Maggie Francisco

I turn customer insight into creative that sells—building campaign ideas, content ecosystems, and brand stories around how people think, feel, and buy. Over 18 years, I've worked across media, publishing, advertising, retail, ecommerce, and F&B, developing a multidisciplinary perspective that blends editorial thinking, audience psychology, creative strategy, and commercial marketing. This foundation allows me to create ideas that strengthen brands, deepen customer engagement, and deliver measurable business results.

Whether leading cross-functional teams, developing integrated campaigns, or shaping content strategies for premium and lifestyle brands, I connect creativity with commercial objectives to help brands communicate with greater clarity, consistency, and impact.

Brand and Promo Marketing Manager - Joel's Place

(2025-11 - 2026-02)

• Led integrated marketing campaigns across digital, CRM, in-store, and community channels to support commercial growth
• Established marketing workflows for social media, paid media, and agency collaboration, improving campaign planning and execution
• Built campaign tracking and reporting systems to measure marketing performance and optimize future initiatives
• Directed creative production from campaign briefing through photography, creative assets, and launch
• Developed influencer and partnership marketing initiatives to increase brand awareness and foot traffic
• Partnered with emerging food brands on co-branded pop-ups and activations to drive customer acquisition and in-store visits

Digital Marketing and Brand Manager - Vintage Grail

(2025-02 - 2025-06)

• Led digital marketing across the Philippines and Hong Kong, strengthening the brand's position in the luxury timepiece market
• Managed ₱100K (≈US$ 1.7K) in Meta Ads, scaling budgets to ₱200K (≈US$ 3.2K) during major campaigns and launches
• Increased qualified leads from 100 to 220+ per month (+120%) through audience and creative optimization
• Replaced the monthly PDF catalogue with a dedicated landing page, growing The Grail Collection audience from 900 to 4,200+ subscribers
• Launched integrated campaigns across Meta Ads, CRM, social media, and influencer marketing
• Directed content strategy and creative production across all digital channels

Creative Strategy and Content Manager - Rustans.com

(2018-11 - 2025-02)

• Core team member in launching and scaling Rustans.com, a multi-category e-commerce platform for luxury and premium retail
• Translated commercial goals into creative strategies that drove acquisition, engagement, and conversion
• Led cross-functional content planning to align campaigns and merchandising with commercial priorities
• Led the 2023 website transformation, improving customer journeys through UX, content, and conversion optimization
• Established the Direct-to-Offer campaign framework to accelerate conversion through targeted landing pages and promotional campaigns
• Led the creative process from strategy and briefing to production, launch, and optimization
• Established creative workflows and quality standards for a 15-member multidisciplinary team
• Created and commercialized Brand Collab, connecting premium brands with Rustans.com's digital audience
• Mentored teams on SEO, CRO, landing page strategy, and performance-driven creative

Managing Editor, Style Weekend / Fashion & Beauty - Manila Bulletin

(2017-01 - 2018-10)

• Led editorial planning for the Fashion & Beauty section and Style Weekend, balancing reader interests with advertiser commitments
• Oversaw end-to-end publication of 96 Fashion & Beauty and 30 Style Weekend weekly editions
• Wrote a minimum of three feature articles per issue while leading a 10-member editorial team
• Produced fashion and beauty editorials in collaboration with stylists, photographers, PR agencies, and creative partners
• Contributed features across the Lifestyle section, covering fashion, beauty, travel, dining, and culture

Editor-in-Chief, Arena Media - Havas Ortega

(2015-07 - 2016-10)

• Joined the pioneer leadership team that launched Arena Media, the agency's content marketing practice
• Developed content strategies and editorial programs for brands, including Del Monte Philippines
• Led content planning, editorial production, and publishing for lifegetsbetter.ph
• Built editorial calendars and streamlined content workflows to support consistent, high-quality publishing
• Led a 10-member content and design team, producing 40+ editorial pieces monthly

Senior Digital PR Specialist - Bonsey Jaden

(2014-12 - 2015-06)

• Led a 7-member Digital PR team, delivering integrated PR and content campaigns for regional brands
• Executed multi-channel PR and social campaigns for Asia's Got Talent, Fit for Fashion, and The Apartment
• Drove Southeast Asia digital PR initiatives for Cetaphil, supporting brand visibility and audience engagement
• Collaborated with regional and global teams to develop cross-market PR strategies and campaign execution

Senior Copywriter / Feature Copywriter - FCB Manila

(2012-06 - 2014-12)

• Developed integrated creative campaigns for 15+ local and global brands, including PLDT, Oreo, Edsa Shangri-La, SM Men, and Aboitiz Group
• Conceptualized campaign ideas, messaging, and copy across digital, print, and integrated marketing channels
• Partnered with art directors, strategists, and account teams to deliver insight-driven creative solutions

Staff Writer / Editorial Assistant, Inflight Magazine - South East Asian Airlines

(2008-06 - 2012-05)

• Produced travel and lifestyle features from story ideation through writing, editing, and publication
• Interviewed personalities, industry leaders, and subject matter experts to develop original editorial content
• Coordinated with contributors, photographers, and designers to deliver high-quality editorial features

AB - Political Science with Specialization in International Relations - St. Scholastica's College Manila (2004 - 2008)