Ma. Carmen Abada

Experience

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  The Aviation Club

  Sept 2007 - Jun 2012

  Media Relations: Maintained active connections with local and international media, ensuring effective communication and collaboration.Press Coverage Tracking: Supported the PR & Marketing Manager in monitoring press coverage across various media channels, maintaining records of media clippings, and preparing monthly reports.Publicity and Event Promotion: Worked alongside the PR & Marketing Manager to enhance publicity and media coverage for the Club’s positioning, programs, and events.Content Development: Collected and prepared content for monthly newsletters, website updates, and customer communications, ensuring timely dissemination.Website and Social Media Management: Managed website content to improve online visibility and uploaded event photographs to the website and Facebook.Advertising and Collateral Production: Developed and executed advertising campaigns and created promotional materials to support Club activities.Administrative Oversight: Monitored purchase agreements, contracts, and offers to ensure compliance and alignment with objectives. Show less Media and Press Coordination: Distributed press releases, managed news stories, and supported the organization of press conferences to enhance media coverage.Content Creation: Designed electronic and printed materials for programs and events, ensuring alignment with marketing objectives.Advertising and Marketing Execution: Ensured the timely implementation of advertising and marketing plans while managing content for four company websites and maintaining accurate databases and contact lists.Email Campaigns: Coordinated weekly email campaigns to distribute press releases and advisories effectively.Promotional Support: Assisted in developing advertisements, promotional materials, and coordinating trade exhibits, contributing to special event planning.Collaboration with Suppliers: Worked closely with graphic designers, printers, and suppliers to produce high-quality materials.Data Management: Compiled and formatted reports, graphs, and tables to support decision-making and reporting requirements. Show less Member and Guest Engagement: Greet and bid farewell to all members, potential members, and guests, ensuring a welcoming and friendly atmosphere.Membership Processes: Assist with smooth membership administration, guest sign-ins, and IT system utilization by swiping member cards.Customer Service: Respond promptly and clearly to inquiries, whether in person or over the phone, while always addressing members by name for a personalized experience.Front Desk Operations: Provide high-quality service, maintain appointment books, and handle departure requests and lost property according to established protocols.Complaint Resolution: Take ownership of feedback and complaints by listening attentively and responding in line with the complaints policy.Event and Program Promotion: Actively promote group exercise programs and upcoming club events to members and potential members.Financial and Inventory Management: Reconcile daily takings and sales at the end of each shift, and oversee the receipt and checking of delivered goods such as towels and slippers. Show less

  • PR & Marketing Coordinator

    Oct 2010 - Jun 2012

  • Marketing Secretary

    Feb 2008 - Sept 2010

  • Health and Fitness Receptionist

    Sept 2007 - Jan 2008
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  Jumeirah Creekside

  Jul 2012 - Jun 2014

  Campaign Execution: Implemented marketing campaigns and projects as directed by the Marketing and Communications Manager, ensuring alignment with strategic goals.Content Development: Created innovative, customer-centric marketing materials that supported brand objectives and operational team needs effectively.Agency Collaboration: Managed relationships with graphic design, printing, and production agencies to uphold brand value and deliver high-quality outputs.Collateral Management: Ensured the availability of marketing materials for business and sales teams, conducted periodic audits for visibility, and maintained strict adherence to brand guidelines.File Archiving: Collaborated with the in-house designer to archive and catalog photography and artwork files for efficient departmental use and collateral development.Media Updates: Maintained and updated in-room TV content and created HTML and PDF flyers to support sales team requirements.Administrative Support: Raised purchase orders and other necessary requests to facilitate smooth marketing operations. Show less Sales System Training and Support: Completed training on reporting tools like Delphi and CRM to effectively support and collaborate with the sales team.Communication and Coordination: Maintained clear and professional communication with the sales team, colleagues, and external stakeholders, including clients, suppliers, and business partners.Database Management: Regularly updated and maintained databases for sales and marketing purposes, ensuring accuracy and relevance.Deadline Adherence: Monitored and met project deadlines, adhering to daily, weekly, monthly, and annual timelines.Sales Assistance: Assisted the sales team with preparing contracts, correspondence, and planning Familiarization (FAM) and sales trips.Event and Travel Coordination: Organized travel plans, coordinated reservations, managed expense reports for international business trips, and supported event and site inspection activities.Cluster and Global Collaboration: Coordinated events and visits through cluster sales and maintained working relationships with the Dubai cluster, GSO, and Global Sales Offices.Onboarding Support: Managed training and induction plans for new team members, including preparing Jumeirah network access documents. Show less

  • Marketing Executive

    Mar 2013 - Jun 2014

  • Sales Coordinator

    Jul 2012 - Feb 2013
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  CITY SEASONS HOTELS

  Jul 2014 - Jun 2024

  Group Assistant Manager for Marketing and Brand Development

  Rebranding and Loyalty Programs: Successfully led a rebranding initiative, revitalizing the hotel’s brand identity, launching a new website, and implementing a loyalty program to enhance guest experiences and drive loyalty.Marketing Strategy Development: Supported the Group Director of Marketing in crafting annual integrated marketing communications plans and budgets for City Seasons Hotels, covering advertising (BTL & ATL), public relations, promotions, merchandising, graphics, and collaterals.Brand Management: Ensured consistent and accurate hotel branding, both on and off-property, and managed corporate image projects.Promotional Coordination: Worked closely with General Managers and Food & Beverage managers to schedule and manage promotional materials, ensuring timely updates and adherence to brand standards.Content Creation and Social Media Management: Designed promotional materials using Canva and Photoshop, and managed social media platforms such as Facebook, Instagram, TikTok, YouTube, and Pinterest. Responsibilities included creating tailored posts, monitoring engagement metrics, responding to inquiries, and growing fan pages through paid advertisements and promotions.Media Production: Directed video and photo shoots in line with brand standards and ensured hotel websites were consistently updated with current offers.Public Relations and Media Coordination: Assisted with organizing press conferences, managing media relations, and responding to reviews on platforms like Booking.com and Tripadvisor.Partnerships and Advertising: Introduced partnership programs to boost hotel visibility and coordinated with advertising agencies to ensure compliance with brand standards.Inventory and Collateral Management: Oversaw the inventory and distribution of marketing materials and maintained hotel photo and video libraries. Show less