Queenie Tolentino, Marketing Strategy

About

I have a 360 background in advertising, FMCG CPG B2B and integrated marketing communications. I have 9 years of extensive front-end and back-end experience specializing in creative storytelling through brand experiences for multinational brands. I’ve lent my expertise working for a variety of industries spanning Oil & Energy, FMCG, Pharmaceutical, Tech, Banking & Finance, Retail and Media—for brands like Shell, Netflix, Nestlé, Discovery Channel, Epson, Merck Sharp & Dohme, and Giant Bicycles.

Experience

WOO Agency Melbourne

Mar 2021 – Present

Melbourne, Australia

Creative Strategist

Worked on communication and marketing strategies for WOO, a creative agency based in Brunswick, Melbourne, Australia. I strategized the C-suite PR and branding for the CEO of Legalsuper, an Australian superannuation firm, and developed marketing campaigns for cycling retail brand Giant Melbourne to bolster brand equity and sales for their brick-and-mortar and digital operations post-COVID, which saw its CTR rise by 65%. - Builds brand narratives, concepts, multi-channel content calendars and high-level strategy proposals - Develops the creative direction of campaigns, activations and proposals - Advises, builds, deploys and tracks all types of marketing campaigns - Produces competitive analysis and market landscape reports for projects - Creates concepts, develops storyboards and edits brand videos for clients - Facilitates brand strategy workshops

MANE

Jul 2019 – Mar 2021

Manila, Philippines

Marketing Strategist

Handled marketing for FMCG CPG B2B clients for French manufacturing house Mane, one of the worldwide leaders in the flavors and fragrance design industry. I worked on product development and marketing proposals of flagship products for the biggest FMCG companies in APAC, such as Personal Collection, Suyen Corporation and BeVi Asia Pacific. - Responsible for brand stories, product development and marketing proposals for FMCG CPG brands - Pitched marketing, technical and in-house technology presentations to clients - Produced and presented competitive intelligence reports and market overviews on local and global markets for international affiliates in the APAC and EMEA regions - Collaborated with R&D in curating formulations for client proposals - Created multimedia marketing assets in video and print alongside Powerpoint presentations to help pitch proposals to C-suite B2B clients for market feasibility - Produced internal marketing assets on print and video mediums

Team On Ground

Oct 2018 – May 2019

Manila, Philippines

Senior Strategist

One of the senior strategists for Team On Ground, a BTL advertising agency. I’ve directed events and activations for a variety of industries in Media, FMCG and Tech, mainly for Netflix, Discovery Channel, Nestlé and Epson. - Brought ideas to life from presentation to execution for on-ground events and activations - Led a team of art directors, project managers and account managers in developing the creative direction and consumer journey of projects - Orchestrated the on-strategy big idea, experiential marketing, creative direction, program flow and copywriting for activations, product launches, and brand events - Supervised the event flow from ingress to egress and the event proper, together with contingency plans for area engagement - Produced competitive analysis and market research reports to specify the target audience for projects

NGP Integrated Marketing Communications

Mar 2014 – Aug 2018

Manila, Philippines

Creative Lead

In charge of creative direction for multinational brands. I took part in Shell Eco-marathon, a Shell-sponsored international racing event gathering the world’s best STEM innovators build clean energy-solution cars for energy optimization. I worked on the event with a focus on event management and experiential design. I also spearheaded the creative direction and content marketing of the local offshoot version of Merck Sharp & Dohme’s global multi stakeholder advocacy campaigns Hope From Within and Cancer Game Plan, among a slew of other national healthcare campaigns. Our work on these campaigns have led us to hold outreach events in collaboration with the Philippine government’s Department of Health to generate greater awareness on a nationwide level. - Developed and executed the creative direction of campaigns, events, activations and digital accounts for clients - Developed and directed multimedia content (live action videos, animation, images) - Facilitated the ingress, egress and event proper - Designed print and digital creative assets for the agency across the entire omni-channel brand design system - Created presentations for client proposals

Education

De La Salle University

May 2007 – Sep 2013

Bachelor, Organizational Communication

Queenie Tolentino

Marketing Strategy

Skills

Languages