Open to opportunities

Kevin Cayaba

@kevincayaba

Message

I build reliable marketing data foundations through analytics implementation, audience activation, and data operations.

Singapore

Message

At Marina Bay Sands, I manage eCommerce tagging and tracking implementation, governing Tealium iQ and Tealium CDP to support seamless data integration and vendor compliance.

I work with cross-functional teams and agencies to enable data collection and activation, implement paid-media tags, validate campaign KPI tracking, and troubleshoot data-integrity issues.

Previously at Unilever, I managed Digital Hub PH’s Adobe Audience Manager and Dataiku DSS, activating first-party audiences for precision, performance, and 1-to-1 marketing. I also supported data enrichment with Google, Facebook, and Globe Telecom and helped deliver high-quality data for U-Store, Unilever’s first D2C platform.

My background also includes campaign optimization and programmatic support at Innity and Cognizant, where I analyzed delivery, resolved ad-serving issues, and translated campaign data into actionable recommendations.

Experience

Work history, roles, and key accomplishments

Current

Senior Digital Analytics Implementation Specialist

Current

Marina Bay Sands

May 2022 - Present (4 years 4 months)

Manage eCommerce tagging and tracking implementation. Ensure data integration is seamless and comply with vendor specs.

Governs both Tealium iQ and Tealium CDP. Ensure proper usage is observed within the platform. Review and validate all implementation activities.

Collaborate with different cross-functional teams and agencies to enable data collection and data activation initiatives.

Implement

Audience Segmentation Tealium Troubleshooting CDP

DMP Assistant Manager

Unilever

Sep 2019 - Apr 2022 (2 years 7 months)

Manages and sole user of Digital Hub PH’s DMP (Adobe Audience Manager) and CDP (Dataiku DSS). Leads data activation by ensuring segments are available for precision, performance, and 1-2-1 marketing campaigns.

Champions data enrichment initiatives by collaborating with blue-chip partners (Google, Facebook, and Globe Telecom) to unlock new capabilities on how we can use and enrich our first-party

Dataiku Data Activation Audience Segmentation Data Enrichment CLV Segmentation Tag Management

Senior Ad Ops Executive

Innity

Sep 2018 - Sep 2019 (1 year)

End-to-end digital campaign execution across different platforms. Optimize campaigns based on current performance and make data driven decisions to improve delivery and ensure quality of ad serving.

Analyze reports and interpret campaign data to provide proper recommendations on how to further improve future ad campaigns.

Made around 2.5x ops profit for Q2 2019, highest for the quarter, because

Campaign Optimization Ad Serving Data Analysis Digital Marketing Ads Rating Audience Segmentation Retargeting Search Social Media

Senior Process Executive

Cognizant

Aug 2016 - Aug 2018 (2 years)

Platform specialist for DV360 – a Google programmatic platform which allows agencies and advertisers to buy online ad inventories across different ad exchanges, networks, and publishers.

Ensure quality service by providing consistent 90% CSAT rating and provide recommendation to other team members on proper client management and campaign troubleshooting.

Utilize Google Report Builder to analyze

DV360 Client Management Ad Serving Data Analysis

Cloud Security Engineer

Trend Micro

Sep 2015 - Aug 2016 (11 months)

Specializes in Trend Micro Security products. Mainly provides technical analysis and troubleshooting on malware related issues for Trend Micro premium subscribers.

Perform premium support such as remote desktop (LogMeIn Rescue) for a more efficient troubleshooting.

Malware Analysis Troubleshooting LogMeIn Rescue Technical Support

Test Product Engineer

Amkor Technology

Jun 2013 - Sep 2015 (2 years 3 months)

Responsible for providing technical support and guidance on product/process implementation and analysis to ensure conformance of the test process to set specifications.