Rachel Ann Cardenas
Media Intelligence | Market Research | Consumer Insights & Audience Behavior | Reputation Management
Summary
Dynamic communications and marketing professional with over a decade of experience in media intelligence, integrated media strategy, market research, and recruitment insights. Proven success in leading high-performing teams and executing award-winning campaigns that drive measurable results. Expertise in transforming complex data into actionable strategies that enhance decision-making and optimize performance. Committed to leveraging innovative approaches to elevate brand presence and achieve organizational goals.
Overview
13
13
years of professional experience
Work History
Communications Strategy & Analytics Specialist
Meralco
11.2023 - Current
- Design and execute integrated media campaigns across traditional and digital platforms by leveraging data analytics to drive strategy and measure impact.
- Develop media mix frameworks, performance measurement tools, and post-campaign evaluation methodologies, defining KPIs such as coverage volume, sentiment scores, reputation, and engagement metrics.
- Build dashboards and data visualizations using Power BI presenting media data in an accessible, actionable format for stakeholders in corporate communications, marketing, and CSR.
- Monitor media coverage across mainstream, online, and social channels, providing timely insights and recommendations to support reputation management and strategic decision-making.
- Collaborate cross-functionally with corporate communications, marketing, and agency partners to align media analytics with overall business objectives.
- Worked closely with agency partners to ensure data accuracy across traditional and social media.
- Developed strategic partnership to expand the company's media and digital reach.
- Analyzed competitor's strategies to stay ahead of the industry trends and adjust communications tactics accordingly.
Senior Insights Manager
Isentia Thailand
03.2021 - 10.2023
- Managed a team of analysts, both in Thailand and the Philippines, fostering a culture of continuous learning and professional development.
- Streamlined reporting processes, resulting in more efficient use of resources and accurate data tracking. Ensured that reports crafted by insights analysts meet the highest standards set by the client.
- Handled top-tier accounts in the SEA region, collaborating with cross-functional teams to deliver impactful media and consumer insights reports.
- Monitored competitor communication activities and industry media trends to benchmark performance and surface strategic opportunities for clients.
- Collaborated with business development teams to incorporate consumer insights into product development plans that cater to the growing needs of clients.
- Spearheaded the development of new methodologies and integration of AI products into workflow, driving continuous innovation and efficiencies.
- Presented research findings to executive leadership, driving informed strategic decisions across the organization.
Research Lead
Allegis Global Solutions
01.2020 - 03.2021
- Managed in-depth analysis on recruitment trends, salary benchmarking, talent movement, and brand audits, facilitating informed decision-making through clear data visualization and actionable insights.
- Co-developed compelling market insights and publication-ready content materials with research managers, positioning the organization as a trusted resource to attract and retain clients.
- Led comprehensive job market research across the US, UK, and EMEA regions, equipping clients with data-driven insights to navigate talent acquisition challenges, particularly during the COVID-19 pandemic, where shifting workforce trends demanded agile and informed hiring strategies.
- Mentored and trained junior analysts, serving as the team resource for data and analytics methodologies.
Insights Analyst to Associate Manager
Isentia Philippines
02.2015 - 01.2020
- Generated comprehensive media intelligence reports from in-depth analysis of social media and mainstream media presence, translating complex findings into actionable communications insights.
- Utilized social listening tools and analytics platforms to monitor sentiment, track engagement metrics (reach, shares, comments), and deliver trend analysis across multiple channels.
- Contributed to crisis monitoring by tracking media coverage during sensitive situations and providing timely, data-driven support for response strategies.
- Acted as liaison between insights and client success teams, ensuring seamless communication aligned with evolving client objectives.
Market Research Associate - Freelance
GFK
06.2013 - 12.2015
- Assisted research managers in multiple market research projects simultaneously, ensuring timely completion and delivery of high-quality results.
- Conducted focus groups to gather valuable consumer feedback, resulting in actionable recommendations for product improvements.
- Research marketing and sales trends to complement with quantitative and qualitative results, contributing to deeper understanding of industry movements.
Environmental Researcher
Philips Technical Consultant Corporation
10.2013 - 01.2015
- Assessed the potential impacts of proposed infrastructure projects on surrounding ecosystems using thorough research.
- Established partnerships with government agencies and private institutions to promote cooperative efforts towards environmental conservation initiatives, to lessen impact from proposed infrastructure projects.
- Led community outreach initiatives to assess local population perceptions and recommendations on infrastructure projects with potential livelihood impact, synthesizing findings into structured reports to guide decision-making.
- Conducted in-depth risk assessments for industrial activities and presented to C-Suite executives, enabling organizations to make informed decisions on environmental safety measures.
Education
B.A. - Communication Research
Polytechnic University of the Philippines
01-2013
Data Analytics -
Eskwelabs
04.2001 -
Certificated in Digital Marketing -
University of The Philippines
Manila 04.2001 -
Skills
- Data Visualization (Power BI, Tableau)
- Project Management
- MS Office (Excel, Powerpoint)
- Social Listening Tools (Meltwater, Pulsar, Isentia)
- Data Management & Analysis
- Client Relations
- Social Media Analytics (Meta, TikTok, LinkedIn)
- Google Analytics (Beginner)
- Market Research
- Digital Marketing
- Tableau
- Power BI
- SQL (Beginner)
- Digital Marketing
- Power BI
Trainings & Seminars
- Eskwelabs Data Analytics – 2023
- 4DX – 2024
- PR Congress – Sep 2019, 2022, 2023, 2024 & 2025
- PRSP Alter The Future—Feb 2022
- The Art of Data Storytelling by Data Science Philippines – Jan 2017
Timeline
Communications Strategy & Analytics Specialist
Meralco
11.2023 - Current
Senior Insights Manager
Isentia Thailand
03.2021 - 10.2023
Research Lead
Allegis Global Solutions
01.2020 - 03.2021
Insights Analyst to Associate Manager
Isentia Philippines
02.2015 - 01.2020
Environmental Researcher
Philips Technical Consultant Corporation
10.2013 - 01.2015
Market Research Associate - Freelance
GFK
06.2013 - 12.2015
Data Analytics -
Eskwelabs
04.2001 -
Certificated in Digital Marketing -
University of The Philippines
04.2001 -
B.A. - Communication Research
Polytechnic University of the Philippines