About the Candidate

Content marketing and editorial leader with 18+ years of experience developing digital content strategies for fashion, beauty, and lifestyle brands. Former Managing Editor and Editor-in-Chief with deep expertise in editorial leadership, content operations, and audience growth across digital and omnichannel platforms. Proven track record in building content ecosystems that drive engagement, strengthen brand narratives, and support business growth—including scaling digital platforms to 20,000+ daily readers and leading cross-functional teams to deliver high-impact content and campaigns.

Content and Editorial Leadership Experience

CONTENT AND CREATIVE STRATEGY MANAGER
Rustans.com
November 2018 – February 2025

• Led editorial strategy and content direction for Rustan’s e-commerce division
• Scaled daily traffic to 20,000+ and drove PHP800,000-1,200,000 in revenue through strategic editorial and content initiatives
• Managed a 15-person editorial, design, and production team, improving output by 20%
• Developed editorial calendars, campaign narratives, and seasonal content frameworks
• Oversaw content production across website, email, social media, and other digital platforms, ensuring editorial consistency and quality
• Partnered with merchandising, campaigns, and marketing teams to align editorial storytelling with brand and product narratives

MANAGING EDITOR
Manila Bulletin – Fashion and Beauty + Style Weekend
January 2017 – October 2018

• Oversaw editorial operations for Fashion & Beauty and Style Weekend, producing 96 newspaper issues and 30 magazine editions
• Wrote feature stories and managed a 10-person editorial team of writers and contributors
• Defined editorial direction, story selection, and content quality standards
• Produced fashion and beauty editorial features in collaboration with stylists, agencies, and creatives
• Contributed to broader lifestyle editorial coverage across multiple sections

EDITOR-IN-CHIEF
Havas Ortega
July 2015 – October 2016

• Established the agency’s content publishing arm, launching Arena Media as a new editorial platform
• Developed editorial strategy and content direction for lifegetsbetter.ph
• Built and managed editorial calendars and publishing workflows
• Led a 10-person editorial and creative team producing 40+ content pieces monthly
• Positioned brand partners as thought leaders through editorial storytelling

STAFF WRITER / EDITORIAL ASSISTANT
SEAIR InFlight Magazine
June 2008 – May 2012

• Produced travel, lifestyle, and feature stories for InFlight magazine audience
• Conducted interviews and developed original editorial features
• Supported editorial production, story development, and publishing workflows

Marketing & Brand Leadership Experience

BRAND AND PROMO MARKETING MANAGER
Joel’s Place
November 2025 – February 2026

• Led brand and marketing strategy, overseeing communications across social, email, and CRM channels
• Partnered closely with leadership, operations, and merchandising teams to align marketing strategy with business goals
• Conceptualized Joel’s Insider loyalty program to deepen customer relationships and expand brand reach
• Oversee brand communications across social, email, and WhatsApp, ensuring consistency in voice and storytelling
• Managed promotions calendar, vendors, and cross-functional execution

DIGITAL MARKETING AND BRAND MANAGER
Vintage Grail
February 2025 – June 2025

• Led brand and digital marketing strategy across Philippines and Hong Kong markets, aligning campaigns with growth and audience expansion goals
• Directed creative strategy for brand campaigns including “Your Grail, Your Price” and “A Legacy of Time,” strengthening positioning in the luxury watch market
• Executed full-funnel digital campaigns across Meta, CRM, and messaging platforms to drive acquisition and engagement
• Managed Meta paid advertising campaigns with a PHP200,000 monthly budget (~USD3,500), generating 200+ qualified leads per month through targeted ads and boosted content
• Collaborated with influencers, partners, and creatives to expand brand visibility and support integrated marketing initiatives

SENIOR DIGITAL PR SPECIALIST
Bonsey Jaden Manila
December 2014 – June 2015

• Managed a 7-person digital PR team to deliver integrated content and PR strategies for regional entertainment and beauty brands
• Successfully executed multi-platform PR and social campaigns for Asia’s Got Talent, Fit For Fashion, and The Apartment
• Drove Southeast Asia PR success for Cetaphil through strategic content and media efforts
• Collaborated with global teams to develop and implement cross-border PR strategies and client success frameworks

SENIOR COPYWRITER / FEATURE COPYWRITER
FCB Manila
June 2012 – December 2014

• Developed digital-first content and campaign copy across websites, landing pages, and integrated digital platforms for major brands including PLDT, Oreo, Edsa Shangri-La Hotel, SM Men, and Aboitiz Group
• Conceptualized and wrote long-form and structured content including website features, product narratives, and digital campaign materials
• Produced content across multiple formats including headlines, website copy, calls-to-action, and brand communications
• Edited, reviewed, and proofread digital content to ensure clarity, accuracy, and brand consistency prior to publication
• Collaborated with creative directors, designers, and account teams to develop and execute digital content and campaigns
• Supervised junior copywriters and supported content development across digital and social platforms