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lirikoatmusika

MARKETING, BRAND & GROWTH DIRECTOR | STRATEGIST

Philippines · Working Globally

PORTFOLIO

Hi, I'm Carla "Lala" Arroyo. I build brands and marketing experiences that

feel clear, human
and ready to grow.

With 14+ years in marketing and a decade in strategic leadership, I bring brand strategy, creative direction, and digital expertise together to help businesses build meaningful connections and achieve sustainable growth.

Lala Arroyo
01 14+ Years in Marketing
02 50+ Projects Brought to Life
03 Global Brands and Collaborators

My Guiding Principle

Marketing should help brands build meaningful connections with people.

01

Connect with People

I create campaigns that do more than capture attention. They are designed to engage audiences in a clear, relevant, and human way.

02

See the Bigger Picture

Every campaign should be part of a cohesive strategy—one that connects each marketing effort to the brand’s identity, objectives, and growth.

03

Let the Brand Lead

Strong branding shapes how a business communicates and stands out across social media, content, email, websites, and integrated campaigns.

Selected Work

Ideas made visible.

A selection of brands, marketing strategies, campaigns, and digital experiences I've helped bring to life across different industries and markets.

01

Lending Company

Brand Development Ongoing

Brand Strategy · Integrated Marketing · Customer Journey · Lead Generation · Automation

Developed an integrated brand and marketing ecosystem, connecting positioning, customer experience, lead generation, digital platforms, and automation to support business growth.

02

Platinum Creditplus Lending Corp.

Marketing Strategy · Customer Lifecycle · Lead Generation · Website · Automation

Designed and implemented end-to-end marketing systems for a Philippine financial institution, covering lead generation, client processing, retention, advocacy, and AI-powered automation.

03

Sweet Success

Digital Marketing Strategy · Social Media · Content · Paid Advertising

Led an always-on digital marketing strategy across content, social media, and paid advertising, helping drive a 51% increase in inquiries and stronger audience engagement in Q2 compared with Q1.

04

Meridiana Golf Swing

Go-to-Market Strategy · Brand Development · Creative Direction · Digital Marketing

Developed the brand and go-to-market strategy for a Houston-based indoor golf business, bringing together positioning, creative direction, digital marketing, and customer acquisition initiatives.

05

Life Stories with Marc Hoberman

Brand Refresh · Website Redevelopment · Content Strategy · Audience Journey

Refreshed the digital experience for an established interview show through audience-first website redevelopment, clearer editorial messaging, dynamic episode discovery, and cohesive brand presentation.

06

ANUDA Manila

Website Design · E-commerce Development · Digital Experience

Created a refined website experience for ANUDA Manila, bringing its visual identity and brand presentation together through thoughtful design, clear content structure, and intuitive navigation.

07

Saggio Magazine — Gentleman's Jacket

Landing Page Development · E-commerce · WooCommerce · Shipping Integration

Translated the client's supplied landing page design into a functional website experience, developed the WooCommerce jacket shop and product pages, and integrated ShipStation to support automated shipping workflows and a streamlined shopping journey.

08

No Strings Attached E-News

Brand Refresh Ongoing

Website Development · Editorial Content · SEO · Social Media

Developed and supported a WordPress-based e-news platform, bringing together website development, editorial content, SEO, social media, and contributor campaigns to strengthen its publishing system and audience reach.

More Selected Work

Creatives

A collection of presentation decks, social content, packaging, print materials, and logos created to translate brand strategy into clear, cohesive visual experiences.

Website Development

Websites built with
purpose.

Good websites do more than look beautiful. They bring together brand, content, functionality, and user experience to help businesses connect with their audiences and achieve their goals. Here are some I've brought to life.

WordPress Webflow Square Online Squarespace Shopify
Clients & Collaborators

Good work. Lasting relationships.

The most meaningful part of my work has always been the people I get to work with. A few words from clients and collaborators who've trusted me with their ideas, projects, and businesses over the years.

Marc Hoberman

Host, Life Stories with Marc Hoberman

“Lala put together a very thorough and excellent proposal, with creative ideas that I loved from the beginning...”
Read Full Testimonial

Lala put together a very thorough and excellent proposal, with creative ideas that I loved from the beginning. I was confident her work would help grow the brand, and I love the look of the new Life Stories with Marc Hoberman website.

What I especially appreciate is that she took the initiative to bring this project to life. From the initial ideas to the finished website, her creativity, attention to detail, and dedication made a real difference. I'm very appreciative of her efforts.

Beatrice Davis

CEO / Managing Editor, NSAEN
Founder & CEO, Sassy B Worldwide Productions, LLC.

“Working with Lala (Strategique) has been one of the most rewarding long-term partnerships I’ve had...”
Read Full Testimonial

Working with Lala (Strategique) has been one of the most rewarding long-term partnerships I’ve had. Over the years, Lala has proven to be a true professional and dependable partner, with excellent communication from start to finish. I always know where a project stands, and every request is met with clarity and care.

What I value most is her total understanding of the task at hand. She delivers exactly what clients ask for, with precision, on time, and respect for everyone involved. Her execution is consistently strong, and her positive attitude makes collaborating with her a pleasure.

She has been an amazing support to my company and many of my clients, and I recommend her work without hesitation. Anyone who has the chance to work with her will be in excellent hands.

Cheryl Laforteza Linato

Founder & Owner, ANUDA Manila

“Working with Lala was a great experience.”
Read Full Testimonial

Working with Lala was a great experience.

I especially appreciated her patience in guiding me through things I wasn’t familiar with, particularly from a marketing perspective. She took the time to understand my product so she could offer relevant suggestions and recommendations. She was also very accommodating with my many revisions and last-minute changes and delivered as promised.

Thank you, Lala, for your support and for helping bring my vision to life!

Marjorie Tong-Ko

Managing Director, Sweet Success

“Working with Lala has been a truly wonderful experience. What I appreciate most is her genuine care and commitment to our brand...”
Read Full Testimonial

Working with Lala has been a truly wonderful experience. What I appreciate most is her genuine care and commitment to our brand.

She takes the time to understand our vision and brings it to life with creativity, passion, and thoughtful ideas. Beyond her digital marketing expertise, she’s someone who is easy to work with, dependable, and genuinely invested in our success. I’m grateful to have her as part of our journey and would wholeheartedly recommend her to anyone looking for a dedicated and passionate digital marketing professional.

Ian R. Allen

Founder, Saggio Magazine

“Lala did an excellent job bringing my vision for the Saggio Gentleman’s Jacket website to life...”
Read Full Testimonial

Lala did an excellent job bringing my vision for the Saggio Gentleman’s Jacket website to life. She captured the look and feel of our brand while handling the technical details of the shopping experience. I appreciated her creativity, patience with revisions, and willingness to work through the details until we got it right. I’m proud of the finished product and would gladly recommend her for website design and development.

What I Do

Strategy with substance.
Creative with purpose.

I build end-to-end marketing ecosystems that connect strategy, brand, creativity, technology, and performance.

01

Strategy & Brand

Marketing strategies, brand development, and performance insights that create clear direction and align every channel with business goals.

02

Web, SEO & Content

Thoughtful websites, SEO strategies, and conversion-focused content that improve visibility, usability, and the customer experience.

03

Creative, Social & Performance

Creative direction, cohesive design, social media management, and digital advertising that build awareness, engagement, and measurable growth.

04

Lifecycle & Automation

Email journeys, retention campaigns, and AI-powered workflows that nurture relationships, streamline execution, and support scalable growth.

My Process

Simple, thoughtful, collaborative.

A structured but flexible process that connects strategy, creativity, and execution from the first conversation to measurable growth.

01

Discover

I learn about the business, audience, goals, challenges, and opportunities to understand what success should look like.

02

Define

I establish the strategy, positioning, priorities, customer journey, and practical roadmap that will guide the work.

03

Build

I bring the strategy to life through the brand, website, content, campaigns, and marketing systems the business needs.

04

Optimize

I review performance, identify opportunities, and refine the work to improve results, efficiency, and long-term scalability.

Tools I Use

The right tools for
smarter execution.

A flexible toolkit that helps me move from strategy and creative development to execution, automation, and performance analysis.

01

Creative & Design

  • Adobe Photoshop
  • Adobe Illustrator
  • Filmora
02

Website & SEO

  • WordPress
  • Shopify
  • Elementor
  • WPBakery
  • Divi
  • Squarespace
  • Square Online
  • Yoast SEO
  • Rank Math
03

Email, AI & Automation

  • Brevo
  • MailerLite
  • Mailchimp
  • Zapier
  • ChatGPT
04

Marketing & Analytics

  • Meta Ads Manager
  • Google Analytics
  • Google Search Console
  • HubSpot
05

Social, Sales & Productivity

  • Pancake & Botcake
  • Hootsuite
  • ManyChat
  • ClickUp
  • Google Docs & Sheets
  • MONDAY.COM

A Little About Me

I connect the dots between strategy, creativity, and growth.

I've worked in marketing since 2012, with over a decade of experience leading strategies, brands, and creative initiatives across different industries and markets. My work brings together marketing, brand, creative, and technology to help businesses find clarity, build stronger connections with their audiences, and create opportunities for sustainable growth.

What I enjoy most is connecting the bigger picture with the details that bring it to life. From shaping a brand's direction and developing growth strategies to building the campaigns, systems, and digital experiences behind them, I bring both strategic thinking and hands-on execution to the table.

My Philosophy
“Good marketing isn't about doing more. It's about making everything work better together.”
Marketing & Growth Strategy Brand Strategy & Positioning Creative Direction Go-to-Market Strategy Digital Transformation Integrated Marketing Marketing Technology & Automation

Beyond the Work

Creativity beyond
the brief.

Outside of marketing, I write reviews about the music I love, explore ideas through poetry, create short stories, and document my travels through videos and photography. These creative practices keep me curious, observant, and connected to the emotions that make stories—and brands—resonate.

01

Music Reviews

I write about the music I love—exploring the lyrics, emotions, production, and stories that make a song stay with us.

02

Travel Stories

Travel gives me new perspectives and stories to tell. I capture the places, details, and moments that stay with me through videos and photography.

03

Poetry

Poetry gives me space to distill thoughts and emotions into language that feels honest, intentional, and deeply human.

04

Short Stories

I enjoy building characters, moments, and imagined worlds that explore the choices, connections, and experiences that shape us.