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Work History

MILESTONE COMMUNICATIONS

Nov 2011Present

Managing Director

Spearheading the bespoke Integrated Marketing Communications firm based in Hong Kong, which maximizes an arsenal of marketing communication tools from Contract Publishing, Public Relations, Editorial, Branding, Web Content Development, Copywriting, Event Marketing, Digital Marketing to Social Media Architecture. The Publisher and Managing Editor of the Marco Polo Hotels magazine with a readership of 195, 000. The bilingual publication is in English and Traditional Chinese, distributed to the 13 hotels in HK, China and the Philippines. Responsible for advertising sales and marketing tie-ups. Omni-channel marketing orchestration conducted seamlessly on a 360-degree basis for a variety of brands.

MILEAGE MEDIA L.L.C.

Dec 2005Aug 2011

Marketing Communications Architect

(Based in Las Vegas, U.S.A.) Writing and editing for online media and digital magazines. Creative Consultant for lifestyle media content in Las Vegas and Los Angeles. Consulted for a lifestyle publication group expanding to Las Vegas. Contributing Editor of Bagus magazine, a lifestyle magazine published in Brunei with a circulation of 60, 000 which was distributed in conjunction with Borneo Bulletin, the country's leading English language newspaper. 

MILEAGE MIDDLE EAST

Jan 2001Sep 2005

Managing Director & Managing Editor

(Based in The Kingdom of Bahrain) Owned and managed a Publishing and Marketing Company which offered creative services from Contract Publishing, Public Relations, Event Marketing to Graphic Design. Major client was the largest retail and entertainment complex in Bahrain, Seef Mall whereby my company published, designed, wrote and managed the advertising, marketing and circulation of their first lifestyle magazine Seef Spotlight. Responsible for the editorial, concept, graphic design of the quarterly and bilingual magazine, focused on the ultimate lifestyle of travel, art, and fashion. Tasked to be the magazine's Managing Editor and wrote key feature articles in every issue from travel stories, fashion and restaurant reviews to interviews with artists to industry leaders. Worked closely on sponsorship and direct marketing opportunities with the anchor tenants. Created the opening PR campaign for the Beverly Hills Polo Club in Bahrain and organized the press event for its first store opening. Designed the brand identity for the Sail Tower, an elegant residential complex, managed by the Ritz Carlton in Bahrain. 

LE ROYAL MERIDIEN BAHRAIN

Oct 1999Dec 2000

Director of Marketing

(Rebranded to the Ritz Carlton Bahrain)  Responsible for the entire marketing matrix of this 245-room luxury beachfront resort and spa. Maximized marketing opportunities and media exposure through online channels. Achieved given revenue targets in a well-defined market in close coordination with the Director of Sales and Revenue Manager. Developed the E-Commerce, Advertising and Public Relations plans and strategies. Created the opening Marketing campaign for the luxury spa and created its entire brand identity.

JUMEIRAH BEACH HOTEL DUBAI

Jan 1998Sep 1999

Marketing Communications Manager

www.jumeirah.com

( Based in Dubai, U.A.E.) Instrumental in the opening marketing campaign of the 600 room deluxe resort which is the very first property of Jumeirah International. Developed the opening marketing communications plan which launched the hotel to its various markets. Played a key role in creating the brand identity of this independent resort property with the future plan of building an iconic hotel chain. Involved in the development of the pre-opening marketing communications plan for the Burj Al Arab and organized the opening events for the Wild Wadi Waterpark Organised all the pre-opening and opening press and media coverage for the first three properties of Jumeirah International. Managed the creation and content of the hotel's website, corporate video, CD Rom and all print collateral. Implemented the hotel's new corporate graphic standards. Spearheaded the marketing of the 18 F&B outlets and managed the print production requirements from menus to promotional collateral. Responsible for the in-house art department and supervised all third party agencies such as the advertising agency, printers and contract publishers. Coordinated all hotel photography and executed the required art direction.

HYATT REGENCY GUAM

Apr 1993Jan 1997

Marketing Communications Manager

www.guam.regency.hyatt.com 

(Based in Guam, U.S.A.) Introduced the 450-room luxury resort to its key international markets by developing the pre-opening and opening marketing communications plan. Appointed as a key member of the pre-opening team by Hyatt International to introduce the corporate graphic standards to all hotel applications. Managed the entire print production of the hotel's collateral requirements from in-room items to F&B menus. Developed the annual advertising plans and managed the ad budgets for the international and local media. Wrote all hotel press releases and did copywriting for all promotional collateral for F&B and room packages. Designed and wrote the content material for the hotel's multimedia marketing tools i.e. Web pages, CD Rom and Kiosk systems. Responsible for the in-house advertising agency facility.

HYATT REGENCY MANILA

Feb 1990Apr 1993

Public Relations Manager

Responsible for the development and implementation of the hotel's entire Advertising, Public Relations, Corporate and Marketing Communications. Directed and executed the transition for the logo change of Hyatt International. Copywriting for all of the below-the-line collateral requirements. Organized numerous international press trips and generated mixed media editorial. Produced and wrote all press releases and web content. Managed an in-house art department and the hotel's print production requirements.

J. WALTER THOMPSON ADVERTISING

Dec 1988Jun 1989

Account Manager

Formulated and executed all Communication Planning guides relative to the Advertising Campaigns of major multinational accounts such as Warner Lambert and all the Panasonic product lines. Responsible for the major relaunch of the historic Manila Times newspaper.

HOLIDAY INN MANILA

Apr 1987Dec 1988

Account Manager

Introduced the Club Prive, which is an exclusive membership programme that served as an incentive tool to generate continued patronage of the hotel's fine dining restaurant. Assisted the Banquet department in upselling packages for high profile events, which could be staged at the Baron's Table. Coordinated closely with the PR Department. 

HUTSCHENREUTHER AG

Jul 1986Nov 1986

Management Trainee

(Selb, Germany) Completed an AIESEC traineeship with the legendary porcelain company which was founded in 1814. Trained in the Advertising and Export Divisions in its Headquarters in Northern Bavaria in Germany. Formulated a marketing report on the feasibility of Hutschenreuther products penetrating the Philippine market.

post graduate courses

SCRIPTWRITING "STORY" by Hollywood Guru Robert McKee

Loyola Marymount University, Los Angeles

(Los Angeles, USA) Completed the legendary course on scriptwriting with Robert McKee where his teachings on substance, structure, style and the principles of a story has garnered worldwide acclaim.  Previous students have gone on to win numerous Academy Awards.  John Cleese, Julia Roberts, Meg Ryan, Jimmy Fallon, Geoffrey Rush, Kirk Douglas and many other have studied under McKee.

certificates of study

Multimedia Marketing: Pan Asia Singapore 1994

Effective Written Communication for Business & Industry 1989

Adobe Fireworks CS6/ Dreamweaver 2015

international scholarships

The JICA Japanese Friendship Programme for the 21st Century 1986

Completed an academic and cultural scholarship sponsored by the Japanese Government. Attended a series of lectures on Japanese history and culture at the Waseda University. Travelled to Tokyo, Osaka, Hiroshima and Okinawa for language/educational programmes.

Education

New York University

19961996

Multimedia Marketing Continuing Education Programme

An intensive summer course on the rise of the digital marketing future where innovative multimedia approaches were studied and projected.

Ateneo de Manila University

19821986

Bachelor of Arts Degree Major in Communications

A four year Bachelor of Arts degree Major in Communications from the highly respected Ateneo de Manila University. Established in 1859 by the Society of Jesus, it is one of the world's oldest Jesuit educational institutions.  Studied cutting-edge techniques and innovative approaches in multimedia production,  journalism, media  studies, advertising and public relations.