With Content

Account Director

Head of Content Production

With Content is a Singapore-based content marketing agency that puts tech companies’ customers first. We craft and execute strategies that attract, engage, and covert potential customers sustainably, setting businesses apart from the crowd of “me too“ content. 

With Content is trusted by some of the best companies in Asia like Enterprise Singapore, SG Innovate, DBS, UOB, Singtel, Tech in Asia, Ranstad, and Hubspot. 

As a Content Strategist, I write, edit, and create strategies and ideas. I also manage internal production and maintain key accounts.

Content Strategist

As a content project manager and consultant I handle editing, content planning, forming editorial teams (including photographers, videographers, producers, and graphic designers), and/or executing production. I've worked with the following companies, publications, and websites:

* Microsoft and Zendesk Southeast Asia — under Wings4U (August 2021 - December 2022)

* Promil Gold Four — by Wyeth under GetCraft Philippines (May 2021 - July 2021)

* An Easy Guide to Starting a Small & Medium Enterprise in the Philippines Ebook — by Globe Telecom under GetCraft Philippines (2019)

* HeyMom.com.ph — by Unilab under Ogilvy Philippines (2013 - 2016)

* KidneySupport.com.ph — by Unilab under Ogilvy Philippines (2014)

* Your Wedding Guide magazine — by Directories Philippines Corporation (2012)

* MICE Guide (Meetings, Incentives, Conferences, and Exhibitions) magazine — by Directories Philippines Corporation (2012)

* Chefmanship Academy teaching guides and student modules — by Unilever under All About Brands (2011)

Editorial Consultant

Resultado Gourmet Designs, Co.

I help manage the food marketing services company’s consultancy services. I handle consultation, research for different company and client needs, writing, and editing for various company and client reports, and other administrative support.

Key results:
* Helped place the company as the fourth strongest food marketing services firm in the country, according to a 2010 survey.
* Three-year strategic management plan for Resultado (2011-2013) that involved intensifying marketing efforts and expanding the company’s reach, resulting in 10% growth to the client list. Today, Resultado is maintaining its public relations and service channels to continuously cater to its clients effectively. 

External consultations:
* Product testing reports for Alaska Milk Corporation. 2009 to present.
* Copywriting for McCormick Philippines 2011 to present. 
* Food styling consultancy for BiteSized.ph, 2017 to 2020.
* Lucky Me! Nam Nam research and market launch. 2011. 
* Trained kitchen staff and developed canteen systems for Pasig Catholic College and The Nazarene Catholic School, 2007 to 2008.  
* Cookbook writing for Alaska Milk Corporation and its partner ‘Spoon’, a cooking show. 
* Recipe development for Bounty Fresh, Unilever, and Alaska Milk Corporation.

Managing Partner

Various Companies

I have worked for different companies in the fields of copy, recipe, PR, feature, and technical editing and writing.

COMPANIES:

Wings4U
Summit Media
AB-CBN Publishing
Avida 
Lily’s Peanut Butter
Unilever Foodsolutions
Alaska Milk Corporation
McCormick Philippines
Frabelle Bangus
Nestle Beverage Solutions
Bounty Fresh Chicken
San Miguel Pure Foods Great Food Solutions
Sapporo Vermicelli Noodles
Diversey
Ilawod Estates Inc.
Townes Inc.
Black Sheep Manila Photography
Spark Photography

MAGAZINES & WEBSITES:

Hinge Inquirer Special Publications (Cookbooks, etc.)
Power to the Caterer
F&B World
Baking Press
Urban Living
Northern Living
Southern Living
Happy
Formula
AdEdge
Turista
Forbes in Touch
Dasmariñas Village Gazette
Game
Cocoon
Edge
Lifestyle, Philippine Daily Inquirer
Female Network
Metro.style
Smart Parenting
Preen.ph
Women’s Guide to Business

Freelance Writer

Globe Business (by Globe Telecom. Project under GetCraft PH)

Philippine telecommunications giant Globe Telecom, through its small and medium enterprise (SME) arm Globe Business, empowers Filipino businesses to embrace digitization through solutions, news, and events.

As the Managing Editor for Globe Business, I closely worked with the company's leads in the following industries: Finance, Education, ICT-BPO, Supply Chain, Tourism, and Healthcare. 

I manage a team of writers, graphic designers, and video editors. From brainstorming to delivery, I oversee production of quality content in the forms of white papers, sales tool kits, use cases, articles, newsletters, copies, digital posters, and videos.

Managing Editor

Comida Gastronomica Inc.

I handled the marketing activities and operational communications for the culinary and pastry company's commissary arm. I also headed the PR efforts for the company.

Marketing Manager & Partner

Stratworks

I worked as a consultant for BiteSized.ph, managing the website and its social media accounts. BiteSized is a recipe-resource guide producing recipe videos, articles, and similar content related to the Philippines’ food industry. I was in charge of content development, features writing, creative video productions, recipe development and recipe writing, cooking and acting as talent, and working with Sales & Marketing for promotions and paid content.

KEY RESULTS:

* Reached 1 million Facebook followers organically by 2018, two years after its release.

* Penned and won two Quill Awards in 2018:

> Award of Excellence, The 16th Philippine Quill Awards: “BiteSized: Championing Filipino Food In The Viral Video Craze.” Division 4: Communication Skills, Category 21: Digital Communications

> Award of Excellence, The 16th Philippine Quill Awards: “BiteSized: Championing Filipino Food In The Viral Video Craze.” Division 1: Communication Management, Category 15: Social Media Programs

* Helped retain major clients in the food industry with partnerships that have lasted beyond a year. These clients are: SPAM, Del Monte, Robina Farms, Unilever, Lady’s Choice, Tabasco, San Miguel PureFoods Company Inc., Nestle Philippines, NutriAsia, M.Y. SAN Grahams, URC, Regent Food Corporation, Mama Sita, NutriAsia, Alaska Milk Corporation, Robinsons Supermarket, Megaworld, and SM North Edsa.

* Spearheaded setting up its other social media channels and content plan for each.

Online Editor

Ampersand Collective

I worked as Project Manager and Editor for the boutique event and content marketing agency. Ampersand Collective is the company behind the successful Block Party, Valero Eat Street, and Artifact pop-ups.

KEY RESULTS:

* Created events for curated local start-ups to thrive and be known, helping them set-up their brick and mortar businesses.

* Helped set up the social content plan, design the website, and boost online visibility of the yoga studio Evolve Yoga.

* Pushed awareness for the Pantawid Pamilya program through visual communication by setting up and managing Paco Guerrero and World Bank’s photo exhibit at the Ayala Museum. It was entitled “Malaya Kang Mangarap” and was held in 2016.

Project Manager & Partner

One Hundred Services Inc.

I headed the editorial team that worked on the online and print properties of One Hundred Services Inc., the digital arm of Directories Philippines Corporation. Included in my tasks were creating creative output for content, studying the website analytics, marketing the content, and formulating strategies to keep the websites (EYP.ph and Juice.ph) and print properties (including DPC books and yellow pages) effective.

Editor-in-Chief

St. Scholastica's College, Manila

I taught the elective subject Introduction to Hotel and Restaurant Management to fourth year high school students.

Professor

With over a decade of experience as a writer, editor, and content project manager, I currently hold the position of Account Director and Content Strategist at With Content. 

My professional journey has been hallmarked by my dedication to creating and executing top-tier content projects and overseeing strategies for enterprise clients in the technology sector. 

I have been recognized with accolades such as the Quill Awards' Award of Excellence in Communication Management and am reputed for my swiftness and prowess in understanding and fulfilling client needs.

Accounts managers are not order takers. We’re advisors.

This is our focus at With Content for 2024, and it’s timely that I stumbled upon Jenny Plant's website preaching the same message: agencies are not reactive order takers. 

Jenny shared an insightful short video about the "6 Hats" account managers should wear. She condensed the often lengthy process of mapping the account management function into visual personalities. This aligns perfectly with the mental shortcuts and frameworks we're developing at With Content to empower our team with effective thinking tools for quicker and better decision-making.

The six hats are:

THE TECHNICIAN
THE CONDUCTOR
THE RELATOR
THE ANALYST
THE CONSULTANT
THE SAGE

Do you often gravitate towards certain hats over others? It's a useful guide to check your account's progress and identify any overlooked roles, so you can grow your relationships in the process. 💡

https://lnkd.in/g_kF2Vn7 


Samantha Ramos-Zaragoza

What does an account manager actually do in an agency? In this video I explain the two different agency account manager roles and the many hats they wear. If you'd like to become a better account manager and shift from being an 'order taker' to...

Open video: What does an Account Manager actually do? on youtu.be

What does an Account Manager actually do?

Our strategy team, headed by the brilliant Katrina Balmaceda, unravels Southeast Asia's content marketing mysteries in her post below. 

I’m in awe of how this team’s mind works, aiming to not just play by content marketing rules but rewrite it: testing and discarding theories when they don't hold water; challenging the rules of the game.

But why go through all this effort? Because content marketing is not one-size-fits-all, especially in Southeast Asia’s diverse market. 

We have more to say about the topic and you can get the inside scoop on all this! 

We're excited to share all our fresh ideas, tips, and tricks in our newsletter, Rise – a content marketing newsletter for Southeast Asians, by Southeast Asians. Link in the first comment below. 😀

Content marketing in Southeast Asia | Occasional teacher | Always a mom

Raise your hand if you’ve ever been in the following situation:

You learn of a brilliant content marketing practice from a high-profile marketer in the West.

You feel “seen” when they describe the problem because you’re experiencing it, too.

You begin adopting the marketer’s advice.

What follows feels like a splash of cold water:
🫤 Your bosses or clients reject the tactic
😶‍🌫️ Your marketing team is utterly confused
🫠 Your customers don’t get the point

You get a nagging feeling that neither the tactic nor your implementation was wrong…

It’s just that the ‘best practice’ didn’t fit your cultural context in the first place.

As someone who’s always eager to test new theories against reality, I’ve experienced this scenario many times. It’s a painful but necessary reminder that content marketing in Southeast Asia has yet to reach the same level of maturity and saturation as in the West.

Still, even as our industry evolves, our version of content marketing maturity may look very different from the version we see across the world.

That’s because while marketers on other shores have a treasure trove of tried-and-true tactics, we in Southeast Asia have yet to codify the practices that work effectively within our corporate norms and cultural contexts.

Rise is our attempt to do so.

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