WORK EXPERIENCE
Twenty two years inside Ayala Land's digital business.
2023 - Present
Digital
Transformation Director
Ayala Land
Leads group-wide digital transformation roadmaps, from strategy through change management and user adoption.
Sets KPIs and data frameworks to measure and refine the impact of digital initiatives.
Evaluates and deploys emerging technology to sustain the group's competitive advantage.
2022 - 2023
Digital Marketing Head
Ayala Land - Residential Group
Delivered billions in digital sales in 2022, a company record, through targeted digital sales programs and integrated marketing across client segments.
Led a cross-functional team spanning executive leadership, developers, designers and content creators.
Owned the group's digital presence across web and social, driven by data.
2018 - 2022
Digital Marketing Head
Ayala Malls
Grew digital engagement 500% by launching Pasyal Blog, PasyalTV and Pasyal Live Selling, unlocking ₱30M+ in new revenue through content and digital advertising.
Led the brand launch of the Ayala Malls Loyalty App, beating download targets by over 50%.
Ran integrated marketing across owned, earned and paid channels.
2016 - 2018
Residential Digital Sales and Marketing Head
Grew digital sales from ₱400M to ₱3B in a single year through new sales programs, vertical-specific products and integrated marketing.
Managed digital sales and marketing across six Ayala Land residential brands: Ayala Land Premier, Alveo, Avida, Amaia, Bella Vita and Ayala Land International.
Ayala Land - Residential Group
2013 - 2016
Senior Digital
Marketing Manager
Led all Ayala Land digital initiatives, building the growth engine behind inquiry-to-sale conversion.
Ayala Land
2005 - 2016
Overseas
Marketing Manager
Led international marketing to overseas Filipinos and investors, driving sales and building the brand abroad.
Opened international offices in San Francisco, Dubai, Hong Kong and Singapore.
Ayala Land International Sales