Cris Lacuna

www.silouex.com

Client Service and Business Development

PR Client Servicing – media strategy, engagement, monitoring, social media and event management Handled jewelry and dining/food accounts: Larry Jewelry, Mouawad; Caffé B, LeVeL33, Me@OUE; the Asian Pastry Cup (Food&Hotel Asia) project; Menlo Security (cyber security) media briefing

• Managed communication strategies and all initiatives on the Philippines for Singapore and Brunei markets (includes message for the Trade and Industry Minister and preparing of press briefing materials) • Handled Singapore media relations (story pitching, press releases, interviews, relationship building and news monitoring – traditional and digital) • Managed DTI website pages of Singapore, Malaysia and Brunei posts • Created and maintained social media presence of DTI Singapore–Facebook, Tumblr, Twitter and LinkedIn • Trade and investment services (market research, business missions and meetings for exporters and importers, buyer visits, trade fairs, seminars, trade promotion, trade documents facilitation and general inquiries) • Networked and collaborated with strategic Singapore government and private partners to promote engagement between the Philippines and Singapore (e.g. Trade Associations and Chambers) • Organized business-related programs for Philippine government officials visiting Singapore including two Presidential state visits

PR Client Servicing; Handled SAP (Singapore), Greenfields Milk (Singapore), Regus Philippines

Number of people directly supervised: 3 plus all PR, Advertising and Digital agencies of the Corporate Communications Division (including contracts and budget management) • Strategized institutional thematic and tactical campaigns in various media channels to strengthen, protect and sustain corporate brand image (includes conceptualization and supervision of the development of creative materials) • Conceptualized, planned and implemented digital PR campaigns (includes social media) and managed digital/online ambassador program • Developed and explored media and event sponsorships to strengthen the Globe brand and guaranteed all sponsorships have good return on investment • Spearheaded research on corporate image, perception and overall brand health and led in the reporting of usable insights from the research • Led and executed corporate events • Explored and recommended relevant and reputable local and international award-giving bodies that could increase Globe positive reputation; prepared award entries as well • Led in the development and updates on corporate materials-including the annual and sustainability report and audio-visual materials to communicate the values and integrity of the Globe brand • Spearheaded activities of the Sustainability Council and ensured alignment with the Sustainability policies of Globe mother company Ayala Corporation • Supervised the team’s activities (seeding of press releases to traditional and online media and ensured media mileage targets are met; and media monitoring) • Planned regular media relationship activities to cultivate, enhance and maintain good relationship with the media • Provided corporate branding and digital PR support for Globe Telecom’s flagship CSR program – Globe Bridging Communities • Managed and kept within the planned budget, all expenses of the department (including corporate advertising spend) • Explored and recommended appropriate creative agency and suppliers for creative requirements

Number of people directly supervised: 2 plus all creative agencies and freelancers (including contracts and budget management) • Managed the development of advertising materials (SM Supermalls magazine Shopmag, broadsheet supplement, TV commercial, village/community newsletter, flyer), handling 3 major areas of the SM Supermalls chains (North Provincial, North Metro and Visayas-Mindanao) • Coordinated and negotiated with the malls’ tenants and Operations and Marketing teams on advertising requirements - considering effectiveness, timings and relevance of materials • Conceptualized with Creative Agencies and Editorial Teams the over-all direction and look of each published material • Conducted photo shoot for all materials-working with prof. fashion photographers, models, stylists and hair/make-up artists • Edited and proofread all materials before going to print or air • Coordinated with publications on placements, deadlines and material specifications • Ensured that the production timetable is met and all budgets are followed and monitored SPECIAL PROJECT - Also assigned to do marketing function on a CSR project (Global Pinoy Program for Overseas Filipino Workers) under SM Cares (CSR arm of SM Supermalls)

Number of people directly supervised: 50 • Identified opportunities of streamlining business and operations processes • Developed revenue-enhancing strategies while maintaining high levels of client satisfaction via employee supervision and coaching • Created a positive and cohesive management team and overall positive work environment • Handled HR (staffing, employee engagement)

Number of people directly supervised: 3 • Established PR and communication goals, strategies and tactics and ensured alignment with the business objectives and the clients’ Philippine operations (including crisis PR) • Handled Pfizer Philippines and Amway Philippines