** ˗ˏˋ Samantha Dacanay ˎˊ˗ **
Samantha is a strategic marketing communications professional known for seamlessly blending traditional and digital PR strategies to deliver cohesive branding campaigns and innovative solutions that drive impactful results.
About Me
Samantha is a dynamic and strategic marketing communications professional with over 5 years of diverse experience across media and public relations, search engine optimization (SEO), content marketing, stakeholder engagement, and integrated marketing communications. Known for her ability to seamlessly combine traditional and digital PR strategies, she excels in delivering cohesive branding campaigns and innovative promotional solutions that drive concrete results for clients. Her expertise further lies in crafting data-driven campaigns that not only enhance brand visibility but also resonate with audiences and foster meaningful connections.As a Magna Cum Laude graduate of Ateneo De Manila University with a bachelor's degree in Communication, Samantha has been distinguished by the faculty and university as the course's Program Awardee for her batch—a testament to her academic excellence and passion for impactful communication.Samantha is a firm believer in leveraging research, technology, and emerging trends to push the boundaries of modern PR practices. Whether through creative link-building strategies, social listening, or media relations, she is always continuously seeking for innovative ways to elevate the PR landscape.Adept at managing teams and collaborating cross-functionally, Samantha has demonstrated her leadership by mentoring specialists, driving internal communication initiatives, and navigating complex stakeholder engagements.Outside of work, Samantha enjoys exploring the intersections of communication, the internet, and pop culture—always on the lookout for fresh perspectives to inspire her approach to marketing and public relations.
Work & Experience
Work & Employment Experience
Spiralytics, Inc.
Head of Online PR
OCTOBER 2024 - PRESENT
- Developed comprehensive link-building and promotional strategies for 100+ clients, enhancing brand visibility and SEO performance by driving improvements in domain authority, keyword ranking, and web traffic.
- Led high-volume data-driven media and PR research, executing targeted email outreach campaigns to 100+ contacts per initiative, contributing to the success of clients’ digital PR strategies.
- Managed and mentored a department of 10-20 specialists, ensuring the timely delivery of high-quality work through rigorous problem-solving, quality assurance, inter-department communications, and strategic project planning in alignment with both departmental and company objectives.
- Spearheaded A/B testing of tools, workflows, and internal systems to optimize departmental operations (such as Mail Merge, Linkable Content Planning, Press Release Link Building, and Local SEO), ensuring the implementation of best practices across campaigns.
- Cross-functional coordination with the content marketing team to ideate linkable content, blog topics, and web assets to boost organic engagement and brand topical authority growth.
- Cross-functional work with the sales team to design specialized PR packages tailoring pitches to new business opportunities and supporting customer acquisition efforts.
- Cross-functional collaboration with HR and Senior Management to execute internal communication for my assigned department around thought leadership, company updates, and employee retention initiatives, including crisis communications for internal restructuring
- Support HR recruitment efforts by conducting interviews and planning an onboarding & training program for the department; Trained and guided 5 specialists, leading them to successful regularization and top performersOnline PR Architect
SEPTEMBER 2023 - OCTOBER 2024
- Ensure smooth operations and executions of departmental strategies and processes
- High-level problem-solving, project planning, strategy testing, and creation based on PR goals
- A/B Testing of methods, tactics and tools for the department
- Craft custom and sales packages and pitches for the department
- Managing internal workflows, databases and projects
- Tap into thought leadership initiatives
- QA and Reporting AuditsSenior Online PR Strategist
SEPTEMBER 2022 - PRESENT
Online PR Strategist
MARCH 2022 - AUGUST 2022
- Drive targeted traffic, growth, awareness, and links back to client websites and content through outreach campaigns and off-page SEO
- Master client industry niches and track industry web influencers
- Study, recommend, and implement content promotion trends and techniques
- Recommend link-worthy blog topics and web assets
- Coordinate with Content and On-Page specialists for cohesive campaign executions
- Improve and pitch new off-page SEO strategies and internal processes
- Assist in new hire onboarding trainingSenior Online PR Specialist
SEPTEMBER 2021 - MARCH 2022
Online PR Specialist
OCTOBER 2020 - SEPTEMBER 2021- Drive targeted traffic, growth, awareness, and links back to client websites and content through outreach campaigns, specifically off-page SEO
- Identify and track industry influencers
- Study industry niches, content promotion trends, and techniques
- Contribute new ideas to improve internal processes
AngeLink, Inc.
Media and Communications Specialist
MARCH 2023 - PRESENT- Secured over 50+ earned media coverage from local TV, radio, and news outlets (video & text) for over 30 fundraisers
- Executed 300+ targeted PR and media pitch campaigns for local fundraisers, user stories, and charity campaigns
- Conducted media, PR, and influencer marketing research—sourcing, prospecting, and vetting—through PR tools
- Managed relationships between customers (fundraiser organizers) and stakeholders (media outlets, journalists) and vice versa
- Built media PR databases—streamlining internal processes for efficient media outreach and reporting through automation
- Prepared copy for web page management, including elements of the brand’s Press Page
- Monitored online brand mentions, presence, and media placements for PR and marketing campaigns
Ahead Tutorial & Review Center
Social Media Marketing Intern
APRIL - JUNE 2020- Social media (Facebook and Instagram) management for Ahead Tutorial and Review
- Assist in brand building and social media account set-up for the launch of Ahead Alpha
- Content marketing and creation
- Copywriting
FleishmanHillard Manila
Public Relations Assistant
JUNE - JULY 2019- Developed pitch notes, story angles, press releases, and media materials for clients of varying industries to secure strategic media placements
- Assisted in organization and media coordination for PR events such as the Property Guru's 7th Philippine Property Awards and Abbott’s press launch for their new product, Ensure Gold with HMB, securing strong attendance and positive engagement of media representatives
- Contributed to the conceptualization and execution of creative seeding projects, managing vendor and supplier relationships to ensure seamless production and timely delivery of initiatives, while maintaining high standards for quality and alignment with project objectives
- Supported in PR events and media-related tasks such as media monitoring, media rounds, media relations, and influencer coordination/management
- Monitored industry news (priority in print media, newspapers and tabloids) to track relevant client developments, assess share of voice, and identify new PR opportunities through in-depth reporting and compiling of media clips
Extra Curricular Work
Click on a logo to learn more.
Force Officer
S.Y. 2017 - PRESENTAJMA Week
The organization’s annual weeklong event held for old and new members so that they may come together to chill and bond. It is also in this event where the organization showcases its rich organizational history and culture.2019-2020 -- Programs Head
- Contribute in theme ideation
- Prepare program flow
- Manage weeklong game planning and executionBrand Camp
A two-day lightning case competition that focuses on teaching its participants the ins and outs of brand creation, identity and execution.2019-2020 -- Programs Head
- Prepare program flow
- Curate topics, sound bites and speaker talking points
- Contact and coordinate speakers and hostsAJMA Marketing Camp
A seminar designed for senior high school students that is in line with AJMA’s core competencies - marketing education and marketing practice - by teaching the youth about the world of marketing and help them use it to create a social impact. Learn more here.2018-2019 -- Promotions Head
- Contribute in theme, promotions, venue design and activations ideation
- Copywriting
- Contact and coordinate with brand ambassadors2017-2018 -- Project Head
- Spearhead the planning and execution of the project, as well as the creation of the theme of the event
- Finalize and ensure the smooth approval of the project proposal form
- Prepare the monthly schedule and time frame of the project
- Distribute tasks to the committees and ensure that each committee’s job is accomplished.
- Coordinate with the Events Vice President and assigned Events Associate Vice Presidents
(View here for event photos.)AJMA Summit
A three-day leadership seminar exclusive to the top 50 undergraduate members of AJMA.2018-2019 -- Promotions Head
- Contribute in theme, promotions, venue design and activations ideation
- CopywritingAJMA Start
As the first grand assembly of the school year, this event immerses both old and new members in the organization’s history, culture and opportunities.
2017-2018 -- Programs Head
- Prepare program flow and operations schedule
- Train group and station facilitators
(View here for event photos.)TEDxADMU
An event that showcases revolutionary ideas by inviting notable speakers to present their findings, insights, and perspectives that is bound to impact the way people think. It officially runs under the banner of TED, an international brand that is known for global conferences that focus on “Ideas worth spreading.” Learn more here.2017-2018 -- Logistics Subcore (Layouts and Ushers Subhead)
- Create stage/backstage/vestibule/theatre layouts and schemes
- Contribute in stage and venue design ideation
- Assist in ingress and egress
- Handle ushers, specifically appointment of roles and responsibilities
- Act as the main contact person of ushers team to logistics heads
Member
S.Y. 2016-2017AJMA Launch
AJMA Launch is the organization’s kickoff party which serves as an avenue for members to get to meet each other.
Programs Subcore
- Planning and execution of gimmicks and clincher
- Procure materials for gimmicks
- Runner for in-event tasksAJMA Week
AJMA Week is the organization’s annual weeklong event held for old and new members so that they may come together to chill and bond. It is also in this event where the organization showcases its rich organizational history and culture.
Corporate Relations Subcore
- Contribute to sponsorship database
- Contact possible event sponsors
- Assist in management of sponsors’ booths and activationsSOM Week
As a weeklong event hosted by the John Gokongwei School of Management, it is designed to bring out the best and most talented members of the business cluster organizations through an array of interorganizational competitions ranging from bazaars to hands-on selling methods and applications, and pageantry.
Subcore
- Cheer for the representatives of the organization
- Participate in competitions open to the publicAJMA Marketing Camp (see previous description)
Programs Subcore
- Ensure smooth flow of program
Group Facilitator
- Manage a team of high school students
- Mentor and coach aforementioned team by imparting knowledge on marketingTEDxADMU (see previous description)
Logistics Subcore
- Contribute in stage and venue design ideation
- Assist in ingress and egress
- Usher guests throughout the event
Vice-President for Events
S.Y. 2018 - 2019
- Oversee all ACOMM projects
- Coordinate with the other ACOMM departments and subsidiaries in order to plan relevant and successful projects in line with the organization’s current vision, mission, and thrust
- Manage, guide, and coordinate with the Project Board members through the brainstorming, planning, execution, and evaluation of each project
- Monitor and approve all paperwork for the projects
- Handle training and formation of the members of the Events Department and Project Board
Project Board Member
S.Y. 2017 - PRESENTMedia Month
A month-long event showcasing ACOMM’s core competencies of media discipline and media practice through various talks, initiatives, and gimmicks which emphasize specific tasks, tools, and skillset one needs in becoming an effective media practitioner.2019-2020 -- Marketing Head
- Handles corporate relations and sponsorships contacting, negotiations, and managementCom Track Meet
This event is the organization’s week long tambay event where members are given the opportunity to bond and share their ACOMM spirit through exciting activities and gimmicks.2018-2019 -- Project Coordinator
- Lead team throughout the project’s planning, execution, and evaluation
- Spearhead creation of foundation of event details
- Act as the main communicator between the project board to the events officers and the rest of the executive board
- Facilitates weekly project board meetings
- Creates project board pitch to be presented to the executive board.
(View here for Day 1 and here for Day 2 event photos.)ACOMMFest
This event featuring a series of talks and hands on activities in partnership with the Communication department to help communication students discern which course track to take.2017-2018 -- Project Coordinator
- Assist project manager through the different phases of the project
- Fill in the role of project manager if he/she is not present in meetings and activities, as the second-in-command
- Accomplish, direct, and archive necessary paperwork and other files
- Act as the secretariat of the project by handling minutes of meeting and registration system, etcetera
- Ensures active participation of the entire project board and the team
(View here for event photos.)
Task Force Member
S.Y. 2016-2018Let’s Get Creative
This event is a workshop series that demonstrates the role of art and media in today’s world by inviting the prominent creative icons to share their experiences.2016-2017 and 2017-2018 -- Logistics Task Force
- Procure necessary materials needed
- Help ingress and egress
- Act as ushers and front of houseYear-End Party: TRILL
As ACOMM’s final event, this celebrates the success of the organization throughout the whole year by welcoming the next executive board.2017-2018 -- Finance Task Force
- Help in planning, management, execution of fundraisers, specifically, logistics
- Assist in ticket selling
Member - Communications Department
S.Y. 2016-2017Leadership Training Seminar
This event is a three-day seminar wherein CoSA members are trained for future leadership roles.Communications Head
- Oversees management, calendaring, and execution of promotions, online social media blasts, and live event coverage
- Copy-writing
- Act as contact person between communications team and project heads
President and Founder
JANUARY 2013 - PRESENT
- Handle and manage official social media accounts
- Contact person of book publisher and book stores to fans
- Spearhead organization and execution of events and projects
--- House of Hades: Book Launch and Fan Gathering (view here)
--- Blood of Olympus: Book Launch and Fan Gathering (view here)
--- DECA: 10 Years of Percy Jackson Fan Gathering (view here and here)
Editor-in-Chief
S.Y. 2015 - 2016
- Oversee entire high school student publication and its departments (news, feature, sports, literary)
- Manage newspaper ideation, publication and release
- Handle article assignments and reviews
- Spearhead club meetings
- Act as contact person between the club moderator, faculty, and administration and the editorial staffNews Editor
S.Y. 2014 - 2015
- Contribute to newspaper ideation
- Review all news articles
- Write 1-3 articles per term (3 terms)Writer
S.Y. 2013 - 2015
- Contribute to newspaper ideation
- Write 1-3 articles per term (3 terms)
Junior Book Crew Participant
Fully Booked
APRIL 2014 - MAY 2014
- Handled customer service counter
- Arranged and packaged books
- Performed story-telling sessions
- Created content for the company’s blog
Volunteer Work
| Project | Date | Position | Roles and Responsibilities |
|---|---|---|---|
| AngeLink, Inc. | MARCH 2023 - PRESENT | Media and Public Relations Specialist | Develop and execute targeted media PR outreach strategies to secure coverage in relevant publications, blogs, podcasts, and other media platforms (specifically to user stories in the platform and other charity campaigns eg. VictimsFirst, Maui Fire Emergency) through media research and monitoring |
| Ateneo Freshmen Orientation Seminar (OrSem): Taya by the Ateneo OrSem Organizing Committee | AUGUST 2017 | Talks and Tours Volunteer | Facilitate the introduction of the Ateneo culture, values, history and campus to incoming freshmen, manage a freshmen block through curation and execution of tour and group dynamic activities |
| Campus Journalism Challenge by the Asian Center for Journalism (ACFJ) | JUNE 2017 | Usher | Facilitate flow of movement and foot traffic, assisted attendees around the event |
| Patok: Comparative and Critical Perspectives on Pinoy Pop Culture by the Ateneo Communication Department | OCTOBER 6-7, 2016 | Usher | Facilitate flow of movement and foot traffic, act as front-of-house to welcome guests and help in registration |
Key Skills
- Media and Public Relations: Media Research, Media Monitoring, Story Pitching, Press Outreach, Online Reputation Management, Influencer Marketing & Coordination
- Search Engine Optimization (SEO): Link Building, Digital PR, Keyword Research, Site Audits
- Social Media Management: Social Listening, Content Planning, Calendaring & Scheduling, Copywriting
- Community Engagement & Management: Moderation, Response Management, Chatbot Support / FAQ Script Writing
- Administrative Support: Appointment Scheduling, Email Organization, Calendar & Meeting Management, Record Keeping
- Content Marketing: Copyediting, Proofreading, Outline Generation, Writing of Web Assets such as Blogs, Press Releases, and Social Copy
- Email Marketing: Response Management
- Events Management: Stakeholder Coordination, Conceptualization, Strategic Planning, Vendor & Supplier Management, Operations
- Critical Analytical Thinking and Strategic Problem-Solving
- Leadership Skills, Project and Team Management
- Cross-Functional Collaboration
- Fluency in English and Filipino
Tools Proficiency
Proficient Knowledge
- Social Media Websites: Facebook, Instagram, X / Twitter, LinkedIn, TikTok, Bluesky, Reddit, etc.
- Social Media Management: Meta Business Suite, Tweetdeck, Hootsuite
- PR Tools: MuckRack, Telum, CitationsLab, FindThatLead, Prowly, MoDash, Cision, EIN Presswire, HARO/Connectively
- SEO Tools: Ahrefs, SEMRush
- Influencer Marketing Tools: MoEngage, Collabstr
- Media Monitoring Tools: Google Alerts, Buzzsumo, Meltwater
- Email Marketing Tools: Mail Merge, GMass, MailMeteor
- Digital Marketing Tools: Google Analytics, Google Search Console, Google Trends
- Project Management Tools: Microsoft Office, Google Suite, Slack, Trello, Asana, Airtable, NotionFoundational & Novice Knowledge
- Publishing Platforms: WordPress, Hubspot, Wix, Elementor, etc.
- CRM Systems: Monday.com, Hubspot, Zoho
- Media Editing (Photo & Video): Canva
Licenses and Certifications
- Girls in Marketing—Digital Marketing Growth Programme (2024)
- Hubspot Academy—Inbound Marketing Certification (2023)
- Hubspot Academy—Inbound Course Certification (2021)
- International Association for Measurement and Evaluation of Communication—Foundation in Media Measurement and Evaluation Course (2021)
- PR Council—Agency Ready Certification (2021)
- Google Digital Garage—Fundamentals of Digital Marketing Expertise Licensee (2020)
Classes Taken
- Advertising Principles and Practices
- Advertising Management
- Advertising Industry
- Strategic Planning
- Creative Writing for Advertising
- Public Relations
- Public Relations: Events Management
- Writing About Culture
- Film Seminar: European Cinema
- Communication Seminar
- Communication Theory
- Communication Research
Interests
- Fandom studies and projects
- Traveling local and abroad
- Reading novels
- Social media listening
- Online window shopping
- Pop culture
Academic Awards
Ateneo De Manila University
- Magna Cum Laude Graduate Standing
- Program Awardee for Communication
- Nominee for Best ThesisDe La Salle Santiago Zobel School
- Super Exemplary Conduct Awardee Best Club Member - Counterpoint
Non-Academic Awards
Ateneo Junior Marketing Association
2017-2018 - AJMA Start
- Force of the Project (This award is given to the outstanding organization members who exemplify the characteristics of a Force Officer and went above and beyond her duty.)2016-2017 - AJMA Summit
- 1st Runner-Up - Overall Standing
- 1st Runner-Up - Amazing Race2015 - 2016 - AJMA Marketing Camp
- 2nd Runner-Up - Marketing Challenge (Case Study Competition)De La Salle Santiago Zobel School
- Best Club Member - Counterpoint
- Loyaltee Awardee
CONTACT
Email:
[email protected]Character references are also available upon request.