My journey began in Civil Engineering, where I learned that every great structure requires a solid foundation. Today, I apply that same engineering mindset to marketing, with an MBA from Mapua University and almost 2 decades of experience across B2B, Tech, SaaS, and AEC (Architecture, Engineering, and Construction). I’ve seen firsthand how the right strategic drivers can transform a brand.
True marketing leadership isn’t just about knowing which levers to pull; it’s about ensuring the entire organization understands why those inputs matter. My career has been defined by a dual focus: architecting high-impact growth strategies and empowering the teams responsible for executing them.
As an Independent Marketing Consultant, Unconventional Marketing Leader & Strategic Trainer, I specialize in translating complex digital architectures into clear, actionable strategic playbooks. I’ve found that the biggest barrier to scaling is often the “experience gap” between technical execution and high-level strategic discourse. I bridge this gap by designing proprietary simulations and training modules that help cross-functional teams find the synergy between their technical tools and commercial outcomes.
I don’t just look for incremental change; I focus on the core drivers that create a significant lift in the bottom line. Whether I am facilitating leadership workshops for executives or mentoring emerging marketing leaders, my goal is to instill an analytical rigor that moves the needle. By helping organizations identify and close internal skill gaps through data-informed training, I transform marketing departments into predictable engines for sustainable growth.
I am passionate about stripping away the technical noise to reveal the fundamental paths to winning. For me, success is achieved when a team transitions from simply managing tasks to mastering the strategic drivers that dictate long-term brand impact.
Digital Marketing Career Compass | January 2026 to Present
• As the Chief Growth Architect, I engineered the Digital Marketing Career Compass to serve as a structural blueprint for the modern marketer. I apply an engineering mindset to career mapping, stripping away the technical noise to reveal the core drivers that actually move the needle.
• The Digital Marketing Career Compass isn’t just a tool; it’s a strategic roadmap built on analytical rigor. My focus is on closing organizational skill gaps and providing the “compass” required for marketers to transition from managing tasks to mastering the drivers of enterprise-level success.
May 2020 to Present
• Facilitated high-impact seminars and leadership workshops, translating complex digital architectures into actionable strategic playbooks for diverse professional and executive audiences.
•Architected comprehensive training modules and educational frameworks covering the full-stack marketing spectrum, ensuring cross-functional teams understand the synergy between technical tools and commercial outcomes.
•Developed proprietary instructional materials and simulations to bridge the experience gap between technical execution and high-level strategic discourse.
•Empowered emerging marketing leaders through dedicated mentorship, focusing on the intersection of technical proficiency and the analytical rigor required for executive-level impact.
•Consulted on competency-based development programs, helping organizations identify and close internal skill gaps through structured, data-informed training initiatives.
TopFilipinos.com | Jan 2023 to Present
• TopFilipinos.com hosts the contents of TOP 100 Filipinos on LinkedIn for Inspiration & Learning by Virginia Bautista.
• The topfilipinios.com website is owned & developed by Leylord Marcelino
VIATechnik | June 2021 to Sept 2025
• Steered the global digital marketing engine, reporting directly to the CEO and translating high-level OKRs into a cohesive growth ecosystem spanning US and Philippine markets.
• Architected a 360-degree revenue funnel, integrating SEO, SEM, and automated nurturing systems to move the brand beyond visibility and into measurable, high-quality demand generation.
• Spearheaded market transformation in the AEC sector, leveraging thought leadership and research-backed content to educate global firms on the commercial advantages of Virtual Design and Construction (VDC).
• Engineered a high-conversion narrative system, mapping specific content strategies (white papers, webinars, and technical case studies) to the intricate stages of the B2B buyer’s journey.
• Optimized the sales-marketing handoff, crafting high-leverage automated engagement tools and collateral that empowered the sales team to connect with prospects more efficiently and with higher resonance.
• Orchestrated a multi-format content ecosystem, overseeing the production of everything from research papers to video strategies, positioning the firm as a premier authority in global engineering transformation.
Phil-Data Business Systems, Inc. | July 2018 to May 2021
• Served as the strategic architect for the firm’s marketing function, overseeing end-to-end ideation and multi-channel distribution to ensure brand resonance across the enterprise technology landscape.
• Cultivated and managed high-value sponsorship ecosystems with global tech leaders (Cisco, Dell Technologies, Microsoft, HPE, VMware), aligning vendor objectives with internal revenue streams to drive co-branded growth.
•Designed and executed a holistic inbound and digital marketing framework, synchronizing content strategy with specific sales objectives to capture and convert high-intent B2B enterprise leads.
•Engineered operational improvements by streamlining internal workflows, significantly reducing turnaround times and increasing the “velocity” of marketing campaign launches.
•Managed complex budget allocations with a focus on high-yield ROI, utilizing data-informed insights to pivot strategies toward the most effective advertising and engagement channels.
Recognitions:
☆ HPE Marketing Pro Academy, DVE Edition, League of Champions, Top 1 (July 2020)
☆ HPE Marketing Pro Academy APAC Summit, League of Champions 2020, Top 3 (Dec 2019)
☆ HPE APAC Marketing Pro Advisory Summit, League of Champions 2020, Top 20 Leaders (July 2019)
☆ HPE APAC Marketing Pro Academy, League of Champions 2019, Top 20 Leaders (Dec 2018)
☆ First 5 Dell EMC Partners in APJ & The only PH partner to adopt the Digital Marketing Program (Nov 2018)
Genie Technologies Inc. | June 2013 to July 2018
• Engineered the firm’s digital infrastructure from the ground up, scaling organic visibility and authority across the Philippines and Indonesia through a data-driven search-to-lead optimization strategy.
•Digitized event operations by building custom lead-capture and registration systems (utilizing VBA and macros), reducing data friction and enabling real-time performance analytics for post-event reporting.
• Streamlined the lead-to-sales lifecycle by developing an automated lead endorsement engine, significantly accelerating response times and improving the accuracy of account monitoring and revenue forecasting.
• Orchestrated strategic partnerships with PR firms and digital agencies, ensuring brand consistency and market education while reinforcing core corporate values across regional initiatives.
Brands: JDA, Microsoft Dynamics, NCR, Qlik, Retail Pro
MDCGroup Inc. – Dassault Systèmes Value Solutions Partner in the Philippines (Catia Supplier) | May 2012 to May 2013
• Architected full-lifecycle demand generation campaigns and high-level industry events to drive market adoption for enterprise-grade engineering software (Dassault Systèmes, Autodesk, and Bentley Systems).
•Pioneered a research-driven approach to market analysis, mapping competitor landscapes and industry trends to inform executive decision-making and strategic positioning in the Philippines.
•Optimized the CRM and account database architecture, ensuring a clean data flow from lead capture to post-launch analysis, which served as the firm’s single source of truth for growth.
•Served as a strategic pivot to the General Manager, facilitating executive-level coordination and managing operational complexities to ensure organizational speed and alignment.
Stream Global Services | March 2010 to May 2012
• Mastered high-stakes communication and objection handling, consistently exceeding quality and resolution benchmarks in a high-volume inbound and outbound environment.
•Engineered value-based upselling strategies by identifying specific customer needs and leveraging competitive advantages, directly increasing new account conversions and revenue per interaction.
•Facilitated peer-to-peer coaching sessions, sharing best practices on script optimization and technical query resolution to improve the team’s collective performance and speed-to-resolution.
•Maintained rigorous data integrity by managing complex ordering procedures and account creation workflows, ensuring all “system inputs” adhered to strict organizational standards.
☆ Co-Organizer at Top100 Filipinos on LinkedIn [Freelance – Non-Profit] (Jan 2023 – Present)
☆ Growth Marketing Strategy Consultant at Masterminds Institute [Freelance – Consultant] (May 2023 – Dec 2023)
☆ Digital Marketing Manager at Cent, 1796 Ltd. [Freelance – Independent Contractor] (Jan 2022 – Mar 2022)
☆ Marketing Consultant at Phil-Data Business Systems, Inc. [Freelance – Independent Contractor] (Jun 2021 – Dec 2021)
☆ SEO Consultant at Our Home Solutions Buddies [Freelance – Independent Contractor] (Mar 2021 – May 2021)
Analytical Rigor: Every creative campaign is backed by an engineering mindset and an MBA-level focus on organizational results.
High-Yield ROI: Stop wasting spend on “noise” and focus strictly on the drivers that result in measurable revenue lift.
Bridging the Experience Gap: I ensure your technical execution and executive leadership are speaking the same language.
