An Aquarius who loves stories in almost every form. Don’t be shocked but she loves doing mindmaps – yes, peeps, mindmaps. Beat that! She’s a branding expert, specifically employer/CEO branding and this is the other side of Jennette.
What are you up to lately?
Aside from writing articles for Marketing in Asia, I’ve been meeting up with startup owners and doing either online coaching sessions or coffee meetups, helping them with their CEO branding.
Where are you now?
In my home office in Subic, Zambales – the northern part of the Philippines where locals and tourists enjoy the beautiful beaches and long shoreline of the province.
Tell us a bit about yourself.
I love stories; perhaps almost every form – whether it’s in the form of an art, music or narrative or even food! I love it when people tell their own stories through their favourite form of expression and I guess that’s why I love branding and all the processes involved in it so much. Because branding, on a deeper level, is all about one’s story.
Aquarius. And yes, I can be quite unpredictable. Something in my head always comes up. Almost every minute. I cannot even predict my own head hahahaha.
Are you an introvert or extrovert?
I’d say I am more of an introvert. I regain my energy by being alone. I replenish what has been depleted after attending an event by either catching up on my reading, creating a new mindmap – yes, I love doing mindmaps! – or listening to podcasts for new insights. Don’t get me wrong, I love being with people, in small groups. I love getting to know them and listening to their stories. I prefer it that way since I know I won’t be able to learn a great deal about them if they come in large crowds.
Your official designation now is?
Aside from being the Philippines’ Editor for Marketing in Asia, I’ve recently co-owned a training consultancy company called IDEAlley Training Consultancy PH. Our website will be up and running soon, but the company is mostly about helping businesses convert well through training and strategies that address not only the skillset of the staff but also the mindset that will help solidify a company’s culture, mission and vision. In turn, it helps them be true to their brand. A lot of traditional companies nowadays need to do the inner work first before doing external (marketing) work.
Marketing is broad, what’s your specialty?
Branding. Specifically employer/CEO branding. I help CEOs and entrepreneurs/business owners either create or improve their brand through their own narrative. I’ve always believed it’s the most compelling way to establish trust and create meaningful relationships with your target market.
What do you love about Marketing?
As I advocate human centered marketing, I love the fact that marketing is about establishing trust and building relationships.
What do you hate about Marketing?
Nothing really. Over the years, when people come up to me trying to pitch using the old approach, I see it as an opportunity to share insights about what I know how marketing should be.
When thinking, you’d like to be alone or with people?
Your ideas, most of them came from?
If you ask me, I’d say they mostly come from first hand experiences, but for the people who I hang out with they’d most likely say my ideas would just come out of nowhere, lol. It’s a typical scenario when I’m out with people either when we’re having a nightcap or just enjoying a breezy afternoon, and I would burst into a smile and say something like, “What if we do something like this…. I know it’s crazy, but think about this…”
Our founder Azleen is also a witness of this. Sometimes, I would just send him a message on WhatsApp and say, “Hi, A, are you free for a quick call? An idea just popped in my head,” or something along those lines.
Are you a digital nomad or office freak?
More of an office freak, I’m afraid.
Your favourite social media?
What do you do when you’re not working?
Once in a while I get invited to talks in schools. I’ve also done a couple of TEDx talks here in my country. I say it’s not work because I really enjoy sharing new perspectives to audiences and giving value to what they may find useful in the future.
I also spend time with my shih-tzu, Lucy. She also teaches me more about marketing than other people, lol. I got to train myself to know her really well, if I need to make her eat her food or give her a bath, or sometimes just asking her to get her leash if she wants to go out for a walk.
Who’s your marketing icon?
Oh I’m afraid I cannot just name one. My top 3 are Mark Schaeffer, Gary Vaynerchuk and Tony Zambito.
What is the first thing you’d do when you’re hired/chosen to handle a new project?
First thing that I’d do? I’d ask questions. And I ask a lot – about the goal and the requirements. I believe it’s the most practical and most sensible thing to do. Rather than get too excited, start delegating and working immediately on achieving that first milestone, I need to make sure that my strategy is clearly aligned to the project’s goal. At the end of the day, the outcome of the project should be able to solve a problem – that which is stated as the goal.
Are you a morning person or a night owl?
I used to be a night owl, but for the past couple of years, I seem to be a little bit of both. I’m at my best when new ideas come up, and those ideas are just so hard to control – they just seem to come up any time of the day, lol.
How do you stay motivated?
Mindset, as they say, is everything. As in everything! In most cases, what sparks me up are opportunities. I create them if I can’t find them, which is why I convert problems that tend to stress me or demotivate me into opportunities.
Ever got ideas from movies or songs?
Jennifer Lopez’s “Second Act” is a movie I’d recommend for those just starting out in marketing. And just for humour, I do find “Parasite” a good movie to extract marketing insights from – just in a dark sort of way. As they say, “Know your target”.
The best book you’ve ever read?
I’ve lots but the best one to date is Simon Sinek’s “Infinite Game”.