JHJeraldine Hofilena
@jeraldinehofilena
Lifecycle marketer driving retention and growth through data-driven automation.
SingaporeWhat I'm looking for
I am a lifecycle marketer with 6+ years of experience building onboarding, activation, re-engagement, and retention journeys that move users from lead to repeat conversion. I design and execute omnichannel CRM and paid campaigns, leverage segmentation and experimentation, and use analytics and marketing automation to drive measurable lifts—including campaigns that delivered up to 64% of total transactions and A/B tests yielding up to 300% uplift in conversions.
I partner cross-functionally with Product, MarTech, AdOps, Trust, and Legal to improve tooling, data integration, and compliance, and I have led regional programs across multiple markets and verticals. I bring hands-on experience with Braze, CleverTap, Amplitude, BigQuery, SQL, and paid acquisition platforms, and I focus on scalable lifecycle frameworks, performance measurement, and privacy-aware execution.
Experience
Work history, roles, and key accomplishments
Executed full-funnel campaigns across paid and owned channels supporting acquisition, activation, and retention across Goods, Autos, and Services categories; partnered with MarTech to improve lifecycle tooling and automation.
Built and executed lifecycle programs across five markets driving up to 64% of total transactions and exceeding supply targets by 106%; designed automated journeys with up to 300% conversion uplift.
Owned onboarding, activation, retention, and reactivation journeys; built segmentation frameworks increasing traffic by 25% and purchase conversion by 15%, and ran reactivation campaigns lifting resurrected users by 45%.
Senior UA Manager
Spoon Radio, Inc.
Feb 2021 - Nov 2021 (9 months)
Built onboarding and early activation journeys that drove a 2% incremental lift in day-1 retention and improved push/email engagement by up to 8 points while managing monthly paid campaigns.
Global Marketing Strategist
Spoon Radio, Inc.
Sep 2019 - Feb 2021 (1 year 5 months)
Managed UA campaigns with monthly budgets up to $300,000 across regions, reduced TikTok CPI from $17 to $8, and led onboarding of Braze and tracking systems for lifecycle measurement.
Junior UA Manager
Spoon Radio, Inc.
Feb 2017 - Sep 2019 (2 years 7 months)
Led localization and GTM for new markets, raised $100,000 for expansion, and managed UA campaigns with monthly budgets of $140,000 while owning marketing OKRs for Vietnam and Indonesia.
Education
Degrees, certifications, and relevant coursework
SUSingapore Management University
Executive Masters Certificate, Executive Studies
2022 - 2022
Completed an Executive Masters certificate program at Singapore Management University from March to May 2022.
UDUniversity of the Philippines Diliman
Bachelor of Science, Business Administration
2011 - 2016
Grade: Cum Laude
Bachelor of Science in Business Administration, graduated Cum Laude; conducted research on Filipino consumer perceptions of online retail.
Tech stack
Software and tools used professionally
Availability
Location
SingaporeAuthorized to work in
Job categories
Skills
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