Franchesca Ysabelle Bartolazo
Paid Social Specialist
Santa Rosa
Summary
A resilient and experienced brand and digital marketer with passion for learning and excellence coupled with the ability to work well with others, I am seeking to apply my conceptual, interpersonal and organizational capabilities to create an impact in the company's goals and objectives.
Overview
7
7
years of professional experience
2022
2022
years of post-secondary education
2
2
Certifications
Work History
Marketing Coordinator - Social Specialist
MRM//McCann Philippines
Bonifacio Global City
09.2023 - 02.2025
- Responsible for planning, executing, managing, and optimizing paid social media across multiple social media platforms - Meta, Twitter and LinkedIn for all initiatives in the social yearly strategy
- Creates campaign measurement plans in partnership with the agency Media, Content and Data Strategy teams
- Monitors and optimizes paid social campaigns on a daily and weekly basis and owns paid social media recommendations
- Manages and implements a test and learn strategy to constantly improve performance and learning
- Oversees the execution of all paid social media campaigns across APAC and regional markets
Senior Precision Planner (Digital Marketing/Digital Media and Performance Marketing)
Wavemaker Media Philippines
Bonifacio Global City
08.2022 - 08.2023
- Acquires, understands/processes and cascades briefs received from clients
- Creates media plans on paid social (Facebook, Instagram, Twitter, YouTube etc.) and programmatic and search engine marketing campaigns
- Monitors spending through campaign hygiene checks
- Prepares and presents weekly, end of campaign and ad hoc reports
- Works with teams cross-functionally to achieve common goals
- Performs quality assurance checking on implementation materials
- Builds relationships with vendors and negotiates media buys
- Supports in analyzing target audiences and consumer behavior in the sales funnel
- Works with strategists and specialists to ensure that the output of the agency meet or exceed client expectations
- Presents, defends, or justifies, alongside strategists and specialists, the output of the agency
- Uploads client's articles to self-serve platforms such as Outbrain
- Implements Lazada sponsored solutions materials directly onto the platform
- Acts as a consultant by proposing solutions and recommendations to client as well as proposing campaign optimizations
- Monitors achievement of revenue targets and account receivables/payables
Marketing Officer
SM Prime Holdings Inc.
Calamba City/ Santa Rosa City
09.2019 - 11.2021
- Supported the increase of mall sales through managing events tailored to escalate foot traffic
- Implemented and executed seasonal and thematic events previously for SM City Calamba and currently for SM City Santa Rosa
- Handled internal and external Marketing tie up and event sponsorships
- Handled and created social media content for the Mall's Facebook, Instagram and Twitter pages
- Provided documentation processing for the payment of event suppliers
- Facilitated timely execution and placement of mall advertising collaterals (in-house ads and brand sponsored advertisements)
- Handled the cross coordination and communication of tenant related activities to come-up with sales promotions and marketing strategies tailored to boost mall sales and mall fulfillment programs during the pandemic
- Handled the SM community rider's recruitment, orientation, on-boarding and communication of organizational directives
- Assisted in the monitoring and creation of the rider's daily sales report and implementation of rider program and incentives
- Handled the region's social media platforms namely Facebook, Twitter, and Instagram
- Handled the content management system upload for deals and promotions of the region
- Handled influencer relations management for the region
Retail Product Assistant for Big Smile Bread Station
Gardenia Bakeries Philippines Inc.
Mamplasan, Binan
01.2019 - 07.2019
- Handled new product development process from product ideation to packaging development
- Prepared monthly brand and sales report
- Created in-store marketing promotions
- Collaborated and assisted store operation supervisors in the implementation, creation and delivery of merchandising materials and marketing collaterals
- Conducted store check during product launch and promos
- Facilitated and assisted in the preparation of product sampling during product launches and event sponsorships
- Coordinated with the PR and Digital team in the preparation of marketing activities and strategies for the brand such as magazine and newspaper placements and social media boosting
- Assisted in the business development aspect of the business such as promoting and selling the Open for Franchise concept to potential Franchisees during events
- Prepares product plans on specific skus as deemed fit on a per store basis
Brand Assistant for Caronia Philippines
Vibelle Distribution Inc.
Makati City
05.2018 - 10.2018
- Assisted the Brand Officer in consolidating, summarizing and evaluating data for presentation for annual brand review and direction setting/ strategy planning
- Assisted the Brand Officer with all regulatory, media and promotional requirements (ASC permits)
- Monitored and implemented Caronia Brand Ad and & promo activities
- Coordinated with the Trade Marketing Department, VDI Sales team, Distributor's Sales team and Third-Party Agencies for the dissemination, implementation and monitoring of any Trade or Consumer Services Program as directed by the Brand Officer
- Conducted product orientation to Merchandisers and Distributor's sales teams as scheduled
- Assisted the Brand Officer in the research, development and execution of the Caronia brand annual creative campaign for above the line (media) and below-the-line (Trade Marketing collaterals and marketing collaterals)
- This includes project managing Caronia's 50 years Nail Art book campaign material
- Assisted the Brand Officer in coordination with the sales group, in the preparation of and presentation of the annual sales targets per brand: total, sales per team member, per account, monthly sales target (in line with annual brand review)
- Provides Brand manager with observations, evaluations and recommendations on how to improve sales achievement via Trade Marketing, Distribution or Sales activities/ programs
- Assisted Brand Manager in gathering market and industry data to be used for annual brand planning and target setting
- Coordinated with Trade Marketing team and Brand Officer on competitor activities (AD & promo, Trade Marketing, New Product Development) and assist the brand manager in preparing periodic competitive reports
- Handled the social platforms of the brand such as Facebook and Instagram to increase brand awareness and brand presence
- Conceptualized digital content for the brand in line with the brand communication plan calendar
- Coordinate with creative suppliers on brand requirement and procurement as well as payment requests
- Handled and resolved customer complaints and inquiries through the brand's Facebook page
- Wrote a press release for PR seeding
- Collaborated with the media, bloggers and influencers for public relations initiatives
- Experienced handling both the Nail Polish and Caronia Body categories of the brand
Brand Management and Communication Assistant (Project Based)
Lazada E-Services Philippines Inc.
Bonifacio Global City
09.2017 - 02.2018
- Have monitored Lazada press release pickups not captured by monitoring being done by Regional and the PR agency
- Have done desktop research on what competitors are doing (story angles, branding executions on the website and social media) shortlists venues, suppliers, etc
- For future offline events (e.g
- Marketing seminar & competition and media events)
- Have supported non-cash sponsorship proposals by generating vouchers
- Have supported admin tasks by preparing check requests, processing DTI permits, ASC clearances for Lazada wide campaigns, partner offers and help in other branding executions
- Have supported all events and projects for PR and Branding
Education
Bachelor of Science - Business Administration Major in Marketing and Advertising Management with Specialization in Advertising
De La Salle University-Dasmariñas
High School Diploma - undefined
Holy Rosary College of Santa Rosa Laguna
01.2009 - 01.2013
Skills
Meta Media Planning and Buying
Performance Marketing
Google Ads Management
Social Media Marketing
Brand Marketing
Campaigns Management
Budget Management
Relationship Building
Communication Skills
Tiktok Ads Management
Twitter Ads Management
Certification
Certified Media Buying Professional, Meta, 11/11/24 - 11/11/25
Disclaimer
I hereby certify that the facts contained in this resume are true and correct to the best of my knowledge.
References
References available upon request.
Timeline
Marketing Coordinator - Social Specialist
MRM//McCann Philippines
09.2023 - 02.2025
Senior Precision Planner (Digital Marketing/Digital Media and Performance Marketing)
Wavemaker Media Philippines
08.2022 - 08.2023
Marketing Officer
SM Prime Holdings Inc.
09.2019 - 11.2021
Retail Product Assistant for Big Smile Bread Station
Gardenia Bakeries Philippines Inc.
01.2019 - 07.2019
Brand Assistant for Caronia Philippines
Vibelle Distribution Inc.
05.2018 - 10.2018
Brand Management and Communication Assistant (Project Based)
Lazada E-Services Philippines Inc.
09.2017 - 02.2018
High School Diploma - undefined
Holy Rosary College of Santa Rosa Laguna
01.2009 - 01.2013
Bachelor of Science - Business Administration Major in Marketing and Advertising Management with Specialization in Advertising
De La Salle University-Dasmariñas