Toni Cruz

Toni Cruz has a diverse work experience spanning various roles and industries. Beginning their career as a Video Editor for MYX at Studio 23 (ABS-CBN) in 2001, Toni then worked as a Junior Promo Specialist, showcasing their creativity in producing visually appealing TV plugs. During this time, they also took on the role of creating graphics, prompting the company to hire additional graphic artists.

Toni then moved on to become a Senior Promo Specialist, where they championed divergent thinking and created creatively quirky promo plugs that generated interest in specific shows and movies on the network. They also took on the role of creative manager, ensuring the quality of scripts and clearing TV plugs for airing.

In 2007, Toni joined Image Photo Services as a Photographer, where they increased sales by 60% through persuasive storytelling and building relationships with guests. They also enhanced photos using minor photoshop tweaks and received commendations for excellent customer service.

Toni then transitioned to Roadrunner Network Inc. as an Assistant Film Editor in 2008 before joining Studio 23 (ABS-CBN) again as a Promo Producer in 2009.

In 2010, Toni joined ABS-CBN Corporation as a Trade Marketing Specialist, handling accounts for ABS-CBN Publishing and ideating and implementing campaigns for various brands. They also proposed and implemented the decommissioned ABS-CBN 360 app, saving the company millions of pesos.

They subsequently held roles such as Customer Marketing Specialist and Customer Marketing Manager, where they provided valuable assistance in the successful launch of a food brand in the Philippines and played a key role in launching a new section in the ABS-CBN 360 app for regional clients.

Toni then moved into the role of Digital Marketing Manager, followed by the role of Branded Entertainment & Partnerships Head for Analytics, where they implemented a data-driven approach to ideating campaigns and projects.

Their most recent role at ABS-CBN Corporation is Head of Data Analytics, where they also serve as a Scrum Master. They have created multiple dashboards to aid sales teams and ensured important metrics were being tracked. They also played a key role in migrating to a new Data Management Platform and recreating audience segments from the previous platform.

Overall, Toni Cruz has a strong background in data analytics, digital marketing, customer marketing, trade marketing, and creative production.

Toni Cruz graduated with a BA in Film and Audio-Visual Communication from the University of the Philippines in 2003. In 2013, Toni attended the School of Visual Arts, although no specific degree or field of study is mentioned. Additionally, Toni obtained various certifications, including the WSET Level 1 Award in Wines from the Wine & Spirit Education Trust in 2021, and multiple certifications related to digital marketing, analytics, and YouTube from Google Digital Academy and other institutions between 2020 and 2021.