Eva Cecilia Tanglao

Leads end-to-end operations for a high-footfall, multi-level retail complex featuring a curated mix of international and local brands. Oversees cross-functional departments spanning Operations, Engineering, Tenant Relations, Leasing, Marketing, CRM, Finance, HR, and Customer Experience. Drives performance optimization through operational excellence, adherence to international standards, and strategic alignment across business units. Ensures seamless execution of day-to-day activities while enhancing overall asset value and customer satisfaction. Champions stakeholder collaboration and enterprise-wide initiatives to reinforce the mall’s positioning as a premier, service-led destination. Fosters a high-performance culture by mentoring multidisciplinary teams and embedding service excellence into every aspect of operations.

Directed Savills Place Vietnam’s branding, marketing, and placemaking division, delivering strategic, insight-driven solutions shaping Vietnam’s real estate landscape. Developed and executed innovative marketing strategies in partnership with real estate developers to enhance project positioning and unlock commercial value. Led multidisciplinary teams to craft compelling brand narratives, engaging customer experiences, and results-oriented campaigns across masterplanned communities, commercial, and retail developments. Committed to data-driven and purpose-led placemaking that fosters vibrant communities where people want to live, work, shop, and belong.

Oversaw end-to-end operations of four mid-sized shopping malls and spearheaded development of a flagship megamall, reshaping Cambodia’s retail sector. Managed a diverse portfolio including mega malls, community malls, supermarkets, and express marts. Drove strategic initiatives focused on operational excellence, brand positioning, customer experience, and commercial growth. Aligned cross-functional teams to deliver market-leading retail destinations supporting business growth and Cambodia’s economic development.

Oversees end-to-end marketing strategy and execution for Crescent Mall, a leading premium retail destination in Ho Chi Minh City. Reports directly to the General Manager with full accountability for brand repositioning, campaign performance, and cross-functional alignment across marketing, leasing, and operations. Instrumental in elevating the mall’s brand profile, attracting a high-value tenant mix, and enhancing customer engagement through data-driven, omni-channel initiatives. Drives innovation across all marketing verticals while maintaining operational efficiency and budget discipline. Selected Achievements: - Delivered 15% annual cost savings through strategic resource allocation and marketing budget optimization. - Increased loyalty program membership by 40%; expanded tenant co-marketing partnerships by over 200%. - Launched “C Club” – an exclusive VIP lounge and tiered membership system designed to enhance customer experience and lifecycle value. - Achieved 200% growth in social media followers through a comprehensive revamp of content and digital engagement strategy. - Secured Vietnam’s first Disney retail partnership, launching the national “Celebrate the Magic” campaign for Mickey’s 90th anniversary. - Led a CSR collaboration with Operation Smile, funding life-changing surgeries for 200+ children. - Strengthened customer satisfaction and brand equity, positioning Crescent Mall as one of Ho Chi Minh City’s most desirable retail environments. Core Scope of Work: Strategic Partnerships • Campaign Management • CRM & Loyalty Programs • Brand & Content Strategy • Event Development • Sponsorship Activation • Creative Direction • Customer Engagement • Premiums & Promotions • Leasing Support Following the launch of Crescent Mall Phase 2, which includes a 24-story Grade-A office tower and Southeast Asia’s largest indoor climbing wall in a retail setting, the property continues to reinforce its position as a world-class experiential shopping destination.

Leads the strategic development and execution of high-impact marketing initiatives across a portfolio of 70+ malls nationwide for SM Supermalls—one of the world’s largest shopping mall operators. Reports directly to the Senior Vice President for Marketing, with responsibility for aligning national campaigns with enterprise objectives and market-specific dynamics. Shapes and implements marketing strategies that drive customer engagement, enhance brand equity, and deliver measurable commercial performance across diverse regional markets. Oversees cross-functional collaboration to ensure consistent execution and market resonance at scale. Assists SVP, on high-priority projects that accelerate brand expansion, elevate customer experience, and reinforce the group’s leadership in the retail and lifestyle sector.

Leads strategic marketing across a portfolio of six high-performing malls in three major cities south of Metro Manila, representing over 600,000 sqm of retail space, 2,000+ tenants, and daily footfall exceeding 700,000. Oversees the planning and execution of integrated 360° marketing programs, managing an annual budget of over USD 3 million to drive brand visibility, customer acquisition, and sustained commercial growth. Delivers approximately 800 campaigns and events annually, spanning brand advertising, creative direction, digital and social media, sponsorships, experiential activations, and tenant collaboration. Directs flagship initiatives for one of SM Supermalls’ premier luxury assets, targeting high-net-worth audiences and strengthening market differentiation in the premium retail segment. Champions cross-functional alignment with Leasing, Operations, and Business Development to ensure marketing strategies support both revenue and operational KPIs. Contributions have been instrumental in elevating tenant performance, expanding market reach, and executing national rollouts that drive measurable traffic and sales uplift. Proven expertise in leading complex, multi-location marketing operations with a focus on brand equity, customer loyalty, and stakeholder engagement. Positioned the portfolio for long-term relevance in a rapidly evolving retail environment. SM Supermalls, a core business of the SM Group, operates over 70 malls across the Philippines and China, totaling 8.5 million sqm of GFA and more than 20,000 tenants—setting the regional benchmark for retail innovation, excellence, and customer-centric experiences.

Reported directly to the Managing Director at Light'N Up, overseeing operations, sales, and marketing for prestigious global brands including Pinarello, Cervélo, Zoot, 3T, and Cobb across the Philippine market. Responsible for driving brand growth, market penetration, and commercial success in alignment with international standards. Directed comprehensive brand management activities, encompassing positioning, product launches, and market development. Executed integrated marketing strategies that enhanced brand visibility and deepened customer engagement across both digital platforms and traditional retail channels. Key Contributions: - Developed and implemented high-impact marketing and business development strategies tailored to local market dynamics. - Managed full product lifecycle processes, from procurement to inventory optimization, ensuring operational efficiency. - Led athlete and brand ambassador programs to reinforce brand identity and market relevance. - Served as principal liaison with international brand stakeholders, facilitating alignment and collaboration. - Directed a nationwide sales network, including team training and performance support, driving sustained commercial growth. - Strategic leadership and operational excellence positioned Light'N Up as a leading distributor of premium sports and active lifestyle brands in the Philippines.

Senior leadership role at 3Q’s, a premier organizer of world-class sports events, reporting directly to ownership and overseeing operations, sales, and marketing for high-profile international competitions. Spearheaded end-to-end event execution, ensuring operational excellence and exceptional stakeholder experiences across participants, sponsors, and global audiences. Key Achievements: - Directed a 5-day international cycling event hosting thousands of amateur and professional athletes from over 30 countries. - Managed comprehensive logistics, marketing campaigns, and multi-stakeholder coordination to engage diverse global audiences. - Secured substantial sponsorships and strategic partnerships, enhancing revenue streams and brand equity. - Led cross-functional teams spanning operations, creative, and customer experience to deliver seamless event execution. - Implemented rigorous post-event evaluations to drive continuous improvement and sustain long-term success. - Contributed significantly to strengthening 3Q’s international reputation by delivering events that uphold the highest standards of quality and professionalism. 3Q’s specializes in organizing elite cycling events that unite global athletic communities, promoting excellence, broad participation, and memorable sporting experiences.

Reported directly to the Country Manager, leading international sales, marketing, and client servicing across key global markets including Asia, Australia, the US, Canada, and Europe. Served as primary liaison for senior clients, delivering tailored solutions aligned with strategic goals to foster long-term, high-value partnerships. Directed market expansion initiatives by identifying growth opportunities and collaborating with clients to design targeted, results-driven strategies. Managed content and communications for global trade publications, significantly enhancing brand presence and thought leadership. Represented the company at premier international industry events such as the DMA Conference (US) and IDMF (London), expanding the global network and elevating brand visibility. Extensive international travel and in-market insights facilitated service customization to diverse regional requirements, ensuring client satisfaction and operational excellence. Developed and executed business plans with top-tier clients, optimizing campaign performance and driving sustainable growth. Consistent high-touch engagement positioned the company as a trusted leader in direct marketing services worldwide. The organization is a global leader in direct marketing, providing comprehensive solutions in market research, campaign management, data sourcing, and multi-channel marketing including direct mail, SMS, and email.

Senior Events & Marketing Executive | Strategic Planning | MICE Specialist | Brand Communications Leader Reporting directly to the CEO, I led the strategic planning and execution of high-profile conferences, product launches, and special events, spanning exclusive VIP engagements to large-scale global exhibitions. With deep expertise in MICE (Meetings, Incentives, Conferences, and Exhibitions), I ensured flawless event delivery and exceptional client satisfaction. Beyond event leadership, I developed and implemented strategic PR campaigns for premier corporate clients, elevating their brand visibility and aligning communications with overarching business objectives. This approach positioned clients as authoritative leaders in their industries. I have successfully directed key events featuring world-renowned speakers such as Deepak Chopra, Mark Victor Hansen, and Philip Kotler, creating impactful and value-driven experiences for attendees. At TeamAsia, we excel in transforming brands through integrated marketing solutions, including Events & Activations, Digital Marketing, Content Marketing, and Video Storytelling—delivering innovative results and sustained brand impact.

Experienced News Anchor & Investigative Writer | Strategic Communicator | Editorial Leader As a writer and anchor for a leading primetime cable TV news program, I was responsible for delivering compelling and credible news content across multiple platforms. My daily coverage spanned breaking news, in-depth features, and special reports focused on the five key cities in South Manila. A career highlight was leading the comprehensive coverage of the Philippines’ first death penalty execution following its reinstatement in 1993 — a landmark and highly sensitive event in the nation’s legal history. I ensured thorough, accurate, and balanced reporting while providing critical context to complex issues, upholding the highest standards of journalistic integrity. This role required sharp editorial judgment, strategic communication, and the ability to perform effectively under pressure in a fast-paced, high-stakes environment.