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I help organisations connect business priorities with audiences through marketing, content and communications across diverse markets and cultures.
With 10+ years across Asia Pacific and the Middle East,
I've worked with regional and global organisations in FMCG, media, entertainment and agribusiness, from founder-led businesses to multinational organisations.
My work spans consumer and corporate communications, from audience-focused campaigns, social content and community building to executive, internal, sustainability and B2B communications.
I combine editorial discipline, audience insight and
AI-enabled workflows to turn complex ideas into clear content, campaigns and communications that drive engagement, reputation, visibility and commercial outcomes.
Whether launching multi-market campaigns, advising senior leaders or building communications operations,
I bring a practical, audience-focused approach from strategy through execution.
Lalaine R.
Before leading communications and marketing across regional and global organisations, I built a career in journalism that shaped how complex stories are uncovered, verified and communicated.
Published 400+ bylined articles for leading Philippine media outlets including Philippine Daily Inquirer, Manila Bulletin, MEGA, Cosmopolitan Philippines and PULP. Conducted 250+ interviews with business leaders, corporate executives, public figures and local and international entertainment personalities, developing the trend awareness, interviewing judgment and editorial instinct that continue to shape executive communications, content strategy and audience-focused marketing.
Journalism instilled a discipline that remains central: ask better questions, verify facts, understand your audience and communicate with clarity. Those principles continue to shape the campaigns, communications and content strategies I lead across consumer and corporate audiences.
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Creativity is intelligence having fun - Albert Einstein
How I Work
Business-first Communications
Applies editorial judgment to translate complex business priorities into clear, credible narratives, advising senior leaders and strengthening understanding and trust among employees, customers and stakeholders.
Commercial Communications & PR
Connects corporate communications, public relations and marketing to strengthen reputation, audience engagement and measurable business outcomes.
Regional Marketing Execution
Leads cross-functional initiatives across Asia Pacific and the Middle East, adapting global strategies for local relevance while maintaining brand consistency.
AI-enabled Content Operations
Uses AI to accelerate research, campaign planning and content development while applying human judgment to challenge assumptions, verify information, remove repetition and protect originality, brand voice and credibility.
Career Highlights
ORBIT SHOWTIME NETWORK, UAE | OTT & MEDIA
• Generated US$900K incremental revenue and 11,500 new subscriptions through localized acquisition campaigns across the Middle East, while pioneering celebrity-led social content that generated 4.3M+ engagements.
HOFER DEVELOPMENT CORPORATION, Singapore | SUSTAINABLE AGRIBUSINESS
• Built the Communications and Social Media function from the ground up, translating sustainability initiatives involving 200+ smallholder farmers into B2B content and digital campaigns that increased qualified website traffic by 8%.
UNILEVER ASIA, Singapore | FMCG
• Established the first Communications function for Procurement and Unilever International, advising six Global Vice Presidents and delivering executive, sustainability and B2B communications including the €50M Four Acres Leadership Centre launch.
VIACOM MEDIA NETWORKS, Singapore | MEDIA
• Increased regional television viewership by 35% through integrated marketing, sponsorship and branded content, managing US$250K in partnerships with 10+ global brands while strengthening reputation through earned media.
Campaign Highlights
Integrated marketing, content and communications campaigns spanning OTT, FMCG, Media and Entertainment. Examples include go-to-market campaigns, executive communications, social content, internal engagement, PR and audience growth programmes.
*Images and videos are click-enabled to explore campaign examples.
 Orbit Showtime NetworkWrote Oscars 2018 copy for Social Media promoted post on Facebook and Instagram |  Orbit Showtime NetworkWrote Oscars 2018 copy for Social Media promoted post on Facebook and Instagram |  Orbit Showtime NetworkWrote Game of Thrones Season 7 copy for Social Media post for Facebook and Instagram |
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 Orbit Showtime NetworkWrote Emmys copy for Social Media post on Facebook and Instagram |  Orbit Showtime NetworkWrote Life of Kylie copy for Social Media post on Facebook and Instagram |  Orbit Showtime NetworkWrote Ouija Movie copy for Social Media post on Facebook and Instagram |
 Orbit Showtime NetworkCustomer Communications/Newsletter with free offers, renewal or winback |  Orbit Showtime NetworkSocial Media campaign/contest on Facebook, Instagram and Twitter, targetting OSN Pehla customers. In partnership with Colors TV. With 1.1 million impressions in 2 weeks |  Orbit Showtime NetworkSocial Media coverage on Insta Stories of Diwali Festival for OSN Pehla. With 2,500 impressions |
 Orbit Showtime NetworkSocial Media campaign for OSN Pehla. Posted on FB, Instagram and Twitter |  Orbit Showtime NetworkATL advertising -Social Media, Radio & Cinema campaign for Diwali for OSN Pehla. Targetting customers and prospects in UAE/KSA. -2,553,877M impressions & 797,673 reach on Facebook -1,326,216 reach on radio & 113,000 cinema footfall in UAE Garnered total sales of 4,700 sales subscriptions in 3 months |  Orbit Showtime NetworkInterviewed India's Republic Host Arnab Goswami who visited Dubai UAE, for OSN's Insta Stories |
 Orbit Showtime NetworkA shout-out from Shah Rukh Khan promoting his movie, When Harry Met Sejal and OSN Pehla. Ran on FB, Instagram and Twitter |  Orbit Showtime NetworkProduced video feature on the Bollywood stars of the movie When Harry Met Sejal, Shah Rukh Khan and Anushka Sharma. Promoted post on FB and Instagram with 256,000 reach & CTR of 7.19% |  Orbit Showtime NetworkSocial Media coverage on Instagram for movie promo of When Harry Met Sejal with Shah Rukh Khan and Anushka Sharma, from a Media's POV. With organic 5,400 impressions |
 Orbit Showtime NetworkSocial Media campaign for Pacquiao-Mayweather boxing fight for OSN Sports and OSN Pinoy. With 38.07%, the top 3 highest VTR for July 2017 content |  Orbit Showtime NetworkSocial Media campaign on Pacquiao - Mayweather fight and promoting the dedicated 24/7 Pacquiao Channel for OSN Sports and OSN Pinoy. With a total of 501,000 reach on FB |  Orbit Showtime NetworkWrote Social Media copy for Manny Pacquiao Channel |
 Orbit Showtime NetworkSocial Media campaign on Facebook for Pacquiao-Mayweather boxing fight for OSN Sports and OSN Pinoy. Wrote copy and script. With 2.2 million impressions & 737,952 video views |  Orbit Showtime NetworkKid Kulafu Movie Promo. Celebrity Shout-out. Top performing Social Media post for June-July 2017, with 46.26% view through rate |  Orbit Showtime NetworkFollow link for Facebook and Instagram promoted post for the Pacquiao-Matthysse boxing fight in Malaysia. Posted on FB and Instagram with 386,000 impressions. https://www.instagram. com/p/BlAYgs7DKG2/#advertiser For Social media contest, showing contest winners flown in by OSN for their loyal customers. To see coverage, go to link below |
 Orbit Showtime NetworkProduced and wrote script for a Social Media campaign, promoting OPM and One Music X Concert in Dubai UAE targetting the Philippine Community. Commended by Socialize Agency Account Manager Yazan Tamimi - " A shoutout to Lalaine for the great OSN Pinoy Concert Insta Stories. Great storytelling, sufficient details, putting the full Insta Stories potential to use." Posted on Instagram and Facebook with 3,300 impressions |  Orbit Showtime NetworkProduced a special feature on Asia's Songbird Regine Velasquez-Alcasid for 3 Stars 1 Heart Concert in Dubai UAE. Social Media campaign ran on FB and Instagram with 1.6 million impressions in a week |  Orbit Showtime NetworkProduced a special coverage for Philippine's top celebrities visiting Dubai UAE. Social Media campaign promoted on FB and Instagram |
 Orbit Showtime NetworkAn internal contest for Wavo, promoting the product and ways to kill off boredom in a fun and humorous way. Directed and produced short clip |  Unilever AsiaFour Acres Singapore Opening - Communications Briefing |  Unilever AsiaProduced a video feature on Unilever Asia's 2013 launch of its first training center in Asia, Four Acres in Singapore attended by Unilever CEO Paul Polman (right) and Singapore Prime Minister Lee Hsien Loong (left). An Internal Communications initiative |
 Unilever AsiaUnilever Asia's Agile Working Office - Completely Changing The Way We Work Video Feature |  Unilever AsiaVarious articles and Press Release for Internal/External Communications use, promoting Unilever's sustainability agenda |  Unilever AsiaProduced a monthly digital online show for Unilever Asia senior leadership to share company updates. An internal communications initiative |
 Unilever AsiaAn internal contest for Unilever employees promoting Unilever products in a fun and joyful way - Dove Girls View the video from the link |  Unilever AsiaA fun and socially conscious internal competition for Unilever employees in Singapore, promoting Unilever's Smart Green Living agenda. A big hit on employee engagement led by the Communications and HR function |  Unilever AsiaSt. Ives Product Communications/Social Media Campaign on Facebook |
 Unilever AsiaLifebuoy Maldives 2013 Product Communications/Social Media Campaign on Facebook |  FWD MagazineInterviewed and wrote the feature story on American singer Jennifer Paige, who popularized the 90's hit song "Crush" |  LGLG Viewty phone influencer marketing launch |
 LG Viewty Phone LaunchMobile phone launch covered by Tatler Magazine |  Mega MagazineWrote the cover story on actress Ziyi Zhang for the blockbuster Hollywood movie Crouching Tiger, Hidden Dragon for Mega Magazine, the leading Fashion Magazine in the Philippines |  Viacom MediaMTV VJ Donita Rose, homegrown talent from the Philippines to the world stage in SEA. A PR team effort |
 Viacom MediaProject lead for MTV's 5th Anniversary and first major launch in the Philippines, attended by top local singers and bands and 5,500 ++ fans |  Philippine Daily InquirerInterviewed and wrote the feature article on Lalaine Vergara, Hollywood star from the Disney hit TV show Lizzie Mcguire for Philippine Daily Inquirer, the leading Newspaper in the Philippines |  Mega MagazineWrote the Cover Story on Philippine actress KC Concepcion for Mega Magazine, the leading Fashion Magazine in the Philippines. Plus other published articles |
 Philippine Daily InquirerWrote about my India Travel trip for Philippine Daily Inquirer, the leading Newspaper in the Philippines |  Philippine Daily InquirerWrote for Youngblood, an opinion space for the Youth. Only a selected few gets featured. Published in the Philippine Daily Inquirer, the leading Newspaper in the Philippines http://pdiyoungblood.blogspot.com/2005/01/almost-famous.html |
Leadership Endorsements
Biswaranjan Sen — Vice President, Procurement Chemicals, Unilever (2012-2017)
Lalaine built communications structure across six global VPs and multi-region teams, becoming the first dedicated communications partner for the function. Introduced discipline to leadership messaging, reducing fragmentation and improving the speed and consistency of alignment across global teams.
She worked directly with senior leadership across the function, adapting to different priorities and working styles while maintaining a consistent communication framework across the group. This ensured faster coordination without loss of narrative coherence.
Lalaine led global communications through major restructuring and leadership transitions, managing townhalls, leadership updates and digital channels. Maintained operational continuity during periods of uncertainty and reduced internal disruption.
She is known for her strong judgment and the ability to translate complex, multi-layered information into clear, actionable communication that improved decision-making across regions.
Advisory Expertise
Supports organisations through strategic advisory engagements spanning executive communications, content strategy, digital marketing, social content, leadership visibility and multi-market campaign planning.
CORE CAPABILITIES
CONSUMER COMMUNICATIONS & DIGITAL MARKETING
Culture & Audience Insights, Consumer Storytelling, Social & Content Strategy, Creator & Influencer Partnerships, Community Engagement, Integrated Campaigns, Audience Growth & Acquisition, Global-to-Local Content
CORPORATE & EXECUTIVE COMMUNICATIONS
Executive Communications, Internal Communications, Leadership Visibility, Corporate Communications, Media Relations, Sustainability Communications, B2B Communications, Thought Leadership
Let's Connect
Open to Senior Manager, Head of Marketing and Head of Communications opportunities across APAC, MENA and Europe, with selected advisory, fractional and project-based engagements.
🔗 linkedin.com/in/lalainereyes
📍 Philippines • UAE • Open to global relocation