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Candidate Details

Name :

Paul Nicholas Laxa
Qualification :
Brand & Multimedia Expert
Industry :
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Candidate ID:
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Brand & Multimedia Expert

About our Client

A highly motivated, qualified leader, brand and multimedia expert with over a decade of broad sector experience. Known for effective problem-solving and design thinking. Proven to have a collaborative, consultative approach, able to synthesize complex concepts interpret and present them clearly and contextually across audiences.


• Brand identity refresh for Bupa Service Programs: Tebtom and Rahatkom (2021)

• Brand identity development for B2C products (2020)

• Brand identity development for Bupa Services: Bupa Click, Bupa Mazaya and LiveRight (2019)

• Brand identity development for Rahatkom Program (2017)

• Full-scale Environment Branding strategy across 70+ Rahatkom offices among top hospitals (2017 - 2019)

• Branding Strategy for My Clinic, a Nazer Group Subsidiary (2017)

• Brand identity development for Tebtom Program (2015)

• Local Bupa Masterbrand Visual Identity refresh roll-out (2012, 2014, 2015, 2020)

• Corporate Videos

• Every Nation Campus Ministries

• Ministry Development Partnership Training

• Victory Christian Fellowship - Talents Inc.

• Rotary Club of Parañaque 21st Anniversary

• University of Asia and the Pacific – School of Business Economics & Industrial Economics Program Commercials and Infomercials “Tsinelas” TVC Ad Campaign

• Filipinas Shell Petroleum Corporation, Autogas Infomercial

Professional Experience

Senior Executive Manager – Branding, July 2022 - Present

Global Brand Development

· Represent the local brand as the single point of contact with the global brand on all brand development

· Responsible for the local brand roll-out within the market unit

· Report to the Global Brand Steering Committee on all Market Unit Brand execution and campaigns

Brand Policy Development

· Develop appropriate  guidelines, policies and SLAs to achieve optimum efficiency and efficient consistency

· Ensure all trademarks comply with the Brand Protection Policy, Legal and Compliance to avoid or minimize any relevant risk

Branding Strategy and Audit

· Provide brand consistency on all communication touch points developed either with the in-house design studio or external creative agency

· Manage Brand Guideline workshops for relevant internal and external stakeholders

Creative Development and Audit

· Develop imagery and visual element assets that resonate with the Brand’s identity including; moving and still photography, illustrations, iconographies

· Manage entire production process, creative briefing, pre-production, principal photography, post production

· Lead and develop creative briefs for external agencies

· Manage and audit external agency creative artwork development

· Lead a team of 4 in-house designers on all creative development by ensuring high quality delivery to all stakeholders

Manager – Branding, Jan 2015 - June 2022

Branding Strategy and Audit

· Led Branding strategy of new and existing products and program services

· Manages the Brand Architecture to ensure coherence across multiple sub-brands

· Ensures customer journey and brand experience consistently resonates the brand’s purpose, personality and tone-of-voice

· Implements periodic Brand Audit to ensure brand consistency across all communication touch-points (ATL, BTL, TTL)

Creative and Artwork Delivery

· Managed a team of in-house designers ensuring high quality delivery to all stakeholders

· Led and developed  project and creative brief with in-house design team

· Manages the allocated budget to meet business AOP

Digital Asset Management

· Ensured relevant library and metadata management across all digital assets

· Developed guidelines for easier reference on all assets

Senior Officer – Graphic Design & Media, July 2009 - Jan 2015

Graphic Design Development

· Created, artwork development and execution on both print and digital (ATL, BTL, TTL)

· Translated project brief from key stakeholder into creative development

· Ensured local brand assets were complete and updated in line with the global brand

· Guided by a deep understanding of brand guidelines and best practice

· Identified  and applied emerging and novel creative trends and treatments without compromising on guidelines

Cross-functional Project Management

· Liaising with Procurement and vendor on costs and implementation

· Support all functions to deliver internal and external campaigns and project deliverables

· Ensure seamless communication and delivery of project updates and deadlines with stakeholders

· Liaising with Media agencies on media plans for each campaign deliverable

Multimedia Specialist, March 2008 - June 2009

Graphic Design Development

· Creation of artworks from concept to delivery on all ATL and BTL communication campaigns

· Deliver all creative requirements with all business units on all internal campaigns

Executive Producer, May 2005 - March 2008

Client Servicing

· Meet and manage clients' needs for various creative requirements on Print, Web and Videos

· End-to-end creative and product development from project concept and script development, timeline, budget, research, pre and post-production

Graphic Designer, Video Editor, Production Assistant, January 2004 - May 2005

· Develop creative artworks from concept to delivery on all ATL and BTL communication campaigns

· Work as Production Assistant during video production shoot


• Bachelor of Arts, Multimedia Arts Major

Professional Development

• Certified Brand Manager, AIPMM, 2020

 • The Engaging Leader Program, Gallup, 2019

 • Project Management Professional, Simpli Learn 2016

 • Product Launch & Brand Positioning, School of Business – George Washington University, 2016

• Marketing Strategy

• Leap to Success




• Brand Management: Branding, Communication and Creative Strategy delivery

• Project Management (PMI); People Management; Vendor Management

Creative Development

• Adobe Suite (Illustrator, Photoshop, InDesign, Lightroom, Premiere, After Effects) and Final Cut Studio.

Video Production Management

• Budget allocation, timeline development, team delegation, technical and logistics, pre and post production workflow.

Web Design

• HTML and CSS coding

Technical Skills

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