Andrea Cecilia Sevilla Santos Vestergade 11c, 1 sal. TV Vejle 7100, Denmark +45 22221048 [email protected] https://dk.linkedin.com/in/andrea-santos-5a46521b Philippine Citizen N.B. Moved to Denmark on July 2016, with husband and young daughter. Partner has taken post at LEGO System A/S.

Personal Profile: Strong FMCG experience across brands such as FCV (Friso), Nestlé, , Mondeléz and Proctor & Gamble. Structured & organized manager, possessing strong business sense & a knack for strategic planning. A people person who is flexible, whereby she can work well alone or with a team & on a variety of work types across the supply chain. A digital native, with extensive background in digital marketing communications and media; calls herself a “hybrid” as she remains versed in traditional & digital marketing thought-processes. With International / Global experience – worked in the Philippines & Singapore, servicing stakeholders ranging from the USA, UK, Greece, Switzerland & across South East Asia.

EXPERIENCE

Virksomhedspraktik (CrossMind Reklamebureau, Vejle, Denmark) April 2017 – July 2017 Student (PowerUp, Medstrøm, Spinderihallerne, Vejle, Denmark) February 2017 – May 2017 Overview: Intensive crash-course and practical learning geared towards Entrepreneurship in the context of setting up your own business in the Danish market. Senior Consultant (Always 3Ree – A JWT Company, Singapore) Jan 2016 – March 2016 Company Overview: A 360-degree advertising agency, part of the WPP network. Core focus on shopper marketing / trade and experiential campaign creation.

• Authored business plan for agency growth across verticals (prospecting new clients in industries / brand categories not yet previously tapped) and across horizontals (by broadening current product and service offerings). Performed mentorship towards Junior Account Managers and Account Executives via project / client management 101 sessions, hands-on training, group off-site team building events, among others

• Decision was made to leave advertising agency given the resolution to move to Denmark, as an entire family in Q2 2016. Top Account Director (Out There Media Singapore) May 2014 – Jan 2016 Company Overview: A mobile first Advertising company & Tech Firm, HQ in Greece, but focusing in the ASEAN region. Leveraging targeted one-to-one consumer advertising at scale, using Telco data, opt-in data, metadata and social media data delivered via a proprietary platform called Mobucks™

• Led OTM’s APAC team to become the preferred mobile partner across WPP’s Media Agencies: Mindshare, MediaCom; WPP Creative: JWT and Havas Worldwide • Led Friso (FCV) “Growing up Milk” mobile survey project for relationship marketing and building loyalty with mothers. Strategized a road-map to incentivize participation and generate qualified leads at better ROI / lower price point. Winner: Gold, MMA Smarties Vietnam 2016 & received recognition from Lovely Mobile Report and Rankings as one of the most awarded projects for 2016. • Responsible for New Business development across creative and media agencies in Singapore, India and Indonesia, and with direct clients via Diageo partnership for mobile-led fulfillment campaigns, piloting in the Philippine market • Mobile Advertising Evangelist for Out There Media’s proprietary ad serving platform, Mobucks™. Acting Strategic Planner for all creative-led mobile initiatives. Championed innovative mobile campaigns and effectively ran them across key markets: Malaysia, Philippines, Vietnam, Thailand and Indonesia • Keynote speaker at IMMAP Summit 2015 Manila: Disruption Economies: How Digital is Disrupting the World. Topic: Mobile Innovations and Trends • Panelist at MMA Vietnam 2015 covering “Mobile: The All-in-One-Medium” Account Director (irisWorldwide Singapore) July 2013 – May 2014 Company Overview: An independent, participation branding focused Advertising agency - presence in 14 countries – with Singapore and the UK housing the largest employee base.

• Led advertising account team for business with Volvo Trucks, Philips, Danone & AXN, Johnnie Walker’s Fashion and Lifestyle segment. New business pitch lead for Women’s Tennis Association (WTA), Expedia. • For AXN’s The Blacklist “Konami Code Idea” project: increased social chatter exponentially, drove 13X more visits to brand hub vs. previous month; and created uplift in Series views. Achieved via the application of cultural context & understanding of changing media consumption habits and amplification of these truths. • For Volvo Endurance Run, co-championed the campaign strategy, ensuring that the participatory storytelling experience was not only share-worthy but also a cohesive storytelling experience aligned with Volvo’s Progress message and that it featured truck benefits. Led overall orchestration of campaign that covered broadcast content in partnership with FOX, exclusive online content, and consumer engagement. Account Director (OgilvyOne Worldwide Manila, Philippines, A WPP company) March 2012 – April 2013

• Team Lead for all Unilever Key Accounts: Pond’s, , , Tresemme, Breeze, Lady’s Choice, . Team Lead for Kraft (Mondelez) Digital Accounts: Tang and Toblerone • For Tang Galing Club, managed and led through-the-line campaign teaching kids about empowerment and learning through play, via owned digital assets and 360° consumer experience touch-points driving brand awareness & active participation. • For Breeze “Dirt is Good”, took charge of Philippine relaunch of Breeze detergent across key touch- points as single point of contact and sparring partner for client. Created thought provoking dialogue on the anchor issue, with Social@Ogilvy. • For Pond’s “Face My Love” web-novela, convinced the Unilever Pond’s brand team and digital lead to launch a digital video series that educated Filipina teens on how to properly wash their face, leveraging “edutainment” to bring the message. Implemented a succinct PPC/ CPC campaign. Results: 3.3 million cumulative YouTube views over just three weeks and 18% sales uplift versus previous month. • For The Clear Dream Match, served as chief coordinator & main client liaison for the first ever Unilever Digital, PR and TriMedia led communications campaign. Spearheaded planning, development & implementation of multi-disciplinary, best-in-class initiative which was considered one of UL PH’s “repeatable models” and carried over for two more years after its pilot, including a launch in Unilever India.

Senior Account Manager (Publicis-Manila, Philippines, Publicis Groupe) Sept 2009 – March 2012 • Spearheaded strategic planning for NESCAFE Facebook campaigns, over-and-above project management. • Led planning and coordinated with creative team to ensure that app drove engagement and encouraged return visits. The applications resulted in some of the best-in-class NESCAFE apps created, measured by time, total participants and likes. • Headed the POV and moving-forward planning sessions of NESCAFÉ’s longest running music marketing activity, Soundskool. Findings of studies and think-pieces led client to change perceptions about the brand’s long-term vision for the activity; recommended changes were utilized for Soundskool’s 2012 relaunch.

Account Executive (Harrison Communications/McCann Worldgroup), Mar ’08 - Aug ‘09

Handling Globe Telco across all communication touch-points from Traditional and Digital

Account Executive (McCann Relationship Marketing Worldwide, Manila), Jun ‘07 - Mar ’08 For Nestlé, Unilab Pharmaceuticals, San Miguel Corporation, Globe, SM Development, Philippine Daily Inquirer, Maybelline Cosmetics, and Cathay Pacific, among others

EDUCATION Graduate Bachelor of Communication Arts, Major in Integrated Marketing Communications and Graduate BA in Humanities - UNIVERSITY OF ASIA AND THE PACIFIC, 2008.

LANGUAGES English and Filipino (Tagalog): Mother-Tongue / Fluent Danish: Beginner Level (Enrolled at Sprog Center Vejle)

REFERENCES Rovertos Bampicha, Creative Director, Out There Media Shruti Subramanian, Account Director, Digitas LBI, Singapore Sudipto Roy, CEO, TenthAvenue, WPP