Van Porciuncula
I turn complex web operations into scalable revenue engines.
Pasig City, Philippines
About Me
Managing digital properties often involves juggling different agencies, developers, and marketing teams. Over the past decade, I have stepped in to centralize these web operations for e-commerce, fintech, and hospitality brands. I approach internal teams the same way I treat external clients: I define workflows, write standard operating procedures, and establish a steady rhythm for delivery. I focus on launching websites, tracking key performance indicators, and clearly reporting financial impact back to leadership.
Education & Certifications
Graduated 1997
BS Business Administration, Computer Applications
De La Salle College of Saint Benilde
Issued 2025
HubSpot Marketing Hub Certification
Track Record of Results
Web & Digital Marketing Manager
PICXM (picxm.com)
- Own the web optimization and lead-generation roadmap across the agency website and client campaigns, take intake requests, prioritize the backlog, and translate business goals into shipped web improvements.
- Lead A/B testing of landing pages and forms, refining copy, layout, and CTAs through hypothesis-driven experiments to improve conversion rate and form-to-lead efficiency.
- Build and monitor performance dashboards (HubSpot and GA4) tracking traffic, engagement, CTR, and conversion, feeding data-driven adjustments to content, timing, and targeting.
- Write user stories and acceptance criteria for web and workflow changes, and partner with developers and designers on sprint-ready requirements and delivery.
- Built and deployed AI-assisted workflows and automations that accelerate project management delivery, raising team throughput without adding headcount.
- Lead formal and recurring training sessions for agency teammates on AI-assisted workflows, establishing shared processes and improving output quality.
Digital Acquisition Head (Product & Web Lead)
Prime Global Finance Corp. (GV Tech)
- Owned the digital acquisition and web product roadmap, aligning marketing, product, and operations around loan growth and customer acquisition targets.
- Led product requirements and UI design for the Loan Management System and Point-of-Sale systems, writing specs, user stories, and acceptance criteria handed off to engineering.
- Partnered with engineering through the full delivery cycle, ensuring business intent was preserved from spec to shipped feature.
- Implemented the Zendesk suite end-to-end, standing up the CRM and customer experience workflow to improve response times and operational visibility.
- Established experimentation rituals across digital channels, using data to prioritize initiatives.
- Trained internal divisions and external customers on multiple enterprise systems, driving end-to-end adoption.
Head of E-Commerce / Website Operations
Il Coniglio Bianco Corp. (Gingersnaps, JustG)
- Headed website operations across four e-commerce properties, reporting directly to executive leadership.
- Owned the web optimization roadmap, triaging intake from Merchandising, Marketing, Fulfillment, Logistics, and Finance.
- Led the Prestashop to Shopify platform migration for the flagship store, improving maintainability, site performance, and shopping experiences.
- Coordinated delivery with developers and designers through iterative release cycles.
- Established performance reporting against core e-commerce metrics to sequence improvements.
Founder & Operations Manager / Digital Lead
Libelle Creative Inc.
- Founded and ran a full-service digital agency delivering web, e-commerce, and creative projects for clients in retail, F&B, hospitality, healthcare, airline services, and B2B.
- Ran delivery using Agile methodologies, handling requirements analysis, design, build, quality assurance, and client training.
- Delivered multiple Shopify and WordPress e-commerce websites and marketing microsites.
Hospitality Portfolio
Designed and managed digital platforms and high-converting reservation experiences for premier hospitality brands:
Designed a custom pre-launch webpage for eskayaresort.com to collect lead information ahead of its planned reopening.
Final Artwork Graphic Artist Freelance
McCann Worldgroup
- Designed UX/UI and digital assets for brand campaigns, developed brand books for hotels & resorts, global consumer products, and real estate clients.
Creative Manager & Brand Custodian
SEAIR (South East Asian Airlines)
- Served as Brand Custodian, leading brand and integrated campaign execution including e-newsletters, out-of-home advertising, and creative production for a national airline.