PAUL VINCENT MERCADO
Manila
Summary
Proactive and hands-on professional with over two decades of experience revolutionizing cause marketing in the Philippines. Known for introducing groundbreaking campaigns for advocacies related to children, the environment, community development, and humanitarian assistance. Recognized by prestigious award-giving bodies for aligning business objectives with corporate social responsibility. Experienced in strategic planning, team leadership, and operational excellence, with a track record of successfully leading diverse teams and managing complex projects to drive business growth and enhance organizational performance.
Overview
24
24
years of professional experience
Work History
Senior Director, Marketing & External Relations
Ayala Foundation, Inc.
06.2023 - Current
- Company Overview: As the social development arm of the Ayala group of companies, Ayala Foundation envisions communities where people are creative, productive, self-reliant, and proud to be Filipino. Ayala Foundation works closely with communities in identifying compelling developmental needs and providing suitable solutions with measurable outcomes. Its program areas are community development; leadership development; arts and culture; corporate citizenship.
- Work together with the President and Management Committee to create and carry out the organization's strategic objectives. This involves setting targets and strategies for fundraising and client acquisition, stakeholder engagement, and maintaining strategic partnerships with the Ayala Group of Companies and other external organizations. Additionally, oversee all external communications and engagement efforts to cultivate and maintain strong relationships with key stakeholders, thereby furthering the organization's goals.
Business Development Director
DENTSU ONE MANILA
11.2022 - 05.2023
- Company Overview: DENTSU One Manila is part of the Dentsu Philippines and Dentsu Inc. (an international advertising and public relations joint stock company headquartered in Tokyo. Dentsu is currently the largest advertising agency in Japan and the 5th largest advertising agency network in the world in terms of worldwide revenues) is a digital-led advertising agency designed to answer the changing demands of the market. Formerly known as ASPAC, the group offers business solutions and marketing services that meets the client’s needs.
- Spearheaded and managed projects, ensuring alignment with brand objectives and adherence to timelines. Oversaw creative development and facilitated seamless delivery of deliverables, from initial client briefs to final requirement fulfillment, implementation, and monitoring. Actively pursued and cultivated new business opportunities on behalf of the company, engaging with diverse agencies and brands. Drove business development and sales expansion and negotiated advantageous trading deals and partnerships. Led the creation of compelling proposals for incoming client campaigns, collaborating closely with clients to develop content that effectively met brand objectives. Cultivated and maintained positive relationships with all partners, contributing to the company's sustained business growth.
HEAD, Marketing & Donor Relations
ABS-CBN Broadcasting Company (Integrated Public Service Group – ABS-CBN Lingkod Kapamilya)
06.2012 - 11.2022
- Company Overview: ABS-CBN Lingkod Kapamilya envisions a better world for every Filipino Family. As the integrated public service arm of ABS-CBN Broadcasting Corporation (one of Asia's biggest media conglomerates), Lingkod Kapamilya offers intervention programs for children, their families, and the community. These programs aid child abuse survivors and disaster victims, childcare, and support for educational and environmental initiatives. Its programs are: Bantay Bata, Bantay Kalikasan, Program Genio, Bantay Kalikasan, Sagip Kapamilya and its newest, Kapit-Bisig para sa Ilog Pasig
- Established and nurtured strategic partnerships with key stakeholders. Recruited, developed, and led a high-performing team to successfully execute business strategies within defined parameters. Conducted thorough market analysis and customer insights to identify lucrative growth opportunities
- Achievements:
- Through the various and effective marketing projects launched, generated over Php 900M worth of corporate partnerships since the implementation of centralized marketing.
- Due to the Non-Renewal of the ABS CBN Franchise & Covid 19 Pandemic, I initiated & Launched the Digital Marketing Project of AFI with GCASH, Paymaya/MAYA, Grab, Lazada, Shopee, HSBC, and other digital/online platform partners. The partnership generated more than Php50M since 2020.
Head, Creatives & Marketing Unit
ABS-CBN Bayan Foundation, Inc.
02.2006 - 06.2012
- Company Overview: Formerly known as a microfinance institution, ABS-CBN Bayan Foundation has veered away from the mainstream practices and consciously struck a balance between microfinances’ nature of sustainability and social dimension. No longer known as a mere microfinance institution, Bayan has dedicated itself in building the Filipino nation through bolstering social and enterprise development, and democratizing entrepreneurship and education while maintaining its microfinance operations as an effective tool for building enterprises and not as an end.
- Strategically developed and executed media outreach and creative campaigns to grow the corporate client portfolio. Conducted thorough reviews and approvals of partnerships and sponsorships, ensuring alignment with established policies and procedures. Managed event planning, organization, and public relations activities, fostering effective communication and brand visibility.
- Achievements:
- Launched successful Corporate Partnerships that paved way to the creation of an integrated marketing system, giving the organization more than Php 300M worth of funds in a span of 5.5 years
Head, Global Marketing Campaign (Fund-Raising)
ABS-CBN Bayan Foundation, Inc.
07.2005 - 02.2006
- Company Overview: Formerly known as a microfinance institution, ABS-CBN Bayan Foundation has veered away from the mainstream practices and consciously struck a balance between microfinances’ nature of sustainability and social dimension. No longer known as a mere microfinance institution, Bayan has dedicated itself in building the Filipino nation through bolstering social and enterprise development, and democratizing entrepreneurship and education while maintaining its microfinance operations as an effective tool for building enterprises and not as an end.
- Led and guided the creation, execution, and monitoring of departmental and corporate strategic marketing plans. Designed, prepared, and delivered diverse training and development programs on leadership, business development, and marketing. Managed and updated current training modules. Identified potential areas for courseware development.
- Achievements:
- Efficiently cleared backlog of pending contracts resulting to the re-activation of corporate partnerships with previous clients.
- Effectively & efficiently launched partnership projects worth Php20M with the following companies: Globe Telecoms, Kraft Philippines, STI Educational Services Group & Pilipinas Makro, Inc.
Corporate Marketing Head (STI Global City & Cubao)
STI EDUCATIONAL SERVICES GROUP (Quezon City & Makati City)
06.2004 - 06.2005
- Company Overview: STI is a network of colleges that provides ICT-enhanced education to more than 300,000 students in the Philippines and abroad. Its programs include courses in Information and Communications Technology (ICT), Engineering, Healthcare, Business & Management, Hotel and Restaurant Management, and Education.
- Successfully facilitated positive student retention, resulting in an increase in the organization's overall revenue. Established and maintained effective communication channels to promote various STIGCC offerings to external stakeholders, particularly in the corporate training sector. Implemented and managed a new CRM system to ensure accurate and up-to-date business development data. Led marketing initiatives to enhance the visibility and recognition of the institution and its products and services.
- Achievements:
- Established an effective school-based sales process and streamlined the company’s marketing expenses by 65%
- Increased the student’s bi-annual migration by 100% by implementing internal marketing activities.
- Consistently achieved revenue targets (market value of Php 15M/year)
School Marketing Head (Makati City)
STI EDUCATIONAL SERVICES GROUP (Quezon City & Makati City)
03.2004 - 06.2004
- Company Overview: STI is a network of colleges that provides ICT-enhanced education to more than 300,000 students in the Philippines and abroad. Its programs include courses in Information and Communications Technology (ICT), Engineering, Healthcare, Business & Management, Hotel and Restaurant Management, and Education.
- Successfully facilitated positive student retention, resulting in an increase in the organization's overall revenue. Established and maintained effective communication channels to promote various STIGCC offerings to external stakeholders, particularly in the corporate training sector. Implemented and managed a new CRM system to ensure accurate and up-to-date business development data. Led marketing initiatives to enhance the visibility and recognition of the institution and its products and services.
- Achievements:
- Established an effective school-based sales process and streamlined the company’s marketing expenses by 65%
- Increased the student’s bi-annual migration by 100% by implementing internal marketing activities.
- Consistently achieved revenue targets (market value of Php 15M/year)
VP for New Business Development/Franchising
ATT HOLDINGS, Quezon City
11.2003 - 03.2004
- Company Overview: ATT is an all-Filipino corporation engaged in the sale, franchising and management of Water Refilling Stations (WRS), Industrial & Commercial Water Purification Systems.
- Orchestrated the effective deployment of a client monitoring system, overseeing the comprehensive performance of the franchising system and fostering seamless coordination with external partners in the development and execution of multi-platform marketing strategies. Conceptualized and implemented diverse franchising programs and business plans that propelled the organization towards sustained and lucrative growth.
- Achievements:
- Created the company’s first countrywide database for consumer-based products.
- Conceptualized and implemented the design scheme for the different brands and worked with individual sales representatives in hitting their target sales quota.
- Increased company revenues by 63% (Php10M) through a well-managed and generated competitor program monitoring.
Manager, Training & Development ATT-Aqua Treatment Technology, Inc. (Affiliate CompanyATT Group of Companies)
ATT HOLDINGS, Quezon City
02.2003 - 11.2003
- Company Overview: ATT is an all-Filipino corporation engaged in the sale, franchising and management of Water Refilling Stations (WRS), Industrial & Commercial Water Purification Systems.
- Orchestrated the effective deployment of a client monitoring system, overseeing the comprehensive performance of the franchising system and fostering seamless coordination with external partners in the development and execution of multi-platform marketing strategies. Conceptualized and implemented diverse franchising programs and business plans that propelled the organization towards sustained and lucrative growth.
- Achievements:
- Created the company’s first countrywide database for consumer-based products.
- Conceptualized and implemented the design scheme for the different brands and worked with individual sales representatives in hitting their target sales quota.
- Increased company revenues by 63% (Php10M) through a well-managed and generated competitor program monitoring.
Corporate Training Officer (ATT- Aqua Treatment Technology, Inc.)
ATT HOLDINGS, Quezon City
05.2002 - 02.2003
- Company Overview: ATT is an all-Filipino corporation engaged in the sale, franchising and management of Water Refilling Stations (WRS), Industrial & Commercial Water Purification Systems.
- Orchestrated the effective deployment of a client monitoring system, overseeing the comprehensive performance of the franchising system and fostering seamless coordination with external partners in the development and execution of multi-platform marketing strategies. Conceptualized and implemented diverse franchising programs and business plans that propelled the organization towards sustained and lucrative growth.
- Achievements:
- Created the company’s first countrywide database for consumer-based products.
- Conceptualized and implemented the design scheme for the different brands and worked with individual sales representatives in hitting their target sales quota.
- Increased company revenues by 63% (Php10M) through a well-managed and generated competitor program monitoring.
Consultant, Franchising & Development-LUZON (Aqua Soft Water Systems, Inc.)
ATT HOLDINGS, Quezon City
09.2001 - 04.2002
- Company Overview: ATT is an all-Filipino corporation engaged in the sale, franchising and management of Water Refilling Stations (WRS), Industrial & Commercial Water Purification Systems.
- Orchestrated the effective deployment of a client monitoring system, overseeing the comprehensive performance of the franchising system and fostering seamless coordination with external partners in the development and execution of multi-platform marketing strategies. Conceptualized and implemented diverse franchising programs and business plans that propelled the organization towards sustained and lucrative growth.
- Achievements:
- Created the company’s first countrywide database for consumer-based products.
- Conceptualized and implemented the design scheme for the different brands and worked with individual sales representatives in hitting their target sales quota.
- Increased company revenues by 63% (Php10M) through a well-managed and generated competitor program monitoring.
Education
Professional Studies - Marketing Management
De La Salle-College of St. Benilde (SPACE)
Manila10.2009
Bachelor of Science - Clinical Psychology
Far Eastern University
Manila01.2001
Skills
- Strategic Business Development
- Brand Management
- Integrated Marketing
- Collaborative Leadership
- Corporate Communications
- Non-profit Management
- Stakeholder Management
- Team Management
- Innovation Management
Affiliations
- Member, Philippine Marketing Association
- Member, The American Chamber of Commerce of the Philippines, Inc.
Timeline
Senior Director, Marketing & External Relations
Ayala Foundation, Inc.
06.2023 - Current
Business Development Director
DENTSU ONE MANILA
11.2022 - 05.2023
HEAD, Marketing & Donor Relations
ABS-CBN Broadcasting Company (Integrated Public Service Group – ABS-CBN Lingkod Kapamilya)
06.2012 - 11.2022
Head, Creatives & Marketing Unit
ABS-CBN Bayan Foundation, Inc.
02.2006 - 06.2012
Head, Global Marketing Campaign (Fund-Raising)
ABS-CBN Bayan Foundation, Inc.
07.2005 - 02.2006
Corporate Marketing Head (STI Global City & Cubao)
STI EDUCATIONAL SERVICES GROUP (Quezon City & Makati City)
06.2004 - 06.2005
School Marketing Head (Makati City)
STI EDUCATIONAL SERVICES GROUP (Quezon City & Makati City)
03.2004 - 06.2004
VP for New Business Development/Franchising
ATT HOLDINGS, Quezon City
11.2003 - 03.2004
Manager, Training & Development ATT-Aqua Treatment Technology, Inc. (Affiliate CompanyATT Group of Companies)
ATT HOLDINGS, Quezon City
02.2003 - 11.2003
Corporate Training Officer (ATT- Aqua Treatment Technology, Inc.)
ATT HOLDINGS, Quezon City
05.2002 - 02.2003
Consultant, Franchising & Development-LUZON (Aqua Soft Water Systems, Inc.)
ATT HOLDINGS, Quezon City
09.2001 - 04.2002
Professional Studies - Marketing Management
De La Salle-College of St. Benilde (SPACE)
Bachelor of Science - Clinical Psychology
Far Eastern University
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