INTERVIEW: Portrait of a Photographer as a Marketing Manager in Hospitality Industry
- Henrylito D. Tacio
- 23 minutes ago
- 6 min read
Wilfredo Paolo Rosello aspired to be a lawyer when he was a kid; however, destiny has charted a different course for him. He is destined for the hospitality sector, and he is relishing every moment of it now.
As he himself admitted, “I actually wanted to be a lawyer growing up. But somewhere along the way, I found my place in hospitality marketing and the creative world. It’s hard to imagine doing anything else now.”
At the moment, he works as a Cluster Marketing Manager for Swissotel Clark and Widus Hotel Clark, both in Pampanga, Philippines. He is responsible for overseeing and aligning the marketing strategies of both establishments to ensure a unified brand positioning and a robust market presence.
“My days are a mix of creativity and strategy,” he says. “I lead a team that brings campaigns to life, from digital storytelling to on-ground experiences. I map out marketing plans, build partnerships, and work closely with different departments to ensure every guest touchpoint reflects the brand. Whether it’s launching a campaign, directing a shoot, or brainstorming with the team, I make sure everything we put out connects with people in a meaningful way.”
He has been in Clark for about six months now. Nevertheless, he possesses more than eight years of experience in hospitality marketing. “This transition has been quite thrilling,” he remarks. “Clark has a unique energy, and being involved in its expanding tourism sector makes the work both dynamic and inspiring.”
Paolo hails from Davao City, where he developed his skills in hospitality marketing. “One of the most significant challenges was moving from my hometown, requiring adjustments not only logistically but also culturally,” he explains. “Establishing a new network from the ground up, particularly with media and industry partners, demanded considerable time and effort. However, these challenges have contributed to my growth both professionally and personally.”
According to him, collaboration is a big part of what he does. “I work closely with different teams across the hotel, from rooms to food and beverage, to make sure every aspect of the guest experience is showcased,” he says. “It’s about aligning everyone’s strengths and turning them into stories people want to see and experience.”
Paolo graduated in communications from Ateneo de Davao University. He says, “Mass communication is an exceptionally adaptable course that provided me with a solid foundation in storytelling, strategy, and audience engagement. It facilitated my transition from student to professional significantly, as it is rooted in practical applications. At its essence, marketing revolves around communication, comprehending your audience, and conveying your message in a creative and effective manner.”
However, his professional journey did not begin in the hotel sector; instead, he started as a photographer and multimedia artist for events and advertising firms. “(Photography) is akin to possessing a creative superpower,” he remarks. “It trains you to appreciate beauty in detail and narrate stories through visuals. In marketing, this viewpoint is priceless. It enables me to devise superior campaigns, direct shoots proficiently, and guarantee that every visual asset connects emotionally with our audience. It also provides me with a practical advantage when creating content.”
His passion for photography actually began in his childhood. “My mother gifted me my first Kodak camera when I was about 8 or 9 years old,” he recalls. “This sparked my interest in photojournalism, which significantly influenced my storytelling abilities. It taught me to capture meaningful moments rather than just images, a lesson I still carry with me today.”
Following his college education, Paolo embarked on a professional photography career, which ultimately led him to a position at an events and production company. “This opportunity introduced me to various creative fields such as graphic design, layouts, and video editing,” he explains. “As a result, I evolved into a versatile multimedia artist. In my current position, this background enables me to adopt a more comprehensive approach to content creation and campaign implementation.”
His initial job in the hospitality sector was at the Pearl Farm Beach Resort in the Island Garden City of Samal in 2018. “Pearl Farm holds a significant meaning for me as it was where I first encountered authentic Filipino hospitality at its best,” he says. “Beyond its exceptional facilities, it is the warmth and sincerity of the staff that truly impressed me. It taught me that outstanding service is fundamentally based on genuine human connections.”
In 2020, Paolo found himself working as a marketing officer at Waterfront Davao. Two years later, he became the hotel’s sales and marketing manager. “It was there that I genuinely honed my leadership abilities,” he remarks. “I recognized the significance of cultivating a robust team culture, nurturing trust, and establishing meaningful relationships not only with guests but also within the team. For me, leadership involves motivating individuals and helping them realize their full potential.”
His first international exposure came when he took a job as an F&B Marketing Manager for a major hospitality group in the Bahamas. There is a fascinating story behind how he secured this role. “It began on an ordinary evening when I casually responded to a job advertisement, and a week later, I received the offer. It felt like one of those moments where I thought, ‘why not take a chance,’ and it turned out to be worthwhile.”
Reflecting on his time in the Bahamas, he shares, “It was a transformative experience that provided me with global exposure and a deeper insight into the hospitality sector. Naturally, I experienced some culture shock initially, but it compelled me to adapt swiftly and develop in ways I had not anticipated.”
Paolo was on-site in the Bahamas for approximately seven months but remained with the company for a total of two years in the capacity of Online Digital Marketing Manager. “Although the experience was immensely fulfilling, I came to understand that hospitality, whether at a local or international level, is grounded in the same fundamental principles,” he explains. “Ultimately, I decided to return because I had faith in the potential of our Philippine tourism sector, and I aspired to contribute to its advancement.”
Upon his return, he continued his work as a Digital Marketing Manager while also serving as a marketing consultant for local businesses. On the side, he persisted with his photography pursuits, which sustained his creative enthusiasm.
Despite his busy schedule, he manages to find time for other interests, particularly when feeling stressed. “I create,” he states. “Photography has consistently been my means of expression; I embark on solo photo walks to capture anything that inspires me. I also maintain my physical fitness through cross fitness and traveling, which aids in my mental and physical rejuvenation.”
When asked about what makes his current work in Clark thrilling, he responds, “The chance to create and collaborate with various individuals is what excites me the most. During my childhood, I was quite shy and found it challenging to connect with others, so it is somewhat ironic that I now pursue a career centered on connection. It is something I genuinely appreciate and enjoy today.”
Regarding his future plans, Paolo states, “I intend to keep seeking opportunities that truly inspire and satisfy me. Whether it involves hospitality marketing or another creative avenue, I am confident that as long as I am engaged in creating, collaborating, and narrating stories, I am on the correct path.”
His advice for those aspiring to join the hospitality industry: “Pursue what ignites your passion. Select a route that resonates with you on a deeper level, rather than one that merely appears impressive on paper. Have the courage to expose yourself, even when it feels daunting. Personal growth arises from such experiences. In addition, always keep in mind that there is ample opportunity to begin anew. Every obstacle is a component of the journey, and in this field, passion and genuineness will consistently be recognized.
He also adds, “Seek out exceptional mentors and embrace the challenges that arise from learning from them. True growth seldom occurs in a state of comfort. The experience, wisdom, and hard-earned lessons they offer can serve as shortcuts to your personal development and elevate you to new levels. I consider myself fortunate to have discovered my mentors in each organization I have been a part of.”
