Ethel believes that when it comes to learning, there is no finish line. Being the very conscientious strategist that she is, there is no other way to work but to be genuinely insightful, thorough and uncompromisingly brilliant. When not at work, she spends her time figuring out how the finest mindwork that goes into brand and business strategy can be channelled to tackle the most pressing problems of the developing world.
Before joining Nuworks Interactive Labs as Head of Strategy and Analytics, Ethel worked as a Brand Strategist for over a decade, with 11 years in Creative Brand Planning (Saatchi Manila, McCann Manila, BBDO Guerrero, Lowe Singapore) and since 2016 in Corporate Marketing Planning and Strategy (Diageo Philippines). Furthermore, she is also a part-time university lecturer, WARC Opinion contributor and author or Timmy’s Wish, an illustrated children’s book written to help raise a generation that understands Autism better.