Eva Cecilia Tanglao

EVA CECILIA TANGLAO Director for Marketing and Commercial Lease-www.linkedin.com/in/evaceciliatanglao/ PROFESSIONAL EXPERIENCE PROFILE Passionate, energetic and results-oriented with over 20 years of international experience in various fields of marketing. Believes that a robust, solid consumer and market understanding is fundamental in developing a sound and effective integrated marketing solutions. Loves to challenge and be challenged to create a healthy flow of discourse for new ideas and business solutions. Can blend well and synergize within teams yet able to make tough calls independently when needed. Organized and systematic without compromising zest and creativity, an integral aspect of marketing. Flexible and versatile - able to maintain a sense of humor under pressure - yet poised and precise with the ability to transcend personal differences to reach a common goal. SAVILLS VIETNAM / CRESCENT MALL Duration: 2017 – 2021 Duty Station: Vietnam Type of Business: Retail Website: crescentmall.com.vn/en/ About the Company: Crescent Mall is one of the first high-end luxury malls in Vietnam. It has helped transform the landscape of retail experience in the country with its global and international positioning. With over 200 shops at 6 levels, Crescent Mall offers a vast array of international and local leading brands, food outlets, supermarket, department store and cinemas plus a multitude of entertaining activities for an ultimate shopping and leisure experience. It launched the first ever mall mobile application in the country which houses the mall’s premium loyalty program called C Rewards. It has since grown to have over 70,000 affluent loyalty members and has recently opened its luxury VIP lounge called C Club. In 2020, Crescent Mall opened its Phase 2 project, an additional 24-story high-end retail and commercial building. Positions held: • DIRECTOR FOR MARKETING AND COMMERCIAL LEASE,- • HEAD OF MARKETING,- • MARKETING MANAGER,- Key Responsibilities and Achievements • Direct report to the General Manager • Driver and overall head of the following departments: Events and Promotions, Content and Communications (media, public relations, digital marketing, Design and Creative, Sponsorship and Strategic Partnerships, CRM / Loyalty Program, Commercial Lease and Customer Relations. • Developed overall marketing programs which has contributed to the mall’s two-digit sales growth and achieved profit margin year on year. Strategically positioned Crescent Mall as a premier mall and elevated its image to a luxury brand which resulted to the influx of high-end tenants. • Launched over 100 marketing campaigns which contributed to the growth in customer base and expanded basket size. EVA CECILIA TANGLAO Director for Marketing and Commercial Lease-www.linkedin.com/in/evaceciliatanglao/ PROFESSIONAL EXPERIENCE • STRENGTHS • • Vast multicultural work experience having handled top clients from Asia, Australia, US, Canada and Europe. Comprehensive integrated marketing skillset which includes but not limited to, Advertising and Public Relations/ Media, Brand Management, Client Servicing, Content and Communications (digital and non-digital), Customer Relationship Management (CRM) and Loyalty Programs, Event Management, Sales and Promotions, Strategic Partnerships Development, Tactics, Strategy and Business Planning. • Highly critical of the brand’s image/positioning having been exposed to high-end, premier and luxury retail experience. • A leader by empowerment and mentorship, heading team members to peak performance. • Strong and analytical decision making, problem solving and follow-through skills. Capable of simultaneously managing multiple projects. • Excellent communication and presentation skills highly adaptable to diverse audience. Strengthened the mall’s premium loyalty program in terms of membership and partnership as well as spearheaded the inception of the point system and opening of C Club, the mall’s VIP lounge. SM SUPERMALLS Duration: 2013 – 2017 Duty Station: Philippines Type of Business: Retail Website: www.smsupermalls.com About the Company: SM Supermalls is one of the biggest mall operators in the world with over 70 malls located in the Philippines and China, including three of the biggest malls in the world. Combined, the company has about 8.5 million square meters of gross floor area (GFA) with over 20,000 tenants in the Philippines and over 2,000 tenants in China. The SM group of companies not only is the leader in retail but is also a major player in the country’s real estate and banking industries. Positions held: • HQ GROUP MARKETING MANAGER,- • REGIONAL MARKETING MANAGER,- Key Responsibilities and Achievements • From- - Direct report to Senior Vice President for Marketing. - Developed and managed key marketing projects/campaigns from the head office intended for implementation to over 70 malls nationwide. • From- - Direct report to Senior Assistant Vice President for Marketing. - Overall marketing head of six (6) different malls covering three (3) cities south of Manila, the capital of the Philippines. - Managed a collective floor area of 600,000 sqm, over 2,000 in line tenants and daily foot traffic of over 700,000 with an allocated marketing budget of over 3Million US$ per year. - Launched an average of 800 campaigns and events per year which involved advertising, creative, communications, events, digital, sponsorship, and tenant partnerships, amongst others. - Had the opportunity to handle SM Southmall, one of the six premier malls in SM geared towards luxury brands and affluent consumers. EVA CECILIA TANGLAO Director for Marketing and Commercial Lease-www.linkedin.com/in/evaceciliatanglao/ PROFESSIONAL EXPERIENCE LIGHT’N UP MARKETING INC Duration: 2013 Duty Station: Philippines Type of Business: Retail/Distribution of High-end Intl Sports Brands Website: lightnup.ph About the Company: Light'N Up distributes and officially represents the best international sports and active lifestyle products in the Philippines. Managed athletes of all levels. Positions held: • NATIONAL BRAND MANAGER Key Responsibilities and Achievements • Direct report to Managing Director. • Handled international prestige brands such as Pinarello, Cervelo, Zoot, 3T, amongst others. • Overall in-charge of brand management, business development, outlet distribution, sales, marketing, sponsorship, advertising, digital, sponsored athlete management, amongst others. • Monitored overall brand health and market trends. • Handled product launches, product allocation, budgeting, ordering and stock monitoring, management of sales representatives in various stores branches nationwide. 3Q’S CONSULTANCY PHILS INC Duration:- Duty Station: Philippines Type of Business: Advertising and Events Management Positions held: • NATIONAL PROJECT DIRECTOR Key Responsibilities and Achievements • Direct report to shareholders. • Handled marketing and advertising of various leading sports brands nationwide. • Responsible for organizing annual international multi-day cycling races participated in by over 30 countries. MAILING LISTS GLOBAL Duration:- Duty Station: Philippines / Hong Kong Type of Business: Direct Marketing Services Positions held: • HEAD OF INTERNATIONAL CLIENT SERVICES,- • KEY ACCOUNTS MANAGER,- • PRODUCT MANAGER,- EVA CECILIA TANGLAO Director for Marketing and Commercial Lease-www.linkedin.com/in/evaceciliatanglao/ PROFESSIONAL EXPERIENCE • • • • Key Responsibilities and Achievements • Direct report to Country Manager • Overall head of sales, marketing and client servicing. • Managed company's key international clients based in Asia, Australia, US, Canada and Europe. Involved in clients strategic planning and creation of business directions suitable to the desired market and/or country. Responsible for disseminating product information to clients and various international trade publications. Representing the company in various local and international annual tradeshows such as the DMA Show in the US, IDMF in London and various Fundraising and Direct Marketing shows in Asia. Travelled extensively (8 months in a year) for tradeshows, roadshows and client visits for planning as well as scouting for strategic partnerships. TEAMASIA Duration:- Duty Station: Philippines Type of Business: Advertising, PR and Events Management Website: www.teamasia.com Positions held: • PR AND EVENTS MANAGER,- Key Responsibilities and Achievements • Responsible for overall organization, management and implementation of events and various PR strategies for various corporate clients such as IBM, SAP and Intel. • Overall project head for international events featuring speakers such as Deepak Chopra, Chicken Soup for the Soul Mark Victor Hansen, Philip Kotler,amongst others MALAYA PUBLISHING / MANILA STANDARD / MANILA BULLETIN / CABLE TV NEWS Duration:- Positions held: • FIELD REPORTER / NEWS CORRESPONDENT / NEWS ANCHOR,- Key Responsibilities and Achievements • Responsible for news coverage in the Southern Manila beat which includes five (5) key cities in the metro. Writes and covers special assignments given by the Editor. EDUCATION UNIVERSITY OF THE PHILIPPINES,- Mass Communications Major in Journalism