Success Story: Jed Estanislao

CDMP Batch 5

What was your work background before enrolling in DMI?

Prior to DMI, I was the head of Marketing Services for Eastern Communications for 3 years where I was in charge of market intelligence and marketing communications. This was after spending 9 years with Globe Business starting out as a Technical Project Manager and then eventually honing a career in product management and marketing.

What influenced your decision to study and get certified in digital marketing?

For a technology company, I thought that the initiatives we did for market intelligence gathering and for our go-to-market and sustaining campaigns were very traditional. Market intelligence activities were limited to research and syndicated studies while we relied heavily on ATL and BTL efforts for our campaigns.

With the increasing need to be more cost-efficient in the use of our A&P budget and in recognizing that more and more customers are going digital to research on the products that they need and evaluate their prospective vendors and suppliers, I realized there is a strong need to improve our digital touch points which back then was just limited to our website.

Why did you choose to study with DMI?

Given the many courses offered online and offline, it was hard to find the best approach or study framework that fits my learning needs and my schedule. That was until I was targeted by one of DMI’s Facebook ads.

I chose to study with DMI because of their proven international expertise when it comes to the field of digital marketing. Resources are constantly updated based on best practices worldwide while instruction was led by industry professionals who have firsthand experience in doing digital marketing.

How has it helped you in your business or work?

In terms of gathering marketing intelligence, I was able to utilize digital marketing to elicit customer feedback faster via online polls and surveys as well as via social listening, allowing me to provide reports to management instantly.

Moreover, my new found appreciation for digital marketing gave me more confidence to include it in my marketing/advertising mix.

Digital marketing soon became the perfect complement to our ATL and BTL initiatives. It gave us the agility to tailor fit campaigns for specific audiences quicker without spending a lot of money. More importantly, it helped us engage our potential customers across their respective journeys better while helping us address the concerns of our loyal subscribers in a more responsive manner.

Digital marketing instilled a methodical and disciplined approach towards our digital efforts, which prior to my DMI course was done in an adhoc and random manner. This is something I try to impart to my team as well when it comes to digital marketing initiatives for our company.

Since completing the program, how has your career progressed?

My expertise helped me secure consistent buy-in and support from top management in our company’s digital marketing investments.

I am now the Head of the Marketing Division. DMI really helped me a lot.

What’s your advice for new students?

Never stop learning. There’s always something new to learn that may help improve your career.

How would you describe your learning experience with DMI?

Ten Saturday afternoons well spent. I’m very thankful for everything I learned from my classes.