At IPG Mediabrands Philippines, Inc., I drive audience strategy and consumer insights for clients including Century Pacific Food, Metrobank, Shakey's Pizza Asia Ventures, and Potato Corner. I translate consumer behavior, market trends, and audience intelligence into strategic recommendations.
I developed nationwide campaign audience strategies and led an annual media landscape analysis across the agency’s client portfolio. I also created recurring market intelligence newsletters and presentations to inform strategic planning and client conversations.
At SM Supermalls, I led market and financial analysis projects and developed a market intelligence framework covering 30+ existing and prospective locations. Earlier, as an Insights Intern at IPG Mediabrands Philippines, Inc., I analyzed consumer and business data, developed segmentation models, and tracked brand health metrics.
