Marketer | Writer | Global Citizen

About Alicia

Marketer

Extensive experience, both in-house and agency, in digital marketing, with an emphasis on SEO-driven content and branding. US and global leadership experience from startups to publicly listed global firms.

Writer

Former journalist specializing in media, travel and lifestyle. Bylines have appeared in the South China Morning Post, Globe & Mail and Campaign Asia (formerly Media magazine).

Global citizen

Traveler to 30 countries who's lived/worked in Manila, Hong Kong, Chicago and Dallas. Pursuits outside work include fashion history, gardening, food and running an Etsy shop with a sister.

Work

eMiles

2016 – Present

Marketing Director

eMiles is an owned and operated advertising platform with a membership of 2.5 million keen travelers who earn points for engaging with brands. It is a subsidiary of global research firm Research Now SSI. I work closely with our sales, business development and product & design teams to create digital campaigns that drive member and client revenue. These include email programs for both members and clients, partner promotions to grow membership and pitching topical stories to media.

Globe Runner

2014 – 2016

Director, Brand Strategy

Globe Runner is a digital agency with core competencies in SEO (search engine optimization), content marketing and digital advertising. I worked on the SEO, brand strategy, content direction and reputation management for clients in retail/e-commerce, healthcare and pharmaceuticals, hospitality, professional services, local government and food & beverage. I also placed our work and voices in media outlets such as Adweek, The Wall Street Journal, the Dallas Morning News and Prevention magazine.

Neovia Logistics

2013 – 2014

Sr Manager, Marketing & Communications

Formerly Caterpillar Logistics, Neovia Logistics is a 3PL (third party logistics) provider operating in 106 customer locations worldwide, with a blue chip client portfolio of the world's top automotive brands. My remit included branding, marketing collateral production, media relations, event organization and social media management. In one month I had increased media mentions of the company by 200+%.

Six For Gold

2010 – 2013

Principal

Six For Gold was a marketing consultancy that operated a PAYG (pay as you go) business model based on set meal-style marketing packages. This model was designed for organizations looking for interim marketing solutions that provided value without a long-term commitment. Most of SFG's clients were tech startups in the nascent stages of funding who needed to quickly grow a user base without a full marketing team. Others were large firms contracting marketing and/or communications audits with the view of improving structures, reporting lines and KPIs.

‘I have had the good fortune to hire and supervise literally thousands of folks over my 45-year business career, and I would rank Alicia in the top 1% of that group of very successful people. Her work ethic is nothing short of amazing.’

– Todd Meier, former mayor of Addison, Texas

Synovate

2002 – 2009

Global Head of Communications

Synovate was the market research arm of Aegis plc (now part of Dentsu), with 2010 global revenues of $916.2 million. Synovate was acquired by Ipsos in 2011. I led a global team of 25 marketers responsible for all marketing initiatives, from media outreach to organizational change management, across 62 offices worldwide. I was also responsible for all M & A integrations with respect to branding, marketing and communications. My team's rebranding work across 44 countries, unifying six different companies, was featured in Philip Kotler's Principles of Marketing textbook and was the subject of an MBA class in Canada's Queen's University.

‘[Alicia’s] biggest single achievement was the rebranding of 44 market research companies into a single identity — Synovate. This was accomplished in just six months and the result was a spectacular success — not just in terms of external branding, but as a core component of the Company’s DNA and culture.’

– Adrian Chedore, Chairman, ABN Impact and former CEO, Synovate

Asia Market Intelligence

2001 – 2002

Group Marketing Director

Asia Market Intelligence was a privately held market research firm present in nine Asian countries. It was acquired by Aegis plc in 2000 and rebranded to Synovate in 2002. As group marketing director, I was responsible for all marketing and communications initiatives across 22 geographies and business units. In addition to my marketing remit, I also held P/L responsibility for InterPRet, a media coverage measurement tool.

Hongkong iMail

2001

Media Editor

The Hongkong iMail was one of two English newspapers in Hong Kong. I edited a weekly section that covered advertising, public relations, marketing, market research and media. I wrote content, managed freelancers and closed at least five pages weekly. 

‘Alicia proved a highly competent media editor, reporting on a daily basis as well as commissioning and editing several pages of a weekly media news and features section. [She] was hard working and engagingly enthusiastic. Her stories and pages became required reading among the advertising and marketing community of Hong Kong. Most importantly, she cared about her work.’

– Andrew Lynch, Sunday Times Business, London and former editor-in-chief, Hongkong iMail

Skills

  • Search engine optimization (SEO)
  • Content strategy and marketing
  • Marketing automation
  • Email marketing
  • Branding and rebranding
  • Reputation management
  • Social media strategy and management
  • Event management
  • Budget planning and cost control

‘Alicia always finds the best solution to any challenge put to her. She helped my new startup company in Malaysia to establish itself and fully maximize our presence in the digital space. With a smart strategy, Alicia helped us to stand out from the crowd, which was exactly what we wanted. Three years on, the company has gone from strength to strength, and a large part of the subsequent success belongs to Alicia, who set us on exactly the right path with absolute clarity and conviction.’

– Steve Murphy, Co-founder at Green Zebras

  • Media relations
  • Public relations
  • Crisis management
  • Media training

‘Alicia has been at my side guiding me through the process of defusing an embarrassing PR crisis. I could not ask for anyone better. She is clear headed, understands the crux of an issue, what needs to be conveyed and how to convey it with a sense of humor. She makes sure that oil is not poured onto a fire. She has fantastic instincts and her gut feelings on marketing issues are always grounded in keen observations about what the message needs to be.’

– John Vidmar, Chairman, Ipsos Public Affairs USA

  • Editorial - news, media, travel, design, lifestyle, food, fashion, interiors
  • SEO-driven content for web, email and digital applications
  • White papers
  • Credentials and pitch decks
  • Press releases and media materials
  • US and UK English copywriting

‘Alicia created distinctive content [at Synovate] that was relevant to clients, easy to read and welcomed. Her work is unmatched in the industry. She did this while also constantly innovating.’

– Mike Sherman, big consumer data/CRM and custom research expert; former Director – Knowledge Management and Insights at Synovate

  • Google Analytics
  • Google Search Console
  • WordPress
  • Photoshop
  • Sketch
  • Microsoft Suite
  • Keynote
  • Pages

Education

Bachelor of Arts 

Ateneo de Manila University

AB Communications

Photo: A vintage 1940s dress bought at Chicago’s Randolph Street Market, one of the best vintage markets in the country. The baroque pearl necklace is by Miriam Haskell, a stellar designer and the first to bring Chanel’s costume jewelry to the US.