Digital Strategy & Audience Growth · Philippines
I turn audience insight into better digital work.
Working across strategy, content, analytics, e-commerce, and digital operations to help teams understand their audiences, build better systems, and turn ideas into scalable programs.
Selected work
All work →-
Building a more useful audience segmentation and reporting system
Built and maintained roughly 40 demographic and interest-based audience segments for targeting and commercial use, while improving and automating recurring audience reporting.
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Designing an editorial layer for a short-form commerce program
Developed the editorial strategy, topic pipeline, and first 20 scripts for a short-form affiliate program across TikTok, Reels, and YouTube Shorts.
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Building a digital commerce funnel for an offline-heavy consumer brand
Developed social acquisition and paid-media plans for a consumer health brand while advising on strategies to grow online sales and strengthen its owned e-commerce channel.
What I can help with
All services →-
Strategy & Growth
Audience development, digital growth strategy, channel planning, market and competitor analysis, and new-program development.
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Audience & Performance
Making audience and campaign data useful enough to inform actual decisions.
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Content & Digital Operations
Designing the systems behind repeatable digital work.
Recent writing
All writing →- Hong Kong Has More Hidden Gems Waiting To Be Discovered, And These Influencers Can Vouch For It (opens in new tab)
Branded travel editorial commissioned by Esquire Philippines for Hong Kong Tourism, built around destination discovery and creator-led recommendations.
- S1 EPISODE 1: Times Are Changing: Is IQ No Longer Enough For A Child To Succeed In The Era of Homeschooling? (opens in new tab)
Long-form educational podcast scripting for a branded parenting series exploring child development, learning, and the relationship between IQ and EQ.
- 10 Reasons Why TriNoma is a Foodie Mecca (opens in new tab)
Branded lifestyle editorial commissioned by Spot.ph for TriNoma, with additional involvement in the accompanying shoot, art direction, and on-site coordination with the client team.
Have a digital problem, an opportunity, or a pile of data and aren’t sure what to do next?
Get in touch