Evaluating and Redirecting your Marketing Efforts

Program Introduction
This one-day course is designed to help marketing practitioners assess the effectiveness of their efforts and diagnose which areas of marketing should be optimized to attain better results. It follows a framework that audits core marketing functions and analyzes their interrelation, resulting in a perspective that’s both comprehensive and actionable. Participants will be able to view their different areas of marketing activity with a more critical lens after the course.

Key Benefits to Participants and Companies
The company and each participant will learn:
?     The interrelation of marketing’s different building blocks and how they might affect each other
?     A framework to audit marketing performance
 
Program Overview
Module I: Overview of the Marketing Process
Module II: Analysing the Attainment of Marketing Objectives
?     How to break down different objectives into building blocks
?     Modeling your Share of market
?     Understanding the impact of marketing activity on each component
Module III: Auditing your Market Segmentation & Positioning
?     Workshop: Analysing market segmentation & targeting strategy
?     Correcting common mistakes in positioning
Module IV: Optimising your Value Creation & Delivery
?     Winning actions across the 4Ps
?     Workshop: Prioritizing components of the marketing mix to optimize
 
Who Should Attend
?     Practitioners tasked with optimizing marketing implementation
Business owners who want to learn how to troubleshoot for common marketing mistakes

About the Speaker
 
Earl Javier is an IPA-Certified Planner and the current Effectiveness Director of Ogilvy & Mather Philippines. He is heading the Strategy practice for Unilever, watching over 17 brands, while also supervising Analytics. He also authored the agency’s Campaign Asia Digital AOY paper for 2017, winning Silver place.
 
Earl received his Bachelor’s Degree in Management from Ateneo de Manila University. Upon graduating, he started his career as a Marketing Trainee of Johnson & Johnson Philippines, handling the company’s biggest brand – Johnson’s Baby Powder. He then became the CRM Account Manager of BCD Pinpoint Inc., helping brands like BMW and Canon get closer to their audience.
 
He was also the Digital Account Manager of Media Contacts Philippines where he guided clients such as Knorr, Sunsilk, and Nescafé transition from traditional to digital marketing. He oversaw the end-to-end digital requirements of the clients from strategy, media, search, content development, and programming.
 
In 2012, Earl entered the McCann Worldgroup Philippines as a Planner. He lead multiple business-building strategies: from reversing decline and spiking unprecedented growth (Nestle Cream), slowing down decline from double- to single-digit (Coffee mate), and growing in a mature market (Maggi). His work has also won local effectiveness (Tambuli) and digital awards (Boomerangs), and has also helped clients win internal awards for marketing excellence. By 2015, Earl became the Associate Planning Director of the same company, McCann Worldgroup Philippines. He was the first Planner from the Philippine office to take part in the regional Talent Mobility program of the company. He served as the Lead Digital Strategist and Brand Planner of different brands such as Coffee mate, Kit-Kat, NIVEA, Möet & Hennessy, and Wyeth. He was also part of the team that won the 2017 Gold Cannes Lion (FullyBooked radio campaign) and the 2017 Bronze Effie (Mayhuliba.com).
 
On top of these professional achievements, Earl was also a member of the Board of Directors from 2009 to 2015 of the Markprof Foundation, a non-profit organization that provides marketing and sales training opportunities for 25 talented, underprivileged students every year. He is also a member of one of the country’s elite literary group, Poet-Volunteer at Linangan sa Imahen, Retorika at Anyo (LIRA), a nationally-recognized non-profit organization that seeks to promote literature, language and patriotism. He is also the Lead Curator of TEDxKatipunanAve, a non-profit event devoted to spreading ideas to communities through short, powerful talks.