After graduating with an International Relations degree in Connecticut College, most graduates would have opted to stay in the US to work or pursue further studies. But not for Cecile Dominguez-Yujuico who decided to go back home to Davao City where she worked for different NGOs (non-government organizations).
This is where she discovered her passion for creating community development programs. She found motivation by bringing together different groups of people and organizations to drive positive change. As the executive director of the Conrado and Ladislawa Alcantara Foundation (CLAFI), the corporate foundation of the Alcantara Group in Sarangani province, “ I recognized the potential for social media to democratize communication and amplify the voices of small organizations and advocacies.”
This signaled Cecile to close this career chapter. “I decided to pursue a Master’s in Communication at New York University to further help organizations use these new media technologies,” she tells Manila Bulletin Lifestyle.
Being an entrepreneur
In 2012, she came home and put up Evident. “My goal was to merge my experience in the public sector with my communication skills to help organizations become more effective and deliver positive change. Over the years, I have brought on board like-minded, values-driven leaders who have helped me grow and scale Evident to what it is today. We are now a full-service, integrated marketing and public relations agency with clients that span the range of consumer, corporate, NGO, government, and, most recently, esports and gaming.”
As the founder and CEO of Evident Integrated Marketing & PR, Cecile believes that being a leader entails doing anything to help the team succeed. This can include backstage coordination, fieldwork, even writing a press release. “I believe a leadership title should not limit what you can do, and there is no task ‘beneath me’ because of my senior role. In fact, I feel that I learn more and stay sharp by taking on different kinds of work and supporting my team whenever they need me.”
Cecile also treasures her team, which is why having an enabling and collaborative environment is important to her. “It all boils down in striving to become the best leader and mentor,” she says. She spends time with them, engaging in conversations, as they brainstorm together to come up with the best solutions. This way, her staff can “learn, grow, and reach their full potential.”
Going on its 10th year
Evident is celebrating their 10th anniversary this 2023, and Cecile looks back at how their company has been able to triumph over the challenges they’ve faced. “We’ve strengthened our strategic and creative capabilities, garnering industry awards for campaigns that deliver positive social change for Filipinos. Evident participated at the Social and Behavior Change Communication Summit in Morocco late last year. We shared our work on Covid-19 research and communication strategies to help Filipino families navigate the pandemic,” she proudly adds.
“I love putting on our problem-solving hats and finding creative, impactful solutions for our clients. It’s rewarding to be able to bring creativity into our work and find innovative ways to help our clients achieve their goals,” Cecile shares on why she loves her work. “Running an agency allows us to be constantly creative and curious, a privilege that few jobs can offer. It's fun to be able to work in an environment where creativity is encouraged and valued and where we can push boundaries to achieve great results for our clients. Most importantly, I love working with such a talented and driven team.”
Taking care of her team
With a long list of accomplishments, one may think that Evident is being run 24/7, but this isn’t the case. Cecile believes in taking time to rest. “I have learned, through experience, that my work is more joyful, creative, and engaging when I come from a place of stability and calm. And this is only possible if I regularly take time for myself—whether it’s to read a book, attend a learning event, or disconnect for the weekend. I also carve out time every day for focused time with my family. I don’t have a formula for it, but I take a critical look at my calendar every week and ensure I have blocked off time for myself and my family.”
And this goes for her team as well. “I constantly remind them to take time for themselves. Whether it’s one day off or a weeklong stretch—each person’s needs differ. But I do believe that time to rest is essential.” This can also be seen in how they operate, trusting that their team can deliver despite the physical distance. “We are thriving in a primarily remote work setup, a testament to the team’s ability to connect, collaborate, and work effectively regardless of where they are.”
Facing challenges
As a working mom, Cecile also understands the many challenges Filipinas face every day. “It’s important that we advocate for policies that support work-life balance, reduce gender discrimination, and provide better parental benefits at work (for both fathers and mothers) so that women can continue to succeed in their careers.”
She wouldn’t have been able to accomplish as much if she didn’t have her husband who helped share the load at home. “One tangible way to help women succeed is to advocate for equal partnership and shared responsibilities in the household and between spouses. Historically, women take on most of the domestic work, and husbands need to share the load. That way, women will be able to achieve more balance, and it also helps create a more equitable society and models positive behavior for the next generation.” She is truly grateful for having a supportive husband and life partner, and hopes that it will be the same for all Filipino households.
Moving forward
One decade down, many more exciting projects to go for Evident Integrated Marketing & PR. Cecile knows that there is much to learn for her to be an even better leader and mentor. “I am committed to making Evident a workplace where people are empowered to do their best work and where they continue to grow and thrive. I am focused on continuously improving the company to make sure that we continue to be a great place to work and that my team, like me, finds joy and purpose in the work that we do every day.”