Celina B.
Senior Partner Success Manager
Open to offersNew to PlatformAbout
Celina Z. is a seasoned professional in the eCommerce, retail, and digital platform space with over eight years of expertise in managing the full partner lifecycle. She possesses a robust track record in driving partner engagement, expanding brand portfolios, and streamlining operational workflows. Her role as an Account Manager at AIRR LABS saw her manage end-to-end commercial execution for brand accounts on TikTok Shop, leading to significant gains in GMV targets and SKU optimization strategies. At Lazada E-Services, she managed the lifecycle of 30+ brand partners, enhancing assortment expansion and achieving an 18% increase in campaign ROI. As a Category Buyer & Partnerships Lead at Robinsons Supermarket, she improved category performance through strategic partner expansion. Her adeptness in Partner Lifecycle Management, Stakeholder Relationship Management, CRM Tools, and cross-functional collaboration underscores her ability to deliver impactful business outcomes. Holding a Bachelor of Science in Advertising Management from De La Salle University, Celina's professional journey blends data-driven strategies with an acute understanding of marketplace dynamics.
Experience
Social Commerce Account Manager
AIRR LABS – eCommerce (Tiktok Shop - Beauty) · 2025 — 2026Oversaw the commercial execution for designated brand accounts, which included planning campaigns, coordinating inventory, managing creator partnerships, and executing live commerce activations aligned with both brand and sales goals. Coordinated with KOLs and UGC creators to manage content deliverables, product seeding, and campaign timelines, achieving significant GMV targets. Worked with brand principals to align strategies for assortment, promotions, and platform visibility on TikTok Shop. Implemented inventory and SKU optimization strategies to enhance stock health and identify affiliate growth opportunities.Communications & Channels Officer - BDO Network Bank & Senior Graphic Designer - Outsourced Quality Assured Services
Communications & Creative Operations · 2023 — 2024Improved internal communication and campaign processes across over 100 branches, leading to enhanced execution speed and delivery efficiency. Coordinated cross-functional teams across product, tech, analytics, and marketing to ensure consistent messaging during campaigns and website transitions. Developed brand identity systems and campaign assets that enhanced engagement and brand recall. Managed creative workflows, vendor coordination, and approvals to ensure timely marketing material delivery across various initiatives.Category Key Account Manager
Lazada E-Services (Alibaba Group) – FMCG LazMart · 2021 — 2023Handled the complete partner lifecycle for over 30 brand partners, which involved onboarding, activation, ongoing performance management, and growth strategies. Increased assortment and product availability in key FMCG categories. Utilized dashboards and scorecards to monitor partner performance, leading to notable improvements in campaign ROI. Addressed operational and technical issues as the escalation point, facilitating prompt resolutions with internal teams. Initiated partner engagement through various campaigns and marketplace programs.Category Buyer & Partnerships Lead
Robinsons Supermarket – FMCG & Retail Merchandising · 2019 — 2021Managed supplier partnerships from onboarding through negotiation to in-store activation. Facilitated assortment growth and improved performance across categories with strategic partner expansion. Led campaigns and activations funded by partners, contributing to seasonal sales uplifts. Ensured effective alignment between partner initiatives and internal teams across more than 100 stores. Enhanced inventory and promotional planning efficiency by identifying process gaps.
Skills & Expertise
Education
- Bachelor of Science in Advertising ManagementDe La Salle University · 2013 — 2017