ARNEL TIONG
Senior Manager for Brand and Marketing Communications
Paranaque
Summary
I don’t just market brands—I make them matter. With 25 years of expertise in marketing and brand communications, I have consistently transformed strategies into measurable growth and lasting consumer connections. I’ve spearheaded over 50 high-profile campaigns, orchestrated multi-channel media initiatives, and led cross-functional teams to exceed performance targets. Known for blending strategic insight with creative execution, I bring a proven ability to elevate brand presence, outpace competitors, and turn bold ideas into market impact.
Overview
29
29
years of professional experience
Work History
Senior Manager for Brand and Marketing Communications
MG Motor Philippines, Inc.
01.2025 - Current
- Set strategic direction for marketing communications, strengthening MG’s brand presence and market relevance.
- Led integrated campaigns and product launches across digital, traditional, and experiential platforms to maximize reach and ROI.
- Built partnerships with agencies, media, and influencers to deliver impactful, cost-efficient creative executions.
- Applied data-driven insights to refine strategies, optimize budgets, and accelerate business growth.
- Guided and motivated a high-performing team, fostering innovation, collaboration, and results.
Head of Communications / Brand Manager
Honda Cars Philippines, Inc.
01.2018 - 01.2024
- Directed brand and corporate communications, ensuring consistent identity, competitive positioning, and high brand awareness across multi-channel campaigns.
- Spearheaded product launches, media events, and collaborations with agencies and influencers, delivering cost-efficient, high-quality executions with measurable ROI.
- Led and motivated a high-performing team while managing budgets, production of assets, and data-driven campaign optimization.
Head of Business Development
Honda Cars Philippines, Inc.
01.2013 - 01.2018
- Led business development initiatives, driving new opportunities, partnerships, and market expansion.
- Developed and executed strategic plans to accelerate sales growth and strengthen market presence.
- Analyzed market trends and performance metrics to refine strategies and ensure data-driven decisions.
Head of Advertising
Honda Cars Philippines, Inc.
01.2008 - 01.2013
- Led the advertising department in creating and executing strategies to boost brand visibility and consumer engagement.
- Managed multi-channel campaigns across digital, print, and broadcast, ensuring alignment with marketing goals.
- Collaborated with creative agencies to produce impactful ads tailored to target audiences.
- Conducted market research and competitive analysis to guide advertising strategies and differentiate the brand.
- Monitored campaign metrics, analyzed performance, and implemented improvements to maximize ROI.
Advertising and Promotions Manager
Julie’s Franchise Corporation
01.2006 - 01.2008
- Managed advertising and promotions department.
- Mapped out directions for all brand and marketing communication programs.
- Conceptualized, implemented, monitored and evaluated marketing activation projects.
- Maintained, grew and protected brand through above-the-line, below-the-line and through-the-line communications.
Creative Director
Direct Image Dimensions
01.2003 - 01.2006
- Led the creative group in conceptualizing and executing below-the-line and above-the-line communications for brands such as Philip Morris, Tagaytay Highlands, Julie’s Bakeshop, Marca Leon, PA Consulting/USAID, EQ Diaper, LactoVitale, Phil. Seafarers Association, etc.
Senior Copywriter
Dentsu Young & Rubicam-Alcantara
01.1999 - 01.2001
- Created tri-media and below-the-line campaigns for multinational accounts such as Citibank, Nike, Sony, Philip Morris, Gatorade, Ford Motors, Colgate-Palmolive; local accounts such as PLDT/Infocom, Café Puro, 3D Appliance, Regroe, Prudentialife, Gen. Milling (Kornets, Blast), Unilab, etc. Received Creative Guild Bronze Award for Print Campaign. Accorded merits and citations.
Copywriter
Dentsu Young & Rubicam-Alcantara
01.1997 - 01.1999
- Created tri-media and below-the-line campaigns for multinational accounts such as Citibank, Nike, Sony, Philip Morris, Gatorade, Ford Motors, Colgate-Palmolive; local accounts such as PLDT/Infocom, Café Puro, 3D Appliance, Regroe, Prudentialife, Gen. Milling (Kornets, Blast), Unilab, etc. Received Creative Guild Bronze Award for Print Campaign. Accorded merits and citations.
Education
Marketing Communications -
De La Salle - Graduate School of Business
01.2008
Bachelor of Science in Commerce - Major in Marketing
San Beda College
01.1993
Skills
Marketing Communications
Brand Management
Public Relations
Digital Marketing
Events Management
Content Creation
Creative Design
People Management
Leadership
Timeline
Senior Manager for Brand and Marketing Communications
MG Motor Philippines, Inc.
01.2025 - Current
Head of Communications / Brand Manager
Honda Cars Philippines, Inc.
01.2018 - 01.2024
Head of Business Development
Honda Cars Philippines, Inc.
01.2013 - 01.2018
Head of Advertising
Honda Cars Philippines, Inc.
01.2008 - 01.2013
Advertising and Promotions Manager
Julie’s Franchise Corporation
01.2006 - 01.2008
Creative Director
Direct Image Dimensions
01.2003 - 01.2006
Senior Copywriter
Dentsu Young & Rubicam-Alcantara
01.1999 - 01.2001
Copywriter
Dentsu Young & Rubicam-Alcantara
01.1997 - 01.1999
Bachelor of Science in Commerce - Major in Marketing
San Beda College
Marketing Communications -
De La Salle - Graduate School of Business