Chynna Tumalad

Brand Strategist

Chynna* is a Filipino-American creative strategist specializing in beauty, wellness, and lifestyle.

*How to pronounce "Chynna": China

VOGUE PHILIPPINES / KESTER BLACK

VOGUE PHILIPPINES

FEATURED ARTICLE

Read my article, “Reviving the Banig,” on how Aroroy’s weavers are bringing sustainable Filipino craftsmanship to life.

COPYWRITING & MARKETING STRATEGY

Over 3 months, I supported concept development with the marketing team and led copy for Vogue Threads Paris, a Paris Fashion Week dinner and exhibition at Palais Galliera, ensuring cohesive messaging across campaign decks, press releases, and event copy.

Featured Contributions: Input on the naming of "Vogue Threads", email (ad & promo) calendar and copy, invitation copy, PR ideation and support, event flow ideation and presentation deck

COPYWRITING & MARKETING STRATEGY

Simultaneous with the Paris edition, I spearheaded the copywriting for the very first Vogue Threads Manila, adapting the concept for a local audience.

In ideating the copy and flow for this multi-day event, I focused on cultural relevance and tone to achieve a cohesive yet distinctly regional execution.

Featured Contributions: Email (ad & promo) calendar and copy, invitation copy, PR ideation and support, event flow ideation and presentation deck

BRAND STRATEGY

I owned all copy from concept to delivery for Vogue Talks, a bi-monthly initiative engaging Filipino students and professionals in conversations on fashion, creativity, and industry insight. A highlight includes a session with Business of Fashion Founder and CEO, Imran Amed.

COPYWRITING & BRAND PARTNERSHIPS

In addition to crafting copy for Vogue Dinner, a monthly gathering of key industry figures, my team spearheaded the creative planning and execution, bringing each issue’s theme to life while I ensured the narrative reflected the brand’s editorial voice.

COPYWRITING & SEO

Featured Contributions: Defined the brand voice for Vogue Philippines’ YouTube channel and wrote SEO-driven copy across videos, Shorts, and the channel profile.

Pitched concepts that shaped core categories—Cover Stories, Vogue Spotlight, Vogue Beauty.

SAMPLE NO. 1

Liza Soberano Shares Her Sun-kissed Skincare Routine | Vogue Beauty | Vogue Philippines

Actress #LizaSoberano talks about how she primes and conditions her skin to be ready for a busy day at work.

Watch here

SAMPLE NO. 2

5 Women Share Their Experiences With Menopause | Vogue Insight | Vogue Philippines

Life doesn’t end at menopause, but how can we equip ourselves for the next chapter?

Watch here

SAMPLE NO. 3

Apo Whang-Od and the Thousand-Year-Old Tradition Live On | Cover Stories | Vogue Philippines

#ApoWhang-Od has inspired a new generation of artists to take up the once-dying art of stick and thorn tattooing. #GracePalicas, Whang-Od’s grand-niece, talks about how continuing the tradition has changed their lives and the community.

Watch here

YOUTUBE DESCRIPTION COPY

"Before it’s in fashion, it’s in Vogue—your all-access guide to fashion, beauty and lifestyle from our team in the Philippines."

CONCEPT DEVELOPMENT

Wrote all campaign copy and contributed creative input to the event flow of the first Vogue Experience, Sunsets At Masungi.

The marketing-led event launched Vogue Philippines’ February 2024 cover through a hike-to-dinner experience with partners including Masungi Georeserve, Fjällräven, Hydro Flask, and Evian.

KESTER BLACK

SOCIAL MEDIA MARKETING

Info-driven copy for Australian beauty brand Kester Black's static Meta ads.

Google Sites

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