Client: The People’s Bank, a fully service and local financial institution built on legacy and Family culture, offering expert advice and personalized services while strengthening our community for the past 50 years.
Assignment: Refresh advertising and promotional materials to support objective to increase usage for existing Visa account holders as well as encourage new Visa card customer acquisition. The program communication plan included mass marketing, direct mail and in bank collateral.
Role: Led creative strategy and campaign execution across mass marketing, direct mail, and in-branch collateral initiatives. Collaborated with merchant partners and internal stakeholders to develop cross-promotional campaigns, align messaging, coordinate campaign requirements, and ensure consistent execution across customer touchpoints and media channels.
Application: Develop advertising, media plan, liaise with partner for campaign requirements and execution.
Client: Citibank - full service financial institution offering products and service to Guam market.
Assignment: Align with marketing department to understand goals and objectives to increase usage of Citibank Visa cardholders and acquire new customers. Our solution included developing a partnership with Guam’s largest movie house, creative execution of all advertising material and media, public relations and on site merchandising program.
Role: Collaborated with Citibank’s marketing team to align campaign strategy with customer acquisition and engagement goals. Led creative execution across advertising, promotional media, public relations support, and experiential merchandising designed to strengthen customer interaction throughout the campaign journey.
Examples: Theatre banners, table-top point of sale, door and box office decals, employee tee shirts, oversized standee.
Client: Docomo Pacific
Assignment: Design the logo and establish brand guidelines for Docomo Pacific's Enterprise Business Unit (EBU). DPAC is primarily known as a consumer brand. By aligning the EBU's identity with Docomo Pacific's overall branding while also distinguishing it in the market, we're not just designing a logo, but shaping the unit's market positioning and identity.
Role: Led creative direction and brand development for the Enterprise Business Unit, including logo design, visual identity systems, and brand guideline creation across print, digital, social, and below-the-line advertising applications. Collaborated closely with stakeholders to ensure the EBU brand balanced enterprise-level professionalism with the established trust and recognition of the broader Docomo Pacific brand.
Examples: Brand Guidelines, includes print, digital/social, below-the-line advertising.
Build the logo
Powerful
just like Mom
Client: Docomo Pacific CNMI
Assignment: Effectively highlight the unique features of the iPhone 12 available on Docomo Pacific's network, tailored specifically for Mother's Day promotions. Craft messaging that resonates with value-conscious consumers, emphasizing the device's benefits while maintaining the premium image of Docomo Pacific.
Role: Led creative development and campaign execution across print, digital, social media, and promotional advertising assets. Developed messaging and visual direction tailored toward value-conscious consumers while balancing emotional storytelling with product-focused communication. Collaborated with internal teams to ensure campaign consistency across multiple customer touchpoints and promotional platforms.
Examples: Print Ads, Social Media, Poster & Flyer, Web Banners
Client: Local Telecom, former Government of Guam agency transitioned to private ownership offering telecom and digital services to residential and business enterprise customers.
Assignment: Pre-Paid initiative included Comprehensive development of Product launch; name and branding, strategic planning, creative development, merchandising, merchant program recommendations and integrated marketing plan.
Fiber to the Neighborhood campaign objective was to communicate service improvement and offering within specific villages. Tasks included Strategic planning, event recommendations, local influencer acquisition, design and development for various out of home applications.
Role: Led creative strategy and integrated campaign development across both the prepaid product launch initiative and Fiber to the Neighborhood campaign. Responsibilities included brand development, naming strategy, campaign planning, creative direction, merchandising concepts, event recommendations, influencer collaboration, and execution across print, digital, and out-of-home applications.
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Client: Guam Power Authority (GPA) is Guam’s primary provider of electric generation, transmission, and distribution services. Operating as a publicly owned utility, GPA operates independently from government subsidies, relying solely on rates for revenue. Governed by the Consolidated Commission on Utilities (CCU) and regulated by the Guam Public Utilities Commission (GPUC), GPA has been serving Guam for over 55 years.
Assignment: Our task was to develop a comprehensive customer engagement strategy based on research data to support the implementation of GPA's customer service modernization plan. The objective of the plan was to cultivate a culture of service excellence, establish a roadmap for adopting modern service tools, and integrate resources to enhance the overall customer experience.
Role: Led creative strategy, customer engagement messaging, and integrated communications development supporting GPA’s modernization efforts. Collaborated across internal teams and stakeholders to develop omnichannel communication strategies, public outreach materials, social media initiatives, and customer-focused campaigns designed to improve transparency, accessibility, and overall public perception.
Led creative strategy and customer experience direction supporting GPA’s website redesign initiative, focused on improving accessibility, usability, and customer engagement across digital platforms. The redesigned experience prioritized intuitive navigation, responsive layouts, and streamlined access to customer tools, regulatory resources, and essential service information to better support evolving customer expectations and digital adoption.
Social Media
Web Redesign
I also developed a targeted social media and digital engagement strategy designed to strengthen customer communication and shift more customer interaction toward digital channels. By identifying key areas of public concern and communication gaps, I helped establish content frameworks focused on customer service, energy conservation, transparency, and community engagement. The strategy emphasized more proactive, accessible, and human-centered communication to improve overall customer experience and public perception.
5 second bumper ad
Awards
APPA’s Excellence in Public Power Communication 2023
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The Award of Merit for Web/Social Media for communications through its website and social media channels.
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The Award of Merit in the Print/Digital category for its November 2022 monthly newsletter.
APPA’s Excellence in Public Power Communication 2022
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Award of Merit in the print and digital category for its Customer Service Directory
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Award of Excellence in the video category for its Clean Energy Master Plan animated video.
Client: South Pacific Petroleum Corporation, local franchisee for 76 Gas Station and Circle K Convenience Store and wholesaler. Twelve locations islandwide providing products and services for tourist and local population. Competitive set includes Mobil and Shell gas stations with C-Store partnerships.
Assignment: Align with marketing department on annual plan for wholesale and retail distribution for both Petroleum and Convenience Products. Scope of work included project management, development of advertising plan, creative media and graphic execution for retail monthly special store merchandising, production of graphic components, delivery and quality control for merchandising with on-site store managers .
Role: Led creative development and retail campaign execution supporting monthly promotional initiatives across both fuel and convenience store environments. Collaborated closely with marketing and store teams to develop advertising strategies, in-store merchandising systems, promotional media, and customer-facing retail experiences designed to improve engagement and strengthen brand visibility across multiple locations islandwide.
