Ciriacruz - Digital Marketing - Manila, NCR, Philippines

Michelle Baena Ciriacruz

Manila, NCR, Philippines

Services

Digital Marketing

Summary:

Has over 10 Years Experience in Project Management, e-Commerce, Content Development for Print and Web, and Social Media Marketing

Work History

Project Management & Operations Head

B. Digital International

From January 2013

Overall head of five departments: IT & Web Development, Products Management, Marketing Communications, Customer Support, and Creatives.

Responsibilities:
• Coach team leaders to come up with project work plans and effectively execute them
• Develop saleable business solutions and strategy
• Expand operations supporting the company’s vision

Accomplishments:
• Developing product management, creative and content guidelines for BlooChipz.com
• Setting a direction for the IT Team where they will assess and review the company’s IT infrastructure, recommend and implement solutions and maintenance schedule
• Creating a web development timetable for BlooChipz
• Developing product, content and inventory tracking system for BlooChipz
• Tasks monitoring and work sheduling for Marketing, Creatives, and Web Developers
• Spearheading policy-making for the company’s e-commerce and digital marketing properties, including BlooChipz’s Refund Policy, Shipping Policy, Terms and Conditions, and Privacy Policy
• Developing processes for the BlooChipz Operations from Business Development, Product Management, Creative and Content, Marketing, CS and Payments
• Setting the direction for BlooChipz’s digital marketing including social media campaigns, online advertisements, product campaigns, referral and affiliate marketing
• Managing projects for clients from concept and planning, tasks delegation and implementation, monitoring and reporting

Digital Business Partnership and Applications Head

B. Digital International

January 2012 - December 2012

I planned and developed digital marketing business solutions, including e-commerce products and platforms for clients and in-house business units. I also assured project compliance, product management and quality checks of the different teams assigned to a project.

In this role, I led:

• the successful execution of the marketing programs for SunPlay (No1 Sunblock from Japan) and Lipice (brand of fashionable lip products)

• development and launch of a social ecommerce platform Bloochipz.com on 12/12/12. Together with the Country Manager, I developed the Business Development and Social Media Strategy.

Regional Product Manager

Hiiwave-B. Digital International

November 2011 - December 2011

I was in charge of developing business partnerships with the travel industry in Asia. I approached travel agencies and organizations and negotiated the terms of becoming a part of the company's business network including Deals.Cari.com.my, group buying site linked to Malaysia's biggest forum.

Head of Creative Services and Deal Management

B Digital International

January 2011 - October 2011

From chaos, I implemented a deal management process and set of guidelines for writers, artists and business development agents. The result was a Golden Age of Deals where buys reached over a 1,000.

My team was also the supplier of creative services, from marketing collateral to website design. I took charge of assigning priorities and defining deadlines.

On the IT side, I worked directly on the CMS, requiring some HTML programming, and supervised the creation of other websites such as MegaDeals.ph and Ayala.buyanihan.com, from front-end to user-level back-end systems.

Head, Content Development & Social Media Marketing

HFIG Resources Asia

August 2007 - December 2010

I led a lean and mean team of copywriters, working closely with rock star developers, to create content making people wish for happy feet across the globe. I was in charge of creating content for City-Discovery.com (tours provider), VIAkeo.com (destination guide and trip planner), and World-Airport-Transfer.com (transfers and ground transportation service). My team of copywriters developed almost 4,000 destination articles for these sites.

The team also produced e-newsletters, public relations communications, and various internet marketing media including keyword-based Google Ads. To monitor and improve team performance, I designed and implemented a metrics-based performance evaluation. I also initiated and implemented quality-checking of work.

Not happy with writing and letting the sites sell on their own, I introduced social media to the company and directed campaigns including Photo contests, blogging, bookmarking, and links submission.

Head, Content Development & Social Media Marketing

HFIG Resources Asia Inc.

August 2007 - December 2010

I led a lean and mean team of copywriters, working closely with rock star developers, to create content making people wish for happy feet across the globe. I was in charge of creating content for City-Discovery.com (tours provider), VIAkeo.com (destination guide and trip planner), and World-Airport-Transfer.com (transfers and ground transportation service). My team of copywriters developed almost 4,000 destination articles for these sites.

The team also produced e-newsletters, public relations communications, and various internet marketing media including keyword-based Google Ads. To monitor and improve team performance, I designed and implemented a metrics-based performance evaluation. I also initiated and implemented quality-checking of work.

Not happy with writing and letting the sites sell on their own, I introduced social media to the company and directed campaigns including Photo contests, blogging, bookmarking, and links submission.

SEO Copywriter

Coastal Training Technologies

November 2006 - February 2007

I created the first set of keyword-rich articles for the company's social media marketing program. Topics included school bullying, student safety, bus safety, and health care issues.

Coastal Training is a US-based provider of training materials on school, hospital and workplace safety, management, and human resources issues.

Head of Web Content Development & Corporate Communications

NF Asia Pacific

January 2006 - January 2006

Research Editor, Developer of Training Materials

PV Center for Self Empowerment

October 2005 - June 2006

I formulated and developed training materials as well as presentation materials on these topics: Stress Management, Psychic Protection and Healing, Healing of Emotional Problems through Energy Work, Spiritual Development, and Alternative Healing.

PV Center organizes self-empowerment and business success seminars and workshops in Asia, Europe, Australia and the US.

Chief Journalist, Science and Lifestyle

Mosman Communications-Medcom International

March 2001 - October 2005

I covered the news and featured hot issues within the health science and medical community. I created monthly editorial calendars and assigned stories and event coverage to our pool of freelance writers. I communicated with correspondents to make sure that deadlines were met.

The company is the publisher of Medical Observer Magazine and The Filipino Midwife. It also offers marketing services and produces advertising materials for pharmaceutical and nutraceutical companies. In 2001 it won Editorial Excellence in the Society of Publishers in Asia Awards, beating Time, Forbes, Fortune and other giants.

Marketing and Workshop Coordinator

Institute for Inner Studies

December 1999 - June 2000

As a marketing coordinator, I helped organize workshops. I generated reports on workshop earnings and expenses, and called students and prospects to attend workshops. I was in charge of copywriting and marketing communications (flyers, letters, posters, and ads).

The company is a provider of workshops on self-empowerment, business success, and wealth attraction through the practice of yoga and pranic healing.

Qualifications & Certifications

Master of Fine Arts in Creative Writing 12 units

De La Salle University

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