About
Hi there!
I have around 10 years of digital marketing experience, with a strong focus on SEO and Google Ads. Over the years, I have also built solid hands-on experience in WordPress website building and maintenance, email marketing, basic CRO, and other adjacent marketing work that helps businesses get more customers.
What ties all of this together is simple: I care about work that moves the needle. I like understanding how things perform, why they perform that way, and what can be improved to create better business outcomes.
How I Got Started
My career started in 2017 while I was still in my senior year at the University of the Philippines Diliman. What began as a blog I built for fun quickly turned into something more serious. I started growing its traffic, learning SEO through hands-on experimentation, and eventually monetizing the site through Google AdSense.
That early experience taught me lessons I still carry today. I was not just learning theory. I was working on a real website, publishing content, tracking performance, growing traffic, and understanding what actually helps a digital property gain traction over time.
From Independent Publisher to Team Leader
In 2019, the blog was acquired by a California-based media company. I stayed on as the general manager, leading a seven-member team and helping grow the site to 2.23 million page views in a single month before operations closed in 2021 at the height of the COVID-19 pandemic.
That chapter gave me experience beyond marketing alone. I learned how to lead people, manage workflows, make decisions under pressure, and balance creative output with commercial goals. It also deepened my understanding of content, publisher SEO, editorial operations, and audience growth at scale.
Expanding into E-commerce & Lead Generation
In 2021, I joined a digital marketing agency as an SEO specialist and worked full-time on an e-commerce brand based in Melbourne, Australia, serving as its SEO and digital marketing coordinator. From January 2022 to September 2025, my work contributed to at least $2.2 million in organic search revenue.
In the years that followed, I continued supporting that brand while also working on additional local business accounts, especially in food and beverage catering. On those accounts, I helped improve conversion rates and reduce cost per lead on Google Ads.
These experiences strengthened my range as a marketer. I became more comfortable moving between organic search, paid acquisition, ad copywriting, landing page optimization, and day-to-day execution, always with business performance in mind.
Leading Strategy Across Channels
From 2025 to early 2026, I served as Head of Digital Marketing at an independent Manila-based agency I had been affiliated with since 2021. In that role, I led both organic and paid search efforts to help the agency acquire new clients.
By this point, I had worked across content websites, e-commerce, lead generation for local businesses, and B2B marketing. That mix of experience shaped how I approach client work today: focused on what is most likely to create meaningful results.
My Background and How I Think
Before all of this, I studied Earth Science at the University of the Philippines Diliman. UP remains the highest-ranked university in the Philippines in the QS World University Rankings 2027.
My STEM background helped me become comfortable with analysis, pattern recognition, and evidence-based decision-making. Those skills have been genuinely useful in marketing, where good decisions often come from knowing how to interpret data, spot what matters, and stay grounded in reality rather than assumptions.