University of Asia and the Pacific

Launched and managed Viber, Honestbee. Headed #1 brands Lazada, Yahoo, Estee Lauder.

NoneAway

Co-Founder CEO

As the Co-founder and CEO of PICKAROO, the first premium all-in-one, on-demand lifestyle delivery app in Asia, I successfully built the brand from the ground up, including inventing the name and co-creating the unicorn character and color. With my first-time app development experience, I led and assembled a team from day 1 of lockdown and the pandemic. 

Through my leadership and strategic efforts, we received $6M seed funding and valued at $50M. We acquired nearly 1M users and launched in 12 key cities, partnered with 1,800 of the best brands from groceries, food and anything you need in mall in an hour.

PICK.A.ROO

Co-Founder,  CEO

Recruited by founders Mel and Cliff / the kindest most amazing humans you’ll meet on this planet. I’m still to this day Canva’s biggest promoter and supporter as I decided to launch my own startups.

Canva

CEO Philippines and Southeast Asia 

honestbee is a Singapore-based delivery app available in  9 key cities in Asia offering grocery, food, health and more. Philippines was the top performing country of honestbee covering over 60% of the total revenue of the company. It is still the most loved and most missed brand and online grocery in the country. *honestbee ceased operations in April 2019 due to HQ Singapore's  financial situation.

honestbee

President and Managing Director

Managed Viber Southeast Asia business development heading marketing, sales and revenue, partnerships, and operations. Over 101 Million registered users in SEA including Philippines, Myanmar, Vietnam leading globally within the top 10 VIber markets during my term. Viber SEA also had the top sales globally in less than 1 year.

Viber

Regional Head, Southeast Asia

Viber is a leading messaging, voice and video service that lets everyone in the world connect freely with over 756 Million registered users. Hired directly  by Talmon Marco, Founder and CEO, and worked closely with with him and the CFO when we launched Viber in the Philippines in 2013. I headed operations and marketing including setting up the local office,  incorporation, and hiring local  team members. Spearheaded and conceptualized first in the country independence day event OneVibePH and first island invasion themed event Viberacay. Forged and established all long-term strategic partnerships with key industry leaders Smart, Globe, Inquirer, GMA News, SM Malls and even government with partnerships and alliances with the Office of the Presidential Communications, MMDA, and LTFRB. Celebrated 8 Million Viber users in my first 6 months then celebrated over 21 million users in the country on my 24th month in 2015. In July 2016 we have reached our 25 million user milestone.

Country Manager, Philippines

Reporting to the managing partner, I was tasked to spearhead and manage the largest digital service provider in the country - PLDT HOME. After winning the digital pitch, we successfully launched their corporate website,  and launched a new brand PLDT myBro.

Tribal Worldwide

Group Account Director

Lazada is an online shopping site similar to Amazon. It is also available in Malaysia, Thailand, Indonesia, and Vietnam. Rocket Internet Gmbh, the 2nd largest e-commerce company in the world, owns Lazada. I handled the Branding Department in charge of hiring for the department and overseeing the Brand. Main goal was to have top of mind awareness and be the #1 e-commerce company in the country. My responsibility included PR and Communications, Offline marketing, Advertising, Media Management, Events and Activations, Social Media, Graphics and Creatives, Visuals and Merchandising, and B2B Partnerships. I managed almost 20 people and reported directly to the Head of Marketing.

Lazada Group

Head of Branding 

Yahoo is a premiere digital media company. Working as a member of the Yahoo SEA team and reporting to the SEA Regional Head of Marketing, I was responsible for regional implementation of SEA marketing strategies and programs, development and execution of all local brand launches and events, and handled all B2C/consumer marketing, B2B/trade marketing, Digital Marketing, and PR and Communications. I handled key stakeholders locally, regionally and externally to ensure Brand stability and manage the country’s Online and Offline spending. I was also in charge of hiring and working with the best suppliers and agencies in the country to implement regional plans.

Yahoo

Marketing Head

I was working as a member of the Yahoo Sales team and was reporting to the Country Sales director. I was responsible for all top client proposals and presentations and handled all Digital media plans and Yahoo CRM management requiring me to work with the Oracle CRM system for all online Yahoo inventory management and ad placements. I work with the Sales Managers to develop Digital Marketing plans based on Client briefs and objectives. I am also in charge of Yahoo’s Pricing, Product Portfolio, and high-value Media Plans and had to be the expert on Local User analysis, Industry Analysis, and Case Studies.

Strategy Manager

Estee Lauder is an American cosmetics company with skin care, makeup and fragrance categories, and a luxury line called RE-NUTRIV. Reporting to the GM and Principal SEA Regional VP for Business Development, I was in charge of (5) Stores in the only Luxury department store in the Country, Rustan’s and (1) in Mariounnaud under the Watson’s group. Reporting to me are (1) Sales/ Education Manager and (1) Brand Assistant and we have (15) Sales/Beauty Advisors designated to manage the stores. I worked closely with regional teams and global teams, and also had to manage our local relationships with the retail stores Rustan’s group and SM group. I am in charge of overall Operations including Product Selection and Management, Retail Sales, Pricing, Inventory Management, Media Management, Events and PR, and Manpower and Productivity. I also managed the Brand’s Profit and Loss and all Brand Finances. The key responsibility was to maintain the #1 position in cosmetics- maintain the luxury quality and image, and have a stable and sustainable P&L.

The Estée Lauder Companies Inc.

Marketing Manager

SMART is the leading wireless service provider in the Philippines with over 45 Million mobile subscribers. SMART is also a subsidiary of the PLDT group where I started as an intern and was recommended by the AVP of ePLDT to work for SMART. Our team was newly created as a special project of the Head of Wireless Consumer Division. Reporting to the Head Mobile Advertising, our team was tasked to leverage on the network, resources, and the high subscriber base through mobile advertising of Partners/Corporate Clients. I was tasked to come up with Sales and Marketing plans presented to the top companies.  I also had to create Co-marketing efforts and make incremental sales revenue. This included working with all internal teams such as Customer service, IT, Sales, Brand Equity, Product teams, and Legal, to come up with Business solutions, concepts and marketing plans for other top companies such as Nestle, P&G, Unilever, Pepsi.

Smart Communications, Inc.

Product Officer

While taking my Masters degree, I worked part-time to complete my Management training. ePLDT is a wholly-owned subsidiary of telecommunications giant, Philippine Long Distance Telephone Company (PLDT). ePLDT is the principal corporate vehicle for the PLDT Group's ICT (Information Communications Technology) assets and investments. Being a Brand trainee, and simultaneously taking Master of Science in Management that time, I had to juggle both work and my education. It was my first job experience and was tasked to launch the first online 3D Golf Game called Pangya. Pangya that time was the highest investment game of the company. I was also overall in- charge of Web development, Collaterals & Merchandise, Events & Tournaments, Public relations & Advertising.

Crystal G.