I am a senior creative and brand leader with 20 years of experience building and growing iconic brands across telecommunications, food and beverage, and consumer goods.
I have led creative organizations and developed enduring brand platforms for blue-chip clients including Globe, Nestlé, Smart, Pepsi, McDonald’s, PLDT, San Miguel, Del Monte, Bioflu, and URC.
My leadership experience was shaped during the highly competitive Philippine telecommunications market, where I contributed to customer acquisition, brand differentiation, and sustained growth for major telco brands.
I lead multidisciplinary creative teams, mentor senior and emerging talent, and partner closely with marketing, account management, strategy, and business stakeholders.
I create integrated campaigns, brand stories, and communications strategies designed to be culturally resonant, commercially effective, and memorable.
My work has received recognition from Tambuli, Panata Awards, the YouTube Ads Leaderboard, and the National Book Awards.
I lead creative direction and strategic brand communications for key Globe businesses and major blue-chip accounts, including Bioflu, San Miguel, and Del Monte.
I oversee integrated creative output across campaigns, platforms, and brand initiatives while helping shape long-term brand positioning and communication strategy.
I progressed from Creative Director to Executive Creative Director, creating notable campaigns and brand stories for Nido, Milo, Nescafe, Bear Brand, and Rebisco.
I worked with clients, account teams, and strategic planners to identify effective creative directions. I also developed and mentored senior and junior creative leaders.
I led a lean creative team responsible for Globe Tattoo, working with two art directors to launch four campaigns in three months.
The team delivered the campaign work under demanding timelines with minimal overtime.
I led creative work for Globe Tattoo and URC while developing as a creative leader.
I helped support Globe Tattoo’s growth into the fastest-growing ISP in the Philippines.
I served as head writer for major accounts including Smart Telecommunications, Pepsi, and Johnson’s & Johnson’s.
I led copy development and creative communications for national consumer and telecommunications brands.
I handled copywriting and creative work for HSBC and Nissan.
This was a short-term role focused on supporting major financial services and automotive accounts.
I began my professional copywriting career working on accounts including PLDT, Hershey’s, and McDonald’s.
I contributed to advertising and brand communications for a range of consumer and telecommunications clients.
AB, English Literature
Completed an AB degree in English Literature. Received the Dean’s Award for Theater and Performing Arts.
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