Digital marketing is a powerful tool in Dubai’s thriving hospitality industry, and Karla Jane Rivera-Cruz is one of the professionals making a significant impact. At just 30, this Filipina from Bulacan has spent over 10 years building a career that combines her creative passions with strategic marketing expertise. Today, she is now serving as the Cluster Digital Marketing Manager for Novotel, ibis, and Adagio Premium in Dubai’s Al Barsha area.
Karla’s journey began 12 years ago when, at the age of 20, she made the bold decision to follow in the footsteps of her sisters, who had already established their careers in Dubai. Leaving her comfort zone, Karla took her first job abroad as a Sales Advisor for the Jumeirah Group, managing a global portfolio.
“Stepping into this environment was intimidating—I often found myself quietly sitting in the corner, doubting my English skills and hesitant to voice my ideas,” Karla recalls to The Global Filipino Magazine. Despite these early challenges, she was determined to make the most of the opportunity and adopted an attitude of humility and eagerness to learn.
It wasn’t long before her potential began to shine. After two years in sales, Karla transitioned into the field she now thrives in: marketing. A lover of photography and graphic design since her college days, she found digital marketing to be the perfect blend of her creative passions and professional aspirations.
“My first love was photography, and I had done freelance photography and graphic design back in the Philippines. Marketing felt close to my heart,” Karla shares.
Career growth and milestones
Karla’s career in marketing took off when she joined the pre-opening team of InterContinental Dubai Marina as a Marketing Coordinator. From there, she quickly advanced to the role of Digital Marketing Executive, laying the foundation for her future success. Her journey across some of the world’s most prestigious hotel brands, including Crowne Plaza, Mandarin Oriental, and Hilton, has been marked by consistent growth and increasing responsibility.
A turning point in her career came when she joined Accor, one of the largest hotel operators globally. There, she played a crucial role in the rebranding of two major properties—Swissotel Al Murooj and Movenpick Al Bustan—further solidifying her reputation as a dynamic force in digital marketing. She was soon promoted to Assistant Digital Marketing Manager, overseeing eight hotels across four brands in Dubai, including Pullman Dubai DCC, Novotel & ibis DCC, and Adagio Premium in the Palm. Most recently, she held the role of Marketing Manager at DoubleTree by Hilton in Jumeirah Beach Towers (JBT), where she continued to refine her leadership and marketing skills.
Today, Karla leads the digital marketing efforts for Novotel, ibis, and Adagio Premium in Dubai’s vibrant Al Barsha district.
Reflecting on her journey, Karla says, “This journey has shaped me in ways I never imagined. It’s taught me that with perseverance, self-belief, and the courage to step out of your comfort zone, you can grow into the person you were always meant to be.”
The appeal of working abroad
For Karla, the decision to work abroad was influenced by her family. “Since I was young, it was always a dream of mine to follow in my sisters’ footsteps and work in Dubai’s vibrant hospitality industry,” she explains.
While her initial passion lay in photography and creative pursuits, she found her calling in the hospitality sector, where she could combine both interests.
Dubai’s multicultural environment and the opportunities it provides have been instrumental in Karla’s professional and personal growth.
“Working abroad, especially in a place like Dubai, has been a truly enriching experience. It’s not just about the career opportunities; it’s about being surrounded by such a vibrant mix of cultures and learning from people with different backgrounds,” Karla shares.
Overcoming challenges
Like many Overseas Filipino Workers (OFWs), Karla faced her fair share of challenges while settling in a foreign country. As a young Southeast Asian professional, she often felt out of place in the corporate world. However, with each obstacle, Karla grew stronger. “There were times I felt stuck, but every challenge taught me something valuable and made me more resilient. I realized that the only competition I have is with myself,” she reflects.
Throughout her journey, Karla has leaned on her support system, particularly her family. “My greatest source of inspiration has always been my family—my husband and son. They’ve given me a sense of purpose and have been my constant motivation,” she adds.
One of the things Karla enjoys most about her current role is the opportunity to lead and inspire junior marketers. “What I appreciate most about my current role is that it allows me to create campaigns that inspire creativity and make guests feel connected to our hotels and brand,” she says. The most satisfying aspect of her job is seeing the positive impact her work has on the guest experience, from creating memorable moments to fostering a sense of belonging.
Karla has been fortunate to have several mentors who have guided her along the way. One of the most influential figures in her career is her brother-in-law, Prasath Kumar, who introduced her to the hospitality industry and supported her early career decisions. “His belief in my capabilities gave me the confidence to pursue a career in this field,” she acknowledges.
Her current hotel manager, Alina Zapopadko, has also played a pivotal role in shaping Karla’s approach to digital marketing and leadership.
Future aspirations and advocacy
Looking ahead, Karla dreams of supporting other OFW moms who aspire to excel in their careers while balancing family life. “I want to share my journey and experiences to inspire other moms, showing them that they don’t have to choose between being a great parent and pursuing their passions,” she says.
Karla also hopes to continue growing within the hospitality industry, setting new benchmarks for guest experiences through innovative digital marketing strategies. Her ultimate goal? To redefine how the hospitality industry engages with guests in the digital age, leaving behind a legacy of leadership built on empathy, inclusivity, and inspiration.
To her fellow Filipinos working abroad, Karla offers this advice: “Always remember that you are stronger than you think. We all face challenges, but it’s important not to let fear or doubt hold you back. Surround yourself with people who uplift and support you, and never be afraid to reach out when you need help. You are not alone on this journey—there’s a whole community cheering you on.”
