Melissa’s journey began on the marketing team behind the highly successful launch of the Hyatt Centric Times Square, an experience that solidified her passion for driving brand growth and visibility. This pivotal achievement inspired her to create PrimeGuide Partners, an agency dedicated to helping businesses of all sizes flourish.
My first entrepreneurial moment as a kid was deeply rooted in my family's legacy of selling household items, candy, and groceries at the local market. I grew up surrounded by the hustle and heart of commerce—watching my grandparents, uncles, and aunties engage with customers, manage inventory, and build relationships. I wasn’t just helping out; I was absorbing the essence of branding and consumer behavior.
Even as a child, I was fascinated by the logos, taglines, and packaging of the products we sold. I would read every label, analyze the colors, and memorize the slogans. Commercials weren’t just entertainment—they were case studies in persuasion. I loved seeing how brands told stories and created emotional connections that made people want to buy, sign up, or walk into a store.
That early exposure sparked my passion for marketing and publicity. I realized that behind every product was a strategy, a message, and a creative spark designed to influence behavior. It was in those moments—standing behind a market stall, watching ads, and decoding brand language—that I had my first taste of entrepreneurship. I wasn’t just selling; I was learning how to build desire and trust, which is the foundation of every successful brand.
The pandemic was a global experience, but it affected everyone differently. I’ve come to deeply appreciate that people interpret, feel, and respond to what they see, hear, and touch in unique ways—shaped by their personal experiences, cultural backgrounds, and emotional states. This shift in perspective has transformed how I approach storytelling and brand communication.
I believe that clarity, simplicity, and authenticity are not just nice-to-have—they’re essential. Brands that speak with joy, honesty, and empathy are the ones that earn trust and build lasting relationships. It’s not just about selling anymore; it’s about connecting. And that connection starts with understanding that every consumer is different—and deserves to be spoken to with care and respect.
I feel most energized at work when I’m in the creative zone—developing concepts and building marketing strategies that bring a brand’s story to life. There’s something incredibly fulfilling about starting with a blank canvas and shaping it into a campaign that resonates with people.
Whether it’s brainstorming a brand narrative, crafting messaging that speaks to a specific audience, or mapping out a launch strategy, I thrive in those moments of ideation and alignment. It’s where creativity meets intention. I love the challenge of translating a brand’s essence into something that not only looks good but feels right—and drives real connection.
Seeing a concept evolve from an idea into something that moves people, earns trust, and sparks engagement—that’s when I feel most alive in my work. It’s not just about marketing; it’s about storytelling with purpose.
A day in my life starts with love and intention. I wake up and send my boyfriend off to work, always making sure he knows he’s loved and supported. Then I take Charlie, my bulldog, out for his morning walk. His tail doesn’t wag, but his behind wiggles with joy—and that’s his way of saying he feels loved too.
When we get back to the apartment, I make coffee and breakfast. That’s my moment to love myself—slow down, nourish my body, and mentally prepare for the day ahead. From there, I dive into my work, which usually involves creating concepts, building marketing strategies, and helping brands tell their stories in ways that feel clear, joyful, and authentic.
It’s not always glamorous—there are long hours, tough decisions, and moments of doubt—but I stay grounded by remembering why I do this: to help people and brands connect meaningfully. And at the end of the day, I wind down with gratitude, knowing I’ve poured my energy into what matters most.
One personal ritual I credit for my success is starting each day with prayer. It’s my way of grounding myself—expressing gratitude for what I have, setting clear intentions for what I want to create, and asking for guidance as I move through the day. That quiet moment of reflection helps me align with purpose before the emails, meetings, and creative work begin. It reminds me that success isn’t just about strategy or execution—it’s also about clarity, humility, and heart. When I start my day with gratitude and intention, I show up more focused, more inspired, and more connected to the work I do.
One mistake I made early on was trying to do everything myself—believing that asking for help or collaboration might dilute my vision. I thought that to prove my capability, I had to carry every idea, every strategy, and every execution on my own shoulders. But I quickly learned that creativity and impact thrive in collaboration. The best campaigns, the most resonant messages, and the strongest brand strategies come from diverse perspectives and shared energy. That shift taught me the power of trusting others, building strong teams, and creating space for different voices to contribute.
Now, I see leadership not as doing it all, but as curating the right environment for ideas to grow. That lesson has stayed with me and continues to shape how I build, lead, and communicate.
People often assume I’m an extrovert because of the way I show up in my work—confident, expressive, and always engaging with others. But in reality, I’m much more introverted than I appear. I value quiet moments, deep reflection, and intentional connection over constant social interaction. As a marketer and publicist, I’ve learned how to be outward-facing and communicative, but my energy comes from solitude and creativity behind the scenes. I recharge by being alone, thinking deeply, and creating with purpose. So while I love connecting with people and telling powerful stories, I also need space to stay grounded and inspired.
To recharge outside of work, I spend time with my family, friends, and my bulldog Charlie. I also love cooking, reading, and watching TV series to unwind. One of my favorite ways to relax is taking walks while listening to music—it helps me clear my mind and shift my focus away from work. These moments help me reset and stay inspired.
Right now, success means living in alignment with my values—doing work that feels purposeful, while staying grounded in love, joy, and balance. It’s about creating meaningful impact through my work, nurturing relationships, and showing up fully for myself and others.
Success also means being present for my community. I recently joined Filipina on the Rise, a sisterhood of Filipino American women, because I want to meet, support, and empower more Filipinas. Being part of something bigger than myself—where we uplift each other and share our stories—is a powerful extension of what success looks like to me.
It’s not just about professional wins; it’s about sustainability, connection, and contribution. If I can grow, lead, and inspire while still having time to walk with Charlie, cook a good meal, and laugh with loved ones, that’s success.
What makes our agency different is our deep focus on impact—not just for the business, but for the community. We don’t just create campaigns or build strategies for visibility; we think about how our work contributes to long-term growth, trust, and meaningful connection.
We approach every project with intention, asking: How will this help the brand thrive? How will it serve the people it reaches? That mindset allows us to build narratives that are not only effective but also rooted in authenticity and purpose.
We’re intentional about who we work with, and we know where our strengths lie. We don’t take on clients in tech, finance, politics, or legal industries—those aren’t our areas of expertise. Our focus is on hospitality and lifestyle, where we truly understand the audience and how to connect with them.
We work with hotels, restaurants, catering companies, schools, spas, and lifestyle brands, as well as creative individuals like interior designers, writers, and yoga instructors. These are the spaces where we thrive—crafting narratives, building visibility, and driving engagement in ways that feel authentic and impactful.
Our agency lives by the principle of bringing stories to life with honesty and heart. We believe that staying true to what is real—what’s authentic and meaningful—creates the deepest impact on the lives we touch. Every campaign, every message, and every strategy we build is rooted in purpose and connection.
We don’t just market—we tell stories that matter. And we measure success not just by visibility, but by how our work uplifts businesses and communities alike.
When I hire, I look for passion first. Skills can be taught, but genuine enthusiasm, curiosity, and heart are what make someone truly stand out. I want to work with people who care deeply about the work they do and the impact it creates—people who are excited to tell stories, build connections, and grow alongside the brands we serve.
I also look for individuals who align with our values: authenticity, creativity, and community. If someone brings fresh ideas, a collaborative spirit, and a desire to make a difference, they’re someone I want on the team.
We foster creative thinking by creating space for curiosity, collaboration, and authenticity. I encourage my team to bring their full selves to the table—ideas, questions, and even uncertainties. We believe that creativity thrives when people feel safe to explore, challenge norms, and think beyond the obvious.
We also stay rooted in purpose. Every project starts with asking why—why it matters, who it serves, and how it can make an impact. That clarity helps unlock fresh, meaningful ideas. And because we work in hospitality and lifestyle, we lean into storytelling, emotion, and lived experiences to spark inspiration.
Whether it’s through brainstorming sessions, mood boards, or just casual conversations, we keep creativity flowing by staying connected to what’s real and what resonates.
AI is undeniably transformative in marketing—especially in areas like data analysis, automation, and hyper-personalization. But I believe the trend is a bit overhyped when it’s positioned as a full replacement for human strategy and creativity.
While AI can streamline processes and surface insights, it lacks the emotional intelligence, cultural nuance, and intuitive understanding that human marketers bring to the table. Authentic storytelling, brand voice, and meaningful connection still require human oversight and strategic thinking.
In our agency, we see AI as a tool—not a solution. It can support the work, but it can’t replace the heart and intention behind it.
Authentic, purpose-driven storytelling is the trend I’m betting on long-term. In a fast-paced digital world, people are craving realness—stories that reflect their values, lived experiences, and cultural roots. Brands that lead with heart, clarity, and intention will continue to build trust and loyalty.
What makes this trend even more powerful is its connection to culture and tradition. When brands honor where they come from—whether through heritage, rituals, or community values—they create deeper emotional resonance. These stories don’t just sell products; they build belonging. As a marketer and publicist, I’ve seen how narratives rooted in truth, purpose, and cultural authenticity create lasting impact. That’s the kind of storytelling I believe will shape the future.
One small but powerful decision we made was adding public relations to our services in 2023. That shift opened up new opportunities to amplify our clients’ stories in ways that felt more intentional and impactful.
One of our most celebrated achievements was the 2023 launch of the newly renovated Hilton San Diego Gaslamp Quarter. Through meticulous planning, innovative marketing, and a deep understanding of the hospitality industry, we helped elevate the hotel's visibility and reputation. It was a clear example of how strategic storytelling and PR can drive real results.
Another highlight has been our collaboration with the Queens College Tech Incubator, where we provide hands-on agency experience to students. This initiative reflects our commitment to community engagement and leadership—ensuring our impact extends beyond clients to the next generation of marketing professionals. That one decision to expand into PR has helped us grow, deepen our influence, and stay true to our mission of creating work that serves both business and community.
Remember that feeling when you first envisioned your company—hold onto it. That initial spark, the purpose behind your mission, and the impact you dreamed of making will be your compass when things get challenging.
Stay rooted in your values, and build with intention. Don’t chase trends—focus on what makes your agency unique and how you can serve your clients and community with authenticity. Surround yourself with passionate people, stay curious, and never underestimate the power of storytelling that’s real and purpose-driven. Success takes time, but if you lead with heart and clarity, you’ll build something that lasts.
If I were starting from scratch, I would change the name of the company. While the name holds meaning, it’s a bit long and tends to be a tongue twister when I’m introducing myself and the agency. I’ve learned that clarity and ease of communication are key—especially in branding. A name that’s simple, memorable, and easy to say can make a big difference in how confidently you show up and how quickly people connect with your brand.
When it comes to pricing, I take my time building proposals. I look closely at who we’re helping, the scope of the project, and the amount of time and energy it will require. Every client and campaign is different, so I make sure our pricing reflects the value we’re delivering.
One rule I live by is making sure we’re paid fairly while also delivering high-quality work. It’s about mutual respect—valuing our expertise and ensuring the client receives thoughtful, impactful results. We don’t rush the process; we build with intention and clarity.
I prioritize sustainability first, then build growth from that foundation. For me, growth isn’t just about scaling quickly—it’s about scaling intentionally. I take time to assess the impact of our work, the capacity of our team, and the long-term value we’re creating for both our clients and our community.
Sustainability means making decisions that support our well-being, our creative energy, and our ability to deliver quality work consistently. Growth is important, but only when it aligns with our values and doesn’t compromise the integrity of what we’re building. By staying rooted in purpose and being mindful of our pace, we’re able to grow in a way that’s meaningful, resilient, and true to who we are.
One founder I deeply admire is Melanie Perkins, the Australian entrepreneur of Filipina heritage and the co-founder and CEO of Canva. Her journey is a powerful example of what it means to build with heart, vision, and resilience. As a marketer and publicist focused on empowering purpose-driven brands and underrepresented founders, I find her story incredibly inspiring. Melanie didn’t just create a product — she built a mission-driven company rooted in accessibility, empathy, and inclusive culture. She once said, “It has been a really critical combination of finding and building, creating and evolving our culture, leading with our values, investing in our amazing community, and (eventually) finding great investors who believed in our mission.” That intentional, values-first mindset resonates deeply with me as a founder.
I also admire her quiet resilience. In the early days of Canva, when rejection was constant and resources were limited, she didn’t give up. Her favorite quote — “I like things that seem impossible” — reflects a mindset I hold close as well. It’s a reminder that the most meaningful work often comes from pushing through the hardest moments. As a Filipina herself, Melanie’s success adds another layer of inspiration. Representation matters — and seeing someone who shares part of my cultural background leading a global company with authenticity and purpose makes the dream feel more tangible. She reminds me that bold, mission-led leadership can come from anyone, anywhere — and that staying grounded in community and values is a strength, not a setback.
Canva — hands down. As a marketer and publicist, I swear by Canva not just for its functionality, but for what it represents: accessibility, creativity, and empowerment. Whether I’m building out media kits, pitch decks, social content, or event assets for our clients at PrimeGuide Partners, Canva allows me to move fast without sacrificing quality or design integrity.
It’s leveled the playing field for small businesses, nonprofits, and emerging brands — especially women and BIPOC founders — giving them the tools to show up professionally without needing a full design team.
I admire how the platform has evolved without losing sight of its mission: making design simple, inclusive, and powerful for everyone. It’s more than a tool — it’s part of how we help brands tell their story beautifully and authentically.
One resource that changed how I work is Jab, Jab, Jab, Right Hook by Gary Vaynerchuk.
It taught me the power of giving value first — creating consistent, audience-focused content (“jabs”) before making an ask (“right hook”). This shifted how I approach every campaign at PrimeGuide Partners. Whether we’re promoting a hotel, spa, or founder-led brand, we build trust before we sell. The book also drove home the importance of platform-specific storytelling. What works on Instagram won’t work on LinkedIn — context is everything. That mindset has helped us create more engaging, high-converting content across every channel.
Remote — hands down.
Working remotely gives me the flexibility to do my best creative work while also being present for the things that matter most — like spending time with my dog.
It allows me to stay focused, flow on my own terms, and still lead impactful campaigns and client meetings from anywhere. For me, it's about balance: producing great work without missing the everyday moments that bring joy and energy to it.
I believe that constantly studying 'what works' is creativity's biggest enemy. While most marketers obsess over case studies, best practices, and proven formulas, I think this backward-looking approach creates a sea of sameness that consumers tune out. The marketing industry has become addicted to pattern recognition—we dissect every successful campaign, codify the elements, and then reproduce variations of the same ideas. But breakthrough work doesn't come from following successful blueprints; it comes from ignoring them entirely.
When you're always looking in the rearview mirror, you miss what's right in front of you. The most memorable campaigns—from Apple's '1984' to Dove's 'Real Beauty'—weren't successful because they followed established formulas. They worked because they broke them.
I've seen too many brilliant ideas get killed in conference rooms because they didn't match a 'proven' template. We've created an industry that rewards mediocrity over bold originality. The irony is that our obsession with replicating past success is exactly what prevents us from creating future success. Real creativity requires the courage to venture into uncharted territory. It means being willing to fail spectacularly rather than succeed predictably. The moment we stop asking 'What worked before?' and start asking 'What's never been tried?' is when we'll create work that actually moves the needle.
I wish clients understood that great creative work requires trust in the messy, non-linear process—not just the polished final product.
Clients see the glossy case study at the end, but they don't see the 47 terrible ideas that led to the one brilliant breakthrough, or the creative team staying until 2 AM because they suddenly cracked the insight that changes everything. They don't see the strategic pivots, the dead ends, or the moment when someone says, "What if we threw all this out and started over?"
This creates unrealistic expectations about timelines and process. Clients often want creativity on demand—'We need three concepts by Friday'—as if great ideas operate on accounting schedules. But breakthrough thinking doesn't happen in straight lines or predictable timeframes.
The best client relationships I've had were with people who understood that our job isn't just to execute their vision—it's to push back, ask uncomfortable questions, and sometimes completely reframe their problem. They gave us permission to explore, to fail fast, and to come back with something they never could have briefed us to create.
When clients try to de-risk creativity by controlling every step of the process, they actually increase the biggest risk of all: being forgettable. The magic happens in the space between the brief and the presentation—but only if there's enough trust to let that space exist.
The moment when you see your work change how people think or behave in the real world—that never gets old. In this industry, our work lives in culture. There's something intoxicating about creating ideas that escape the conference room and take on a life of their own.
I love that every brief is essentially a puzzle with no predetermined solution. One day you're crafting the story for a hotel that needs to stand out in an oversaturated market, the next you're helping a wellness brand connect with people's deepest aspirations for better living. Or you're working with creative entrepreneurs who are building something entirely new and need help translating their vision into something the world can understand. The problems are always different, which means the solutions have to be too. And honestly? I love working in the only industry where being slightly unhinged is considered a professional asset. Where else can you get paid to ask 'But what if we did something completely insane?' and have people actually consider it cool?
Most people think brand loyalty is built through repeated exposure to advertising, but the reality is that 95% of purchase decisions happen subconsciously—before people even realize they're making a choice.
This completely flips how most people think marketing works. They imagine consumers carefully weighing ads and making rational decisions, but neuroscience shows that brands win or lose in the first few milliseconds of mental processing. Your brain has already decided whether it trusts a brand, finds it relevant, or wants to engage with it before your conscious mind even kicks in.
This is why the most successful campaigns aren't the ones that give you the most information—they're the ones that create the right feeling at the right moment. A color palette, a tone of voice, or even the pace of an edit can determine whether someone chooses your hotel over the competitor's, often without them knowing why.
That's why we obsess over creating content that taps into emotion first, logic second. Whether it's the anticipation of escape that a hospitality brand evokes, or the sense of possibility a wellness company inspires, the emotional connection happens instantly and drives everything else.
It's also why traditional metrics like 'message recall' or 'brand awareness' only tell part of the story. A campaign might not be consciously memorable, but if it shifted someone's subconscious associations—made wellness feel more accessible, or luxury feel more attainable—it's already done its job.
Understanding this changes everything about how we craft experiences. We're not just communicating with people's rational minds; we're speaking directly to the part of their brain that actually makes decisions.
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