Miguel Pasiliao

MIGUEL PASILIAO (- ·- Flexible and versatile Performance Marketer with valuable experience in e-commerce, digital marketing and retail. Possesses a B.S. in Management Engineering, an expertise in Microsoft Excel, Meta Ads and Google Ads and a proficiency in Python. Looking to use my knowledge and expertise in leading data-driven performance marketing campaigns. EXPERIENCE OCT 2021 – PRESENT SENIOR MANAGER – STRATEGY AND PERFORMANCE, ADA • • • • • • Lead an off-shore team that creates and manages some of Globe’s performance marketing campaigns in collaboration with its main agency – AdSpark. Work with the client servicing team to develop media plans for client pitches. Audit client’s online platforms to ensure that performance marketing campaigns will properly be optimized. Handled the on-site e-commerce ads (Lazada and Shopee Ads) across SG, MY and PH. Managed the lead-generation and recruitment campaigns of several banking and insurance clients Handle the incubation and onboarding of growth accounts. NOV 2020 – SEP 2021 PERFORMANCE MARKETING DIRECTOR, QUANTA DIGITAL INC. • • • • Lead a team handling the performance marketing campaigns of a diverse group of clients coming from various industries such as e-commerce, startups and fashion retail. Manage the media plans and budgets of clients across all digital channels to drive strong return on investment Ensure the successful planning, execution and optimization of campaigns Directly communicate with Facebook and Google Account Managers to test out different strategies to deliver results that align with clients’ goals. MAY 2019 – OCT 2020 DATA ANALYST, CREATIVE PROGRAMS INC. (AN ABS-CBN SUBSIDIARY) • • • Drive the accuracy and integrity of collection and measurement of data through validation, testing and documentation Analyze and create effective reporting, dashboards and analysis showcasing business identified KPIs across different brands Support editorial and content team by providing insights and identifying key market opportunities for growth JUN 2017 – APR 2019 MEDIA ANALYST, LOGISTICS MANAGER (AD HOC), TV SHOP PHILIPPINES • Pioneered the analytics department of the company • • • • • • Created Sales and Media Monitoring reports which led to better evaluation of the company efforts across all sales channels Managed various Facebook Campaigns with a monthly budget of over Php 10mn Developed optimization strategies for the delivery of Facebook Ads which lead to an 80% sales increase from our overall online sales efforts Trained 2 media analysts during the expansion of the analytics department to ensure coverage given the company’s 24/7 operations Oversaw the warehouse, pick and pack operations and nationwide distribution for the company Created an inventory management system that streamlined order forecasting and stock management SEP 2016 – FEB 2017 BRAND MANAGER PHILIPPINE WINE MERCHANTS • • Responsible for the brand management of Corona Extra Beer and Sapporo Premium Beer in the Philippines Developed and implemented product marketing strategies for both on-trade and off-trade channels AUG 2014 – APR 2016 BRAND MANAGER, WINNING TOUCH INTERNATIONAL MARKETING • • • Managed the tobacco brands of British American Tobacco (Dunhill and Lucky Strike) and confectionery brands of Modelez Int’l (Chips Ahoy and Oreo) and Loacker in the Philippine Travel Retail Industry Doubled the market share of Loacker and made it the third top-selling brand in the Philippine Duty Free Confectionery Category next to Chips Ahoy and Oreo. Successfully launched the Dunhill White sku in 2015 which increased our annual volume turnover by 15% AUG 2011 – APR 2013 FINANCIAL REPORTING ANALYST, CITIBANK N.A. • • • • Responsible for the monitoring of Basel II Regulatory Reporting, which involves identifying, investigating and reconciling data quality issues reported by Citibank entities in the EMEA region Initiated projects aimed at creating long-term solutions for recurring data-quality issues Pioneer of the Data Quality Analytics team for Citibank Basel II Reporting for EMEA Created a process improvement project that saved 400 annual man hours through automation EDUCATION MAR 2011 BS MANAGEMENT ENGINEERING, ATENEO DE MANILA UNIVERSITY SKILLS • • • • • • Expert in Microsoft Excel Expert in Meta, Google, Tiktok and Twitter Ads Expert in Lazada and Shopee Ads Highly proficient in the use of Google Data Studio and Tableau for data visualization 2 Expert in Google Analytics Proficient in the use of Python for data analysis and visualization 3