A 25-year career solidly built on years of growth at Ogilvy, from local office Director of Strategic Planning, to Asia Pacific Regional Planning Director to Global Planning Director at Ogilvy New York; strengthened by work at leading international communications agencies BBDO, Saatchi; challenger NY based global creative boutiques Strawberry Frog and Agent-A; and London-based global marketing innovation consultancies Big Green Door and Brand Genetics.
Understands how to develop high level brand strategy frameworks and roadmaps, and how to successfully activate and implement these through practical plans, tactics and implementation.
Provided direction for marketing, brand and communication strategy for the world’s famous beauty and skincare brands: Pond’s, Dove, Avon, J&J, Philosophy and Revlon. Skin care and beauty experience covers marketing strategy, product and service concept development, innovation strategy and pipeline development, brand communications and activation, retail/shopper activation, consumer research, packaging research and development and online influencer research.
Provided marketing strategy direction that covered innovation pipeline development, product and concept refresh plans, retail engagement recommendations, internal communications campaigns, communication plans, influencer engagement plans, social media tactics for Johnson & Johnson. These directions were relevant across health and wellness categories that included OTC pain solutions, skin care, baby care, functional oral care, cosmetic oral care, sleep solutions and home care.
Seasoned from upstream high level brand, marketing and communications strategy development all the way through to the practical considerations of implementing integrated communications, brand activation, retail/shopper campaigns, social media content and community management.
Expertise includes FMCG brands in beauty, skin care, personal care, food and beverage; luxury and lifestyle brands and services; health and wellness products, solutions and services; packaging innovation to increase beverage consumption; real estate and home care solutions for aging boomers; and home care product pipeline development; corporate internal and external communications for corporate and employer brand; non profit/foundation work, social justice, home care and technology.
Deep experience in managing multiple stakeholders, comfortable working in multi-cultural, multi-geography and multi-generation teams. Strong team player, coach and mentor. Also thrives as a lone contributor with a dynamic manner that is consultative, collaborative and entrepreneurial.
Gold Clio award-winning copywriter for a Comfort print series in 2004; Developed the ethnographic product that went on to win the WPP Atticus Award for original, breakthrough thinking in beauty and skin care infighting in 2001; Ogilvy Asia Scholar award winning strategist for campaign effectiveness in 1999.
Lived and worked across the Asia Pacific (based in Manila, Jakarta, Singapore and Bangkok), North America (New York); worked on global projects spanning the UK and Europe, Latin America, Australia, the UAE. Based in New York for ten years, returned to the Philippines to be back with family and currently working with the Aboitiz Group.
Has managed team sizes from 4-8 in number. Comfortable managing strong relationships with 12-20 simultaneous stakeholder peers and executive stakeholders.
Organizer of TEDxNewYorkSalon, the longest running and most active TEDx program in the world.
Co-founded a digital non-profit dedicated to the educational empowerment and economic inclusion of the world's girls and women.
A poet and writer currently completing her first novel.
WHAT HAS BEEN SAID
Miles Young, Worldwide Chairman, Ogilvy:
“Dearest Tish, You have been part of my life and Ogilvy's for many a year, in Manila, Singapore and in Bangkok. We will miss you not just for what you have done but for being Tish. You always imparted something very special: you are one of that gifted category of life enhancers."
Dagmara Sculze, Founding Partner, Chief Marketing Officer-Brand Advocate:
“Tish is one of these unique planners who has the ability to distill complex data to formulate a crystal clear strategic vision for a brand. I had a pleasure to work with her on a consumer segmentation in the digital space where her skills were invaluable. She is super smart, creative and a real pleasure to work with. A great partner-in-crime for any creative or business minded account person!”
Jacob Perez, Group Planning Director:
“Tish is a fantastic thinker. Her ability to think strategically and then layer deep expertise in people and culture make her a double threat and a great asset. It’s hard ignored someone like Tish; her creative energy injects life and excitement into every task. Tish is the perfect balance between brains and sensitivity. Working with her not only makes you smarter, it’s also a pleasure.”
Recognize these iconic brands Tish has worked on?
Drop Tish a line, she'd love to hear from you!