Jonell V.
Senior Manager, CRM & Affiliate Marketing
Notable Highlight
Managed 40+ hyper-personalized trigger campaigns annually at a previous company, winning multiple Marketing Excellence Awards for AI-powered storytelling and location-based marketing innovation.
Experience Summary
is a CRM and email marketing professional based in the Philippines with 9–10 years of experience across digital marketing and lifecycle/CRM campaigns. He is currently a Management Consultant at AP, supporting Roche as a campaign/network campaign manager, and previously served as CRM Manager at the BOTPI. His background includes end-to-end campaign execution across email, SMS, mobile push, in-app notifications, landing pages, and webinars. He described experience with omnichannel lifecycle marketing, including segmentation, deployment, A/B testing, reporting, and optimization in regulated environments. He has worked across multiple industries, including banking, consulting, pharmaceutical, IT, marketing, and software. Jonell reported ~10 years of Salesforce Marketing Cloud experience. He shared hands-on experience with data extensions, Journey Builder, SQL-based automations, segmentation, subject-line A/B testing, re-entry journeys, and performance reporting. Additional tools mentioned include Figma, ClickDimensions, Adobe Suite, Jira, and Mandibo. Jonell described a digital account opening campaign that began from social ad lead capture and continued through onboarding, abandonment recovery, and rewards messaging across multiple channels. He also shared an inactive-user re-engagement strategy where he split users into four groups based on behaviour and contractability, then used hyper-personalized messaging and send-time optimization to improve engagement. He described working cross-functionally with multiple stakeholders using agile processes, daily standups, QA logbooks, sign-off checklists, and UAT before launch. He also referenced experience working within GDPR and banking-related compliance requirements.
Key Achievements
Jonell won four industry awards at a previous company, including Silver at the Marketing Excellence Awards 2025 (Excellence in Search Marketing), Best Technology Implementation for Digital CX at TCA 2025, and two Silver awards at the Marketing Excellence Awards 2024 for Location-Based Marketing and AI-Powered Storytelling. At Harte Hanks, he was recognized as Top Marketing Automation Specialist for three consecutive years (2018, 2019, 2020). He graduated as a Dean's Lister Gold Medalist with a GWA of 1.37 and received the Dr./BGen. Antonio L. Tamayo Gold Medal Leadership Award in 2016. He received civic recognition as iVolunteer Philippines Champion for Inclusivity 2023 and the 2022 CBCP Gawad Paglilingkod Award.
Skills
Work Experience
Management Consultant
AP · Jan 19, 2026 – Present
- Gather and analyze business requirements to design end-to-end processes and define implementation strategies for leading marketing automation platforms.
- Develop business cases for campaign strategies and technology solutions aligned with business objectives and ROI.
- Conduct fit-gap analyses to map platform capabilities against business requirements and identify optimization opportunities.
- Translate complex requirements into scalable, actionable solutions in collaboration with business and technical stakeholders.
- Monitor industry trends and analyze performance data to drive insights, optimization, and continuous improvement.
- Accountable for end-to-end campaign delivery and alignment with campaign requesters on the Roche (Network Campaign Manager) project.
- Execute campaigns using templatized assets and approved materials.
- Review briefs for completeness, feasibility, and best practices; flag gaps and support finalization.
- Assemble and deploy assets using OCE-D, Kaltura, Adobe suite, Acrobat, and Figma.
- Perform minor non-creative edits (e.g., text, disclaimers, image swaps).
- Raise Workfront tickets for changes outside scope and coordinate with production teams.
- Create and upload distribution packages to VVPM.
- Build, test (QA/UAT), and activate campaign journeys in OCE-D using prebuilt segments.
- Create and publish landing pages in OCE-D.
- Contribute feedback on tools, templates, and ways of working.
- Support onboarding and knowledge sharing with campaign managers.
- Participate in retrospectives and The Lab x DAN sessions.
- Help maintain and update local knowledge library.
CRM Manager: Triggers & Journey Automation
BOTPI · Apr 16, 2023 – Jan 16, 2026
- Led a team of strategy and execution of automated, data-driven customer journeys to deepen engagement and drive revenue growth, managing over 40 hyper-personalized trigger campaigns annually.
- Developed and launched multi-channel journeys (email, SMS, in-app) using real-time and behavioral triggers.
- Drive campaign performance through daily lead monitoring, A/B testing, and journey health checks.
- Implement a scalable campaign management framework, reducing development turnaround while maintaining quality and compliance.
- Spearhead the use of Salesforce Marketing Cloud Einstein AI features for smarter segmentation, content personalization, and send-time optimization.
- Partner with IT and analytics teams to enhance system integrations, data flow, and platform capabilities.
- Regularly present campaign performance reports to leadership, focusing on conversion, engagement, and optimization strategies.
- Stay ahead of CRM trends to continuously improve customer experience, lifecycle marketing, and automation best practices.
- Earned Marketing Excellence Awards 2025 Silver for Excellence in Search Marketing for Banking on Relevance.
- Earned TDBD CX Awards 2025 for Best Technology Implementation for Digital CX.
- Earned Marketing Excellence Awards 2024 Silver for Excellence in Location Based Marketing and Excellence in AI-Powered Storytelling.
Part-Time IT & Business Professional Lecturer
SCGCT · Jun 2017 – Present
- Facilitate student learning through effective instruction, assessments, and feedback aligned with standard course outlines.
- Design and develop course curricula, including handouts, lectures, laboratory exercises, and presentations.
- Provide academic advising to help students achieve their educational and career goals.
- Conduct evaluations of student performance, ensuring alignment with institutional standards.
- Collaborate with academic leadership and perform other faculty-related duties as assigned.
- Teach Programming Languages (SQL, C++, C#, Java), Computer Science Core courses (Data Structures & Algorithms, Software Engineering, Discrete Mathematics, Human-Computer Interaction, Platform Technologies, Operating Systems), Information Systems & IT Management courses (Business Information Systems, Information System Analysis & Design, IT Service Management, IS Administration & Maintenance, Project Management), Database & Application Development courses (Database Management, Application Development, Information Management, Emerging Technologies), and Foundational IT Skills courses (Computer Fundamentals, Computer Productivity Tools, Discrete Structure).
Marketing Automation Senior Specialist
HSP · Apr 11, 2022 – Apr 14, 2023
- Lead the execution of demand generation strategies through marketing automation, digital communications, and data-driven campaigns.
- Develop landing pages and web forms using ClickDimensions to support lead capture and user engagement.
- Plan, build, and execute targeted digital email campaigns, aligned with stakeholder objectives and campaign goals.
- Co-create personalized client journeys through interactive digital touchpoints and triggered engagements.
- Collaborate with internal stakeholders—including marketers, analysts, developers, and designers—to ensure cohesive campaign delivery.
- Map and manage data sources to support marketing analytics and solution performance.
- Conduct A/B testing, Test/Control experiments, and performance optimization techniques.
- Handle multiple campaigns simultaneously, delivering reports, insights, and executive presentations post-deployment.
- Act as a subject matter expert, identifying process gaps and implementing operational improvements for greater efficiency and consistency.
Marketing Specialist
DS( · May 3, 2021 – Mar 11, 2022
- Enable global marketing and sales programs through optimized marketing technology and database infrastructure.
- Maintain a clean, actionable database through data research, analysis, and quality control.
- Generate data analysis reports to support marketing initiatives and strategic decision-making.
- Manage Eloqua automation programs, including testing, documentation, and performance monitoring.
- Ensure seamless data integration and synchronization between Eloqua and Salesforce.
- Monitor and audit data flow processes, including lead scoring, campaign assignments, and system associations.
- Provide Eloqua platform support, managing user access, subscriptions, forms, picklists, and data dictionary updates.
- Create and maintain systems process documentation to standardize and improve automation workflows.
Marketing Automation Specialist
HHP · Apr 10, 2017 – Apr 30, 2021
- Translate complex campaign designs into automated, repeatable workflows using marketing automation platforms and email tools.
- Design, build, and deploy targeted prospecting and nurture campaigns, delivering personalized and scalable client journeys through HCL Unica.
- Collaborate with Marketing teams to plan nurture streams, implement Response Lead Management, and create campaign flowcharts.
- Monitor and analyze campaign performance, leveraging automation data to optimize engagement, lead conversion, and revenue impact.
- Ensure all campaigns adhere to corporate branding, quality standards, and best practices in marketing automation.
- Provide post-deployment consultation with cross-functional (Diamond) teams to refine strategies and boost performance metrics.
- Recognized as 2020 Top Marketing Automation Specialist, 2019 Top Marketing Automation Specialist, and 2018 Top Marketing Automation Specialist.
System Engineer
TCSP · Jun 2016 – Mar 2017
- Monitor and maintain infrastructure systems, ensuring optimal performance and minimal downtime.
- Perform installation and configuration of hardware, operating systems, and enterprise application software.
- Conduct regular testing and updates of system components and management tools.
- Support the design and implementation of information and operational support systems.
- Deliver high-level technical support, troubleshooting system issues and ensuring service continuity.
On-The-Job Training
HP · Apr 2015 – May 2015
- Utilize SAP Business One to support accounting and administrative functions.
- Handle data encoding, ensuring accuracy and consistency in financial records.
- Update and maintain disbursement files and transaction logs.
- Assist in organizing and managing electronic and physical documentation.