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
undefinedCertification
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
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