Lance Christian Legaspi

I am an experienced marketer with a background working for a unicorn-status mobile technology start-up company as the youngest country marketing lead in the region.

In this role, I led a team of 17 managers and executives. In a span of more than a year, we launched a total of 7, successful 360-campaigns. In the same role, I was in charge of the overall marketing operations including—digital marketing, brand management, design, e-commerce, PR, retail, trade, and the marketing budget.

Very recently, I was a director for e-commerce and new media for an e-commerce business. In the role, while short, I was able to increase conversion rate by over 440% and revenue by 183% through a complete brand transformation and partnerships with different brands.

I specialize in marketing strategy, digital marketing, branding, and copywriting, and I'm highly proficient in graphic design and have very recently learned to use Figma. I have also spearheaded various creative direction projects that have increased brand identity, recall, and revenue.

Esquire Tech Group

Director of E-Commerce and New Media

March 2022 - Present

Business unit head of their e-commerce arm, offering consumer electronics from Xiaomi, Huawei, Apple. and Samsung.  Created all assets, content, and stores on Shopee and Lazada. Improved its business model, pricing strategy, growth plan, etc.  

• Increased conversion rate by over 440%, and revenue by 183%. 

HMD Global Oy (Nokia Mobile)

Marketing Lead

May 2020 - May 2021

Led a 17-strong team.  

In charge of the overall planning, execution, and management of HMD Global’s marketing operations in the country. 

Led all marketing activities including product launches, programs and campaigns, digital media, creative direction, trade and retail, above-the-line and below-the-line marketing, media, public relations, and local corporate communication.  

Managed the country’s marketing budget.  

Planning and reporting local marketing plans and updates to regional and global counterparts, GTM.  

• Successfully led 7, 360-campaign product launches, from planning to flushing, with sold-out pre-orders.  
• Pioneered programs and campaigns that were adapted across APAC. 
• Pipelined a new feature phone distribution channel across Malaysia and Thailand.  
• Consistently overachieved quarterly KPIs.  
• Spearheaded the brand’s e-commerce business on Shopee and Lazada and increased growth YoY by 200% in both followers and revenue in less than 2 years. 

HMD Global Oy (Nokia Mobile)

Senior Marketing Executive

August 2019 - May 2020

In charge of social media calendar and content, online campaigns, and programs—planning, production, execution, and evaluation.  

Key insight provider to marketing lead and media planners for effective digital campaigns.  

Created quarterly fan engagement programs to highlight products, boost sales on Shopee and Lazada and strengthen support from our community.  

• Directed a team of 8 media buyers, planners, and public and media relations executives, and managers.  
• Programs and campaigns adapted by other countries.  
• Increased engagement rate from 1.7% to 9%.

HMD Global Oy (Nokia Mobile)

Community Manager

October 2018 - July 2019

Managed 250k followers.   

Managed the day-to-day operations of the community (owned channels; group pages, and brand page on Facebook) by engaging with its members, moderating their activity, posting important announcements, answering comments and the page’s inbox, and handling bad actors.  

Helped conceptualize and organize activities, and giveaway programs to maintain high levels of engagement among its members.  

Recruited and managed a team of highly-engaged volunteers or key opinion leaders from the community to hold special roles and/or to spearhead programs and activities that build and grow the community and its culture.  

In charge of social community engagement—secured leads and assisted in any of their concerns.  

• Increased response rate and response time by 100% and 20 minutes, respectively. 

Double majored in Advertising and Public Relations at the Polytechnic University of the Philippines with a GPA of 1.77.

• Received awards from the Public Relations Society of the Philippines' Grand Prix (grand champion),  Kidlat Awards, Sinag Awards, etc.