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WORK EXPERIENCE

DIGITAL TRANSFORMATION DIRECTOR | 2023 to Current

Ayala Land | Makati, Philippines

I lead strategic digital transformation initiatives that harness technology to accelerate business growth, enhance operational efficiency, and elevate customer experiences. My core responsibilities include:

  • Driving end-to-end digital strategy — Led the design and execution of transformative digital roadmaps that streamlined operations and delivered measurable improvements in customer engagement and satisfaction.

  • Championing cross-functional collaboration — Partner with key stakeholders across departments to identify high-impact digital opportunities aligned with business objectives and ensure seamless execution.

  • Innovating through emerging technologies — Evaluate, recommend, and deploy cutting-edge technologies to foster innovation, enhance capabilities, and maintain a sustainable competitive advantage.

  • Leading digital integration efforts — Oversee the integration of new digital tools and platforms into existing systems, ensuring business continuity, process optimization, and effective user adoption.

  • Managing organizational change — Develop and implement comprehensive change management strategies to support cultural shifts and ensure successful adoption of digital solutions.

  • Establishing performance frameworks — Define and monitor KPIs to assess the effectiveness of digital initiatives, using data-driven insights to continuously refine strategies and maximize value delivery.

  • Cultivating a digital-first culture — Promote digital literacy, innovation, and agility throughout the organization to future-proof the workforce and embed a transformation mindset.

DIGITAL MARKETING HEAD | 2022 to 2023

Ayala Land - Residential | Makati, Philippines

I am responsible for driving digital innovation by continuously creating new value through the strategic use of digital tools, platforms, technologies, services, and processes—transforming operations, customer experiences, and business outcomes.

  • Achieved record-breaking online sales performance, surpassing ₱25B in digital sales in 2022 by launching high-impact digital sales programs, vertical-focused product offerings, promotional bundles, and integrated marketing solutions tailored to diverse client segments.

  • Serve as a cross-functional transformation leader, fostering a collaborative and intellectually dynamic environment that bridges executive leadership with developers, designers, and content creators to accelerate innovation and execution.

  • Champion end-to-end digital excellence, leveraging data-driven insights to ensure the organization’s digital presence—across websites and social media platforms—is current, engaging, and optimized for user interaction.

  • Strategic business driver, adept at identifying growth and efficiency opportunities by analyzing market trends, benchmarking against competitors, and leading cross-functional teams to design and implement improvement initiatives.

  • Collaborate with Product, Design, and Sales leadership to align digital strategies with customer needs, enhance client satisfaction, and stay ahead of evolving digital technologies and market expectations.

HEAD DIGITAL MARKETING | 2018 to 2022

Ayala Malls | Makati, Philippines

Successfully drove a 500% increase in digital engagement by leading the strategy and execution of high-impact digital brand campaigns and launching innovative platforms—Pasyal Blog, PasyalTV, and Pasyal Live Selling. These initiatives not only expanded audience reach but also unlocked ₱30M+ in new revenue streams through content collaborations and digital advertising.

  • Led the end-to-end branding and 360° marketing launch of the company’s Loyalty App, surpassing initial download targets by over 50%, and setting the foundation for long-term customer engagement and retention.

  • Crafted and executed compelling digital strategies across owned, earned, and paid channels, positioning the brand for sustained growth and new business opportunities in an increasingly competitive digital landscape.

  • Integrated digital initiatives into core strategic planning, securing leadership alignment, resource allocation, and consistent execution across departments to ensure maximum impact.

  • Deployed comprehensive digital marketing programs across web, SEO/SEM, CRM, email marketing, social media, and digital advertising—driving measurable outcomes in brand awareness, conversion, and customer loyalty.

HEAD RESIDENTIAL DIGITAL SALES AND MARKETING | 2016 to 2018

Ayala Land | Makati, Philippines

Exceeded the norm by pivoting digital sales from 400M to 3B in one year by implementing digital sales programs, vertical-specific products, promotional packages, and integrated marketing solutions for the client base.

 

Accountable for managing and growing digital sales across six different brands of Ayala Land (Ayala Land Premier, Alveo Land, Avida Land, Amaia Land, Bella Vita & Ayala Land International.)

 

Established effective working relationships, collaboration, knowledge sharing, and digital best practices between partners and colleagues to help embed a robust digital ecosystem.

 

Demonstrate a high level of competence in providing strategic direction of digital business and directing local sales management.

SENIOR DIGITAL MARKETING MANAGER | 2013 TO 2016

Ayala Land | Makati, Philippines

Led the planning and implementation of all Ayala Land digital initiatives that continue to contribute to overall sales performance. Evolved a growth engine to drive more usage and higher conversion rate from inquiries to actual sales.

HEAD OVERSEAS MARKETING | 2005 to 2016

Ayala Land International Sales | Makati Philippines

Heads the overseas marketing of Ayala Land international channel in reaching out to overseas Filipinos and investors and delivering profitable solutions to drive sales, attract and maintain customers and build a solid corporate brand.

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Successfully opened international offices in San Francisco, Dubai, Hong Kong, and Singapore

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