Baking and Cake Decorating
CARLA DE CASTRO
Passionate Marketing Professional Adept In Digital And Traditional Marketing Strategies
Markham,ON
Summary
Innovative professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent communication and customer service skills.
Overview
14
14
years of professional experience
5
5
years of post-secondary education
3
3
Languages
18
18
Years of Sales and Business Development experience
5
5
Project Management Experience
Work History
Marketing Director
Luxe Culinary Solutions Inc.
Paranaque City, Philippines
03.2016 - 11.2021
- Designed and implemented yearly, 3-year and 5-year comprehensive marketing plan for the organization.
- Conducted market research on emerging trends within industry and capitalized on finds to develop new products, services and strategies.
- Achieved under-budget and on-time project management to adhere to project goals keeping SMART goals per project.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Created innovative strategies to drive customer engagement.
- Directed 3 marketing managers and performed performance evaluations.
- Built strong relationships with industry professionals and influencers.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Attended trade shows and client meetings, promoting brand and building rapport with prospects.
- Created and deployed social media content, engaged with target audiences and boosted reach with strategic ad placements.
- Optimized company website to improve engine ranking, user experiences and conversion rates.
- Developed digital marketing strategies by creating and implementing plans to reach and engage target audiences.
- Managed digital projects from initial concept through final implementation and live monitoring.
- Optimized e-commerce campaigns through A/B testing to increase online sales.
- Directed high-value marketing program with consistent adherence to deadlines and budget constraints.
- Implemented new strategies to improve click-through rates and conversion.
Marketing Manager
Mommy Cakes & Sweets
Muntinlupa City, Philippines
10.2013 - 12.2016
- Performed statistical analyses to gather data for operational and forecast team needs.
- Managed day-to-day business operations.
- Enhanced operational efficiency and productivity by managing budgets, accounts and costs.
- Implemented process improvement to shape organizational culture, optimize procedures for higher efficiency and help company evolve and grow.
- Recruited, hired and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization.
- Established foundational processes for business operations.
- Maximized operational excellence mentoring personnel on management principles, industry practices and company procedures.
- Established, optimized and enforced business policies to maintain consistency across industry operations.
- Cultivated forward-thinking, inclusive and performance-driven company culture to lead industry innovations.
- Improved page content, keyword relevancy, and branding to achieve search engine optimization goals.
- Monitored trends in digital marketing landscape and adjusted strategies accordingly.
- Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.
- Utilized techniques such as cold calling, networking and prospecting to develop new leads.
- Analyzed competitor pages to locate backlink and keyword opportunities.
- Monitored return on investment of online and social media marketing efforts.
- Developed marketing content such as blogs, promotional materials, and advertisements for social media.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
- Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Managed workflow between staff, coordinating documents, planning, and creative material distribution.
- Performed market segmentations, targeting and positioning for each product line.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Wrote and distributed press releases to increase brand visibility.
- Optimized email campaigns to increase open and click-through rates.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Created and managed social media campaigns to increase brand engagement.
- Improved website visibility through development and implementation of SEO strategies.
- Mentored local personnel on best practices and protocols to maximize productivity.
- Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs
- Executed search engine marketing, advertising and public relations campaigns to generate demand and sales leads
- Worked with graphic designers and writers to establish theme and tone for content
Marketing Manager
TheServicePro.net
Remote/ Columbus, Ohio
01.2011 - 11.2013
- Boosted brand awareness and generated leads while managing inbound and outbound marketing campaigns and programs.
- Researched industry and marketplace trends to develop marketing solutions and enhance business operations.
- Developed network of related professionals to open up business opportunities.
- Assessed marketing copy, art comps and final designs and compared with established specifications.
- Executed search engine marketing, advertising and public relations campaigns to generate demand and sales leads.
- Managed workflow between staff, coordinating documents and creative material distribution.
- Transformed corporate website and social media platforms to better engage customers and promote sales.
- Managed team engaged in ongoing product optimization, account management and ad placement.
- Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.
- Utilized techniques such as cold calling, networking and prospecting to develop new leads.
- Analyzed competitor pages to locate backlink and keyword opportunities.
- Tracked and capitalized on emerging industry trends to boost campaign performance.
- Led and managed talented teams to plan and implement project tasks meeting timelines and exceeding expectations.
- Monitored return on investment of online and social media marketing efforts.
- Drove cross-functional collaboration with focus on quality service delivery.
- Developed marketing content such as blogs, emails, social media, promotional materials, and advertisements for social media.
- Increased customer engagement through social media.
- Established and maintained relationships with key stakeholders to deliver successful execution of marketing initiatives.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Continually maintained and improved company's reputation and positive image in markets served.
- Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
- Improved website visibility through development and implementation of SEO strategies.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Developed creative presentations, trend reports, kitted assets, and product data sheets.
- Mentored local personnel on best practices and protocols to maximize productivity.
- Devised content strategy to effectively engage target audiences.
- Wrote and distributed press releases to increase brand visibility.
- Captured new customers by optimizing business strategies and launching products to diversify offerings.
- Created and managed social media campaigns to increase brand engagement.
- Coordinated with design and media teams to develop high-quality creative assets.
Regional Marketing Manager
Becker Professional Review
Vancouver, BC/ Hong Kong, Hong Kong
06.2008 - 12.2009
- Responsibilities find licensees/partners for markets within South East Asia and Australasia that do not have Becker or Stalla partner help new licensee/partners to start live CFA and US CPA review classes work with current licensees/partners grow their class size and increase their revenues develop marketing strategies which can be implemented by local licensees within area of responsibility
- Closed exclusive contract with CFA Indonesia and CFA Philippines for use of Stalla CFA Review
- Increased revenues within the region by 30% from FY 2008-FY2009
- Signed local partner for Stalla CFA Review in Sydney and Becker CPA in Indonesia
- Applied effective time management techniques to meet tight deadlines.
- Proven ability to learn quickly and adapt to new situations.
- Worked effectively in fast-paced environments.
- Developed and maintained courteous and effective working relationships.
- Demonstrated respect, friendliness and willingness to help wherever needed.
- Cultivated interpersonal skills by building positive relationships with others.
- Organized and detail-oriented with strong work ethic.
- Proven ability to develop and implement creative solutions to complex problems.
- Used critical thinking to break down problems, evaluate solutions and make decisions
- Learned and adapted quickly to new technology and software applications
Marketing Coordinator- B.C
Becker Professional Review Canada
Vancouver, BC
05.2007 - 05.2008
- Responsibilities perform State Selection Evaluation for Becker CPA students plan and coordinate all classes and Becker/Stalla events within region
- Present to universities, associations, and companies regarding US CPA and
- CFA designations
- Build relationships and maintain existing relationships with accounts
- Manage all Classroom Facilitators and Student Liaison Officers within BC
- Plan and execute all Marketing and Communication strategies for B.C
- Grow revenues for the region through increase in class size and locations
- Accomplishments increased CFA L1 class size by 100% compared to enrollment for December 2006 exam
- Increased CFA L1 class size by 50%, L2 class by 50%, and L3 class size by 46% compared to enrollment for June 2007 exam
- Closed exclusive sponsorship contracts with accounting and finance organizations for BCIT, SFU, Kwantlen University, UNBC, and UBC
- Closed exclusivity contract with CFA Victoria Society and helped strengthen relationship with CFA Vancouver Society
- Established operating and communication systems for the regional team
- Coordinated meetings between project members and clients to develop ideas, discuss progress and set goals.
Education
Executive Program Certificate - Digital Marketing Strategies
Yale University, School of Management
New Haven, CT, USA 06.2023 - Current
Certification- Inbound Marketing - Digital Marketing
Hubspot Academy
Online 07.2023 - 07.2023
Certification- Email Marketing - Digital Marketing
Hubspot Academy
Online 06.2023 - 07.2023
Certification- Digital Marketing - Digital Marketing
Hubspot Academy
Online 06.2023 - 06.2023
Certificate- Content Marketing - Digital Marketing
Hubspot Academy
Online 06.2023 - 06.2023
Certificate in SEO - Digital Marketing
Hubspot Academy
Online 06.2023 - 06.2023
Certificate - Construction Project Management
Aguila Group Companies (AGC) Development Corp.
Philippines 10.2019 - 07.2020
Certificate - Wedding Coordinator And Planner Certification
Wedding Planners Institute of Canada, Canada
Vancouver, BC 01.2006 - 01.2006
Certificate - Innovations Process Management Leadership Training
Unilever Learning Academy
Manila, Philippines 06.2003 - 06.2003
Certificate - Brand Management
Unilever Learning Academy
Manila, Philippines 03.2003 - 03.2003
Certificate I Internet Marketing And Web Design - Internet Marketing
De La Salle University
Manila, Philippines 07.2002 - 09.2007
MBA - International Business
Ecole Superieur Des Sciences Commerciales D'Anger
Angers, France 08.2001 - 06.2002
Bachelor of Science - Business Management Minor in French Studies
Ateneo De Manila University
Philippines 06.1997 - 03.2001
High School Diploma -
Holy Cross Regional High School
Surrey, BC 09.1992 - 06.1997
Skills
Marketing and advertising
Market Positioning
Client communication
Brand development
Campaign management
Corporate Communications
Problem-Solving
Market Analysis
P&L Management
MS Office
Web analytics
Strategic planning
Strategic Digital Marketing Campaigns
Google Analytics and SEO Tracking
Hubspot, Mailchimp, Google Ads and Marketo
Social Media Marketing on Facebook, Instagram, TikTok
Interests
Dancing
Martial Arts
Timeline
Certification- Inbound Marketing - Digital Marketing
Hubspot Academy
07.2023 - 07.2023
Executive Program Certificate - Digital Marketing Strategies
Yale University, School of Management
06.2023 - Current
Certification- Email Marketing - Digital Marketing
Hubspot Academy
06.2023 - 07.2023
Certification- Digital Marketing - Digital Marketing
Hubspot Academy
06.2023 - 06.2023
Certificate- Content Marketing - Digital Marketing
Hubspot Academy
06.2023 - 06.2023
Certificate in SEO - Digital Marketing
Hubspot Academy
06.2023 - 06.2023
Certificate - Construction Project Management
Aguila Group Companies (AGC) Development Corp.
10.2019 - 07.2020
Marketing Director
Luxe Culinary Solutions Inc.
03.2016 - 11.2021
Marketing Manager
Mommy Cakes & Sweets
10.2013 - 12.2016
Marketing Manager
TheServicePro.net
01.2011 - 11.2013
Regional Marketing Manager
Becker Professional Review
06.2008 - 12.2009
Marketing Coordinator- B.C
Becker Professional Review Canada
05.2007 - 05.2008
Certificate - Wedding Coordinator And Planner Certification
Wedding Planners Institute of Canada, Canada
01.2006 - 01.2006
Certificate - Innovations Process Management Leadership Training
Unilever Learning Academy
06.2003 - 06.2003
Certificate - Brand Management
Unilever Learning Academy
03.2003 - 03.2003
Certificate I Internet Marketing And Web Design - Internet Marketing
De La Salle University
07.2002 - 09.2007
MBA - International Business
Ecole Superieur Des Sciences Commerciales D'Anger
08.2001 - 06.2002
Bachelor of Science - Business Management Minor in French Studies
Ateneo De Manila University
06.1997 - 03.2001
High School Diploma -
Holy Cross Regional High School
09.1992 - 06.1997