San Miguel Beer
Established in 1890 in the Philippines, San Miguel Brewery Inc. is the 10th largest brewer in Asia by volume, with leading positions in the Philippines and Hong Kong as well as presence in strategic growth markets in China, Indonesia, Thailand and Vietnam.
In its 125 years of brewing excellence, San Miguel Pale Pilsen is the Philippines’ and Southeast Asia’s oldest beer brand. The flagship brand is likewise among the biggest selling beer brands in the world. San Miguel carries a strong brand portfolio including San Miguel variants San Mig Light, Red Horse Beer, Cerveza Negra, and Apple Flavored Beer.
G.K. Skaggs, a beer, wine, and spirits importer based in Irvine, CA has partnered with San Miguel Brewery to represent San Miguel Beer in the United States.
My role as the Digital Marketing Manager of this project was to:
• Research U.S. West Coast Market and target demographics especially Filipino American Communities
• Design U.S. Brand Identity
• Organize annual brand plan with Sales and Marketing Team to strategize each quarter’s sales goals and align monthly promotional programs with digital
• Create proposals that include budget and logistics for partnership events and sponsorship programs
• Build a website specifically for United States using WIX. The website includes brand history, product information, press, and a store locator to let customers know which stores carry the product.
• Manage all social media channels, design the content, and install a Facebook Pixel on the website to align social and the website.
• Strategize monthly digital marketing budget for geo-targeted ad spend and boosted posts
• Manage relationships with micro influencers to promote limited time campaigns
• Measure ROI of all digital spend and create month reports highlighting results of Facebook and Instagram ads, as well as Google Analytics
• Create and schedule bi-monthly email blasts to specific contact lists regarding new updates and promotions
• Manage POSM and work directly with on-premise and off-premise accounts to create exclusive promotions and giveaways
