Carla Ysabel Philomena C. Mas
[130 Scout Barrio, Baguio City] [-]-
A digital marketer who specializes in social media management and paid digital advertising. Worked on high – profile, regional campaigns for government agencies and corporate brands. Has experience in digital strategic planning, digital media buying as well as communications design and account management. Has broad knowledge across digital and social media platforms.
Objective
To work on organic/paid social and digital marketing projects where I can utilize my skills in digital media advertising
Education
BA Journalism [Cum Laude]
College of Mass Communication, University of the Philippines Diliman, Q.C. [2013]
Work History
Freelance Digital Executive
Various [August 2017 - Present]
Handles the implementation of paid social, search and native content network placements for clients in the financial sector across APAC, UK and US. Specializes in lead generation, conversions and traffic campaigns.
Senior Digital Manager and Strategic Planner
Dentsu Media Philippines [Makati, June 2015 – June 2017]
Leads strategic planning for digital media and crafts digital communication design. Creates digital media strategy, oversees implementation of digital media plans and provides direction for plan optimization, clears and improves implementation reports, and lead in client and project management
Social Media Manager
Dentsu Philippines, [Makati, Oct 2013 – June 2015]
Managed social media channels of various FMCG, Government and Retail clients. Involved in digital media planning and buying, identification of digital media touchpoints, audience research, digital media plan development and implementation, digital media campaign optimization, creation of implementation reports, accounts and project management
Research Associate
Philippine Survey and Research Commission, [Mandaluyong, March 2013 – October 2013]
Creates work plans based on qualitative research conducted through focus group discussions
Professional / Academic Achievements
Recognized for highly effective work performance and leadership skills
Member of Route 500 (A global high performance skills and career advancement program of Dentsu Aegis Network, 5% accepted over the world)
Promotion to senior role after less than two years in the agency
Invited and completed the Hyperisland digital leadership training in Singapore
Represented Dentsu Media in Dentsu Media’s Director’s Meeting in Thailand
Managed global and regional accounts for key clients
Handled regional social media channels of Mondelez International for Cadbury Dairy Milk and Oreo
Broad experience in social media management ranging from retail [Uniqlo], government [NEDA], FMCG [US Wheat], Finance [JCB] and Lifestyle [Fitness First]
Implemented global search and social media placements for Department of Tourism’s 2014 – 2015’ It’s More Fun in the Philippines Campaign
Planning and implementation of digital media placements (programmatic and content networks) for The Walt Disney Studios titles in the Philippines
Handles regional search and paid social campaigns for clients in the finance sector across APAC, US and UK
Has training in / certified for digital planning and buying tools
Trained in Consumer Connections System (CCS), an audience insights tool used for strategic media planning
Trained in Decipher Planning System (DPS) a communications planning tool
Trained in Double Click Bid Manager (DBM), a programmatic trading platform
Participated in corporate planning workshops for several brands using proprietary planning tools such as connections planning system
Google Adwords Certified
Facebook Blueprint Certified
Youtube Guru
Recognized for Academic Excellence
Cum Laude Graduate (GWA of 1.47)
Consistent University Scholar (GWA of 1.25 per semester)
Member of League of Scholars (for five time university scholars)
Skills and Relevant Trainings
Dentsu Media Director’s Meeting (Thailand)
Hyperisland Digital Leadership Workshop (Singapore)
CCS training (media planning tool)
DPS training (comms planning tool)
DBM training (programmatic management tool)
Google Adwords Certified
Facebook Blueprint Training
Connections planning workshop
Media Landscape Workshop
Digital Landscape Workshop
References
Nonna P. Nanagas [Former President, Dentsu Philippines]
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Jamie De Guzman [General Manager, Dentsu X Philippines]
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