B E A A T I E N Z A

Regional Digital Strategist McCann Shanghai (Commonwealth)

JULY 2013 JUNE 2014
As part of McCann's bespoke global team supporting Chevrolet, led Digital and Social Strategy for GM International
Operations markets. Led all strategy work for digital and social at the regional level, working directly local teams in
Bangkok, Jakarta, Seoul, Johannesburg and Dubai on owned assets and integrated campaigns.

Social Media At Scale
- REGIONAL CONSULTANCY: Collaborated with client on defining a regional social vision and created a development
roadmap to benchmark and track each markets social performance and operational competencies.
- SOCIAL STRATEGY: Defined regional Role of Social and the always-on Content Strategy for owned social channels
- CONTENT TRAINING: Worked with local markets on development of content strategy localization, including in-market training
and workshops conducted in Jakarta, Seoul, Bangkok, and Johannesburg and with Dubai, Mumbai and Tokyo.
- CONTENT CREATION: Regularly reviewed and advised on content calendars and engagement tactics.
- ANALYTICS AND OPTIMIZATION: Tracked performance of local owned pages and collaborated on tactics to optimize
- MULTI-DISCIPLINARY COLLABORATION: Worked with counterparts in Media, Search, Performance, Social Analytics
agencies on regional initiatives
Web & Mobile
- CONTENT STRATEGY: Created content strategy for the regional website master to optimize current content, integrate search
keywords and best practices, and to improve user experience on both big browser and mobile.
- ANALYTICS AND OPTIMIZATION: Worked with Web Analytics agency to monitor and optimize each local page
Integrated Campaigns
- STRATEGY: Advised on local campaign strategies to help local teams identify Social and Digital Roles and craft conversion-
led Engagement Strategies

AWARDS WON
Young Marketing Masters Award, 2014 Mansmith Philippines, Annual marketing excellence award Feature / Video


Digital Planning Director McCann Manila (MRM)
JANUARY 2012 MAY 2013
Built the digital and social strategic planning discipline for MRM, leading the team to become a valued strategic partner
among key clients. Led strategy development for the teams most recognized and award-winning cases.

Head of Strategic Planning
- DIGITAL PRACTICE: Established digital strategy frameworks and in creating asset architecture, content strategy, and
experience pathways
- BRAND PLANNING COMPETENCY: Championed the practice of Digital Strategy within sound Brand Planning, ensuring
quality of strategic thinking in analysis of consumer, brand, business, culture and digital phenomena.
- CONVERSION: Led development of engagement plans that would lead to conversion
- CLIENT RELATIONSHIPS: Sold famous work by building credibility with senior clients
Accountable for great creative work in partnership with creative and account leads
Established Strategy as a cornerstone competency with MRM now recognized as a valued strategic partner among major AORs
Mentored two planners
- LEARNING & DEVELOPMENT PLANS: To guide team in mastering digital competencies (Digital Behavior, Digital Media
Surfaces & Spaces, Content & Platforms, Measurement & Analytics) and brand planning
- COLLABORATION: Educated team members on role in the creative development process, and ensured partnerships with
Account, Creative, Analytics counterparts
- MENTORSHIP: Guided team members in setting professional goals, with regular coaching and evaluation
- DELIVERY: Trained members in effective presentation delivery and design
Led development of thought leadership pieces and case studies
Business growth contribution by spotting opportunities for initiatives for existing clients and leading strategy development for pitches
OTHER AREAS OF RESPONSIBILITY
Regional Social Strategist. Consulted on social media strategy for regional business in Indonesia (Tata Motors / Unilevers Digital AOR roster),
Bangkok (Nestle) and Singapore (Intel, Goodyear). Created regional Social Media education and delivered training (McCann Social Bootcamp,
regional conference).
Innovation partner. On the team that developed Digital Brand Health check, MRMs proprietary tool that measures a brands presence and
ubiquity within its category in the digital space.
Account lead. As part of MRM Mancom, supported Managing Director in account team supervision and led account team in creating account plan
roadmaps and managing senior clients. Created a framework for Integration between other disciplines with MRM.

AWARDS WON
SEA Account Person of the Year, 2012 Campaign Asia Award for excellence in account management and/or strategic planning
Profile
Rising Star Award (MRM), 2012 McCann Worldgroup Awards Corporate award, given to below-30 global standout employees

AWARDS CONTRIBUTED TO
Digital Agency of the Year, 2011 Association of Accredited Advertising Agencies, Philippines
Philippine Digital Agency of the Year, 2012 Campaign Asia
Philippine Digital Agency of the Year, 2013 Campaign Asia
Digital Asia Festival 2013 Social Media Category Coca Cola President for Happiness
Philippine Boomerang Awards 2013 Silver (Campaigns Effectivity) Nescafe Earth Defending Giant Auto Robot EDGAR; Silver
(Campaigns Effectivity) Nestle Alpo Toffee, the Ultimate Human Whisperer; Silver (Programs
Effectivity) KitKat The Break Movement; Silver (Programs Effectivity) Royal Kulitkada
Tambuli Awards 2014 "The Healthiest Epidemic", KitKat; "Keeping Filipino Traditional Recipes Alive", Maggi; "Caring for
Underdogs", Alpo

CATEGORIES HANDLED
Beverages: Nescafe, Coca-Cola, Sprite, Real Leaf, San Miguel Beer
Food & Confectionary: Kit Kat, Maggi
Finance: Bank of the Philippine Islands
Personal Care: Unilever: Rexona, Block & White, Eskinol, Master, Creamsilk / Splash Corp.
Retail: Ayala Malls
Pet Food: Alpo, Friskies

Digital Strategic Planner McCann Manila (MRM)
JUNE 2010 DECEMBER 2011
AWARDS WON & CONTRIBUTED TO
Bronze, Best Digital Strategy, 2010 Araw Awards Bank of the Philippine Islands 10K Test
Araw Award (Finalist), 2010 Nescafe Points, Red Ribbon Dedication Cakes, Christopher Lao Viral
Quantum Leap Award, 2011 McCann Worldgroup Excellence Awards

Digital Business Planner McCann Manila (Harrison Communications)
OCTOBER 2009 JUNE 2010
Developed digital strategy for new business pitches
Established the agencys digital credentials by spearheading the agencys first digital award-winning campaigns
Expanded Harrisons capability through strategic production partnerships
MRM New York: Developed a global Customer Utility training program
AWARDS WON
Araw Awards (Bronze) & Boomerang Award (Finalist), 2009 for U.N. World Food Programme Coins
Boomerang Award (Finalist), 2009 for Globe Telecom Paramihan Challenge


ACCOUNT MANAGEMNT
Digital Account Manager McCann Manila (Harrison Communications)
September 2007 September 2009
Built Harrison's digital competency as the agency's first digital champion
Pitched and launched online marketing campaigns to key clients
Managed digital production for display ads, e-mail campaigns, websites, social media accounts, applications, widgets. Managed link generation,
blogger outreach and digital PR campaigns.
Posted positive revenue within first year of operations
CONTENT CREATION
Online Producer MTV Philippines 2006
Developed online strategy for the MTV Philippines website content, community engagement and integration with on-air creative
Managed community engagement
Wrote and produced content to populate the website
IMC
Account Manager Harrison Communications 2007
Press & Communications Assistant MTV Philippines 2006



E D U C A T I O N
Graduate Certificate in Design Business Parsons, The New School, 2012 present
Courses include
- Strategic Design and Management in New Economies
- Regulatory and Ethical Contexts
- Designing and Implementing Sustainable Business Models
- New Design Firms
- Design Innovation and Leadership
- Managing Creative Projects and Teams

Graduate Certificate in Digital Media Marketing New York University, 2010
AB Communications Ateneo de Manila University, 2005

C O N F E R E N C E S & S E M I N A R S A T T E N D E D
Social Media Week Singapore, 2013
140 Conference New York, 2010
Web Design 1 (HTML) Sessions.edu, 2008
IMMAP Summit Internet & Mobile Marketing Association of the Philippines, 2012, 2011, 2009, 2007
Search Engine Marketing Conference Internet & Mobile Marketing Association of the Philippines, 2007

S P E A K I N G E N G A G E M E N T S
Programme Organizer & Speaker McCann Social Media Conference, 2012 (Kuala Lumpur)
Guest Lecturer De La Salle University, e-Marketing class, 2012
Speaker MRM Digital University, 2012 / Araw 4As Digital Session, 2013


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