execution, messaging, and organizational objectives.
• Supported brand consistency across different marketing channels by crafting emails and campaigns fitting the organization's brand.
• Established the foundation of media relations in the organization, crafting the media pitch deck, outreach framework, and long-term timeline for establishing brand visibility.

Media Masters Graduate Trainee at WPP Media (formerly GroupM) (2025-02 – 2025-05)

• Identified and matched Key Opinion Leaders (KOLs) with campaign objectives to strengthen audience relevance aligned with branding guidelines.
• Contributed audience and consumer insight recommendations during campaign strategy brainstorming sessions and content planning workshops.
• Optimized efficiency by tracking campaign metrics and developing content approaches aligned with consumer behavior, campaign performance, and engagement trends.
• Collaborated with a team to develop a data-informed theoretical media plan incorporating audience segmentation and channel performance insights.
• Gained foundational knowledge on PowerBI and Excel for data visualization.

Master of Science in Medical Anthropology – University of the Philippines Manila, College of Medicine (2026-08)

Bachelor of Arts in Anthropology – University of the Philippines Diliman, College of Social Sciences and Philosophy (2020-09 – 2024-07)