Digital Marketing · E-commerce Growth · Paid Media

I build brands people buy from online.

I scaled a flower e-commerce business from zero to PHP 10–12 million a year, and I've spent the years since running paid media, email automation and SEO for service brands.

Portrait of Carissa Layag
Based inTaguig City, Philippines
Experience7+ years in digital marketing
FocusE-commerce, paid media, CRM & email
Available for client projects
₱10–12M

Annual revenue built from zero at Floristella, at a 20–30% profit margin

+350%

Seasonal sales from Valentine's, Mother's Day and Christmas campaigns

+40%

Qualified leads from Facebook and Google PPC for property management services

+30%

Conversion rate after landing page and ad targeting optimization

About

Marketer first, operator by necessity.

I learned e-commerce by building one. At Floristella Philippines, partnered with FlowerChimp in the Philippines and Malaysia, I launched a Shopify flower delivery business and ran everything from the store build, Google Shopping and Facebook Ads to product development, vendors and financial planning. Owning the margins taught me to judge marketing by orders and profit, not reach.

Since then I've led multi-market campaigns and local SEO for a service brand, and supported U.S.-based real estate teams with email automation, AdRoll retargeting, CRM workflows and weekly performance reporting. I'm now completing a Higher National Diploma in Marketing.

Grow

Paid acquisition

Meta, Google, LinkedIn and AdRoll campaigns managed for ROAS, with A/B testing on ads and landing pages.

Keep

Email & CRM

Segmented databases, automated nurture sequences and retention campaigns in Klaviyo, Mailchimp and HubSpot.

Measure

Reporting

GA4 and Looker Studio dashboards that consolidate every channel into weekly decisions.

Experience

Where I've done the work

11/2023 – 09/2026Taguig City

Digital Marketing Coordinator

DOXA7 Solutions Inc.

  • Built and monitored targeted email campaigns and automated sequences to nurture leads and improve retention.
  • Set up and optimized AdRoll retargeting campaigns to re-engage website visitors and lift conversions.
  • Managed database segmentation, lead-nurturing workflows and AI communication pipelines for immediate follow-up and zero lead leakage.
  • Ran local search optimization and listing distribution across major networks to drive inbound inquiries.
  • Consolidated multi-platform data into weekly reports for strategy and client presentations.
  • Supported the personal brand of the company's CMO, a leading California real estate figure and social media influencer, helping shape content, visual identity and consistent messaging across platforms.
11/2022 – 11/2023Taguig City

Marketing Manager & SEO Specialist

Nextgen Pest Solutions

Led marketing strategy, the technical side of the website and a multi-market team, splitting each day between metrics, team leadership and strategic projects.

Strategy
  • Set marketing strategy for multi-market campaigns and kept the whole team aligned on priorities and deadlines.
  • Led a strategic project to turn a service into a product offering, from positioning to rollout.
  • Designed offers and calls-to-action that turned audiences into service bookings and inquiries.
Data & analytics
  • Monitored performance daily across GA4, Google Search Console, Google Business Profile, social media, keyword rankings, traffic, CTM call tracking and AI search visibility.
  • Used the data to track ROI and guide budget and channel decisions.
Technical SEO & WordPress
  • Directed local SEO and Google Business Profile optimization for regional organic reach.
  • Managed and optimized the WordPress website, auditing pages and content for technical and on-page SEO.
Competitive analysis
  • Tracked industry news and competitors' social content and website updates to see what they do best and where we were falling behind.
  • Turned those gaps into concrete action items for the team.
People & QA
  • Managed the team's progress, metrics and productivity, and delegated tasks based on each person's strengths.
  • Reviewed all published work, including an SEO check, to keep brand, messaging and quality consistent.
12/2018 – 06/2022Manila

Operations & Marketing Head

Floristella Philippines Inc.

Launched and scaled a Shopify flower e-commerce business in partnership with FlowerChimp Philippines and FlowerChimp Malaysia, owning marketing and operations end to end.

Growth
  • Grew the business to PHP 10–12 million in annual revenue at a 20–30% profit margin.
  • Led seasonal campaigns for Valentine's Day, Mother's Day and Christmas, lifting seasonal sales by 350%.
  • Ran Google Shopping and Facebook Ads; acquisition and social ad campaigns delivered 15% revenue growth in 6 months.
Customer journey & email
  • Mapped the customer journey from first ad to delivery and repeat order, and fixed the drop-off points.
  • Built Klaviyo email flows (welcome, abandoned cart, post-purchase and occasion reminders) to drive repeat purchases.
Brand & PR
  • Handled PR and brand partnerships to build awareness and trust in a crowded gifting market.
  • Created social, email and website content to keep the brand consistent across every channel.
Shopify store
  • Built and managed the Shopify store: product catalog, collections, apps, checkout and delivery scheduling.
  • Connected Shopify with Klaviyo, Google Shopping and Facebook catalog ads so every channel ran on the same product data.
Operations
  • Managed product development, vendor relationships and financial planning.
  • Used market research and customer demand data to shape the product range.
Now building

Bloomhouse Co.

My own group of online flower shops for Metro Manila. I built each brand and store myself, from positioning and product range to the live WooCommerce site.

Build

WordPress & WooCommerce

Built and run all three stores: site structure, themes, checkout, delivery options and payments.

Create

Product creation

Designed each product range, wrote listings, set pricing and directed product photography.

Position

Branding & positioning

Gave each shop its own identity, audience and price tier so the three brands don't compete.

Signature

InBloom Flower Studio

Designer bouquets and arrangements with a bright, modern brand.

inbloom.ph
Sympathy

Condolence Flowers PH

Funeral wreaths and sympathy flowers for urgent, same-day orders.

Everyday gifting

Flowers and Gifts PH

Mid-tier flowers and gift bundles for birthdays and anniversaries.

flowersandgifts.ph
Toolkit

What I work with

Paid media
Meta AdvertisingGoogle AdsLinkedIn AdsAdRollROAS optimizationA/B testing
E-commerce & web
ShopifyWooCommerceWordPressElementorHTML & CSS
Email & CRM
KlaviyoMailchimpHubSpot
SEO & analytics
GA4Google Search ConsoleGoogle Business ProfileLooker StudioCTM call trackingSemrushAhrefsYoast SEO
Creative
Adobe Creative SuiteCanvaCapCut
AI
ChatGPTClaude
Education & certifications

Always learning

08/2023 – present

Higher National Diploma in Marketing

Southville International School affiliated with Foreign Universities
2008 – 2011

BS in Engineering

University of Batangas
Certification

HTML & CSS Development

HTML5, CSS and responsive design
Certification

ChatGPT Certification

OpenAI · content, customer support and marketing automation

Contact

Let's grow your brand online.

Emailcarissablayag@gmail.com
LinkedInCarissa Layag
LocationTaguig City, Philippines · GMT+8