Azimo campaign calendar
Driving a 20% uplift in engagement and revenue
Challenge: Azimo needed to grow acquisition, increase brand awareness, and strengthen brand equity across diverse global markets.
Solution: I led the strategy and execution of the campaign calendar, using customer insights, data and market research to identify high‑impact cultural moments, align channel managers and deliver multi‑channel creative that balanced brand storytelling with performance targets. Across all initiatives, I ensured cross‑channel alignment, consistent brand expression and a clear link to acquisition goals.
Results & Metrics
Delivered a record redemption rate for the International Women’s Day fee‑free offer.
Increased engagement and participation across Filipino market campaigns through culturally tailored competitions.
Strengthened brand equity by celebrating customer identity and community values.
Improved acquisition efficiency through unified planning and insight‑driven campaign sequencing.
Increased positive sentiment and repeat engagement during key cultural moments.
With women making up 53% of our customers, International Women’s Day was a prime moment to celebrate them. We expanded the campaign significantly after last year’s fee‑free offer delivered a record redemption rate.
Ramadan Shifted the narrative from fasting to generosity and community, highlighting the good customers do through remittances.
The Filipino market love competitions. The Cookbook Competition tapped into communal culture and past engagement patterns with a structured pre‑launch, launch and post‑launch plan.
Who Are Your Pinoy Heroes?” – a storytelling‑led competition with a culturally meaningful balikbayan box prize.
End‑of‑Year Celebration A unifying campaign celebrating the joy, love and friendship behind sending money home.
