As a Digital Marketer, Amy Tamayo is quite a late bloomer. She didn’t even have a Facebook account back in 2011 when she first signed up for the Certified Digital Marketer Program by the International Institute of Digital Marketing.
The starting point
“In one face-to-face session, the lecturer asked who among in class didn’t have a Facebook account,” recalls Tamayo. “I raised my hand and I saw a few classmates snickered and our lecturer probably thought he shouldn’t have risked asking that question.”
An honorary graduate of Management and Industrial Engineering from Mapua Institute of Technology, her career took a serendipitous turn when she started as the Senior AVP for Marketing and Agency Services of Philam Plan, the pre-need subsidiary of the Philam Group of Companies back in 1996.
“I joined Insular Life in September of 2006. And as social media and digital marketing crept into the foyers of marketing, I became uneasy and felt incompetent” said Tamayo, “Thus, in 2011, I decided to pursue the Certified Digital Marketer Program and earned the recognition after 11 months.” She adds.
Learning truly is an investment more than an expense
Today, Tamayo works as the First Vice President for Marketing & Agency Support Division of Insular Life. Through her leadership, Insular Life won a Philippine Quill Award of Merit for Communications Management division under the category of Advocacy Communications for their campaign Magandang Araw, Araw-Araw which was launched in digital space in 2014.
In the succeeding months of the campaign, Insular Life has turned it into a movement, making each person participate by sharing how they make their day beautiful. “Magandang Araw” became more than a greeting but a service philosophy that aims to give each customer a beautiful day after every transaction.
When asked what challenges they encountered for the campaign; Tamayo says “I guess I can say that the struggle started in our heads. We were thinking virality, when we can actually do it through proper communication.”
You reap what you sow
Looking back in 2011 when Tamayo didn’t even have a Facebook, she says “I learned practice makes perfect and this is where I have been greatly enhanced by the Certified Digital Marketer Program.”
“The beauty of the Certified Digital Marketer Program is that it forces you into it” reveals Tamayo. “When the internet became an important communications platform, I felt unequipped to effectively manage the marketing communications of my job. So I searched for available programs and I stumbled upon the CDM Program. It was fairly new and the only available program with an integrated and holistic learning approach.”
What’s next for the PH Quill Award Winner? Well, Tamayo says she still wants to work on winning other awards but on a deeper level. “I want to reach out to others. Marketing Practitioners like me who need to unlearn mindsets and embrace new ones. Regardless of age, some people just need to be nudged to embrace change. I hope to be an inspiration to others.”
She added, “just as I have mastered most of what I need to learn to do my job effectively, someone changes the rules of the game.”