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Maggie Francisco

@maggiefrancisco

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Creative Strategist | Brand Strategy • Customer Experience • Campaign Strategy • Content

Philippines

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What I'm looking for

I'm looking to lead brand, content, and integrated marketing work where customer insight, creative excellence, and commercial outcomes are equally valued.

I've led creative, content, and marketing strategy for Rustans.com, Vintage Grail, Joel's Place, Manila Bulletin, Havas Ortega, Bonsey Jaden, and FCB Manila. I turn customer insight into campaign ideas, content ecosystems, and brand stories built around how people think, feel, and buy.

At Rustans.com, I helped launch and scale a luxury and premium multi-category e-commerce platform, led its 2023 website transformation, and built the Direct-to-Offer campaign framework. I also created and commercialized Brand Collab, delivering 47 retail media campaigns with up to 45% of participating brands' monthly sales.

My work has scaled daily e-commerce revenue to ₱1.2M, grown qualified leads by 120%, increased campaign engagement by 43%, and improved organic search visibility by 23%. I've led multidisciplinary teams of up to 15 people and connect creative direction, SEO, CRM, paid media, UX, and conversion optimization around commercial goals.

My foundation in media, publishing, advertising, retail, e-commerce, and F&B gives me an editorial perspective grounded in audience psychology and measurable marketing performance.

Experience

Work history, roles, and key accomplishments

Brand and Promo Marketing Manager

Joel's Place

Nov 2025 - Feb 2026 (3 months)

Led integrated marketing campaigns across digital, CRM, in-store, and community channels to support commercial growth. Established marketing workflows and built campaign tracking and reporting systems.

Integrated Marketing Campaign Management CRM Social Media Paid Media Creative Production Influencer Marketing Partnership Marketing Reporting

Digital Marketing and Brand Manager

Vintage Grail

Feb 2025 - Jun 2025 (4 months)

Led digital marketing across the Philippines and Hong Kong, strengthening the brand's position in the luxury timepiece market. Managed Meta Ads budgets and increased qualified leads by 120%.

Digital Marketing Brand Management Meta Ads CRM Influencer Marketing Content Strategy

Creative Strategy and Content Manager

Rustans.com

Nov 2018 - Feb 2025 (6 years 3 months)

Core team member in launching and scaling Rustans.com, a multi-category e-commerce platform for luxury and premium retail. Translated commercial goals into creative strategies and led cross-functional content planning.

Creative Strategy Content Strategy E commerce Strategy Customer Journey Cross functional Leadership SEO CRO

Managing Editor, Style Weekend / Fashion & Beauty

Manila Bulletin

Jan 2017 - Oct 2018 (1 year 9 months)

Led editorial planning for the Fashion & Beauty section and Style Weekend, balancing reader interests with advertiser commitments. Oversaw end-to-end publication of 96 Fashion & Beauty and 30 Style Weekend weekly editions.

Editorial Planning Content Strategy Team Leadership Feature Writing Collaboration Publishing

Editor-in-Chief, Arena Media

Havas Ortega

Jul 2015 - Oct 2016 (1 year 3 months)

Joined the pioneer leadership team that launched Arena Media, the agency's content marketing practice. Developed content strategies and editorial programs for brands, including Del Monte Philippines.

Content Strategy Editorial Planning Team Leadership Content Production Brand Strategy

Senior Digital PR Specialist

Bonsey Jaden

Dec 2014 - Jun 2015 (6 months)

Led a 7-member Digital PR team, delivering integrated PR and content campaigns for regional brands. Executed multi-channel PR and social campaigns for Asia's Got Talent, Fit for Fashion, and The Apartment.

Digital PR Social Media Multi channel Marketing Team Leadership

Senior Copywriter / Feature Copywriter

FCB Manila

Jun 2012 - Dec 2014 (2 years 6 months)

Developed integrated creative campaigns for 15+ local and global brands, including PLDT, Oreo, Edsa Shangri-La, SM Men, and Aboitiz Group. Conceptualized campaign ideas, messaging, and copy across digital, print, and integrated marketing channels.

Copywriting Integrated Marketing Digital Marketing Print Collaboration

Staff Writer / Editorial Assistant, Inflight Magazine

South East Asian Airlines

Jun 2008 - May 2012 (3 years 11 months)

Produced travel and lifestyle features from story ideation through writing, editing, and publication. Interviewed personalities, industry leaders, and subject matter experts to develop original editorial content.

Writing Editing Feature Writing Interviewing Content Production Coordination