Lalaine Chong

Job Profile Summary

Develop and coordinate communication programs. Manage tools and processes needed to execute communication plans. Ensure communications comply with brand positioning and firm policies, guidelines, and procedures. Respond to queries and feedback related to programs

• Executes marketing and communications for Accenture Operation and Corporate Functions as part of the Candidate Marketing Team and in alignment with the marketing and communications strategy and priorities
• Ensures successful program completion in terms of quality, effectiveness, time and budget
• Programs can include advertising, digital advertising, social media, internal communications, recruitment marketing, events & sponsorships, collateral / credentials development, direct marketing, writing, web content management, database management, digital marketing, lead generation, merchandise/brand and award/company recognition
• Builds and develops external communications programs or candidate marketing campaigns to support Recruitment and Business priorities in attracting candidates to regard Accenture as an employer of choice
• Serves as marketing counsel and advisor for internal groups
• Measures results from programs, and provide information on relevant metrics to program owners as appropriate
• Manages and forecasts marketing budget for assignments and ensure that leadership is kept appraised of progress against budgets and time-lines
• Escalates appropriately any potential budget and time over-runs
• Ensures strict adherence to all communications local and global policies and protocols
• Supports Business and Recruitment teams in implementing initiatives outside own project and tasks where assistance is deemed necessary
• Oversees and reviews employee referral, alumni and candidate referral programs
• Geographic
• Works with regional recruitment teams to develop and execute local recruitment marketing programs in line with the recruitment goals of the business
• Drives Accenture’s employer positioning and awareness as an employer of choice, engagement with target candidates and generate leads

• Growth Platform
• Manages marketing and communications for offerings, alliances or strategic growth initiatives
• Accounts Handled: Goldilocks, Star Cruises, PSBank, NutriAsia, Inc., Firefly, Motortrade, Landmark, St
• Francis Square, Star Parks Corporation, Singapore Grand Prix, The Eon Group, and AAB Philippines
• Tasked with being the key frontliner for the agency and overall Client lead for the business unit, overseeing all media requirements of the accounts assigned; Manages the team in translating marketing/media objectives into communication plan development action steps, managing the planners and buyers through various projects; Handles escalation of clients
• Specific Responsibilities:
• Spearheaded the team for Experience Design (inclusive of Communications Planning) for all brands within the client’s portfolio management
• Oversee Strategy/Media Planning team
• Exemplified Experience Design, bringing concepts to life throughout all communications planning that is driven by data, consumer insights and technology
• Acted as strategic navigator for team by leading the thinking to inspire innovative solutions, creativity and a proactive approach
• Led category-level and brand franchise portfolio management analyses and recommendations
• Collaborated with Business Intelligence/Analytics, data and investment teams to identify consumer learning needs and drive consumer insight generation, analysis/interpretation
• Led team in development of brand communications planning strategy and master plan, defining the strategic role of each connection point based on business and consumer insights
• Supervised the Media team in development of fiscal year media plans, hand-off to investment teams, creative AORs and other marketing partners, and initiation of media marketing programs
• Ensured that the team delivers sound strategic media/communication recommendations based on a clear articulation of Brand objectives
• Collaborated with Business Intelligences/Analytics Development to identify and recommend proprietary research studies for assigned brand(s), continuing to gain stronger consumer data particularly in area of receptivity & behavior
• Ensured that client relationships continue to be strengthened by quality of deliverables and client satisfaction with the work
• Maintained an in-depth knowledge of Brand business (current and historical perspectives) with a focus on upstream initiatives
• Actively listened to clients and continually identify opportunities to lead the thinking
• Ensured the quality of work for all Brand deliverables
• Recognized as a communications and industry expert with Brand teams
• Developed process improvements and best practices to ensure consistency, flexibility and efficiency resulting in solutions that meet or exceed Brand expectations
• Worked closely with Chief Growth Officer to identify any scope of work issues related to staffing
• Expert command of media research resources, capabilities and limitations
• Delivered key success metrics throughout communications development (ROI, etc.), target revenue and worked closely with Finance on the delivery of revenue
• Provided vision, direction, management and support to individuals within the group
• Exercised broad-based organizational leadership
• Focused on building overall people and organizational capabilities
• Managef team, working closely with both ATL and Digital Associate Directors, Managers, Planners, Buyers, Implementors and Assistants
• Completed thorough and constructive performance evaluations for assigned staff members
• Exemplified collaboration by building and maintaining productive relationships across all communications areas (investment teams, Brand, multi-functional teams, agency partners, media vendors – as appropriate) as well as manage the senior relationships

• Cross-entity, Consulting and Corporate Functions Recruitment, Led cross-entity, corporate functions and consulting recruitment marketing programs
• Shaped overall recruitment marketing strategies, in partnership with corporate communications and talent strategy
• Handled the Global Recruitment Marketing programs (Employee Referral and Alumni Referral Programs)
• Developed Image-Building campaigns of Brand through advertising, media and digital channels
• Worked with Cross-Geographic Unit Recruitment team in working on the candidate experience transformation journey.

• Recruitment Marketing Lead for Accenture Operations >Information Security Management, Created Marketing strategies that positions Accenture in the market as an employer of choice, with focus on Accenture Operations recruitment marketing for entry level, experienced hires fresh and MBA graduate audiences
• Defined the strategies and the annual Recruitment Marketing plan, in cooperation with the Recruitment Lead, according to the recruitment targets
• Spearheaded the Recruitment Marketing team as the Channels Lead in strategizing, planning and executing innovative tactics – events, collaterals, advertising (print, online, outdoor), Social Media – in cooperation with the Recruitment team, on time and on budget, in line with the defined strategies
• In-charge of the local Employee Referral and Alumni Referral programs
• Creates programs for cross functional entities for Accenture
• Coordinated with Global counterparts in localizing programs or campaigns
• Co-created programs/digital assets to help achieve Employee Referral Program objectives with Recruitment Marketing counterparts in India
• Worked autonomously and build partnership with Recruitment and business stakeholders, global advertising, global and regional marketing teams and external providers
• As the Information Security Management Systems (ISMS) Secondary Coordinator:
• Worke closely with the ISMS Primary Coordinator and Security Group on all security-related activities and initiatives
• Regularly attended the scheduled checkpoint/ad hoc meetings set by the Security Group
• Updated project on initiatives rolled out by the Security Group
• Raised security related issues/concerns of project to the Security Group
• Key Achievements:
• Bestowed the Agila - Business Operator award for the Corporate Functions’ Gantimpala Awards last February 2014
• Overachieved the global target set for Employment Referral Program by 6% (highest ever achieved by the program across all geographies)
• Initiated an Online Recruitment Day that saved on Recruiting costs
• Successfully launched the first ever image-building event for Accenture Operations: Beyond BPO Accenture Operations Learning Forum
• Successfully launched the image building campaign of Accenture Delivery Center in Ilocos in February 2015

• A Media Agency of Unilever)
• Accounts Handled - Unilever Foods: Total Knorr, Total Selecta Ice Cream, Dressings, and Tea
• Initiated plans and developed the media plans and activities of Unilever Food brands
• Supervised the planners under the Foods Group
• Developed strategies and media plans for a group of Unilever products as team member of the Brand Communication Planning Team and the MASSCOM strategy Team
• Prepared and presented competitive reviews for the categories handled
• Handled the authorized brand budget on the most efficient and effective communication channels and media vehicles
• Negotiated with TV, Radio and Print representatives to maximize buys
• Liaised and coordinated with Unilever marketing; and maintain regular contact with a group of Unilever brands to ensure a continuous and comprehensive media service
• Liaised and coordinated with the Unilever Brand Management and Media
• Negotiated brands’ talent endorsers
• Successfully implemented the 2010 summer campaigns of Selecta Ice Cream Brands
• Successfully organized the Selecta Ice Cream Land, the biggest family ice cream-eating gathering in the country
• Launched the Media Campaign of Knorr’s newest product, Real Sabaw
• Launched the Media Campaign of Knorr’s newest regional product in 6 Key Cities in Visayas and Mindanao.

• Designed, developed and implemented the strategic plan for the company in the most cost effective and time efficient manner
• Responsible for both the day-to-day running of the company and developed business plans for the long term future of the organisation
• Managed the staff, the clients, the budget, the company's assets and all other company resources to make the best use of them and increase the company's profitability
• Reports to the Chairman to keep them informed of the present status of the company
• Oversees all projects – AVP/TVC/RC/Event Productions
• Head of the team in Client’s pitches
• Key Achievements:
• Brought in clients and projects to the company
• Produced and organized the “Symphony of Hope” Concert held last March 27, 2009
• Conducted a presscon for the concert that was attended by the popular showbiz press
• Implemented the PR campaign for the “Symphony of Hope” Concert
• Negotiated talent fees for every company’s project
• Conceptualized a Cooking TV Show.

• A Division of GroupM
• Account, Responsible for designing the architecture of media-based communications solutions and other relevant consumer channels to address marketing, advertising and business issues of clients assigned to the group
• Served as the key contact person with Account Management team of creative agencies
• Liaison between the team and the Media Director
• Oversaw the quality of work of people working with the Team
• Evaluated all media proposals and opportunities for set of clients
• Presented and defended the media recommendation to clients
• Analyzed and interpreted competitive reports and applies relevant highlights to recommended media plan
• Negotiated special rates/concessions for clients over and above existing negotiated rates
• Responsible for the media launch of Nokia 3G Phones and Nokia 5500

• (MASSCOM) – an exclusive media agency of UNILEVER, PHILS
• Accounts Handled: Unilever Home Care Category: Surf Bars, Powders, Dishwashing Liquid, Domex, Breeze, etc
• Spearheaded the Home Care Category team
• Developed strategies and media plans for a group of UNILEVER products as a team member of the Unilever Brand Communication Planning Team and the MASSCOM Strategy Team, and; coordinated, controlled and evaluated the implementations
• Recommended and controlled appropriate level of media expenditure of the brands handled
• Implemented strategic executions and media tie-ups in the above-the line (TV, Radio and Print) and below-the-line channels
• Set guidelines and control the selection of media vehicles to ensure effective and efficient reach and coverage of targets
• Advised and recommended to brand mananegement media activities that will contribute to the accomplishment of brands’ strategies and objectives
• Developed and analyzed media reviews which contain information about the industry players’ spend and media reach to assess and give the proper recommendation for the brands’ succeeding and/or tactical communication channel strategies
• Initiated and conducted tactical negotiations on special, direct media projects of the brands to increase financial benefits
• Involved with the Unilever Brand Management, Marketing Team and the advertising agencies’ creative team in the entire marketing process: brainstorming sessions for the development of products and its packaging, the conceptualization of a brand activation idea in order to accomplish the marketing and communication objectives, and the selection and approval of collaterals (dropboxes, invites, logos, etc.) for the activation
• Key Achievements:
• Successfully launched the brand activation campaigns of Surf’s “Nay, Ur Da Best, Biggest Grand Harana Day and Grand Raffle Promo” on Mother’s Day and Domex “Text to Win” promo
• Spearheaded the media tie-up with Eat Bulaga for Surf’s Promo Launch
• Sent out an invitation to press people to cover the culminating activity of Surf’s Promo that resulted to free write-ups in selected weekly and monthly magazines and broadsheets
• Spearheaded the production of the TV commercial of Domex “Text To Win” promo
• In charged of the development of Surf’s First CD/Album
• Negotiated with Vicor Records to produce Surf’s CD/album dedicated to Mothers
• Negotiated contracts of Surf’s TV commercial talents for fees and services
• Initiated the negotiation and execution of Surf’s “Nay Ur Da Best” song into ringtone and ringback tones
• Invited media people to cover Domex’ Baguio Clean up to combat the meningo-disease that was featured in TV Patrol without cost
• Obtained a wide network/connection in tri-media (TV, Print, and Radio) and non-traditional media (Cinema, Billboards, and other below-the-line channels)
• Established and built strong supplier relationships, leading to favorable pricing and discounts
• Conducted Media Orientation to the Unilever Home Care Category Brand Team.

• (MASSCOM) – a media arm of UNILEVER, PHILS.

• Accounts Handled:, Hair Care Category: Sunsilk Nutrient Shampoo, Cream Silk Conditioners and Suave Hair Dressing
• Initiated, developed and prepared out-of-the-box strategies and media plans for Unilever Hair Care and Foods products as a team member of the Unilever Brand Communication planning team and the MASSCOM strategy team
• Coordinated the over-all activities of all Unilever-Hair Care Accounts and Foods Accounts
• Ensured that the brands' needs and requirements are met accordingly
• Initiated, controlled and directed the formulation of media schedules and list of special media activities or requirements
• Supervised the administrative aspects involved in the proper and efficient implementation of the brands' tactical plans and schedules
• And ensured that the research data and information are translated to monthly, quarterly, and yearly competitive reviews.