Ruth Pajaro

BBC Account

• Own end-to-end programmatic campaign strategy, from media planning and KPI definition to cross-channel execution across Display, Video, and CTV.
• Manage campaign setup and delivery, including trafficking, budget and bid optimisation, and accurate pixel/tag implementation.
• Optimisation & Reporting/PCA Analysis, monitored performance in real time, analysed campaign data, conducted A/B testing, refined targeting, and optimised towards efficiency, performance, and ROI.

• Assisted in delivering programmatic planning and performance support for Skytime brand.
• Provided weekly reports alongside data analysis to assess campaign effectiveness.
• Supported and created PCA presentations to communicate results, learnings, and optimisation recommendations.

Apple (Global)

• Led global programme and e-commerce strategy efforts, improving online revenue, downloads, and marketing KPIs across multiple regions such as APAC, EMEA, and LATAM.
• Drive operational excellence by streamlining workflows, enforcing best practices, and ensuring high-quality campaign execution across all stages of the programme lifecycle.
• Coordinated cross-functional teams to ensure timely project delivery aligned with SLAs, collaborating closely with the planning team to develop effective campaign strategies for the Services account.
• Hands-on in campaign setup and activation, managing end-to-end full-funnel execution across different digital platforms such as DV360, YouTube, Google Ads Demand Gen, Trade Desk, Audio, and Teads to ensure accuracy, performance, and alignment with strategic goals, including ROAS, CPA, CPC, CTR, and CPM.
• Provided strategic guidance on campaign optimisation, delivering measurable improvements across key KPI metrics.
• Led client servicing efforts, conducting weekly client updates on programme performance and developments to ensure transparency and alignment across all campaign phases.
• Managed ad hoc projects, including A/B testing of partner vendors, audience targeting, creative testing, and data management, producing actionable insights to inform strategic decision-making.
• Oversee the Services Digital team, including the Junior Trader Specialist, to ensure seamless operations, performance optimisation, and provide support for their professional growth.
• Collaborated with Finance teams to manage global billing and actualisation processes, successfully maintaining media spend underage below the 2% threshold.

Johnson & Johnson, UK

• Supported operational excellence and assisted in executing comprehensive campaign activations across various demand-side platforms including DV360, YouTube, Amazon, and The Trade Desk.
• Monitored campaign performance by utilising data-driven inventory and technology across addressable media channels such as display, mobile, audio, DOOH, and video to achieve desired results.
• Facilitated daily e-commerce operations and aided in applying optimisation strategies that enhanced product performance and generated revenue growth across marketplace platforms.
• Contributed to campaign lifecycle management by collaborating with a team through every stage from pre-campaign planning to post-campaign analysis.
• Provided support in client servicing by delivering monthly post-campaign analysis presentations that evaluated performance metrics to identify trends and offer data-driven recommendations.
• Assisted in mentoring team members on operational best practices, fostering a culture of continuous improvement and collaboration.

Coca -Cola, APAC

• Assisted in daily campaign activation and optimisation across programmatic and social channels for Coca-Cola.
• Supported internal team workflows across key campaign categories such as fooding uplift, non-fooding, and Coke Zero.
• Utilised CRM insights to help build customer segmentation and personalisation strategies for improved campaign performance.
• Collaborated with media partners, SSPs, and DSPs to aid in seamless campaign activation and delivery.
• Provided assistance to the performance director on reporting and data management, delivering actionable insights and strategic recommendations.
• Gained hands-on experience in campaign setup, activation, and optimisation across major DSPs including DV360, The Trade Desk, YouTube, and Facebook Ads Manager.

Visa, APAC

• Managed activation and optimisation of online biddable media campaigns for Visa clients.
• Supported end-to-end campaign setup across various DSP platforms including DV360, TTD, and YouTube.
• Assisted in developing media plans that aligned with campaign briefs to enhance targeting strategies.

Unilever, APAC

• Assisted local agencies in improving their skills through structured training sessions.
• Supported management in driving brand and performance growth across SEA campaigns.
• Collaborated with vendors to provide data and conduct effective regional A/B tests.
• Provided crucial reporting support by developing a playbook for best practices and ensuring accurate financial reconciliation.
• Facilitated market onboarding throughout APAC, including Southern Asia and South Africa, to enhance operational excellence.
• Utilised DV360 and The Trade Desk to guide local agencies in designing campaign structures and offering platform expertise.

Unilever, SG

• Assisted in managing home & personal care category including skin, cleansing, hand & body, hair, and tea brands.
• Supported client servicing and briefing activities for home & personal care and food & beverages categories.
• Helped develop media plans across offline and digital channels by participating in various buying strategies and budgeting procedures.
• Collaborated with media owners to negotiate package and entitlement deals.

SMDC, PH

• Developed and implemented full-service media planning and buying initiatives to enhance brand visibility across various traditional platforms including television, radio, print publications, and outdoor advertising.

Unilab, PH

• Managed end-to-end media planning and buying across traditional channels including TV, radio, and print for Unilab.