In the office she’s a PR Specialist with a proven track record in digital media optimisation and influencer engagement. Away from the office she’s a keen traveller who puts the soul into Seoul with regular trips to South Korea’s capital! MG Meets the influential Tiffany Uy…
Firstly, thanks for agreeing to speak to us Tiffany, to get us started, please could you tell us a little about how you came to work with Manning Global…
I was recruited by Manning Global’s excellent Junior Project Consultant Andrada Lazarescu who found me on LinkedIn and got in touch to see if I was interested in the Digital PR role for FOREO back in 2018.
You work in beauty PR, how did enter this profession?
When I was in my first job in marketing for one of the biggest telecom companies in the Philippines, I thought that I was living the dream, but then I soon realised it wasn’t creative enough. Eventually, I quit my first job and moved to Grey Philippines where I was hired as a PR Account Manager for lifestyle brands.
What is your advice to someone considering a career in this profession?
A lot of people think PR is all glam and fun. They’re wrong! PR is a highly stressful position that’s not your usual nine to five. Especially in Beauty PR; it’s so fast-paced that you have no choice but to keep up… just to survive! If you really want to enter PR, you have to have your mind set on your career – not just on the parties!
What are your main duties for your role at FOREO?
As a Digital PR Specialist, I concentrate on influencer marketing for both the U.S. and Philippines. I consider several key factors before engaging an influencer with FOREO, such as their value to the brand, future campaign opportunities and how else I can creatively maximise the different facets of their lifestyle and personality with the brand. At the end of the day, I want my collaborations to be hardworking, cohesive and most of all sustainable.
What are your top three KPIs for this role?
- Impactful content
- Brand reputation
What’s the most enjoyable part of your job?
I love that FOREO’s work culture is so dynamic and collaborative; it’s great because I am able to cull fresh insights from other markets – it’s so refreshing!
Your job involves fostering relationships with influencers… how do you achieve this?
It took me years of training to understand how to do influencer marketing the right way. I hate it when brands deal with influencers like it’s a transaction. Brands should learn to deal with influencers like real people because you want them to have the same level of love and appreciation that you have for your brand. From there, I help influencers draw inspiration from their stories and lives and see how they can create compelling branded content out of these.
What’s a typical working day like as a Digital PR Specialist for FOREO?
My typical work day consists of reading a lot of pop culture articles because part of my job is to be attuned to the latest trends so I know what’s relevant or not to my brand’s target market. I then check my email and respond to influencers or their management teams to ensure they have everything they need or to ensure that we’re on track with our timings. I split my time between the U.S. and the Philippines. Usually, I align first with my Philippine-based influencers, then in the afternoon I move to the American market. I also do a lot of research on social media to see who I can collaborate with.
Are there any other countries in the world you would like to work? If so, why would you like to work there?
South Korea. I literally go there at least once a year because I love walking around Seoul and taking quick trips in nearby provinces. It’s my dream to work in South Korea because I want to understand how they develop their PR campaigns there.
Which work project are you most proud of and why?
Launching Vidal Sassoon in the Philippines – it was one the first ever major influencer marketing campaigns done by a beauty brand in the country!
You worked for Campaigns & Grey for over a year – what was it like?
Three words: Crazy, fun, inspiring! I feel very thankful knowing that I got to learn from the best PR team ever!
Finally, who do you look up to the most in life?
My mother. She’s the toughest woman I know. She’s always taught me to be independent and strong. She raised me to believe that I can do anything and if I want something I need to work for it because nothing in life comes for free!
Click here to meet Romina Nanagas, Digital Team Lead (Philippines), FOREO