Chrystel Acuna

Marian Chrystel I. Acuña c e r t i f i e d d i g i t a l ma r k e t e r Binan, Laguna --Chrystel Ilano EXPERIENCE Digital Marketing Consultant • • • • • Freelance - self employed December 2016 to present Wordpress website creation including content, design and updates LinkedIn Marketing Script Writer Social Media Consultant (content creation, caption writing, stragegy, campaign creation and analysis) Facebook and Instagram Ads Manager Branding Consultant Digital Marketing Executive - South East Asia and Oceania Hub (Philippines) Shangri-La Hotels and Resorts April 2015 to November 2016 • Manages the website traffic analytics to identify opportunites for the five Shangri-La Hotels and Resorts in the Philippines. Identifies trends, target markets and opportunities to generate online business • Develops and implements digital marketing strategies in line with the hotel’s overall goal • Manages Search Engine Marketing, analyzes reports on a monthly basis and recommends strategies to the Director of Sales and Marketing for each property • Monitors all social media channels and identifies how to maximize each channel for different campaigns. One campaign was featured in Facebook Success Stories. • Creates group wide campaigns and executes over all plan • In charge of increasing direct bookings of all hotels with onlline efforts • Manages and audits the official website for all Philippine properties Digital Marketing Executive Makati Shangri-La, Manila November 2014 to April 2015 • Monitors the hotel’s website traffic analytics to identify trends and opportunities to grow online business and keeps the information up to date • Ensures that hotel presence in all approved online distribution websites are up to date and in line with the hotel branding • Creates social media calendar and ensures timely posting of content in all channels • Conceptualizes social media campaigns, execution of marketing projects and campaigns, including creation of collaterals, distribution of collaterals in various media and measurement and analysis of impact. Communications Executive Makati Shangri-La, Manila January 2014 to November 2014 • Content writer for all promotional materials including monthly press releases, newsletters and all other collaterals. • Manages social media content and accounts, creating social media calendars and replying to queries and comments. • Organizes and manages communication events for media, press previews, launches, parties, etc. • Creates monthly e-mail blasts for all hotel promotions • Organizes and updates hotel database • Updates content of official hotel website • Manages the Art and Design Studio’s project queue and schedules project turnover • Supervises creative direction, styling and coordination for in-house photo shoots, particularly for F&B marketing collateral and official hotel photography • Art direction for marketing and PR related collateral and other creatives • Tracks and updates content of hotel in various online travel websites • Handles media in assistance to the Director of Communications and Communications Manager • Collaborates with and assists DOC and Communications Manager in developing story angles and managing PR Tactical Action Plan Corporate Trainee - Communications Makati Shangri-La, Manila August 2012 to January 2014 • Copy writes for all promotional materials including monthly press releases • Curates and manages social media content and accounts, replying to queries and comments • Assists in the Art department’s project queue and schedules project turnover • Prepares and executes the monthly social media content calendar and the online ad schedule • Assists in creative direction, styling and coordination for in-house photo shoots, particularly for F&B marketing collateral and official hotel photography • Conceptualization for events, themes and promotions, as well as creating story boards and style guides • Handles media queries under the guidance of or in assistance to the Director of Communications and Communications Manager • Creates the monthly e-mail blast for all hotel promotions • Assisted in directing and writing the Events Security Video • Assisted in concept, layout and execution of Makati Shangri-La’s Menu Creator • Wrote the My Manila e-brochure and does the monthly update which got a Best Practice commendations from our corporate head office • Attended the Shangri-La Academy in Zhuhai, China from November to December 2012 as part of the 16 month training program where the first two months involves exposure to each department of the hotel Marketing and Communications Assistant Acacia Hotel Manila (Part of Pre-Opening Team) June 2011 to August 2012 • In-charge of the production of hotel posters, flyers, promotional literatures and sales brochures together with the Marketing and Communications Manager • Ensured timely and efficient delivery of direct marketing collaterals and e-newsletters to relevant database • Supervises and coordinates photographic requirements for promotional purposes and during hotel events • Helps plan & overseas press activities (press conferences and promotion lunch/dinner) • Assists the Marketing and Communications Manager in spearheading activities and events that will help boost the hotel’s image • Actively support the Sales and Marketing Team in tactical marketing activities which include events and activation of hotel programs to drive incremental revenues • Represented the company in social functions, community projects and media interviews in the absence of the Marketing and Communications Manager • Prepares the monthly media value report and maintains news clippings and photo files • Coordinates minor inquiries about the hotel • Assists the Marketing and Communications Manager in carrying out work functions & perform other related duties as assigned and requested and in the formers absence • Built the network of social media sites like Facebook and Twitter • Provides related content and scheduled updates for the hotels; Social Media sites specifically, Facebook and Twitter • Monitors the TripAdvisor page of the hotel and replies to guest comments and feedback. Education Certified Digital Marketer Accelerated Class December 2015 International Institute of Digital Marketing Corporate Trainee | Sales and Marketing November to December 2012 Shangri-La Academy | Zhuhai, China Consistent Dean’s Lister Bachelor of Communication Arts Major in Media Arts 2007 to 2010 De La Salle University Canlubang S E M I N A R S ATT E N D E D Eye For Travel, Digital Marketing Conference February 2015 | Hong Kong Shangri-La Trainer Skills 1 and 2 December 2012 | Zhuhai China Supervisorial Excellence (SUPEX) May to July 2013 | Makati Shangri-La, Manila Module 1: Basic Principles Module 2: Situational Leadership Module 3: Effective Communications Styles Module 4: Recognizing Guest Focused Performance Module 5: Modeling Your Team’s Results Module 6: Setting Standards Module 7: Time Managements Module 8: Delegation and Empowerment