Chichi De Luna, MA, CDM

Experience

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  Starcom MediaVest Group

  Jun 2007 - Mar 2008

  Media Planner/Buyer

  During my stint as media planner/buyer, I handled Pharmaceutical and FMCG brands.

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  Globe Telecom

  Jun 2008 - Feb 2010

  Marketing Specialist/ Digital Marketing Manager

  I reported directly to the Digital Marketing Head of Globe Business (B2B). Together, we developed Digital Marketing strategies and programs for Globe’s solutions, targeting the Filipino SMBs.

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  JS Unitrade Merchandise Inc.

  Feb 2010 - Feb 2011

  Assistant Brand Manager, Adult Category

  Together with the Sr. Brand Manager, we developed and implemented marketing plans for Charmee, one of the leading feminine protection brand in the Philippines. I managed all promotional activities, budget, and calendar.

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  ABS-CBN

  Mar 2011 - Feb 2013

  Senior Digital Strategist

  My role at ABS-CBN was to conceptualize and implement online marketing and business development plans for Channel 2 and its programs. As the project lead, I worked across multiple cross-functional teams, educating them on digital marketing. I led the strategy and redesign of the network's website, which was still at Web 1.0 level in 2011. Previous attempts to update had stalled due to internal differences over creative and design direction. A year after launch, the website ranked #5 in Alexa (PH) and became the 2nd top earning website in ABS-CBN. Show less

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  Microsoft

  Jan 2014 - Jan 2016

  Sr. Marketing Communications Manager

  I worked at Microsoft Philippines during the company's transition to focus on Enterprise Cloud and Non-Mobile Devices, when new CEO, Satya Nadella, was appointed.I led the overall campaign planning and execution across key segments: Consumer, SMB (Small Medium Business), and Enterprise. I worked with the Business Group Leads, Audience Marketing Managers, and stakeholders in the subsidiary. I enabled marketers to innovate and be data-driven, and managed day-to-day operations such as community management, social listening, and digital demand generation.I was part of the team that launched Windows 10 in the Philippines. My responsibilities spanned campaign planning and execution across Consumer, SMB, and Enterprise segments for Windows, Office, and Cloud Services requiring collaboration with diverse local and international stakeholders.This launch garnered impressive results, including 53 stories in PR (USD 6.9M value) and 11.6M impressions, 23M social impressions, and achieved 3rd trending topic on Twitter (Philippines - now X). I facilitated the upgrade of 150 new SMB customers on the same day at various live events across Manilla.Over 2 consecutive fiscal years, I achieved and exceeded the Social and Digital Marketing Scorecard targets for the Philippines, resulting in remarkable outcomes including MS store locally referred revenue of USD 29.2M per month, 10M social engagements per month, and influencer mentions.I improved the privacy compliance rating to 'high' in the global, independent Microsoft audit process and received commendation from the Country Manager, despite the challenges posed by the new Data Privacy Act of 2012, which was launched without implementation rules. Show less

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  Tribal Worldwide

  May 2016 - now

  I was promoted into this role by the Executive Team for further leadership development. As a trusted advisor, I help identify starting points for problems faced relating to emerging services. My deep business understanding underpins my ability to develop frameworks, processes and toolkits.I now manage a team of 9 direct reports. My role involves mapping comprehensive customer journeys, implementing UX strategies, and leveraging analytics, including CRM, for our clients. I expanded our agency's scope by introducing a transformation strategy and rolling out Customer Experience (CX) and Data Science (DS) pillars, making our team the first to launch new services. Under my leadership, the DS pillar revitalized digital services, leading to substantial growth for existing clients in CPG (+138%) and QSR (+42%), while attracting new clients with significant budget impact. I helped secure investments, designed efficient processes, and provided comprehensive training, enhancing our team's capabilities.Additionally, the CX pillar enhanced client connections, resulting in incremental business from existing clients and new business/pitches. My leadership has fostered a stable team, with 80% of my direct reports remaining with the agency for over five years, significantly surpassing the industry average of 2 years.I've also contributed to the success of other DDB agencies where I collaborated with the Head of Digital of a major QSR client to design innovative strategies, resulting in impressive results in 2022, including a 208% increase in reach, a 481% boost in engagement, and a 231% higher engagement rate compared to targets, ultimately strengthening the client relationship and driving incremental business growth. Show less I was promoted to Head of Strategy & Experience and led a dynamic team of eight, including 3 digital strategists and 5 community managers. I also joined the Executive Leadership Team, where I actively contributed to business strategy development, conducted monthly progress meetings, and participated in annual Executive Board meetings.My role encompassed an expanded portfolio, overseeing Website Strategy, Content Strategy, Analytics (Customer and Business Intelligence, Campaign Reporting and Optimization, Insights), and New Product Development in addition to my existing responsibilities.𝑯𝒊𝒈𝒉𝒍𝒊𝒈𝒉𝒕𝒔 𝒊𝒏𝒄𝒍𝒖𝒅𝒆𝒅:I was an integral part of the team who delivered the highly successful Silver Swan's Swanderful Moves digital dance challenge, which alleviated core customers' lockdown fatigue:🔸drove +22% increase in sales compared to 2019🔸6K live event viewers, 1.2M engagements on Facebook, 338K on Instagram, 47M views on TikTok within the first week🔸became TikTok's first Philippine brand case study for business https://www.tiktok.com/business/en-US/inspiration/silver-swan-52My strategic efforts on the Philippines Department of Tourism Website Revamp resulted in:🔸+400% boost in monthly page users🔸reaching 117 countries🔸contributed to a +15% in visitors from January to October 2019 compared to 2018. Show less During my role as Digital Planning Director, I led a team of two digital strategists and focused on Communications Strategy, Digital Marketing Playbooks, and Digital Marketing Campaigns.One of my notable achievements was the creation of the "SM Supermalls Moments" strategy that led to a campaign featuring emotional connections videos around family milestones and events within SMs. This strategy aimed to maintain relevance among customers who utilize multiple shopping channels and engage a younger audience:🔸average total reach of 13.24M, 5.8M views - a 7.4% boost in sales🔸a significant increase in both vehicle and foot traffic by 13% and 13.6% respectively🔸this initiative continued to thrive during the pandemic, boosting other sales channels.Additionally, I helped on the successful launch of Aveeno Baby Lotion, leveraging social listening to tap into deep-rooted insights about mothering behaviours that aligned perfectly with the brand:🔸empowered key opinion leaders and connected with brand ambassadors, particularly among AB Millennial mums🔸total reach of 5.43M and 30K unique engagements🔸became the fastest-growing baby lotion in the market. Show less

  • Executive Experience Director

    Sept 2021 - now

  • Head of Strategy and Experience

    Feb 2019 - Aug 2021

  • Digital Planning Director

    May 2016 - Jan 2019