Skill set (10)
Chia in a few words
Strategic marketing professional with 15 years of experience working across the breadth of industries, empowering brands to find their niche audiences through disruptive storytelling and digital channels. I have an incredible capacity to pull together information, ideas, and people, with a sense of urgency, to create strong, important results for the company. With 10+ years experience in B2C industries, I refine brand communications, both within the company and outside of it to ensure that everyone understands and subscribes to the vision of the brand, one compelling content piece at a time. I managed the end-to-end process of a profit optimization project that enabled the company to increase revenues by 12% and reduce operating costs by 9%, which allowed the company to go public.
Experience
- DEEZERSenior Product Marketing Manager, Monetization and Revenue Growth StrategyJanuary 2020 - Today (5 years and 1 month)Paris, France• Enabled the company to acquire a 10% revenue uplift needed to go public by overseeing the company's largest end-to-end global revenue optimization project.• Manage pricing strategy of marketing and acquisitions efforts, leading to initiatives becoming profitable.• Drive lifecycle user journeys to improve acquisition and retention of all paying users of the platform.• Contributed €39M to total company revenue by launching acquisition initiatives that increased daily acquisition rate by 47%.• Increased percentage of users who take high-ARPU subscriptions through 360 marketing campaigns (SEO, SEA, PR, social media, and CRM), from 18% to 24% in the space of 6 months.
- Maxicare Healthcare CorporationAssistant Vice President of Corporate Marketing and Digital TransformationJanuary 2019 - January 2020 (1 year)Philippines• Increased company's user base by 18% by crafting a financial literacy campaign to drive the awareness and understanding of health insurance.• Launched the company's most successful mobile application, enabling direct access between users and their healthcare providers.
- ZEN RoomsRegional Brand Marketing DirectorJanuary 2018 - January 2019 (1 year)Makati, Metro Manila, Philippines• Managed a growing cross-cultural team of 9 that delivers below-the-line and digital marketing for a budget hotel chain growing at over 100% annually.• Crafted the ZEN Rooms social media strategy, above-the-line branding, and market segmentation models. These models are applied across 7 countries in Southeast Asia.• Boosted social media profitability for ZEN Rooms in the space of 3 months by increasing social media sales conversions by 200% and delivering 2061% return on social media advertising investment.
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Education
- Master of Business Administration (MBA), Business Administration and Management, Marketing and StrategyINSEAD2017Master of Business Administration (MBA), Business Administration and Management, Marketing and Strategy
- Bachelor of ScienceAteneo de Manila University2008Bachelor of Science, Communications Technology Management