Developing a brand identity and story is one of my favorite things to do when it comes to honing a strong brand marketing strategy.

I usually achieve to strike an emotional connection for the brand to position it uniquely against its competitors. I believe that having a strong brand marketing strategy trickles down to effective PR, advertising, and social initiatives—because what is a brand with millions in marketing budget if no one can recognize it?

I have a love-hate relationship with digital advertising, and let me tell you why:

What I absolutely hate: SEO/SEM, display ads, and product marketing. These are our shields—the invisible needle that keeps everything moving, yet we barely notice them.

What I absolutely love: email & SMS marketing, social media, content marketing, audio ads, and affiliate marketing. While many see these as a waste of time, the community and brand loyalty they build directly connect with brand and paid ads.

My marketing dream is to have all these elements connect into one cohesive 360-degree strategy.

PR isn't for the faint of heart. I've organized public affairs, corporate communications, and crisis management initiatives for defense contractors, high-profile CEOs, and public companies.

While writing press releases, going back and forth with legal, and contacting media make up the bulk of the job, the part I enjoy most about doing PR is how every move is both dictated by and can influence the brand image.

As an MSc graduate, I've always been passionate about research and data analysis. I always tell my team that no matter how tight the deadline, always make time and prioritize research.

What I haven't been able to do for past companies is develop a comprehensive research process, including FGDs, surveys, and more, to better inform our strategies.

We love a good billboard, but we're losing the art of it!

Many companies are now focusing more on digital advertising because it's cheaper and the conversions are tangible.

However, I've always seen the impact of OOH ads, event activations, and broadcasts to be unseen yet deeply felt.

It's not as accurately measurable as other aspects of marketing, but marketers across all decades would testify to the impact of a good tagline or an unforgettable public ad cue, like the Old Spice whistle (you see what I mean).