Summary
Overview
Work History
Education
Skills
Websites
Timeline
cropped
Joanne Co

Joanne Co

Taguig City

Summary

Innovative Marketing leader with 20+ years of experience handling FMCG, Telecom and Retail. Results-oriented and collaborative professional bringing expertise in brand building and customer lifecycle management. Detail-oriented, attentive and decisive leader.

Overview

21
21
years of professional experience

Work History

Brand & Marketing Strategist, Consultant

Gogoro PH
03.2023 - 02.2024
  • Led 2 market research projects to gather category insights and concept acceptance
  • Designed and executed pilot of ~60 employees to gather insights through surveys, interviews, FGDs and usage data analysis.
  • Spearheaded Gogoro media launch through collaboration with a cross-functional team from different Globe Group companies, resulting in 100 media attendees
  • Managed portfolio for Smartscooters, Energy and Accessories which includes creation of pricing principles and financials
  • Collaborated with Gogoro Taiwan team to build energy plans, billing and app.
  • Built 2024 Marketing Strategies and Go-to-market Plan based on insights from market research, pilot and social listening

Brand & Marketing Strategist, Consultant

Inventi Property Management
02.2023 - 03.2023
  • Conducted 4 interviews who were property management experts to identify relevant unique selling proposition and strategic focus areas
  • Facilitated 4 workshops with stakeholders to gain consensus on priorities and approaches for tackling identified issues or opportunities.
  • Mentored marketing team at least 1X a week on how to execute the agreed unique selling proposition via creation of clear brand framework & guidelines

Brand & Marketing Strategist, Consultant

Derma 360
10.2022 - 01.2023
  • Developed Brand Framework based on customer base deep dive, social listening and thorough marketing mix audit in 4 weeks.
  • Conducted market research to identify new opportunities and target markets.
  • Collaborated with stakeholders and its creative agency to come up with communication idea based on the developed brand framework

VP, Commercial Head (ShopSM, Call to Deliver)

SM Retail
05.2021 - 08.2022
  • Led cross-functional teams to build SM Retail Customer Data Platform in 8 months, unifying the base of customers from The SM Store, Call to Deliver, ShopSM and SMAC
  • Managed commercial strategies and operations for ShopSM, overseeing merchandising, marketing, and online channels
  • Headed Marketing & Operations with over 700 employees across ~60 branches for Call to Deliver, driving strategies that grew the business by 40% vs the previous year.

Director, Brand Head (TM)

Globe Telecom
10.2019 - 05.2021
  • Developed and executed rebranding of TM from brand framework creation to Go-to-market planning and execution of 6 campaigns
  • Launched the very first SB19 X The Juans collaboration under TM FunPasko Christmas online celebration during the pandemic which has garnered 1.2M views
  • Increased mobile data revenue of TM with double digit growth through the launch BigaTEN (P10 denomination data promos) and high value EasySurf promos
  • Conceptualized Doble Dekada 360 campaign for the brand's 20th anniversary celebration
  • Led annual planning from strategy, key initiatives and budget setting

Director, Customer Relationship Management Head

Globe Telecom
01.2015 - 09.2019
  • Implemented the transformation from batch to segment of one campaigning, creating hundreds of hyper-targeted campaigns, increasing take up rate by 6X
  • Increased engagement of Postpaid customers by 6X through hyper-targeted campaigns addressing bill shock and right sizing, while crafting services that were seen as gaps in the mainstream portfolio
  • Grew Prepaid engaged base by 2X, while maintaining positive incremental value per customer
  • Developed and gained stakeholder approval for CRM Pricing Principles to manage margin impact and ensure data usage habituation

Director, Customer Lifecycle Management Innovation & Integration

Globe Telecom
05.2014 - 12.2015
  • Facilitated annual planning and monthly operations review for total CLM portfolio, including CRM, Rewards, and Loans
  • Innovated Prepaid Loans business, growing revenue 2X with the application of global best practices, credit scoring and extensive portfolio of Prepaid promos

Director, Device Marketing Head

Globe Telecom
11.2013 - 04.2014
  • Led flagship device launches (iPhone, Samsung S Series, Note) from pricing to Go-to-Market executions
  • Collaborated with Finance, CX, Stores, and Supply Chain for launch execution excellence.

Marketing Manager, Brand Development

Unilever SEAA
05.2011 - 08.2012
  • Overhauled Sara Lee brand positioning to align with Unilever's Facial Care portfolio strategy and developed brand key, video, and book for Eskinol and Master
  • Led development of all Eskinol & Master above-the-line campaigns in line with Unilever's new portfolio strategy
  • Planned & executed Eskinol & Master repackaging based on new brand positioning
  • Managed SEAA-related regional brands like Simple & Citra
  • Collaborated with cross-functional teams regionally and globally: R&D, SEAA Brand Development, Philippines Brand Building, Vietnam Brand Building.

Marketing Manager, OIC Marketing Director

Sara Lee
06.2010 - 04.2011
  • Acted as Marketing Director overseeing Household (Kiwi, Ambi Pur) & Bodycare (Eskinol, Master, Block & White) portfolios, handling 16 team members
  • Represented Marketing in Leadership Team meetings, Monthly Regional Reporting, and Annual Operating Plan Meeting
  • Led transition of acquired Sara Lee brands to Unilever and SC Johnson.

Senior Brand Manager

Sara Lee
08.2007 - 05.2010
  • Led Master, Sara Lee's Male Facial Care Brand alongside Eskinol Portfolio, overseeing the full facial care portfolio
  • Launched successful 'Men vs Women' campaigns driving brand growth of +40% for facial wash category

Brand Assistant to Brand Manager

Sara Lee
11.2002 - 07.2007
  • Led total Eskinol brand portfolio, responsible for full brand P&L
  • Maintained leadership in Facial Care Volume and Deep Cleanser Category despite limited A&P budget compared to key competitor
  • Directed brand strategy based on AC Nielsen syndicated studies & market research findings
  • Managed all marketing responsibilities including dashboards, business reviews, new product launches, and above-the-line communications
  • Played key role in Eskinol's new packaging launch in 2003, particularly managing trade transition.

Education

Bachelor of Science - Advertising Management

De La Salle University
Philippines
12.2000

High School Diploma -

St. Scholastica's College
Philippines
03.1997

Skills

  • Marketing campaigns
  • Market Analysis
  • Marketing Strategy Development
  • Pricing Strategies
  • Competitor Analysis
  • Market Research Analysis
  • Customer Relationship Management (CRM)
  • Marketing Plan Development
  • Brand-building strategies
  • Data Analytics
  • Brand Promotion

Timeline

Brand & Marketing Strategist, Consultant

Gogoro PH
03.2023 - 02.2024

Brand & Marketing Strategist, Consultant

Inventi Property Management
02.2023 - 03.2023

Brand & Marketing Strategist, Consultant

Derma 360
10.2022 - 01.2023

VP, Commercial Head (ShopSM, Call to Deliver)

SM Retail
05.2021 - 08.2022

Director, Brand Head (TM)

Globe Telecom
10.2019 - 05.2021

Director, Customer Relationship Management Head

Globe Telecom
01.2015 - 09.2019

Director, Customer Lifecycle Management Innovation & Integration

Globe Telecom
05.2014 - 12.2015

Director, Device Marketing Head

Globe Telecom
11.2013 - 04.2014

Marketing Manager, Brand Development

Unilever SEAA
05.2011 - 08.2012

Marketing Manager, OIC Marketing Director

Sara Lee
06.2010 - 04.2011

Senior Brand Manager

Sara Lee
08.2007 - 05.2010

Brand Assistant to Brand Manager

Sara Lee
11.2002 - 07.2007

Bachelor of Science - Advertising Management

De La Salle University

High School Diploma -

St. Scholastica's College

Similar Profiles

CREATE PROFILE
Joanne Co