We all reach a point when work becomes more than a paycheck—it becomes a measure of who we are and what we choose to stand for.
For Nico Paolo dela Cruz, that realization did not arrive overnight. It unfolded gradually, across hotel corridors in Manila and boardrooms in Dubai, through late-night audits, social media dashboards, and eventually, community programs that now span more than 80 properties across the UAE.
At 38, Nico serves as a Multi-Property Community Relations Manager for Marriott International, overseeing corporate social responsibility (CSR) initiatives for Grosvenor House, a Luxury Collection Hotel, Dubai and Le Royal Meridien Beach Resort & Spa, while working closely with the Marriott Business Council UAE. Twelve years into his overseas journey, his role sits at the intersection of hospitality and impact.
“I started working abroad back in 2014, with my first role overseas at Marriott International in the UAE,” he shared with TGFM. What began as a career move has since evolved into a calling.
From front desk to regional impact
Long before he was coordinating large-scale outreach programs, Nico was learning the fundamentals of service in the Philippines. In 2008, he joined The Legend Villas as a Guest Services Associate. There, he handled reservations and ensured guests left satisfied—a training ground that taught him attentiveness and accountability.
He later transitioned into a Night Auditor role, managing guest folios and financial reports with precision. The shift demanded discipline and trustworthiness, qualities that would follow him throughout his career. Eventually, he stepped into sales, where relationship-building became central to his work.
Those early roles laid the foundation for something bigger.
When he moved to Dubai in 2014, he entered Marriott International as a Multi-Property E-Services Executive. It was a pivot into digital strategy—optimizing hotel websites and improving direct bookings. He successfully increased direct bookings by 20 percent and implemented service recovery initiatives that boosted guest satisfaction scores by 15 percent.
From there, he advanced to Multi-Property Social Media Executive, managing 49 social media accounts and executing campaigns that amplified brand visibility. Influencer outreach, content creation, and engagement strategies became part of his daily rhythm.
But while digital metrics were rewarding, something deeper was taking shape.
Choosing impact over comfort
“I chose to pursue employment abroad to gain international exposure and broaden my professional experience in a multicultural environment,” he explains. Dubai offered scale, diversity, and a pace that demanded growth.
Yet the real turning point came in May 2023, when he assumed his current position as Multi-Property Community Relations Manager. Instead of focusing solely on bookings or online engagement, he began leading CSR initiatives across more than 80 Marriott properties in the UAE.
His responsibilities are both strategic and hands-on. He plans and executes community outreach programs, coordinates volunteer initiatives, tracks measurable outcomes, and strengthens partnerships with internal stakeholders and community organizations.
“The highlight of my career to date has been leading large-scale CSR initiatives that have made a tangible impact in the community,” he says. Coordinating volunteer programs across dozens of properties, he notes, has earned recognition from both the local community and corporate leadership.
In a hospitality industry known for luxury and service, Nico’s work emphasizes responsibility. It’s about connecting associates—hotel staff across multiple brands and properties—to causes that matter.
“What I truly appreciate about my current role as a Multi-Property Community Relations Manager is the opportunity to create meaningful impact across multiple communities while engaging a diverse team of associates,” he shares.
The discipline behind the purpose
CSR work may look inspiring from the outside, but behind every outreach activity is meticulous coordination.
Nico builds engagement strategies to encourage associates to participate. He measures participation rates and tracks social impact. He supports internal communications and recognition programs to highlight contributions. He ensures that each initiative aligns with Marriott’s sustainability and social responsibility goals.
“I chose this field because I am passionate about connecting people with causes that make a tangible difference,” he says. “The most satisfying aspect of my work is seeing the results of initiatives that bring associates together to volunteer, contribute, and support the community.”
That satisfaction, he explains, comes from witnessing direct outcomes—funds raised, lives improved, communities served.
He also finds fulfillment in the collaboration required to make it happen. “Collaborating with multiple properties and stakeholders to drive CSR initiatives requires creativity, coordination, and strategic planning, which keeps my work dynamic and rewarding.”
Adjusting to a new world
The move to the UAE was not seamless.
“Relocating and settling abroad came with its challenges, particularly adapting to a new culture, work environment, and pace of life in the UAE,” he admits.
Leading initiatives across multiple properties meant navigating complex operations and tight deadlines. Coordinating diverse teams required cultural sensitivity and strategic thinking.
“There were moments of uncertainty, especially when leading large initiatives with tight deadlines and coordinating across different stakeholders,” he recalls.
To adapt, he leaned on mentors and colleagues. He studied local regulations and immersed himself in the cultural context of the UAE. Over time, confidence replaced hesitation.
“Over time, these strategies helped me gain confidence, establish credibility, and successfully lead complex, multi-property initiatives.”
The experience reshaped his leadership style. Empathy became as important as efficiency. Cultural awareness became non-negotiable.
“I’ve also learned that small actions, when multiplied across teams and communities, can create significant change,” he reflects.
The global advantage
Working overseas, Nico says, expanded more than his résumé.
“Working overseas offers the unique opportunity to gain international exposure and develop a global perspective,” he explains. Collaborating with diverse teams broadened both his professional and personal outlook.
Dubai’s scale enabled him to lead programs that would have been difficult to execute in a single-location setting. It also exposed him to innovative practices and international networks.
“Overall, working abroad enriches my skill set, expands my perspective, and allows me to make a meaningful impact on a larger scale.”
But growth, he emphasizes, is intentional. It requires resilience and discipline.
Looking ahead with purpose
When asked about his long-term plans, Nico’s answer circles back to impact.
“Once I complete my tenure abroad, I aspire to leverage the skills, global perspective, and networks I have developed to take on leadership roles that continue to create meaningful impact in communities,” he says.
He is particularly drawn to causes that empower children, underprivileged communities, and education—areas closely tied to his CSR work.
“My goal is to continue advocating for impactful initiatives that connect people, brands, and communities for long-term positive outcomes.”
For fellow Filipinos working overseas, his message is direct and grounded.
“My advice to fellow kababayans working abroad is to remain resilient, patient, and intentional in every aspect of life,” he says. “Challenges—whether related to work, finances, or relationships—are inevitable, but approaching them with a clear plan and a positive mindset makes a significant difference.”
He emphasizes building a strong support system and staying disciplined with finances. Above all, he underscores integrity and continuous growth.
“By being adaptable, learning from challenges, and giving your best in every opportunity, you can not only overcome difficulties abroad but also thrive and create a life you can be proud of.”
