The Full Story

about maude

Welcome to Maude Labs—where vision meets execution at the highest level. We are a boutique, high-impact team of strategists, brand architects, and media experts, bringing decades of experience with deep expertise across venture capital, high-growth startups, brand strategy, experiential events, media storytelling, and marketing innovation, we bridge industries to create lasting impact.

About

the team

Dedication. Expertise. Passion.

Small by design but powerful in execution, we operate with precision, agility, and an unwavering commitment to results. With a background in media, venture, and high-growth industries, we have a deep understanding of what it takes to scale, craft compelling narratives, and position brands for lasting impact. As sharp thinkers, strategic builders, and cultural connectors, we translate bold ideas into precise, actionable strategies that break through the noise and capture attention.

Chief Executive Officer

Tin Santos

With almost 10 years of experience across 50+ brands—including Apple, Samsung, L'Oréal, Maybelline, and Lazada—Tin leads Maude Labs with a sharp focus on data-backed strategy and measurable growth. Grounded in a background in Business Economics, she’s built and scaled campaigns into six-figure USD successes by marrying performance metrics with powerful brand storytelling.

Chief Operations Officer

Giselle Wilwayco

With 15 years of experience across education, events, and marketing, Giselle has led cross-functional teams and driven sales growth at the Asian Institute of Management, Mapúa Malayan Digital College, and Global-Link MP Events. At Maude Labs, she champions a collaborative, systems-driven approach—translating bold ideas into sustainable, scalable outcomes.

Chief Marketing Strategist

Erika Aquino

A global strategic advisor and angel investor with a portfolio across five countries, Erika brings cultural fluency, sharp market insight, and a deep understanding of purpose-driven growth. At Maude Labs, she leads marketing strategy with a global lens—translating vision into campaigns that scale with clarity, impact, and intention.

VP, Growth & Operations

Victoria Herrera

With roots in both the US and the PH, Victoria is a startup builder and life coach, with a background in marketing and event management. With a regional footprint in Singapore and Hong Kong, she co-founded She Talks Asia and helped scale Kumu from pre-seed to Series C funding. Now at Maude Labs, she drives growth for the company’s reach across borders and industries.

Director, Business Development

Monica Preysler Dizon

With a background in PR and CSR, Monica brings nearly a decade of experience in the luxury boutique wellness and fashion space. She crafts compelling brand narratives and strategic communications that blend style with purpose—driving growth for high-end clients.

Chief Technology Officer

Rael Santos

A seasoned data scientist and cybersecurity expert, Rael brings 18 years of experience in technology, data strategy, and digital security. He has built systems for multinational brands across the US, Australia, Canada, and the Philippines—combining technical expertise with strategic insight to deliver secure, scalable solutions.

Sr. Creative Manager

Louise Santiago

Bringing 7 years of design expertise, Louise leads as Senior Creative Manager at Maude Labs. She has partnered with over 65 clients across the Philippines and the US, delivering brand-driven creative direction from concept to execution. Her approach combines visual storytelling and strategic focus to produce work that’s both intentional and impactful.

Sr. Digital Marketing Manager

Dara Evangelista

With 7 years of digital media expertise, Dara brings a sharp editorial eye and a deep understanding of content strategy. Her background includes content writing for Tatler, where she crafted stories that balanced luxury, lifestyle, and cultural insight. At Maude Labs, she creates content that connects—elevating brand narratives through clear, compelling storytelling.

our method

We don’t believe in one-size-fits-all strategies. Instead, we engineer tailored solutions that move brands forward with clarity and confidence. Our 360° approach to branding and marketing merges insight-driven strategy with seamless execution—ensuring that every campaign, activation, or brand transformation is as impactful as it is intentional.

If you’re ready to turn your vision into momentum, we’re ready to build with you.

Mission

At Maude Labs, we drive success through premium, data-driven strategies, agile solutions, and a relentless commitment to excellence. As a leading force in the industry, we empower our clients by delivering impactful marketing strategies that foster collaboration, innovation, and positive social change, creating lasting value for both businesses and communities.

Vision

Our vision is to be a global leader in premium 360° marketing, setting new standards for digital excellence, brand influence, and strategic innovation. We are committed to empowering brands and communities worldwide by pioneering data-driven personal branding and high-impact marketing solutions that elevate their digital presence. Through cutting-edge strategies, unwavering quality, and meaningful collaborations, we drive growth, inspire transformation, and create a lasting global impact.

OUR

Core Values

M

Making a Difference:

We focus on creating a positive social impact, making meaningful contributions that inspire change and uplift communities.

A

Agility:

We adapt swiftly to shifting trends and client needs, leveraging innovative thinking and proactive solutions to stay ahead.

U

Uncompromising:

We uphold the highest standards in everything we do, ensuring that every decision and action reflects our commitment to excellence—no shortcuts, no corners cut.

D

Data-driven:

We leverage powerful data and insights to drive precise, effective strategies that deliver measurable results and lasting impact.

E

Empowerment:

We believe in empowering others through collaboration, creativity, and a shared vision of growth and success.