ARMANDO DELA CRUZ
Direct Response Copywriter & Digital Marketing Expert
Pasig City, Philippines
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Professional Summary
To help ambitious companies navigate the ever-shifting tides of digital marketing, and achieve fast and scalable growth using databacked strategies and streamlined, AI-powered processes.
Work Experience
Head of Digital Strategy, Philippines
Clozette Jul 2023 – Present
Serviced various markets across APAC regions — including Singapore, Malaysia, and the Philippines
Increased pitch success rate by 30% since joining, leading strategy for multi-million pitches for great brands like Proctor &
Gamble, SM Supermalls, JNTO, and more.
Led the strategy team, where I handled market research and creative strategy and helped close an additional ₱30,000,000+
revenue in 2024.
Direct-Response Copywriter & Funnel Builder
Armand+ Jun 2016 – Present
Delivered consistent, beyond-KPI results to growth-minded brands in the B2B, SaaS, MarTech, online entrepreneurship, and
consumer goods segments.
Worked with Fortune SEA 500 and Asia 300 clients like Samsung, BDO, Procter & Gamble, San Miguel Foods, and more.
Using direct-response copywriting and content strategy, helped a course creator reach their first $150K revenue year in 2024.
Written and CRO’d hundreds of sales pages and thousands of blog posts for various brands.
Executed strategies as a self-starting independent contractor with minimal-to-medium supervision and overachieved KPIs.
Head of Brand Integration
Rappler Jul 2021 – Jul 2023
Developed content product ideas and business integrations that created additional revenue streams (approx. more than ₱10M
yearly), leading creative pitches direct to brands like Mynt (GCash), RCBC, KLOOK, Nestlē, Accenture, and Lazada.
Participated in a winning pitch for Meta's Video Business Accelerator, executing video projects as producer and on-cam talent.
Oversaw brand integration across Rappler.com, its social network, and I.P.s, on which I often appear as an on-cam talent.
Promoted just a year after working as Senior Content Strategist, where I led changes that strengthened Rappler’s presence on
vertical shortform platforms like TikTok and Instagram Reels.
Social Copywriter & Marketer
ViewSonic Jan 2020 – Dec 2023
Oversaw all copywriting-related tasks and played an integral role in strengthening the brand’s social presence, growing it
consistently by more than 10% YoY across Facebook, Instagram, and LinkedIn for three years.
Product Development Executive
Nuffnang Philippines
Feb 2017 – Aug 2018
Led the product development of digital publication, which reached peak monthly views of 100,000+ using organic SEO and
social distribution. Generated passive revenue stream through display ads and content sponsorships.
Executed and mounted a successful blogging conference attended by more than 300 creators and marketers.
Educational Background
Certifications
BS Accountancy
Pamantasan ng Lungsod ng Maynila
2011 - 2015
AI Prompting
Perplexity
Google 2025
Content Strategy
Digital Marketing
CRO
SEO
SEM
Project Management
Data Management & Visualization
HighLevel
Hubspot 2025
Digital Marketing & E-commerce Certification
Skills & Proficiencies
Copywriting
Digital Marketing Certification
SurferSEO
Kit
Data Storytelling for Business
StoryIQ 2023
AI for Everyone
DeepLearning.AI 2023
Project Management Certification
ASK ME!
Google 2022
