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
Taguig City
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
Makati City
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
Makati City
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
Pasay City
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
Taguig City
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
Taguig City
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
Taguig City
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
Taguig City
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
Manila City
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
Muntinlupa City
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
Muntinlupa City
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
Muntinlupa City
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
Philippines12.2000
High School Diploma -
St. Scholastica's College
Philippines03.1997
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
Websites
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