Web Development at Berkeley (Product Manager + Product Designer), Drawn to Scale A Capella (Marketing Manager), Pilipinx American Association

Not yet! But willing to learn and have leadership experience in other areas.

While I haven’t directly managed large-scale paid Meta ad campaigns yet, a lot of my experience in social media strategy and content creation has involved thinking about many of the same principles behind improving engagement and ROI, especially around audience behavior, attention, and platform-native content. For example, as Marketing Manager for my a cappella group, I focused on understanding what types of short-form content performed best across Instagram and TikTok. One strategy that significantly improved engagement was shifting away from longer promotional content and instead creating short, visually engaging clips optimized to capture attention within the first few seconds. I also think improving ROI really comes down to continuous testing and iteration: analyzing which creative formats, messaging styles, or audience segments are driving the strongest engagement and then refining campaigns based on those insights. From a user behavior perspective, I’ve noticed audiences tend to respond best when content feels authentic to the platform rather than overly polished or overly promotional. So I’d approach Meta campaigns similarly by focusing on creative that feels culturally relevant, visually engaging, and emotionally resonant to the target audience.