Desiree Glanche Rafal

I believe storytelling is the secret sauce behind every game-changing organization. That belief has guided my work, whether launching fintech platforms from scratch, designing user journeys that feel instinctive, or leading brand overhauls that spark real connection. I've always been most energized by that space where creativity meets clarity, where data informs emotion, and where vision is translated into something people can actually experience.

As a marketing and product leader, I bring a unique blend of creative instinct, strategic discipline, bias for clarity, a love for design that works, and a deep respect for the users we serve.

My goal is to drive impact where it matters most: brand power, user loyalty, and market dominance.

Chief Marketing Officer and Product Head - Ventaja International Corp.

(2024-11)

• Own and execute the end-to-end strategy for brand, marketing, and product across Ventaja's fintech ecosystem serving millions of OFWs.
• Convert business vision into market-ready strategies, delivering product launches that are timely, relevant, and category-defining.
• Drive 0-to-1 product innovation, integrating user insight, design thinking, and go-to-market execution into a single growth engine.
• Build brand equity through sharp positioning, consistent storytelling, and a frictionless customer journey.
• Lead cross-functional teams with creative rigor and operational discipline—scaling execution while maintaining strategic alignment.

Marketing & Communications Manager - Ventaja International Corp.

(2024-04 - 2024-11)

• Led integrated communications across all brand touchpoints—from digital to on-ground, during a critical phase of product expansion.
• Rebuilt the marketing backbone: built scalable systems, unified messaging, and aligned all campaigns with growth priorities.
• Partnered with leadership to translate insights into bold, user-centric strategies that elevated the company's market presence.
• Championed content and creative direction to ensure every asset from copy to design, reflected brand voice and drove engagement.

Public Relations (PR) Manager - NGP Integrated Marketing Communications

(2021-03 - 2024-04)

• Led the end-to-end development and execution of PR campaigns for a diverse portfolio of brands in lifestyle, retail, real estate, and FMCG.
• Crafted compelling brand narratives and media strategies that elevated client positioning, improved share of voice, and sparked meaningful conversations.
• Built and nurtured strong media relationships across top-tier national publications, TV networks, and digital platforms to secure consistent coverage.
• Developed press kits, editorial calendars, and content strategies tailored to each client's business goals, product cycles, and market trends.
• Orchestrated major product launches and press events
• Supervised junior PR staff and creatives for strategic alignment and excellence across all deliverables and client-facing outputs.
• Partnered with account leads, creatives, and digital teams to ensure fully integrated campaigns that bridged PR, content, and digital storytelling.

Brand Strategist - Streamlined Campaigns Philippines

(2020 - 2021)

• Took the lead on high-stakes accounts requiring crisis comms, public affairs insight, and reputation management.
• Developed persuasive brand narratives that influenced perception and shaped public dialogue.
• Championed strategic innovation in campaigns for impact and integrity.

Researcher (Strategic Communications) - PUBLiCUS Asia Inc.

(2019-09 - 2020-09)

• Led and managed critical accounts with a focus on crisis management, strategic communications, and lobbying.
• Played a pivotal role in content creation for PUBLiCUS Asia's online political magazine, TheLOBBYiST, and exercised editorial control over PRs, company releases, and other strategic communications.
• Took charge of conceptualizing and executing innovative strategic communication initiatives to enhance brand participation and engagement.

Bachelor of Arts - Communication - Far Eastern University Manila (2019)