ONLINE DIGITAL MARKETING FOR GROWTH PROGRAM

This 6-half-day expert-led, live online class empowers modern marketers to navigate complexity and unlock new opportunities in today’s digital-first world.

Designed for brands seeking scalable, data-driven growth, this six-day online program blends strategic thinking with practical application covering integrated planning, lifecycle marketing, analytics, AI, MarTech, performance engineering, and ethical innovation. Participants leave with actionable frameworks, a clearer understanding of their organization’s digital maturity, and a roadmap to accelerate performance across channels, teams, and customer journeys.

 SCHEDULE: Mar 7, 14, 21, 28, Apr 11, 18

 DURATION: 13:00-17:00 GMT+8

 FORMAT: 100% Live & Online

PROGRAM OBJECTIVE
By the end of the 6-half-day online program, the students will be able to communicate a result-oriented, consumer-centric, and dynamic digital marketing plan.

RECOMMENDED FOR

  • Marketers who want to prepare for an advanced role in digital marketing.
  • Marketers who want to re-frame digital fundamentals in today’s context.
  • Those working in creatives and media who want to understand strategy.

CERTIFICATE ELIGIBLE
For those who will enroll in the With CDM Certification option, you can earn a CDM Certificate after finishing the program and passing the qualifying exam. All program attendees will receive a Certificate of Participation.

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    Looking to upskill 10+ key talents? We can tailor-fit this program based on your requirements. Schedule a free meeting with Ian of CDM to learn more.

    Program details

    DAY 1 | STRATEGIC DIGITAL LEADERSHIP AND INTEGRATED PLANNING

    I. Closing the PH “High Social / Low E-Commerce” Gap – Causes and Solutions

    • The 360 Digital Marketing Framework
    • Digital Maturity Frameworks and Transformation Roadmaps
    • From Funnel Objectives to North Star KPI Tree (Commercial KPI to Input Metrics to Diagnostics)
    • Role-Based Orchestration Across Channels (TV, Radio, OOH, Digital, and Retail Media) With Guardrails
    • AI-Assisted Planning: Reach Modeling, Frequency Audits, Creative Scoring

    II. Workshop: Audit your brand’s digital maturity and orchestrate a KPI-driven integrated plan

    KEY QUESTIONS YOU’LL ANSWER IN THIS SESSION:

    • What factors drive the country’s “high social use but low E-Commerce conversion” gap, and how can brands close it?
    • Where are the biggest strengths and weaknesses in my brand’s 360° customer journey ecosystem?
    • What is my brand’s current level of digital maturity, and what roadmap is required to advance to the next stage?
    • What roles should each channel (TV, Radio, OOH, Digital, Retail Media) play in my integrated plan—and what guardrails ensure effectiveness?
    • How can AI tools support reach modeling, frequency optimization, and creative performance prediction for smarter planning?
    • Which metrics truly influence commercial outcomes, and which vanity metrics should be deprioritized?
    • What would a KPI-aligned, cross-channel integrated plan look like for my brand based on today’s audit?

    DAY 2 | ADVANCED CONTENT STRATEGY AND LIFECYCLE MARKETING

    I. Customer Persona Creation: From Demographics to Signal-Based Personas

    II. Crafting Key Messages to Translating Into Big Ideas to Embedding Into Journeys

    III. Advanced Content Frameworks

    IV. Strategic Content Planning Using Audience Intelligence

    V. UX/CX Principles for Digital Campaigns; Customer Journey Mapping

    VI. Customer Lifecycle: Different Phases of Purchasing (Messy Middle – Google)

    VII. Triggered Lifecycle Playbooks (Acquisition, Activation, Repeat, Loyalty, Win-Back) With KPIs

    VIII. AI Applications (Focus On Understanding, Not on Application)

    • Propensity Scoring
    • Churn-Risk Detection
    • Content Generation With QA Gates

    IX. Workshop: Create a signal-based persona and a distinct journey

    KEY QUESTIONS YOU’LL ANSWER IN THIS SESSION:

    • What UX/CX principles should shape my digital campaigns, and where are the biggest friction points in my customer journey?
    • How can AI improve understanding of customers (propensity scoring, churn prediction) and content development with proper QA standards?
    • Where are the biggest strengths and weaknesses in my brand’s 360° customer journey ecosystem?
    • What is my brand’s current level of digital maturity, and what roadmap is required to advance to the next stage?
    • What roles should each channel (TV, Radio, OOH, Digital, Retail Media) play in my integrated plan, and what guardrails ensure effectiveness?
    • How can AI tools support reach modeling, frequency optimization, and creative performance prediction for smarter planning?
    • Which metrics truly influence commercial outcomes, and which vanity metrics should be deprioritized?

    DAY 3 | DATA, ANALYTICS, AND AI-POWERED MARKETING

    I. From Campaign Based Results to Journey-Based Planning: Cross Channel Reach and Optimization, Identity Tracking, Automated Reports, and Dashboarding

    II. CDPs vs CRMs: Architecting a Unified Customer View

    III. Advanced Analytics: Predictive Modeling, Attribution, Media Mix Modeling, Linking Post-Purchase Ops to Repeat Revenue

    IV. Data-Driven AI for Marketing: Hyper-Contextualization, Dynamic Creative Optimization (Generation and Optimization)

    V. Workshop: Design a data-powered campaign strategy

    KEY QUESTIONS YOU’LL ANSWER IN THIS SESSION:

    • How do I evolve from campaign-based evaluation to journey-based planning using cross-channel reach, identity tracking, and automated reporting?
    • What is the difference between a CDP and a CRM, and how do I architect a unified, actionable customer view for my brand?
    • Which advanced analytics methods (predictive modeling, attribution, MMM) are most appropriate for my marketing challenges?
    • How can I link post-purchase operations (delivery, CX, loyalty triggers) to predictive repeat revenue and customer value?
    • How do I evaluate whether my brand is ready for AI-driven decision making and what use cases create the fastest business impact?
    • Which metrics matter when assessing multi-channel performance, incrementality, and long-term growth contribution?
    • How can I design a data-powered campaign strategy that integrates customer insights, predictive analytics, and AI-led optimization?

    DAY 4 | PERFORMANCE MARKETING AND GROWTH ENGINEERING

    I. From Platform KPIs to Holistic Business Outcomes; New Metrics Beyond Vanity – Attention, Cost per Acquisition, ROAS

    II. Conversion Rate Optimization (CRO) and Funnel Engineering

    III. Advanced Media Buying Strategies (Meta, Google, TikTok, & Programmatic)

    IV. Cross-Media Reach/Frequency Conflict Resolution (Awareness vs. Conversion Ownership, Incrementality)

    V. Growth Loops, Virality Mechanics, and Programmatic Optimization (Audience Deduplication, Multimedia Reach, Cross Screen Measure)

    VI. Workshop: Build a growth experiment roadmap

    KEY QUESTIONS YOU’LL ANSWER IN THIS SESSION:

    • How do I shift from platform-level KPIs to holistic business outcomes, and which advanced metrics (attention, CPA, ROAS) truly matter?
    • Where are the biggest conversion leaks in my funnel, and what CRO or funnel engineering tactics will deliver the highest lift?
    • What advanced buying strategies should I apply across Meta, Google, TikTok, and Programmatic to maximize efficiency and scale?
    • How can I identify and resolve cross-channel reach/frequency conflicts while balancing awareness vs. conversion goals?
    • What methods can I use to measure signal incrementality and avoid double-counting across platforms and channels?
    • How do growth loops and virality mechanics work and how can I engineer them within my brand or product ecosystem?
    • How do I build a structured growth experiment roadmap that prioritizes impact, feasibility, and measurable outcomes?

    DAY 5 | MARTECH, AUTOMATION, AND ECOSYSTEM INTEGRATION

    I. MarTech Landscape: Tools, Trends, and Integration Strategies

    • Marketing Automation Workflows (Social, Programmatic, Commerce, Web/App, Search)

    II. From Silos to an Aggregate View

    • Platform-Based MarTech stack (Meta, Google, TikTok)
    • Programmatic: DSP and SSP
      • API-First Thinking and Platform Interoperability
    • CRM: First-Party Data Acquisition (Email, SMS, Chatbot, Customer Support)
      • Customer Relationship Management (CRM): From Personas to Customer Lifetime Value (CLV)-Based Segmentation (RFM/Propensity)
      • Orchestrating CRM Channels (Email, SMS, Chat, App, Viber) With Frequency and Suppression Rules
      • Lifecycle Automation: Triggered Journeys With Suppression Rules
    • Enterprise Solutions: Building Your Own CDP
    • AI as the Thread of the MarTech Stack

    III. Workshop: Map your brand’s ideal MarTech ecosystem.

    KEY QUESTIONS YOU’LL ANSWER IN THIS SESSION:

    • Which MarTech tools and trends matter for my brand, and how should they integrate into a cohesive ecosystem rather than siloed solutions?
    • How do I design end-to-end marketing automation workflows across social, search, programmatic, commerce, and web/app environments?
    • What steps allow me to move from fragmented data silos to a unified, aggregate view of the customer journey?
    • How should I architect a platform-based MarTech stack leveraging Meta, Google, TikTok, DSPs, SSPs, and APIs for interoperability?
    • What role does first-party data acquisition (email, SMS, chatbot, customer support) play in building a resilient CRM foundation?
    • What lifecycle automation triggers can drive acquisition, activation, retention, and win-back while minimizing fatigue?

    DAY 6 | INNOVATION, ETHICS, AND THE FUTURE OF DIGITAL MARKETING

    I. Emerging Platforms and PH Consumer Shifts (e.g., Super Apps, Live Commerce, Social Shopping)

    II. Owned, Earned, Shared, Paid (OESP) Model for Culture, Communities, and Marketing in an Algorithmic Era

    III. From Compliance and Governance to a Business Strategy

    • Data Ethics and Governance
    • AI Ethics and Governance
    • Content and IP in the Age of AI
    • Ethical Marketing: Data Privacy, AI Bias, Sustainability

    IV. Workshop: Bridge a culture commerce map

    KEY QUESTIONS YOU’LL ANSWER IN THIS SESSION:

    • How are emerging platforms (super applications, live commerce, social shopping) reshaping the future of marketing?
    • How can I apply the OESP (Owned, Earned, Shared, Paid) model to build culture, communities, and influence in an algorithm-driven world?
    • What does it mean to evolve from basic compliance and governance to embedding ethics as a core business and innovation strategy?
    • What principles of data ethics and governance should guide how my brand collects, uses, and protects consumer information?
    • How should organizations structure AI ethics and governance to reduce risks like bias, hallucination, and misuse?
    • What are the emerging rules, risks, and opportunities around content ownership, licensing, and IP in the age of AI-generated media?
    • How do we practice ethical marketing that respects data privacy, mitigates AI bias, and supports sustainability?
    • How can culture insights and commerce opportunities be mapped together to identify new growth spaces for my brand?

    Rate Inclusions

    • 24 total hours of online learning sessions (lectures and collaborative activities)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get a Certificate of Participation at the end of the program after full attendance
    • Get a CDM Certificate for applicable programs after passing a qualifying exam
    • Get to network will other participants and consult with Subject Matter Experts

    Get Immersed Online
    Unlike your regular recorded webinar and online class, CDM online classes are expert-led and live by leveraging on the Zoom platform and our Student Portal that connects our Students with our Subject Matter Experts (SMEs).

    Wherever you are, be involved and connect with SMEs and other learners, ask questions, and interact on class activities. The CDM Support Team will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A, and other challenges.

    Collaborative Learning
    We designed our classes to strike a balance between theory (30%) and practice (70%) by featuring more individual and collaborative activities for a richer learning experience. A good mix of learning tools and apps will be used including Thinkific, Kahoot, Mentimeter, and Google Jamboard, to name a few.

    In the activities, you will be asked to solve real business and marketing cases so you can sharpen your analytics and strategic skills. Work with your learning teams through virtual breakout rooms.

    Never Stop Learning
    Get additional learning content and go through asynchronous (self-paced) case studies and reflection activities in between sessions via our Student Portal to boost your upskilling!

    Get Certified by CDM
    At the end of your online classes, you will receive access to take the Certification Exam. Pass this to earn and get your official digital CDM Certification. If you didn’t apply for Certification, a Certificate of Participation will be sent to you. Showcase your certifications by linking or uploading them in LinkedIn!

    Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders in their respective fields. CDM boasts a 200+ SME network as partners who provide ongoing feedback on our program design.

    Your class will be taught and facilitated by a mix of SMEs coming from this line up.

    Manny was a born marketing strategist supported by his experience as a Strategy Director for multiple ad agencies, namely Publicis Manila, NuWorks, and Ogilvy.

    He has been in the brand and marketing communication industry for more than 15 years, and has developed marketing communication, data, and digital strategies for brands such as Nestle, Unilever, P&G, Jollibee Foods Corporation, San Miguel Beer, Asia Brewery, Philippine Basketball Association, Belo Essentials, Smart, PMFTC, Monde Nissin, and Resorts World Manila, among others.

    Manny Gonzales

    Shayne has been in the media industry for more than 16 years, having spent her advertising agency journey with Starcom, Carat, UM, Mediacom, iProspect, Havas Media-Ortega, and now as the Managing Director of IXM Hakuhdo.

    She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – three of which include Campaign Asia Digital Agency of the Year Award 2017, '40 under 40' individuals in APAC, and one of the Women to Watch also by Campaign Asia in 2016 and 2020 respectively.

    Shayne Madamba

    From managing multiple accounts at the servicing side as an account director for MRM//McCann where he drove business results for NIVEA, Ayala Land, Havaianas, and BPI Asset Management, among others, Miko now orchestrates Coda's overall marketing strategy.

    In his downtime – which is still quite busy on its own – Miko continues to hoard camera films for his film photography, leverage his project management skills for his travel itineraries and compete for the cheapest airfare flights.

    Miko de Vera

    Jeano Cruz is the Creative Director and Head of Social at GIGIL. He believes his social career started in 2016 when his Korea puns post went viral on Facebook, despite being very corny.

    Since then, he has aimed to apply his learnings from that experience to his advertising work, eventually helping brands like 7-Eleven, Cobra Energy Drink, Saint Jo Flowers, Orocan, CIMB Bank PH, and more to go viral.

    In one year, Jeano's work with the ideas agency has since collected awards at Spikes, AdFest, CLIO, Boomerangs, Kidlat, Tambuli, and more. Recently, he is one of the core drivers that helped GIGIL bag the Philippines' Independent Agency of the Year & Creative Agency of the Year (Campaign Asia 2020) and Most Effective Independent Agency in Asia (APAC Effies 2020).

    Jeano Cruz

    Jason Cruz is the Strategy Director at Ogilvy, where he brings together creative thinking, data, and culture to drive brand growth.

    Before joining Ogilvy, Jason led global content strategy, partnerships, and business development for Shell Eco-marathon, Shell's flagship academic program on energy optimization and one of the world's most prestigious student engineering competitions.

    His career spans leadership roles across top agencies in Asia. He served as Business Development Director and Communications Strategist at ADA Asia Philippines, a regional leader in data-driven marketing and analytics. He also spent nearly a decade at McCann Worldgroup Philippines, rising from Social Media Manager to Head of Digital Strategy for Asia-Pacific, where he helped shape social marketing efforts across the region.

    Jason has worked on nearly 200 brand campaigns and has played a key role in some of the most culture-shaping work in the marketing industry. A passionate educator, he is a recognized trainer, speaker, and program chair for the Social Media Program at CDM, the Philippines' leading digital marketing training provider.

    Outside of work, Jason inspires others through his YouTube channel, Better Today with Jason Cruz, where he shares insights on life, career, and purpose.

    Jason Cruz

    Roki is a seasoned marketer and communicator. For the last 16 years, he has held brand management and IMC positions, at both local and global levels, for FMCG brands such as Splash Corporation and Coca-Cola. He also served as the Corporate Brand Management and Sustainability Director for Globe Telecom, managing their reputation and trustability initiatives across different stakeholders and platforms.

    After 11 years as a client, Roki went agency-side to raise the bar of strategic thinking as Connections and Integration Director with Publicis Media. He joined Dentsu in 2019 to help build strategic integrated communications and research capabilities across the media and creative service lines. Just recently, he was elevated as Head of Data in the Philippines to help accelerate agency value for clients through data-driven and tech-enabled solutions for clients.

    Roki Ferrer

    Over 12 years of experience in various fields of advertising including Media Planning/Buying, Digital Creative, Content Marketing, Social Media Strategy, and Connection Planning.

    I was a graduate of OMD Philippines' first Media Management Internship Programme (2009) and stayed in the company for 6 years with exposures on both traditional and digital media. I have worked with various brands from different categories such as retail, pharmaceuticals, banking, automotive, electronics etc. - SM Retail, Pascual Laboratories, AXA, Epson, Huawei, Viber, VISA, KIA, Levi's to name a few.

    In 2015, I joined Primer Group of Companies as Digital Creative and Content Lead. I was able to provide digital strategies, campaigns, executions and solutions for some of Primer's roster of globally-renowned retail brands - Herschel Supply Co., JanSport, FitFlop, Native Shoes, Hedgren, Poler, Bratpack, ROX, ResToeRun, etc. Aside from local projects, I also had the privilege of crafting regional digital campaigns for various Primer brands across Southeast Asia. Most recently, our regional campaign for Native Shoes, "Native Wanderlite" (A Social Digital Promotion across 6 Southeast Asian markets) won Best Digital Promotion at the Native Shoes Global Conference held in Canada.

    In 2017, I joined the Havas Ortega Group as Communications and Connection Planning Manager and have handled a good roster of brands in various categories such as Pharmaceuticals, FMCG, Finance, Energy, Leisure/Entertainment, Insurance, etc.

    At present, I lead the Intelligence and Strategy Teams at Havas as MX Intelligence and Brief Director providing meaningful, integrated strategies across business units and key accounts. I've also written and co-wrote several thought leadership pieces including the REACT: Prosumer Report on Sustainability and The World Re-imagined: Prosumer Report on Health and Hygiene.

    Gian dela Cruz

    DATES:

    • BATCH 81: Mar 7, 14, 21, 28, Apr 11, 18 (6 Sat)

    TIME:

    • 13:00 – 17:00 Philippine Time (PHT) (UTC +8) /
    • 13:00 – 17:00 Singapore Time (SGT) (UTC +8) /
    • 12:00 – 16:00 Indonesia Time (WIB) (UTC +7) /
    • 12:00 – 16:00 Vietnam Time (ICT) (UTC +7) /
    • 11:30 – 15:30 Myanmar Time (MMT) (UTC +6:30)
    Need more questions?