Caesar Alexander Michelena JR

Owned Meta paid strategy and delivery across a 20+ account US portfolio, designed and operated a production AI operations system, and built platform-vs-CRM attribution reconciliation that surfaced 40%+ structural over-claiming on one account.

Paid media strategy, audits and hands-on Meta and Google campaign management for SMB clients. Designed and prototyped the AI-assisted workflow system (agent roles, playbook structure, QA gates) later deployed in production across the Agile & Co portfolio.

Led paid, programmatic and video media across Australia and New Zealand: live sport CTV and BVOD across Kayo, Foxtel Go, 9Now and 7plus bought on CPM with frequency capping, alongside Meta, Google Ads and TikTok. Owned strategy, budget management and performance analysis against new-customer acquisition and CAC.

Headed planning for L'Oreal's consumer products division, its largest business unit: a portfolio north of PHP 380M a year (about US$6.7M) across Garnier, L'Oreal Paris and Maybelline. Exceeded KPIs and reached top-performing brand status on Shopee and Lazada. Joined amid roughly 80% attrition and rebuilt the planning, strategy and implementation teams. Primary client and publisher contact.

Traded about AUD 2M a year for Ampol AU and Accor Hotel Group across DV360 and The Trade Desk; managed and coached three associates; implemented workflow structure and optimisation strategies.

End-to-end programmatic trading for US accounts: media plans, budget allocation, PG deal coordination across CTV, standard video and display; campaign builds, targeting and optimisation in DV360 and The Trade Desk, including OTT and CTV buys. Implemented creative and Floodlight tags; served as DV360 trainer and campaign QA lead; managed RFPs with publishers and data partners.

Google's wholly owned operations entity. Consultative technical support and troubleshooting for top agencies and advertisers across APAC on the Google Marketing Platform (DV360, CM360) plus YouTube, Google Ads, GTM and Google Analytics. Resolved complex delivery, tagging and discrepancy cases; worked with engineering and product on user-impacting bugs; drove internal initiatives including account migrations and bulk uploads.

Completed a Diploma in Advanced Digital Marketing, gaining comprehensive knowledge in digital marketing strategies and tools.

Completed the Ultimate Google Ads Course, gaining expertise in Google Ads campaign management and optimization.

Completed the Marketing Diploma Program, covering core marketing principles and practices.