Experience

Freelance Consultant

• Australia
• Advertising Services
• 1 - 100 Employee

• Marketing Communications Strategist

  • Nov 2008 - Present

  Toronto, Canada Area WORKS WITH – Top Management, client representatives, account officers, product owners, brand specialists, operations group, technical support, design team, advertising experts, creative guys, media reps, service providers, research analysts, target market audiences, sponsors and other community partners KEY SKILLS • Conceptualize tactical plans and strategies to launch products and services in the market • Initiate new and creative ideas to enhance, re-introduce products, and… Show more WORKS WITH – Top Management, client representatives, account officers, product owners, brand specialists, operations group, technical support, design team, advertising experts, creative guys, media reps, service providers, research analysts, target market audiences, sponsors and other community partners KEY SKILLS • Conceptualize tactical plans and strategies to launch products and services in the market • Initiate new and creative ideas to enhance, re-introduce products, and increase market penetration and visibility of products and services • Define deliverables through research methods and data evaluation to develop marketing strategies, write position papers, interpret impact on policies and formulate options and workable solutions • Study competition, environmental scanning, market activities, new trends and forecasts • Develop business cases to support new marketing strategies, budget requests, projects and marketing plans • Write and edit ad copies, web contents, speeches, briefing papers, PPT presentations, AV scripts, brochures etc. for both traditional and digital media outlets • Track results of initiatives including marketing outcomes, response, leads, sales, retention and revenue generation • Conceptualize plans to develop learning and information materials for sales orientations, service improvements, product introductions, promotions and customer loyalty and stewardships • Manage the continuing involvement of management teams, product owners, project managers, designers, programmers, vendors, sponsors, community partners, clients, other stakeholders and cross-functional teams • Counsel, coach and orient all project participants including the internal employee public and third-party service providers about program goals, learning requirements and expected results

• Marketing Communications Strategist

  • Nov 2008 - Present

  (continued) OUTPUTS INCLUDE – • Marketing plan outlining key strategies and major deliverables for internal and external use • Branding initiatives including logo design, font and color choices, tagline, new names • Written proposals, speeches, executive summaries, position papers, Powerpoint and audio-visual presentations • Advertising campaign including print ads, radio spots, TV placements, billboards • PR campaign materials such as press releases, press briefings… Show more (continued) OUTPUTS INCLUDE – • Marketing plan outlining key strategies and major deliverables for internal and external use • Branding initiatives including logo design, font and color choices, tagline, new names • Written proposals, speeches, executive summaries, position papers, Powerpoint and audio-visual presentations • Advertising campaign including print ads, radio spots, TV placements, billboards • PR campaign materials such as press releases, press briefings, public service announcements • Direct mail efforts like email blasts, invites, postcards, letters, coupons • Traditional collaterals – brochures, flyers, posters, leaflets, banners • Internet utilization including website development, content creation and management, design, social media strategies for high consumer traffic • Management of sponsors, tie-ups, mergers and acquisitions • Events, onsite activities and other customer experiential initiatives • Sales and promotions, including those in distribution outlets, offsite locations • Client retention, servicing, presentations • Internal communications and promotions such as announcements, emails, newsletters, employee sales rallies, demonstrations, training and orientation including systems and procedures manuals and guides • Research and feedback mechanisms such as product demos, focused group discussions, random surveys, review of literature and virtual sources



Philippine Canadian Inquirer

• Regular Columnist - Pangarap (Dream): So, the Journey Begins

  • Jan 2013 - Present

  Canada In launching this column, I wish to add more significance to a decision that led me to my destiny in Canada – sharing my thoughts, my ideals, my life experiences, my readings, the prayers of my heart and my continuing hopes for my personal triumphs and more successes for my fellow Filipinos journeying into their dreams in this country.



Immigrating and Jobhunting Survival Guide

• Author-Publisher

  • Feb 2010 - Present

  Book is available at Amazon.com, Barnes and Noble and other online bookshops worldwide. Also at National Bookstore and Power Books in the Philippines.



"Temptations of a Hero" (Kailan Tama Ang Mali)

• Screen Playwright

  • May 2018 - Jul 2019

  Toronto, Canada Area



Bank of the Philippine Islands (BPI)

• Philippines
• Banking
• 700 & Above Employee

• Marketing Communications Management, Global Services (Rank of Assistant Vice President)

  • Apr 2000 - Oct 2008

  Makati, Philippines Took a pivotal role in the area of marketing, communications and executive support in raising the bank to its No. 1 position as remittance bank for 3 consecutive years, 2005, 2006 and 2007; and onto the Hall of Fame in 2008, as awarded by the Central Bank of the Philippines. • Garnered total of 8 excellence awards in marketing communications for this Program from prestigious award-giving bodies such as the International Association of Business Communicators (IABC), the Araw (Sun) Values… Show more Took a pivotal role in the area of marketing, communications and executive support in raising the bank to its No. 1 position as remittance bank for 3 consecutive years, 2005, 2006 and 2007; and onto the Hall of Fame in 2008, as awarded by the Central Bank of the Philippines. • Garnered total of 8 excellence awards in marketing communications for this Program from prestigious award-giving bodies such as the International Association of Business Communicators (IABC), the Araw (Sun) Values Award and Quill. • Managed multi-million budget and expenses for special projects for marketing and promotions, to achieve highest efficiency and ensure future appropriations; • Planned and managed more than 80 highly successful community events and projects in strategic locations to address awareness and loyalty among targets; • Coordinated more than 30 media briefings, press conferences and other mass media events to announce new developments, manage crises and report accomplishments Show less



Far East Bank and Trust Company

• Market Research & Product Devt (Rank of Senior Manager)

  • Nov 1992 - Apr 2000

  Makati, Philippines • Pioneered R&D thrusts of the organization by successfully setting up its research and product development department. • Introduced breakthrough deposit products that generated unprecedented customer response and high revenue for the company. • Developed and implemented such customer service improvement instruments as: Mystery Shopper, Mystery Caller and Branch Marketing Audit • Implemented special events and promotional activities to stir up employee interest and participation to… Show more • Pioneered R&D thrusts of the organization by successfully setting up its research and product development department. • Introduced breakthrough deposit products that generated unprecedented customer response and high revenue for the company. • Developed and implemented such customer service improvement instruments as: Mystery Shopper, Mystery Caller and Branch Marketing Audit • Implemented special events and promotional activities to stir up employee interest and participation to sales efforts and cost-saving measures Show less



Philippine National Bank

• Philippines
• Banking
• 700 & Above Employee

• Electronic Banking and Technology Marketing (Rank of Sr. Asst. Manager)

  • Jul 1990 - Nov 1992

  Manila, Philippines - Pioneered the setting up of electronic banking department that introduced the automated teller machines (ATMs) as a breakthrough technology in self-service banking - Spearheaded participation in the first-ever ATM Consortium of 4 of the biggest banks in the country, involving interconnection of thousands of electronic banking machines. - Elected to head the prestigious marketing committee of the Consortium and held the position for 7 years, and oversaw its introduction of several… Show more - Pioneered the setting up of electronic banking department that introduced the automated teller machines (ATMs) as a breakthrough technology in self-service banking - Spearheaded participation in the first-ever ATM Consortium of 4 of the biggest banks in the country, involving interconnection of thousands of electronic banking machines. - Elected to head the prestigious marketing committee of the Consortium and held the position for 7 years, and oversaw its introduction of several value-added services on electronic banking such as phonebanking, electronic bill payments, point-of-sale terminals, debit cards. - Conceptualized and set up the Megalink Electronic Banking School to address continuing education of all consortium member-personnel on trends and developments in technology . Show less