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Anatomy of a Growth Marketer: Raquel Castillo, Charlie De La Cruz & Carlo Isles at Voyager Innovations

Written by: Carolyn Berk, Content Marketing Associate

Anatomy of a Growth Marketer is an ongoing series showcasing top talent in the field of digital advertising.
Digital advertising in the APAC region is booming, and nowhere is that more true than in the Philippines. Digital marketers in the country are rapidly adopting a mobile-first and digital-first mindset that allows them to reach leads on social sites like Facebook, Instagram, and Twitter.

Voyager Innovations, Inc. is leading the way with its team of forward-thinking digital marketers. So how does the Voyager Growth Marketing team use Nanigans to drive impressive performance and meaningful business growth? We interview three digital advertising experts at Voyager Innovations to find out.


Raquel Castillo

Raquel Castillo

Charlie De La Cruz

Charlie De La Cruz

Carlo Isles

Carlo Isles

What is your role at Voyager Innovations?

Raquel Castillo: As a growth and performance marketer and ad operations lead, I handle different brands across PLDT and Smart Communications, the Philippines’ leading telecommunications group. I ensure that deadlines are efficiently and consistently met from ad placements. I also manage implementation and monitoring of ad campaigns.

Charlie De La Cruz: I am a Growth and Performance Marketing Specialist working specifically on web analytics. Basically, I make sure that everything is properly tracked and that all results are quantitatively measured.

My fondness for numbers attracted me to this role. Studying statistics made me realize that working with numbers will always be a part of my life.

Carlo Isles: I help manage growth hacking, digital marketing and analytics. Together with my team, we work to up the marketing game of the brands we work with.

The chance to work together with the best of the best talent from different verticals (including the different Voyager products and brands engaged in e-commerce, fintech, and digital customer engagement) is an amazing experience. But the best part of this team is the great leaders who share their visions for the organization.

What is a typical day in the life for your role?

 Charlie De La Cruz: Most days involve developing and implementing tracking strategies, managing reporting and analysis, and a lot of coffee and emails. In my spare time, I read a lot of news and articles about digital marketing trends. This helps me stay in the loop on everything that is happening in the digital marketing landscape.

Carlo Isles: I spend a good part of my day working with brand managers, groups of developers, marketing teams, analytics teams, and creative teams from different organizations such as PLDT, Smart, PayMaya, Takatack, and other Voyager brands.  Together, we develop effective growth strategies to achieve their digital objectives and drive business growth.

Has using Nanigans impacted your job performance?

Raquel Castillo: A tool like Nanigans helps me build automation that solves and speeds up our ad campaign management processes. It helps my team power large-scale campaigns more efficiently and effectively.

Charlie De La Cruz: Before we used Nanigans, all our measurements were limited to basic setup and automatically available data sets.  Nanigans made me realize that the data we were measuring was really just the tip of the iceberg, especially when it came to app measurement. It empowers me to think deeper and see data from angles that were different from what other platforms provide.

How has your daily workflow changed after using Nanigans?

Raquel Castillo: Using Nanigans has led to a vast array of new processes. Undoubtedly, the tool has helped me and the Operations team with ad building by allowing us to iterate on campaigns faster than ever. Now, I have more time to allocate on optimizations and real-time analysis. I have no doubt that Nanigans is more advanced than Power Editor.

What do you like best about Nanigans?

Raquel Castillo: Thanks to Nanigans’ in-depth targeting capabilities, its automated strategy, and wide range of data tools for reporting and filtering, now I’m able to gather and provide more insights for our clients.

Charlie De La Cruz: For me, deeper data segmentation is one Nanigans’ best features. It allows you to customize dimensions for your ad performance so you have a clear understanding of what’s working and what’s not for each segment. I can easily identify groups and ad sets that are performing well, and identify optimization opportunities that allow me to employ more efficient targeting.

Carlo Isles:  The Nanigans dashboard is a better fit for our needs than the native Facebook management tool. It has helped us improve our workflow by speeding up campaigns setup, report generation, and campaign optimization. Nanigans also has a rockstar team that is dedicated, passionate and provides deep expertise.

I also love Nanigans’ reporting, automation dashboard, and optimization capabilities. All you have to do is slice, dice and filter the things that you need. Nanigans provided us the solutions we have been looking for.

How do you see the digital landscape of The Philippines changing in next five years, and what should digital marketers do to capitalize on this shift?

Raquel Castillo: In the Philippines, the mobile landscape will continue to dominate. “Mobile-first” was the biggest design challenge for all platforms. Platforms are evolving to provide more video content in order to meet a growing audience demand. This is especially true for live video. It’s the next best thing to being physically present at an event.

Charlie De La Cruz: I believe digital transformation will become more rampant and pervasive in the next five years, especially the mobile customer journey. Businesses need to keep pace with evolving consumer behavior by hiring digitally-minded people. Efficient processes and supportive technology will enable brands to not just connect with customers, but also shape their interactions.

Our company believes that consumers are digital-ready, and that it’s actually the enterprises that need to catch up. Digital can equalize social and economic opportunities, especially in emerging markets. Every time enterprises and organizations evolve to become more digitally-minded, it has a ripple effect that leads to increased welfare and quality of life for everyone.

Carlo Isles: In the next five years, I believe that some 75% of Filipinos will be connected on the internet. They will have access using platforms such as mobile devices, laptops, smart watches, smart TVs and perhaps car LCD screens. I’ve also noticed that user behavior has shifted to mobile-first, which began in 2012 when many Filipinos became active on social media.

What advice would you give Filipino companies looking to transform their digital marketing strategies?

Carlo Isles: Digital marketing is fast-paced, and there are many new developments happening every day. If you don’t catch up, you will be left behind while your competitors capitalize on the digital space.

Take time to see the bigger picture and determine where your digital marketing campaigns perform best. Create a strategy that addresses low-performance areas by coming up with new approaches. These out-of-the-box ideas could be a campaign, testing a platform, or perhaps simply applying innovative growth hacking strategies.

How can Filipino companies engage and develop in-house advertising talent like yours?

Raquel Castillo: First, companies should proactively approach, attract, and retain experienced advertising talent. Secondly, they have to invest in employee growth by implementing on-the-job programs to share knowledge and training. Lastly, companies must invest in tools that will help enhance their employees’ skill sets so they can stay ahead of the curve.

Carlo Isles: The digital marketing and analytics community is still relatively young and small in the Philippines. Hiring key people who have a strong background in this field gives companies an edge. The people you hire can also find other valuable talents within their network who would be good fit for the company.

These subject experts can extend themselves by developing talent within their team while influencing different business units to improve their knowledge of the digital field.

Charlie De La Cruz: Exposure. Employees need a lot of exposure to relevant technology, whether it’s new or not. With Nanigans, we started with zero knowledge. But with the support of their experts, we were able to master Nanigans and use it to improve our campaigns.

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