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BORN AND raised in the Philippines, I am a specialist in visual merchandising and communication design with international experience in fashion, luxury & lifestyle, food retail, and events.  My expertise covers shop design, product display, point-of-purchase, visual identity, ambient media, performing arts, and professional writing.

My career in the world of retail began in 1988 after taking up Interior Design at the University of the Philippines.  I joined Triumph International as a display  artist, when the European fashion retailer opened its marketing department in Manila.  Through the next nine years, I headed the advertising and promotion group—managing staff, leading the brand’s shop and fixture design presence in over 2,000 outlets in the Philippines, and sustaining Triumph’s brand leadership in the country.

I left the company in 1997 to venture into visual merchandising consultancy.
Clients spanned a diversity of retail organizations—from fashion (Mondragon International) and personal care (So-Nice International), to FMCG (Sara Lee Direct Selling-Philippines) and services (Philippine Center for Creative Imaging).  Providing expertise in visual communication for a landscape coping with the Asian crisis offered tremendous excitement, challenges, and new competencies to master.

"Oriental Stanzas" stage production

In 2000, I received an invitation to serve at the Bahá’í World Centre in Haifa, Israel. Helping improve visual catalog systems at the headquarters of the Bahá’í Faith, serving visual requirements of the Bahá’í International Community, and living on earth’s holiest place has been the most spiritually exhilarating experience in my life.  My creative attention turned to assimilating the changes that new electronic technologies were making in the fields of audio-visual media, communication design, and performing arts.

In 2005, I managed the visual merchandising requirements of various product launch events for Dubai-based Paris Gallery, the most prestigious retailer of cosmetics, toiletry, fragrance, and luxury goods in the United Arab Emirates.  The stint broadened my skills in navigating cross-cultural teams and delivering internal client servicing.

In 2006, I assisted in setting up the visual merchandising program for HyperCity, the first truly international and real hypermarket in India.  I also headed the visual merchandising team of its sister company, Shoppers Stop.  Both roles provided gainful opportunities for building and turning creative teams into exceptional collaborators.

From 2007, I created and ran the visual merchandising program for RPG Group‘s Spencer’s Retail, India’s largest group of supermarkets and specialty food shops.  The program won recognition as one of India’s best at the 2009 VM&RD Retail Design Awards.

From 2011, I headed the visual merchandising department of Globus, India’s premier fashion specialty store chain. The stint opened new doors for creating and executing experience design initiatives, from ambient media to new ways of shopper engagement.

Presently, I am responsible for overseeing the design and execution of visual merchandising strategies for Biba, India’s largest and most-admired ethnic ladieswear brand.

You can learn more about my personal background and interests on the personal pages of my Web site.

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