Keini Pascual

I am a Business Management graduate with hands-on experience in marketing strategy, brand building, and digital campaign execution across multiple brands. I am seeking an opportunity in a dynamic organization where I can apply both my academic background and practical experience to drive business growth and brand development. I have worked across social media, e-commerce, influencer marketing, livestream, and offline activations, and I am eager to continue growing in a role that allows me to collaborate with industry professionals, strengthen my strategic and leadership skills, and contribute to impactful marketing and business outcomes.

Marketing Officer (Marketing Head) at Robert Brown Wear Inc. (Moulton RB Corp.) (2024-02 – Present)

Built and led marketing functions from the ground up for four mall brands — Moose Gear Baby, Moose Gear Kids, Tiny Tummies, and Live to Be Spoiled — under the Baby & Kids and Fashion/Apparel categories, establishing overall strategy, structure, and execution across multiple marketing channels.

• Developed end-to-end marketing processes and standard operating procedures (SOPs) covering social media, e-commerce, campaign execution, content production, and brand management.
• Led and managed cross-functional marketing teams including Social Media, PR & Affiliates, Content, Graphic Design, E-commerce, Event, and Livestream teams
• Led overall marketing strategy and execution across multiple brands, covering social media, e-commerce, livestream, influencer marketing, event, and brand campaigns
• Defined and guided the brand's social media direction, including content strategy, tone of voice, and platform optimization to improve reach and engagement
• Ensured strong brand consistency across all visual and communication touchpoints, aligning creatives, messaging, and campaign execution across all channels
• Managed full-funnel campaign development, from teaser and awareness stages to launch, conversion, and post-campaign engagement.
• Planned and executed digital marketing campaigns including payday sales, seasonal launches, product drops, and promotional events
• Led offline marketing initiatives through Headsphere expos, fairs, and brand activation events, including booth planning, on-ground execution, partner coordination, and onsite brand presence.

E-Commerce Specialist at Robert Brown Wear Inc. (Moulton RB Corp.) (2023-04 – 2024-02)

• Led end-to-end marketing, social media, and e-commerce operations for 4 brands
• Planned and executed monthly campaigns, product launches, and platform promotions
• Managed Shopee, Lazada, and TikTok Shop operations including pricing, listings, and KAM coordination
• Directed social media strategy, content creation, and community engagement
• Handled influencer marketing, PR seeding, and TikTok affiliate programs
• Analyzed sales performance and optimized campaigns for revenue growth
• Oversaw livestream operations, creatives, and cross-platform marketing initiatives
• Oversaw influencer and affiliate marketing programs, including strategy development, talent coordination, deliverables management, and performance evaluation.
• Directed e-commerce operations across Shopee, Lazada, and TikTok Shop, including product listings, promotional mechanics, bundling strategies, and campaign integration.
• Led livestream selling initiatives, including content scripting, product flow planning, promotional structuring, and performance optimization
• Collaborated with creative teams to develop high-quality brand assets, ensuring alignment with campaign direction and brand identity
• Provided creative direction for photoshoots, including concept development, styling coordination, and execution oversight
• Conducted performance tracking and analysis across campaigns, using insights to optimize engagement, conversion, and overall marketing efficiency
• Performed competitor and market analysis to identify trends and improve brand positioning in a competitive e-commerce landscape

Relationship Manager - Senior Analyst at Shopee Philippines (2021-05 – 2023-03)

• Responsible for establishing and maintaining good working relationships with Top marketplace sellers/owners and representatives
• Oversee assigned Top marketplace accounts, including negotiating deals, operational improvement, and campaign participation to maximize growth
• Clearly communicates the progress of monthly/quarterly initiatives to internal and external stakeholders
• Evaluates, Forecast, and track key account metrics
• Provides in-depth insight on assigned sellers to Category Managers / Team Leads in order to execute overall category strategies in line with the brands and company goals.
• Prepares data reports on account status
• Led marketing programs and served as the PIC (Person-in-Charge) for the Lifestyle category, overseeing campaign execution, brand coordination, and category growth initiatives.

Customer Solutions Officer - KYC (Know Your Customer) at Citibank Philippines (2019-08 – 2020-06)

• Collected, documented, and reviewed all client data information ensuring compliance with local regulatory requirements and Citibank standards.
• Analyzed and maintained detailed records on clients' transactional information to identify risks, trends, and potential wary activity.

Sales, Marketing and Events Intern at Adobo Magazine (2019-01 – 2019-04)

• Developed marketing strategies and campaigns for the Adobo Design Week 2019 event.
• Prepared the marketing assets of the Adobo Magazine events to be delivered to the different advertising agencies. Updated the internal database of Adobo Magazine

Bachelor in Science in Business Administration - Major in Business Management – Far Eastern University (2019)

– Infant Jesus Academy (2015)