I started my career on the creative side, but over time I gravitated toward marketing because that was often the bigger business problem organizations needed me to solve. I never really left creative behind. Instead, my career became a mix of both. I’ve worked inside nonprofits, technology startups, industrial companies, media and entertainment organizations, consumer brands, and my own businesses. Most of those environments had something in common: ambitious goals, lean teams, and work that did not fit neatly into one job description. That meant I rarely stayed in one lane.
At Garratt-Callahan (2011–2013), I joined a company with more than a century of history and quickly realized the challenge went deeper than marketing. I took a brand-led approach to reconnecting the company’s story, culture, identity, and customer-facing experience while marketing and operational changes contributed to more than $120,000 in annual savings.
At Mars Hill Church (2013–2014), I worked across marketing, web, publications, social, email, video, content, and large-scale campaigns across 15 church locations. One integrated book campaign sold more than 10,000 copies in a single week.
At Independent Financial Group (2014–2017), I helped transform how the company showed up visually. I redesigned the corporate logo and built a broader brand system that brought consistency across marketing, communications, conferences, and other touchpoints. For major events like the National Conference, that meant developing an identity that could live far beyond a logo, extending across promotional creative, presentations, signage, stage design, and the full attendee environment.
At Qualer (2017–2018), I became the company’s first marketing manager, working across marketing strategy, brand, content, creative, partnerships, and customer acquisition. An affiliate program I developed ultimately contributed approximately 15% of new business.
In 2018, I founded Huemanly, where I worked directly with organizations on brand strategy and helped shape brands from the outside instead of only from inside an organization.
At XLAB / Dawn to Dusk (2018–2019), I worked across marketing, creative direction, product storytelling, earned media, and outside creative partners. I helped turn a line of individual bottle cages into a more understandable ride-fit ecosystem, while one influencer video from the launch grew to more than 3.8 million views.
Beginning in 2019, my work with MYX / ABS-CBN expanded across several roles. I started by helping bring MYX Radio to life and grow the platform to 13.9 million monthly listens. From there, my responsibilities grew to leading the global organization, overseeing content, marketing, and programming across both the Philippines and the U.S., launching three television shows and short-form programming, and leading across live events, talent booking, partnerships, platforms, distribution, and broader operations.
As my responsibility grew, I saw a bigger opportunity for MYX. The Philippines and U.S. businesses looked and felt like two different brands, even though they shared the same name. I proposed bringing them together under one global MYX brand with a more cohesive identity, positioning, and audience experience. That also meant rethinking what MYX could be. Rather than defining it only as a music brand, I helped reposition it as a music-centered lifestyle and culture platform, organizing the content around three areas: entertainment, lifestyle, and culture.
From there, we began connecting television, radio, digital content, social, live experiences, talent, and partnerships into a broader MYX ecosystem. The brand refresh, including simplifying the logo and creating a unified global visual identity, was one outcome of that larger strategy.
