Flora is a well-rounded e-commerce and digital marketing professional with strong experience in managing end-to-end online retail operations, campaign execution, and performance analysis for consumer brands.
She has led successful initiatives like maintaining AOV targets and executing high-impact campaigns for brands such as Columbia and Lazada’s Super Brand Day.

Summary of Experience
Recent Experience
Company: Golden ABC, Inc.
Role: Product Officer for E-commerce
Duration: October 2022 - Present
Responsibilities:

• Managed overall e-commerce business for the brand (BOPU), including sales strategies, marketing, customer service, and inventory management.

• Analyzed key e-commerce performance metrics such as unique visitors, conversion rate, and average order value (AOV).

• Developed and executed promotional strategies, including email marketing and social media campaigns, to drive sales.

• Coordinated with cross-functional teams (e.g., merchandising, digital ads, and customer service) to optimize e-commerce operations.

• Ensured stock availability for best-selling products and streamlined inventory management.

• Led initiatives to improve customer experience, including refining product descriptions and simplifying the checkout process.
  Reason for Leaving: Seeking international exposure and new challenges beyond the local market.
  Notable Achievement: Successfully maintained AOV targets and optimized digital advertising efforts to increase conversion rates.

Previous Experience
Company: Aeroworx Asia (Primer Group of Companies)
Role: Senior Copywriter
Duration: August 2020 - September 2022
Responsibilities:

• Created ad copies, email marketing campaigns, and content blogs for brands like Columbia, The North Face, Quiksilver, and Roxy.

• Developed content for Facebook, Instagram, and Google Ads, strengthening brand presence on e-commerce platforms.

• Managed back-end operations for e-commerce stores on Shopee, Lazada, and Zalora.

• Collaborated with brand teams to execute digital marketing strategies, including campaign planning and performance tracking.
  Reason for Leaving: Company transitioned back to on-site work, which was not ideal due to personal concerns about COVID-19 exposure.
  Notable Achievement: Led the Super Brand Day campaign with Lazada, significantly improving brand visibility and sales performance.

Company: Investor Relations Global, Inc.
Role: PR Writer
Duration: September 2018 - April 2020
Responsibilities:

• Handled PR campaigns for high-profile clients such as Globe, Toyota, and First Metro.

• Managed media relations and wrote press releases for major financial events.

• Spearheaded PR initiatives for Axiom's IPO, overseeing event coverage and investor relations.
  Reason for Leaving: Career shift towards digital marketing and e-commerce.
  Notable Achievement: Successfully managed all communications for Axiom's IPO, ensuring widespread media coverage and positive investor reception.

Key Skills and Tools

• Digital Marketing & Copywriting

• E-commerce Management (Shopee, Lazada, Zalora, Shopify)

• Social Media Advertising (Facebook, Instagram, Google Ads)

• Email Marketing & CRM

• Inventory & Customer Service Coordination

• Data Analysis & Performance Metrics

• Project Management

Key Metrics and Analysis
Metrics Used:

• Unique Visitors

• Conversion Rate

• Average Order Value (AOV)

• Sales Growth & Revenue Performance

• Customer Engagement & Retention
  Monitoring Tools:

• Seller Centers (Shopee, Lazada)

• Google Analytics

• Facebook Ads Manager

• Internal E-commerce Dashboards

Motivational Fit
Looking For: International e-commerce exposure and career growth opportunities.
Current Rate: Php 52,000
Asking Rate: Php 60-65,000
Availability: 30 days’ notice.

Red Flags

• Limited exposure to international markets, but highly adaptable and eager to learn.

• Mostly worked in local e-commerce settings; may need some adjustment to global brand expectations.

Assessment of Suitability for the Role

• Strengths: Strong background in e-commerce and digital marketing, excellent copywriting skills, experience handling major brand campaigns, and proven ability to drive e-commerce sales.

• Potential Challenges: Lack of direct experience in international markets, but has the right mindset and adaptability to transition effectively.

• Overall Fit: A strong candidate for roles requiring expertise in e-commerce, digital marketing, and brand management, particularly in consumer retail brands looking to scale online presence.