Strategy grounded in fourteen-plus years of doing the work.

I started by making things.

I’m originally from Cebu, Philippines, and I’m now based in Bangkok, Thailand. Long before digital strategy became my profession, I was already drawn to the process of turning an idea into something people could see and use. I worked with computers, played professionally in the gaming space, experimented with design, and taught myself how to produce logos and introductory videos. In other words, I spent a perfectly reasonable amount of time in front of a screen before it was fashionable.

In 2009, those interests began to turn into real client work. I was nineteen and still figuring out where the online industry could lead, but I enjoyed the combination of creativity and problem-solving. One project led to another. Visual design introduced me to websites. Websites introduced me to search. Search introduced me to data, user intent and the commercial side of digital experiences.

Marketing taught me to look beyond the channel.

My early SEO work included link building, directory submissions and on-page optimisation for clients in Australia, the United Kingdom and the United States. As the platforms changed, so did the work. I moved into paid search, social media, landing pages, CRM systems, email automation and campaign management. I have survived more platform redesigns than I care to count.

Over time, I became less interested in treating each channel as a separate activity. A campaign can generate traffic and still fail because the offer is unclear. A CRM can collect leads and still create friction because nobody owns the follow-up. A dashboard can contain accurate data and still be useless if it does not help someone make a decision. That is why my work today connects acquisition, customer journeys, internal systems and delivery.

I’m strategic, but I still like being close to the work.

I have managed substantial advertising programs, coordinated multidisciplinary teams and been responsible for complex projects with many moving parts. I’m comfortable setting direction, but I also value the practical details: how a campaign is structured, how information moves between systems, what the customer experiences, and whether the team can realistically maintain what has been built.

My natural working style is analytical and direct. I like making the important variables visible, questioning assumptions and planning far enough ahead to spot risks before they become expensive. At the same time, I know that good work is rarely produced by analysis alone. Collaboration matters. Context matters. A strategy has to work for the people responsible for carrying it forward.

Creative curiosity is still part of how I think.

Outside the spreadsheets and platforms, I still enjoy travelling, making films, writing songs and playing guitar. Those interests keep me connected to the creative side of communication. They also remind me that people do not experience brands as funnels or dashboards—they experience stories, choices, frustrations and moments of trust.

I founded URLX as a way to help small and medium-sized businesses in my community access better websites and digital support. What began as a side project reflected something that continues to guide my work: useful technology should make a business easier to understand, easier to operate and easier to grow.

The work keeps evolving.

I have earned certifications in inbound marketing, Google Ads, analytics and marketing technology, but I see credentials as a starting point rather than a finish line. Platforms change quickly. The durable skill is learning how to evaluate what matters, understand the system around it and make a practical decision with the evidence available.

That is the perspective I bring to clients and teams today: a mixture of marketing experience, technical curiosity, creative judgment and hands-on delivery. I’m interested in difficult problems, clear responsibilities and work that leaves the organisation stronger than it was before.