Sales · Marketing · Operations
Fifteen years of building things from scratch. Teams, brands, and businesses across three continents. Always in at the beginning, before the systems exist and before the customers arrive.
About Me
My career has always started at zero. Not zero as in early days of an established company, but genuinely zero: no customers, no processes, no team. That has been the common thread across every role I have held, whether it was leading 67 salespeople across the UAE for LG, founding a chocolate brand in Dubai that got written up internationally, or setting up a laundromat operation in Mississauga before the doors opened to the public.
I work across sales, marketing, and operations, and the strongest thing I bring is not expertise in one of those three but the ability to hold all of them together at once. Building a business is not a sequential process. You are recruiting your first team member on the same day you are designing your customer service protocols and figuring out how to get your first client. I know how to do all of that simultaneously.
Born in the Philippines, shaped by over a decade in Dubai, and now based in the Greater Toronto Area, I came to Canada with a Lambton College diploma in Marketing Management and Digital Media and a genuine interest in what comes next. I am available now and open to conversations about where I can contribute.
"Ideas have an expiration date. The ones that survive are the ones you actually build."
As seen in
Career
I was brought in before the facility opened, which meant writing every SOP, designing the floor strategy, and building the training materials from a blank page. Within the first year, we went from zero customers to over 300, including 70 regular B2C clients and 27 active B2B accounts secured through direct outreach and local business partnerships. I manage a team of four, keep a 120-hour weekly staff budget lean without losing coverage, and handle everything from equipment maintenance to multi-platform digital marketing across Instagram, Facebook, and TikTok.
I started this during a period when most people were shutting things down. TheKakaoGuy grew from a home kitchen in Deira into a recognised confectionery brand with B2B wholesale accounts at Pret a Manger, a co-branded promotion with Project Chaiwalla, and a World Cheesecake Day collaboration with SLAW Burger House that moved 100 units in a single weekend. I built an eight-person team across production, logistics, and sales, ran a six-month integrated digital campaign with paid social and influencer partnerships, and was featured in Entrepreneur Middle East as one of the region's pandemic-era success stories. I sold the business in 2024.
BMB was where I learned that growing a client is a discipline, not an accident. I managed a portfolio of retail and wholesale accounts in food distribution, grew client sales by 17% by identifying needs that existing accounts had not articulated yet, and built the company's Customer Service department from nothing. That meant recruiting a team of four, writing the SOPs, creating a profitability index, and designing the client analysis frameworks. Client retention improved 10% year over year and repeat complaints dropped by 32%.
I joined LG Gulf as a Key Account Manager responsible for five of the UAE's largest retail accounts: Sharaf DG, Jacky's Electronics, Hyperpanda, Geant, and Lulu Hypermarket. Four years in, I was promoted to Sub Country Manager with a national team of 67 people. We delivered consistent 3% monthly revenue growth and grew UAE retail market share from 26% to 37% through disciplined account planning, targeted promotional execution, and holding the field team accountable every single day.
Current Projects
Ideas Are Avocados is a TikTok and Instagram brand built around one honest observation: ideas go bad if you sit on them too long, the same way an avocado does. The content is for people who have been thinking about starting something but have not yet. Not motivational fluff, not a highlight reel. Honest, practical perspective on what it actually takes to move from an idea to something real, from someone who has done it more than once.
Exploring a junk removal and hauling operation in the Greater Toronto Area. Low startup cost, Meta ads-led customer acquisition, and lean operational playbooks drawn from years of running startup teams from the ground up.
Studying toward financial services credentials in Life Insurance, Segregated Funds, and Taxation. Adding a formal layer to a background that has always involved understanding how money moves through a business.
Core Competencies
Let's Connect
If you are looking for someone who can lead an operation, grow a market, or build something from the ground up, I would like to hear from you.