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15 Years Experience in Marketing and Branding
Branding Strategies for Your Business
Meryll Yan
Meryll Yan is the youngest person to become a group publisher / director for brand and content strategy in the Philippine media industry. Currently with more than 15 years’ multi-lateral experience as a marketer for both B2C and B2B, editor, publisher, banker, and now entrepreneur. A hybrid who likes to juggle creative with analytical work and who genuinely loves creating content that excites the audience while fulfilling business and marketing targets.
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JUNE 26, 2020 | 8:00 PM Manila Time
Experience
CREATIVE CONSULTANT — SEPT 2018 TO JUNE 2019 &
HEAD OF MARKETING, ISOC HOLDINGS, INC. — JUNE 2019 TO PRESENT
Developed the new brand identity and marketing strategy for the highest potential vertical of ISOC Holdings, Inc, ORCA Cold Chain Solutions. Transformed it from a textbook cold chain B2B company to a more savvy, technology-driven one that aligns with its reasons to believe as a Bureau of Investments Pioneer and the very first in the country to have Automated Storage Retrieval System (ASRS). This has resulted in ORCA Cold Chain Solutions gaining the highest awareness and quickly winning big-ticket clients like Jollibee Group, McDonald’s and Goldilocks.
FOUNDER & CEO, SKINNI SWIM — APRIL 2017-PRESENT
Founded in Dumaguete, SKINNI Swim is a sole proprietorship of Meryll Yan, former fashion editor and publisher who is also a lifelong swimsuit fanatic. Inspired by the azure waters around Apo island and the diverse marine life of Dauin, SKINNI is a proudly Filipino-designed swimwear line that can rival the world’s best in quality, functionality and design. Made of a special blend of polyester and spandex that grips the skin when wet. The bikinis and one-piece suits are reversible and all of the prints are one-of-a-kind and made in Hongkong. SKINNI believes we can all be champions of body positivity and that fashion can meet adventure.
HEAD OF CONTENT MARKETING & EDITOR, rappler MAY 2014-DEC 2014
Launched Rappler Profiles. Ideated and executed digital branded content for top companies like Procter & Gamble, Nestle, Sunlife, Smart Communications, etc. During 2014, for the first time in its three-year history, Rappler hit its highly aggressive advertising revenue target. This is 90% driven by content marketing and branded social media campaigns.
DIRECTOR FOR STRATEGIC BRAND DEVELOPMENT, ONE MEGA GROUP / EDITORIAL DIRECTOR OIC, ONE MEGA GROUP /
DEPUTY EDITOR, MEGA MAGAZINE 2011-2013
Outlined the key strategies for all of the brands of One MEGA Group, extending the brands to include television, digital and events. Concurrently responsible for the editorial direction of all of the titles. Figurehead for MEGA magazine, the flagship of the company. Brought MEGA, the Philippines’ best fashion magazine, to even stronger leadership at 30% higher readership than its competition. Conceptualized, wrote and directed the #MakingMEGA project, with the Big September Issue of Anne Curtis on the cover, becoming the best-selling issue in the title’s history.
POND’S ASST. BRAND MANAGER, UNILEVER PHILIPPINES 2007-2009
Winner, 2008 Unilever Best Integrated Brand Campaign. Winner, 2008 Unilever Best PR Campaign. Launched Pond’s Flawless White in the Philippines. Developed and led globally-recognized advertising and winning PR campaigns for relaunch of Pond’s Age Miracle. Stole anti-aging leadership from Olay in 2008. Managed and grew the Masstige portfolio of Pond’s.
CHIEF CREATIVE ARTIST OFFICER, NEW MONARQ — JAN 2018-May 2019
Assembled some of the brightest stars in Philippine fashion to launch a creative agency. Led the team composed of thirty talents spanning beauty, style, lens and art. Within less than two months of helming the company, already won projects with the Philippines’ market leaders in retail, beauty, cosmetic procedure and denim fashion. In this role, juggled the multiple hats of mentor, business developer and talent manager.
HEAD OF MARKETING, SM LADIES FASHION FEB 2015-FEB 2016
The first to launch a body-positive fashion campaign in the Philippines, and even beating out global counterparts like Target. This resulted in 50% month on month growth for the Plus size category of SM Ladies Fashion, that eventually drove the overall growth of the brand. The content plan for social media also resulted in a 13x growth in the following of SM Woman, from 21k followers in Feb 2015 to 284k in less than a year. Also, influenced the merchandising lineup of SM Woman and GTWBYSM to align with global trends, leading to a more stylish, current season on season collection.
AVP, HEAD OF CORPORATE COMMUNICATIONS, PBCOM (PHILIPPINE BANK OF COMMUNICATIONS) OCT 2013-MAR 2014
Conceived the new communications strategy for the bank, shifting it from an old-legacy institution to one that is attuned to the times, without alienating its loyal clientele. Created friendlier, more consumer language communication and marketing collaterals for the bank.
ASSOC PUBLISHER/DEPUTY EDITOR, MEGA MAGAZINE 2009-2011
Defined new business and communications 360 strategy for MEGA magazine. Relaunched MEGA magazine and directed content strategy revision for both editorial and advertising with the introduction of branded content. Also improved client relations as a hands-on editor for both original and advertorial content. The branded content strategy resulted in unprecedented ad sales revenue for the then 18-year old title, and for the first time in its history, hit its corporate quota.
DE LA SALLE UNIVERSITY-MANILA — BACHELOR OF ARTS MAJOR IN COMMUNICATION ARTS AND BACHELOR OF SCIENCE IN COMMERCE MAJOR IN APPLIED CORPORATE MANAGEMENT 2000 — 2005
Academic Awards: Magna Cum Laude. Star Scholar. Graduation: Student Leadership Award & Community Development Award. Awardee, Gawad Francisco Ortigas, Jr. for Most Outstanding Student Leader 2005. Awardee, Gawad Ariston Estrada for Most Outstanding Campus Journalist 2005. Gold Award for Most Outstanding Thesis in Communication Arts. Editor in Chief, The LaSallian.
The SM Store: SM Prom (GTW)
Producers: Boggy Diaz, Jullian Culas, and Meryll Yan