Creative Strategy | Brand & Marketing Communications
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A stretegic storyteller with two decades of experience in advertising, brand and marketing communications, and integrated campaigns across traditional, digital, and social media.
ADA Digital Philippines (2023 - Present)
Leads the MNL Creative Team in delivering social media and digital ads and in hitting target KPIs; achieved 116% of target revenues in 2023 and 111% of target pitch wins in 2024. Reports to the Regional ECD and the Regional Head of eCommerce to align objectives, in partnership with the Regional Content House. Provides strategic oversight across all accounts, ensuring campaigns translate business goals into relevant audience communication.
Manages a portfolio of insurance, nutrition, pharma, and FMCG brands including Enfagrow, Lysol, Mortein, Gaviscon, and formerly AIA and BPI-AIA.
Head of Creatives + Newsroom Chief
Ripple8/DDB Group Philippines (2015 - 2023)
Co-led tasks that won new businesses and rebuilt client trust. Worked closely with Accounts, Media Relations, Influencer Management, and Strategy teams to craft effective campaigns, earning multiple PR awards for the agency and its clients. Handled brands in the QSR, utilities, and government categories (e.g., Jollibee, Meralco, Department of Tourism, Maynilad, and Philam Life).
Publicis Manila (2010 - 2015)
Started as a Junior Copywriter in November 2010 as part of the Nescafé Team. Moved to a senior role in 2013 and subsequently handled other accounts. Responsible for the ideation and execution of campaigns for Nescafé, Nestlé Ice Cream, Nestlé Yogurt, and ABS-CBNmobile.
DDB Philippines (2009 - 2010)
Creative Director, Consultant
Creative Lab, Inc (2005 - 2008)
HingeMedia, Inc (2004 - 2005)
UP Diliman College of Fine Arts
