PAOLO BANAGA
New York
Summary
As a driven marketing professional and passionate brand storyteller, I excel in developing and executing end-to-end GTM campaigns that resonate with consumers and achieve business objectives. With over a decade of experience, I specialize in project management, creative & campaign strategy, 360 campaigns, and cross-functional collaboration across various channels and platforms - both digital and traditional on paid, owned, and partner channels. I develop briefs to guide agencies and all relevant groups, ensuring brand positioning is well defined, an omni-channel approach is taken, and the marketing funnel is fully utilized. My expertise in communication and creative strategy, partner collaboration, and streamlining campaign processes has contributed to my success in achieving business and financial objectives.
Experienced with effective project management, creative direction, and team leadership in producing media content. Utilizes strong organizational and communication skills to ensure seamless production workflows. Track record of delivering innovative and engaging content through collaborative efforts.
Overview
13
13
years of professional experience
1
1
Certification
Work History
YouTube TV Campaign Producer, Marketing Operations & Strategy
GOOGLE (Provided by Sage)
08.2023 - Current
- Owned the creation and maintenance of the NFL Sunday Ticket Toolkit and multiple content toolkits (Oscars, Super Bowl, NBA Finals) to streamline asset delivery for the connected TV partnerships team.
- Led GTM acquisition initiatives for marquee partners like ABC, Disney, ESPN, CBS, Fox, and NFL Network, seamlessly translating marketing strategy into integrated acquisition campaigns across cross-functional groups and media channels. Orchestrated product and campaign management, driving exceptional results and forging strong partnerships with these key networks.
- Optimized campaign workflows and designed bespoke trackers for a comprehensive assets suite for tentpole campaigns (Super Bowl, College Football Playoffs, etc.), ensuring seamless execution and tracking.
- Spearheaded the Oscars and awards season refresh, leveraging data-driven insights and audience understanding to craft high-performing ad units that resonated with viewers and drove significant engagement.
Freelance Consultant, Marketing & Communications Expert
GERSON LEHRMAN GROUP
07.2021 - Current
- Facilitated high-level discussion with investment management firm on marketing and acquisition strategy for streaming OTT apps, primarily on brand positioning, creative process, as well as channel optimization and strategy.
- Conducted in-depth discussions on digital ad formats, media buying, and content curation in light of the streaming entertainment space.
Regional Manager, Partner Marketing Creative
NETFLIX
05.2018 - 01.2020
- Spearheaded Partner GTM campaigns across APAC markets like the Philippines, Thailand, Singapore, and Indonesia among Partners (telco, consumer electronics, broadband, etc.), where I was responsible for creating and supporting end-to-end marketing campaigns (from brief development, creative ideation, implementation, and post-mortem) across multiple projects, Netflix Originals promotional strategies, defining growth goals, and owning KPIs, forecasts, marketing channels and tactics. Collaborated on marketing plans across various teams including events, paid media, PR, and more.
- Drove acquisition and engagement with organic Partners acting as a creative and strategic partner to elevate their GTM campaigns through inventive storytelling, and determining marketing plan deliverables, including graphic design, copy, and content needs and collaborated with internal and external partners on necessary approvals. Immersed in products and services marketed to act as an internal expert on brand messaging elements.
- Pioneered the first regional tri-partnership globally, which was executed in the Philippines with Smart Telecommunications, PLDT, and LG, featuring 'The Umbrella Academy' Seven Super Rooms campaign, increasing acquisition, usage, engagement and viewing for both Netflix and its Partners.
- Launched multiple exclusive advanced screenings of Netflix tentpole titles with Partners across APAC (i.e. 'The Politician' in the Philippines and 'Stranger Things S3' in Thailand), which led to augmenting awareness & brand affinity for both Netflix and its Partners’ products, as well as increased usage, conversion, and viewing.
Communication Design Manager, Brand & Partnerships
GLOBE TELECOMMUNICATIONS INC.
09.2015 - 04.2018
- Spearheaded end-to-end marketing campaigns for Globe Broadband, Globe Studios, Globe Live, Globe Platinum, Roaming & International, specializing in brand building/positioning, brief development, communication strategy and integration, while overseeing and leading respective teams (Creative, Social, and PR) among the respective brand objectives (i.e. awareness, conversion, acquisition, and retention).
- Streamlined overall Communication Marketing Services campaign process across the total Globe portfolio, providing a seamless and efficient workflow, which led to optimal campaign development and implementation.
Account Supervisor
PUBLICIS JIMENEZBASIC (PUBLICIS GROUPE)
12.2012 - 08.2015
- Client Management lead for local and multinational brand giants, essentially, liaising with Clients, and translating their business needs with the internal team (Creatives, Strategy Planners, and Production) to create impactful campaigns to achieve their respective goals/objectives.
- Key Account lead for Globe Prepaid’s Project Patron (GoUnli20Plus), a thematic campaign, which launched the lowest regional unlimited call and surf promo in the prepaid category, contributing to 50% growth of promo registration hits.
- Key Account lead for Burger King’s major 2014 Whopper campaign contributing to over 20% growth in ADQ, and largest RB growth for the brand in total within the Jollibee Foods Corporation for 2014.
- Account Manager
- ATL Account Management lead that won the Blackberry account, and followed through with campaign efforts specific to above the line (ATL) advertising, augmenting awareness and driving acquisition.
Education
Bachelor of Science - Psychology
Ateneo de Manila University
PhilippinesSkills
- Campaign Management
- Brand Management
- Partner Management
- Project Management
- Digital & Social Marketing
- Campaign Operations
- GTM Strategy & Execution
- Analytics
- Brief Development
- Creative Development
- Communication Strategy
- Brand Positioning
- Brand Architecture
- Lifecycle Marketing
- Insights Analysis
- Campaign Development
- Teamwork and collaboration
Websites
Certification
- Campaign Management - Digital Display Ads (Google Academy– 144548534) Mar 2023
- Google Analytics Individual Certification (Google Academy – 76480029) Apr 2021
Timeline
YouTube TV Campaign Producer, Marketing Operations & Strategy
GOOGLE (Provided by Sage)
08.2023 - Current
Freelance Consultant, Marketing & Communications Expert
GERSON LEHRMAN GROUP
07.2021 - Current
Regional Manager, Partner Marketing Creative
NETFLIX
05.2018 - 01.2020
Communication Design Manager, Brand & Partnerships
GLOBE TELECOMMUNICATIONS INC.
09.2015 - 04.2018
Account Supervisor
PUBLICIS JIMENEZBASIC (PUBLICIS GROUPE)
12.2012 - 08.2015
Bachelor of Science - Psychology
Ateneo de Manila University