KARINA ANGELI M. FUENTES
WORK EXPERIENCE – FREELANCER
DIRECT RESPONSE COPYWRITER
Email copywriting to convert your subscribers from signup to checkout
(February 2024 – Present)
SOCIAL MEDIA MARKETER
Content creation and community management
(April 2021 – February 2024)
BRANDS
Beauty – The Cut Buddy
F&B – Borough, Nolita, The Bowery, Mr. Cochinillo, Platiyos Cafe
Healthcare – Sage Performance Wear
Real Estate – Joey Velasco Real Estate
Travel – Expeditions Connect
PERSONAL BRAND
Karina Fuentes on Facebook
https://www.facebook.com/karinaaafuentes/
This is my community of freelancers where we seek to encourage, inspire and motivate one
another. We strive towards continued growth for ourselves and our clients’.
WORK EXPERIENCE – CORPORATE
ELRO RETAIL CORPORATION (JUNE 2020 – MARCH 2021)
MARKETING SUPERVISOR
● Handled the digital marketing strategy and execution of Grendene footwear brands in
the Philippines: Ipanema, Grendha, Zaxy, Rider
Achievements:
● Social media management and community management of Grendene brands on
Facebook and Instagram
● Spearheaded Personal Shopper Service to provide on-demand deliveries from Ipanema
stores
● Managed content of Ipanema Viber Community
● Launch of Ipanema Philippines website
○ Conceptualization and copy of page banners
○ Product descriptions
● Promo Calendar of sale events
● Facebook Ads
○ To promote Ipanema Philippines website, Shopee and Lazada (sale events, new
arrivals)
○ To promote Personal Shopper Service (Ipanema store sale events)
○ To generate members for Ipanema Viber Community
HIGHPOINTE INNOVANT CO. (NOVEMBER 2019 – APRIL 2020)
RETAIL OPERATIONS MANAGER – TECHNOPOP!
● Handled overall brand management and retail operations of TechnoPop!, the retail
affiliate of e-commerce Kimstore
Achievements:
● Set monthly sales target and incentive scheme for store teams:
○ November 2019: Total Retail stores hit 109% vs sales target
○ December 2019: Total Retail stores hit 116% vs sales target
● Planning and execution of monthly in-store campaigns:
○ February 2020 Valentines Bundles contributed 27% of Total Retail sales
performance for the month
● Direct response marketing strategy
○ February 2020 Love Notes (#MayForever sa TechnoPop! - customers to write
hugot lines on hearts in stores) generated 500+ customer database. To be used
to do text blast of upcoming promos, new releases and build customer
relationship.
○ Social media discount vouchers for customers who tag the brand online - Bounce
back strategy to reward and incentivize existing customers to return in-stores
○ Company of the month – To tap into nearby establishments and offices specific to
each store location
● Business Development
A. Pop-up Mall Events for additional revenue of existing stores:
● Valentines Pop-up in Eastwood Mall and Molito Alabang (February 2020)
● Women’s Month Pop-up in Lucky Chinatown Mall (March 2020)
● Weekly Weekend market in Blue Bay Walk outdoor grounds
B. Coordinating with Mall Leasing for new store openings in potential malls
● Closed the deal to open in a Megaworld Lifestyle Mall
● SM Malls as part of lineup to have brand exposure in prime malls with good
visibility
C. Works closely with contractor and architect for new store construction in an Ayala
Avenue establishment
● Procurement of business permits
● Store layout, design and planogram
● Social Media engagement
○ Revived the Facebook and Instagram platforms of the brand starting February
2020. Increased engagement and following thru product posts and giveaways.
○ Use existing base of followers who directly message the platforms as part of
customer database – continuously engage with them on new offers.
● Store Operations together with the Assistant Operations Manager
○ Hiring and management of new hires and current hires (Store Supervisors and
Sales Associates)
○ Handles staff infractions for disciplinary action, as necessary, based on company
conduct and policies.
○ Implemented new staff uniform
○ Implemented sales reports and monthly meetings with the Store teams.
BENBY RETAIL, INC. (AUGUST 2017 – OCTOBER 2019)
MARKETING & OPERATIONS MANAGER – IRVINS SALTED EGG
● Handled overall brand management of IRVINS Salted Egg in the Philippines
● Implements brand standards in stores to main brand equity and to achieve a cohesive
experience for customers
● Implements standard ways of working and company policies to ensure smooth retail
operations
● Sets sales targets specific to branch location of stores to drive business growth
● Trains store personnel on engaged customer service and basic selling skills
● Handles inventory management for store deliveries
● Liaises with foreign principals on new plans for the brand
● Scouts for pop-up store locations and negotiates with mall management for lease space
● Proposes and implements brand marketing promos
● Liaises with social media agency to align online and offline brand campaign strategies
● Liaises with suppliers for marketing collaterals and materials
● Launched e-commerce platform of the brand on Lazada to reach new market especially
those in suburban and provincial locations
Achievements:
● Reorganized company structure to establish new positions and developed KRA and KPI
for employees
● Created incentive programs to promote teamwork and to motivate store personnel into
achieving sales targets
● Opened the Bonifacio High Street and SM Mall of Asia stores
● Opened eleven (11) pop-up stores; two (2) of which became long term lease stores in
TriNoma and Eastwood
● Worked on two feasibility studies that were the main basis for the entry of two new
foreign brands into the country (Tiger Sugar and Café Gram)
VOGUE CONCEPTS, INC. (JUNE 2014 – AUGUST 2017)
BRAND OFFICER – YVES ROCHER
● Promoted as Brand Officer for Yves Rocher on April 2016
● Developed and executed in-store campaigns using strategic category highlights
throughout the year
● Applied a 360 degree marketing approach through the use of various mediums such as
in-store visual merchandising, social media, QR codes, and loyalty card programs
● Monitored product sell-through for each brand category and adjusted campaigns
throughout the seasons to exceed overall brand sales targets
● Conducted store personnel training to enhance customer service and product knowledge
● Conducted post campaign review to assess campaign performance and gather
significant and useful data for use in the next campaign
Achievements:
● Managed the opening of four new Yves Rocher stores: SM East Ortigas, UP Town
Center, Marquee Mall,
● SM Seaside Cebu
● Revamped in-store visual merchandising strategies that led to an increase of +20% in
overall foot traffic
● Grew sales by +21% across the whole brand for 2016
● Achieved growth in all branches with the Trinoma store having +23% growth 2016
● Achieved end of season (Q2) sales growth of +174% and +104% in SM Southmall and
Trinoma stores versus Q2 ‘15
● Achieved highest June sales performance for SM Aura and SM Southmall at 112% and
111% respectively
● Doubled sales contribution of Hair Care line versus the same period last year.
● Revived the Facebook page and Instagram account of the brand and increased hits and
likes to the page
BRAND OFFICER TRAINEE – PUNT ROMA
● Promoted to Brand Officer Trainee for Punt Roma on April 2015
● Researched on buying patterns of customers through observation and interviews with
both customers and store personnel to come up with useful data for crafting an effective
strategy
● Crafted and spearheaded the depletion strategy of the brand for both Bonifacio High
Street and SM Aura stores based on data gathered.
● Supervised the day-to-day operations of the stores to ensure that execution of depletion
plans and customer service levels were optimal
● Conceptualized and executed effective visual merchandising with focus on heavy
signage and product display to match current strategy and attract customers
● Crafted and executed an aggressive phased markdown strategy to deplete remaining
inventory
Achievements:
● Developed and implemented a sales strategy that has successfully corrected the ratio of
the pants category to the tops category from 1.6 to 1.0
● Brought down inventory levels to below 10% (less than 200 pcs.) by the end of the
period, already inclusive of damaged stocks
● Brand sales growth on closure at +64% with peak of +90% and +100% in January and
February 2016, respectively
BRAND ASSOCIATE MERCHANDISER – EVER NEW
● Consolidated daily sales and inventory data and crafted a post collection analysis report
per category to recognize fast-moving and slow-moving merchandise
● Applied in-store commercialized visual merchandising to improve sell-through and
inventory levels of merchandise
● Recommended, set and adjusted pricing of new stocks based on trend forecast and
market competition
● Crafted and executed markdown plans during sale events and in-store promotions
Achievement:
● Reduced report consolidation time to one day from previous three days report
consolidation time
CASUAL CLOTHING RETAILERS, INC. (Mar 2012 – Mar 2014)
MERCHANDISING ASSISTANT – BANANA REPUBLIC
● Created and reported on weekly and monthly sales and inventory performance of the
brand. Focus of the reports were on sales, merchandise sell-through and inventory
levels, as well as stock consolidation
● Developed and executed an in-store product placement optimization plan to increase
customer foot traffic and sales
● Monitored and maintained cohesive brand identity by ensuring quality store visuals,
signage and packaging materials
● Co-conducted product and fashion styling training for store personnel to help them adapt
brand aesthetics to local market tastes
● Coordinated with contractors and suppliers on new-store construction, repairs and
maintenance requirements
Achievements:
● Monitored construction activities in both Bonifacio High Street and Shangri-La Plaza
stores through actual site visits and coordination until construction completion
● Successfully negotiated with suppliers for the construction of stores in Bonifacio High
Street and Shagri-La Plaza
SOLARUS SCIENCES, INC. (May 2011 – Feb 2012)
REAL ESTATE WRITER
● Produced script material and chose green screen actors for an Australian-based
advertising company
● Actively collaborated with video editors to create clips for mobile devices on real estate
properties by ensuring that overall vision of the client was maintained
EDUCATION
ATENEO DE MANILA UNIVERSITY (2011)
Bachelor of Arts - Major in Communication
Dean’s List, 2 Semesters
J. WALTER THOMPSON – MANILA (May 2010)
Internship, Accounts Department
