Lui Castañeda

Social & PR Lead - Beauty & Wellbeing Philippines @ Unilever

About

- 10+ years of experience in traditional and digital PR, communications management, media relations, influencer relations, community integration, brand marketing - PR lead for top brands, such as Cadbury Dairy Milk, Toblerone, Eden, Cheez Whiz, Oreo, NIVEA, Myra - Digital PR: KOL activation, Organic PR seeding, Community Integration, Media releases, Launches & Events - Key PR Touchpoints: Facebook, Instagram, Youtube, Tiktok - 5+ years of experience in team leadership, and strategic communication with internal and external cross-functional teams

Country

Philippines

City

Metro Manila

Industry

Retail

Skill

Social Media Optimization (SMO), Strategy, Social Media Advertising, Digital Strategy, Press Relations, Internal and External Communications, Campaign Effectiveness, Teamwork, Return on Investment, Interpersonal Communication, Budgeting, Brand Strategy, Customer Marketing, Annual Budgeting, B2B Marketing Strategy, Flawless Execution, Media Agencies, Crisis Communications, Thinking Skills, Office Application

Experience

Social & PR Lead - Beauty & Wellbeing Philippines

Unilever

2025-1 - Present · 1 yr 9 mos

Philippines

PR, Media Relations, Influencers, Communities, Partnerships

PR and Influencer Lead (PH/MY/SG) - Beauty & Wellbeing

Unilever

2023-3 - 2025-1 · 1 yr 11 mos

Manila, National Capital Region, Philippines

Influencer Specialist, Beauty & Wellbeing Southeast Asia

Unilever

2022-8 - 2023-3 · 8 mos

Philippines

Accounts Director, Public Relations

CASTRO AND ASSOCIATES PUBLIC RELATIONS CORPORATION

2015-10 - 2022-8 · 6 yrs 11 mos

Manila, National Capital Region, Philippines

- Revenue Growth: Achieved at least 15% yearly revenue growth and increased average client retainer period to 3 years, indicating client satisfaction and long-term partnerships. - Campaign Amplification: Led PR programs that generated at least 3x ROI in organic reach and at least 5x ROI in earned media value, showcasing effectiveness in amplifying brand awareness. - Cost-efficiency: Secured at least 20% cost-efficiency in influencer negotiations and delivered at least 2x ROI in ad value, demonstrating strong negotiation skills and return on investment. -Event Success: Conceptualized and managed PR launches/events that achieved at least 2x expected target attendance, highlighting successful event planning and execution. - Diverse Client Portfolio: Partnered with top personal and consumer brands, demonstrating industry recognition and expertise.

Senior Marketing Officer, Brand and PR

Skechers

2013-1 - 2015-9 · 2 yrs 9 mos

Manila, Philippines

- Managed brand’s portfolio of above and below-the-line activities, e.g. print and TV, events and activations, PR and digital marketing - Led strategy planning and marketing projects to meet business objectives; analyzed sales performance based on projects KPIs - Supported new business developments implementation, e.g. packaging, marketing visuals and retail distribution - Reported directly to Managing Director - 300% sales growth in the sneakers category (2013) and 20% in GOwalk sales (2014) - 25% increase in PR mileage (2013-2014) - Supported 10 retail store openings; entry into 4 top outlets for Skechers Apparel and Underwear

Senior PR Consultant, Public Relations

Castro & Associates Public Relations

2012-4 - 2012-12 · 9 mos

Philippines

- Managed traditional and digital PR campaigns between clients, media and influencers - Developed and implemented PR plans, press releases and online content - Gained Php5M worth of PR value for brands handled

Account Executive, Public Relations

Thinline PR

2010-7 - 2012-1 · 1 yr 7 mos

Manila, Philippines

- Led planning and execution for traditional and digital PR campaigns  - Developed and implemented PR plans, special stories, and online content for Canon, Ray-Ban, Pepe Jeans London  - Managed media launches and special consumer events from conceptualization to evaluation - Generated an increased participation rate of 50% and PR value of Php1M for University Pepe Jeans London Marketing Challenge