Cristel is the Digital Marketing Manager of City Beach, in charge of leading the digital marketing activations of Australia, New Zealand, and the US markets. She identifies and executes key strategies within the digital space, with particular focus on promotions and acquisition channels online, international and instore. Cristel ensures that online promotions run smoothly and effectively to hit marketing and business targets by working with the different arms within City Beach (buying, e-commerce, content, design, social). She also manages the relationship with several BNPLs and agency partners to bring campaigns to life.

With over 14 years of experience, mostly in the agency side of the industry, Cristel’s deep understanding of the media landscape and performance channels is a huge contribution for the team at City Beach.

Originally from Manila, Cristel’s worked for big global agencies like Omnicom Media Group and Universal Mccann, handling local and international clients like Visa, Hershey’s, Johnson & Johnson, H&M. She moved to Australia in 2016 to experience working in a more mature and advanced digital and e-commerce market and has worked for agencies and publishers of all different size and scale both global and start up.

Prior to City Beach, Cristel was the Performance Director at a Queensland-born digital agency, YomConnect. She’s the business unit lead of the Retail Food Group team that she’s grown from managing 4 brands (Donut King, Gloria Jean’s, Brumby’s, Michel’s) to a total of 9 brands (CRUST, Pizza Capers, The Coffee Guy, Cafe2U, International) in a span of 18 months, doubling the size of the team, the scope and the total business.

During her free time, Cristel enjoys cooking and hosting for friends, as well as discovering the beautiful beaches of Queensland.