Darla Bautista

Experience

• 

  Globe Telecom

  Jun 2015 - Jul 2015

  Consumer Mobile Marketing Intern

  • Launched a 2-week AllPhones selling activation in SM City Manila that reached 163% of target revenue• Conceptualized and proposed corporate partnership proposals for AllPhones in North GMA/North Luzon• Examined the performance and proposed improvements for AllPhones’ website and social media accounts. Recommendations were implemented at the end of my internship stint.

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  Procter & Gamble

  Jun 2016 - Aug 2016

  Brand Management Intern

  • Created a 2-year laundry large sizes growth plan (+4% share target) that was backed by in-store tests and implemented nationwide by Q1 2017• Analyzed the competitive landscape and codified the target market of laundry large sizes• Presented recommendations to P&G Philippines Marketing Head and Laundry Team• Received a return offer immediately after internship

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  Procter & Gamble

  Aug 2017 - Jan 2020

  · Led growth and communications plans for Safeguard, the #1 brand of Philippines in Personal Care and #1 brand of P&G Philippines· As Lead Brand Manager of Safeguard, I turned around business to positive gains in share via leading a channelized promo strategy and addressing biggest bleeder in the business · Launched the brand's 1st ever premium line extension within the “naturals” space leading to incremental portfolio growth · Led Liquid Hand Soap to its highest ever share by identifying and codifying key business drivers with excellent execution on trade. Show less • Led growth and communication plans for Ariel, now #1 in market share in PH laundry (with over $200 million in sales)• Achieved the first year of Ariel's #1 market leadership in the Philippines by leading and codifying successful go-to-market strategies (i.e. media, promotion, sales fundamentals) from data-driven analysis and collaboration with multi functional team• Delivered Ariel's 5th straight year of double-digit brand growth behind excellent execution of initiatives (Awarded Best Brand FY1718, Grow New Users FY1718 for record share and shipments growth), including launch of new product innovation and new communication on malodor removal• Designed growth plans and created the segment architecture for Ariel Philippines' liquid detergent business (an emerging form within PH detergents), which consistently delivered 180%-200% yearly revenue growth during my stint and catapulted Ariel to leadership within the liquids segment• Launched a new variant (Golden Bloom), which delivered incremental +2.1% market share within two months• Spearheaded execution of large sizes initiative, which turned around large sizes decline behind codified go-to-market elements (sizing, promotion, display)• Led #AhonPinay Advocacy in partnership with TESDA and PCW that has produced 60 women TESDA graduates in male-dominated fields (welding, plumbing, automotive servicing, electrical installation and maintenance)• Organized P&G Marketing Masters program, which recruited highest Brand employment yield in past three years Show less

  • Brand Manager, Safeguard Philippines

    Aug 2019 - Jan 2020

  • Brand Manager, Ariel Philippines

    Aug 2017 - Aug 2019
• 

  The OCBFF Corporation

  Jan 2020 - now

  Trizie is an award-winning gut/skin health supplements brand with Top 5-10 ranks in Philippine E-commerce (Lazada, Shopee) Health supplements and recognition from Cosmopolitan, Metro Magazine, and BeautyMNL Beauty Awards. As employee #1, I built the brand from scratch amidst global pandemic, created the full business model, led product design from Thailand, and grew the Thai-Philippine team from 1 to 25.- Launched TRIZIE to deliver 120% vs. target, 600% of bootstrapped capital in first 12 months through spearheading portfolio design, brand equity pyramid, and global go-to-market strategy for signature fiber blends made in Thailand- Pioneered a body-positive, digital-first launch campaign ("No Cheat Days, Just Clean Days") that focused on gut health for the youth and drove Top 3-5 supplements rank in biggest PH E-commerce platforms and 5 industry awards (i.e. Cosmopolitan) with efficient marketing spend (<10%)- Led and grew cross-functional team of 20 across Thailand and Philippines in designing and launching 7 product line extensions across gut health and skin health within 15 months (>40% of the business, 100% vs. target)> Designed effective product-pricing mix to deliver above average basket sizes across E-comm Platforms (Up to 250% vs. average)- Led marketing department of 11 in launching PR collaborations with 1,000+ influencers and 20+ brands and Instagram/Tiktok strategy > Launched IG to deliver 5k followers within first 3 months and Tiktok to deliver 10k followers within first 6 months through primarily organic viral content strategies- Directed expansion from E-commerce to over 500 leading drugstores through creation of retailer distribution proposals- Winner of Tatler’s 2022 Generation T (Asia’s Top 300 leaders under 40) for leadership and co-founding of Trizie Show less 2020: Conceptualized, designed, and led the launch from ground-up of www.bffmanila.com.• Led BFF's local market entry strategy for Philippines, including product mix identification from Total BFF Bangkok portfolio and 3-month soft launch communications plan. • Conceptualized www.bffmanila.com platform design and experience, and spearheaded the launch from ground-up with a team of 3.• Grew sales revenue 200% quarterly and conversion rate 180% quarterly for 2020 behind excellent execution of endorser materials (Heart Evangelista), codification of promotions plan, and ideation of CRM Strategies (i.e. roll-out of Personal Shopper service).• Led the launch of BFF Manila Instagram as the platform's primary promotion and announcement channel, and generated 5,000+ followers in 6 months of launch (100% vs. target). Show less

  • Co-Founder, Chief Marketing Officer (Twin Releaf)

    Apr 2023 - now

  • Co-founder, Chief Marketing Officer (TRIZIE)

    Jan 2020 - now

  • Co-founder, Chief Marketing Officer (BFF Manila)

    Jan 2020 - Jan 2023
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  Swavy

  Jul 2023 - Jan 2024

  Growth Manager (MBA Intern)

  Swavy is an early-stage B2B start-up facilitating influencer discovery in UAE and UK, supported by London Business School Incubator.

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  AIConfident

  Apr 2024 - Dec 2024

  Marketing Lead (MBA Intern)
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  Co:cubed

  Apr 2024 - now

  CPG Consultant and Venture Scout (MBA Intern)