00 Introduction
Digital Strategy & Audience Growth · Philippines
I work with AI. Audience intelligence, that is. I turn insight into better digital work.
Across strategy, content, analytics, e-commerce, and digital operations, I help teams understand their audiences, build useful systems, and turn ideas into scalable programs.
01 The throughline
I started in digital publishing as a writer and editor. The questions eventually became larger: who are we trying to reach, why does something perform, and what kind of system would make the work repeatable?
That path now runs through audience intelligence, content strategy, analytics, e-commerce and digital operations. The medium changes. The interest in making complicated work clearer does not.
02 Selected work
Data alone isn’t enough. It needs to be actionable, too. These selected projects span audience intelligence, content strategy, and digital growth.
See all work01
At GMA New Media Inc., I turned a digital command center idea first discussed in 2019 into a working, source-labeled intelligence dashboard through an AI-assisted development workflow.
GMA New Media Inc.
Read the story02
Rebuilt nine legacy audiences in GA4, expanded them into roughly 40 targetable segments, and automated the monthly reporting process used across Sales, product, and editorial teams.
GMA New Media Inc.
Read the story03
Developed a content and paid-media system that connected social discovery, marketplace acquisition, direct-site conversion, and repeat purchase for a confidential consumer brand.
Confidential
Read the story
03 Field notes
Commissioned editorial and branded work for publications and clients, including pieces that ran without a byline.
All writing04 There’s always more
The longer version includes editorial work, branded campaigns, audience systems, product experiments, and the operational details that make ideas survive contact with actual work.