From Climbing the Corporate Ladder to Carving Out Her Own Path: One Woman's Journey to Entrepreneurship

The journey to success is rarely a straight path. For the founder and CEO of Eventcetera, it was a story of passion, perseverance, and the courage to break away from the traditional corporate mold. From working behind the scenes of the sports entertainment industry to becoming a sought-after name in events management, her story is an inspiration—one of transformation and relentless pursuit of purpose.

A Foundation in People and Passion

Armed with a degree in Human Resource Management from De La Salle-College of St. Benilde, she always knew that her career would revolve around people. "I’ve always been interested in how people connect—what makes them tick, what inspires them," she shares. However, life had other plans, and her first professional role led her into the dynamic world of media and entertainment.

She grew up in a household where entrepreneurship was the norm. Her parents were business owners, and from an early age, she saw firsthand what it meant to build something from scratch. "It taught me the value of hard work and self-reliance. I didn’t grow up with privilege, but I did grow up with purpose," she says. Unlike others who had the advantage of wealth or connections, she had to carve her own path.

Joining Solar Entertainment Corporation as a Sales & Marketing Executive under the Sports Division, she found herself working on some of the biggest sporting events—Manny Pacquiao pay-per-view fights, WWE, FIFA World Cup, and the NBA. It was high-energy, fast-paced, and thrilling. But something was missing.

"While I enjoyed my job, I felt this deep desire to build something of my own. I wanted to create experiences, not just market them," she recalls. On the side, she began planning weddings, taking small steps toward a bigger dream.

Taking the Leap: The Birth of Eventcetera

Eventually, the constraints of the corporate world no longer aligned with her aspirations. "I realized I wasn’t meant to be in a 9-to-5 job forever. I wanted to create something that truly reflected my vision," she says. And so, Eventcetera was born—a full-fledged event management company built from the ground up.

One of her first major projects was organizing the National Electrification Administration's 25th Anniversary, a massive three-day event held at SMX, attended by over 3,000 participants. "It was a defining moment for me. Managing an event of that scale so early in my entrepreneurial journey gave me the confidence that I could take Eventcetera to greater heights," she says.

Navigating Challenges and Growth

Running a business, especially in a competitive industry like events management, was not without its hurdles. There were logistical nightmares, client demands, and the constant need to innovate. But she thrived in the challenge. Her ability to execute flawless events earned her a reputation that led to more opportunities, including a role as a marketing consultant for a San Miguel Corporation project.

Then came 2020. The COVID-19 pandemic brought the events industry to a standstill. "Everything was put on pause. It was a tough time, but I knew I couldn’t just wait for things to go back to normal. I had to adapt," she recalls. With resilience and a keen eye for evolving market needs, she pivoted Eventcetera into digital marketing, offering online event solutions and social media engagement services.

"From a one-man team, we’ve grown into a team of 10, servicing clients like Ayala Malls, DFSK, and Seres. It’s incredible to see how far we’ve come," she reflects.

While building Eventcetera, she continued expanding her skill set and exploring opportunities that aligned with her expertise. In 2023, she also became part of the communications team at the Department of Agriculture under Secretary Kiko Tiu Laurel. "It was an eye-opening experience that allowed me to understand the importance of communication and strategic messaging, which later became essential in my entrepreneurial journey," she shares.

The Power of Connection: Eventcetera’s Philosophy

In an increasingly digital world, where interactions often happen behind screens, she believes that nothing beats the impact of face-to-face engagement. "The best way to connect with your audience is through physical interaction. That’s why Eventcetera specializes in both social media and event management—to create meaningful experiences that leave lasting impressions."

Her commitment to excellence and her ability to bridge the gap between digital and physical engagement have positioned Eventcetera as a leader in the industry.

Beyond Business: The Woman Behind the Brand

While she is an accomplished entrepreneur, she is also a devoted mother. With two daughters, balancing career and family is a daily endeavor. "Weekends are sacred. No matter how busy I am, I make sure to be present with my family. At the end of the day, they are my greatest motivation," she says.

Outside of work, she finds joy in simple yet fulfilling activities. "I recently discovered my interest in running. It clears my mind and gives me a sense of discipline that translates into my work. I also love going to the beach. And I’m always hungry for knowledge, especially in marketing. There’s always something new to learn, and that excites me."

Inspiring the Next Generation

As a woman leading her own company, she hopes to inspire others to chase their dreams fearlessly. "There will always be challenges, but you have to trust yourself and take that leap. Growth happens outside your comfort zone," she advises.

Her journey is a testament to the power of reinvention, resilience, and passion. From corporate life to entrepreneurship, from managing small-scale weddings to handling national events, and from a solo entrepreneur to a thriving team leader—she has carved a path that many aspire to follow.

"You don’t have to have it all figured out at once. Just start, keep learning, and keep going," she says with a smile.

As Eventcetera continues to grow, so does her vision. With an unwavering commitment to creating meaningful experiences, she is not just running a business—she is building a legacy.