Gabriel Kumontoy

Digital Strategy

Gabriel Kumontoy

Worked with Abbott and GSK.

Gabriel Kumontoy has experience leading content and digital strategies for brands such as Heineken, Remy Cointreau, adidas, ASICS, Mastercard, Hotels.com, and Abbott. Her expertise lies in content strategy, social and digital strategy, content planning, campaign management and analysis, as well as marketing communications and B2B PR. She has worked for agencies like MSL Group and Weber Shandwick.

Content StrategyContent ManagementDigital StrategySocial Media StrategyContent PlanningCampaign ManagementCampaign AnalysisMarketing CommunicationsB2B PRStrategic PlanningDigital MarketingGoogle AnalyticsGoogle AdsContent ProductionPaid Social Media Advertising

Employment Highlights

Marketing Manager

Adrennial

June 2020 - Present (5 years 10 months)

Senior Digital Strategist

MSL Group (Publicis Communications)

April 2019 - March 2020 (11 months)

Planning Manager, Insights

Weber Shandwick

August 2015 - March 2019 (3 years 7 months)

Education Highlights

BA, Political Science & FTVMS (Film, Media & Television Studies)

The University of Auckland

September 2010 - July 2015 (4 years 10 months)

Portfolio

Resume

Marketing Manager

Adrennial

June 2020 - Present (5 years 10 months)

  • Managed the marketing and communications for the launch of the outdoor lifestyle, travel adventure and action sport content streaming platform.
  • Oversaw the work of a marketing executive and worked hand-in-hand with the marketing director to develop and propel holistic marketing plans.
  • Strategized and evaluated EDM campaigns.
  • Developed social media campaigns and content plans, including paid social ad plans.
  • Managed and oversaw influencer outreach plan.
  • Developed, managed, and evaluated Google Ad campaigns.
  • Managed content and ad creative production.
  • Evaluated website efficacy with Google Analytics.
  • Worked hand in hand with director to shape publicity, media and stakeholder relations.
  • Developed efficacy and attribution templates to gauge marketing efforts and learning.

Senior Digital Strategist

MSL Group (Publicis Communications)

April 2019 - March 2020 (11 months)

  • Ran and grew the Heineken, ASICS and YILI businesses worth nearly US$1 million annual revenue. 
  • Led and revolutionized MSL on the digital frontier and grew digital capabilities within new and existing team members.
  • Expanded the agency’s social media offerings and integrated data-driven insights into traditional client briefs.
  • Worked across teams (Leo Burnett, Saatchi & Saatchi) on a daily basis for new business pitches, the accounts mentioned above as well as Panadol (GSK).
  • Led the digital and social portion of the Inner Mongolia YILI business, worth over USD 300,000 in for six months; played a key role in successfully retaining the business for 2020 to focus solely on social and digital for 2020, with business worth over USD 700,000.
  • Grew the Heineken account; led the social team for a pilot project during the Formula One Grand Prix 2019 night races and successfully retained the business from their former agency, such that they’ve re-contracted with MSL as agency of record for 2020, employing the strategy Gabriel recommended. It is an annual business worth SGD 130,000.
  • Led the ASICS social team and reinforced the social strategy to drive people to their newly launched ecommerce site and garner younger followers across three brands such as ASICS, ASICS Sportstyle and Onitsuka Tiger. This business is worth an annual SGD 300,000.
  • Grew the Panadol social media business from April 2019 to January 2020.
  • Mentored three members of the mostly PR-focused MSL 15-man team to manage social and digital focused accounts in the agency.

Planning Manager, Insights

Weber Shandwick

August 2015 - March 2019 (3 years 7 months)

  • Worked as part of Weber Shandwick’s initial content and planning team, focused on strategic and nimble digital marketing that is rich in Southeast Asian culture and insight.
  • Worked cross markets and in a regional capacity, including Malaysia, Indonesia, Vietnam, Thailand, Philippines, AU, and NZ.
  • Assigned to be the lead planner for the acclaimed “Lose Yourself to Find Yourself” Hotels.com campaign to promote its variety of offerings across SEA. This campaign was proclaimed by the SEA marketing team to be the best performing social media campaign yet, driving a 60% rise in CTR and 30% increase in bookings.
  • Led the regional digital insights team for Mastercard across Singapore, Malaysia, Indonesia, Vietnam, Thailand, Philippines, AU, and NZ for the Safety and Security campaign from 2015 to 2018. The share of voice against competitor, VISA, used to measure effectiveness of this content and campaign tactics, grew by 15% during the time on the account. It was a USD $1million per annum account.
  • Managed the digital and social remit for Temasek, a Singaporean holding company owned by the Government of Singapore, for over three years. Grew its digital and social media business by 20% and conceptualized a campaign that was nominated for the 2018 Marketing Excellence Awards – “Excellence in Integrated Marketing.
  • Drove the win of news business pitches for Nespresso, adidas (new remits) Singsaver, Singapore Art Week and Polident (GSK).
  • Travelled to Bangkok to conduct a full day social media crisis workshop for team of 21 Nespresso marketing managers and heads.

Education

BA, Political Science & FTVMS (Film, Media & Television Studies)

The University of Auckland

September 2010 - July 2015 (4 years 10 months)