Dina Tantoco: Devoted Dina

MANILA, Philippines - Dina Tantoco’s devotion to finish work on time so she can attend to other equally important commitments is impeccable. At work, she is seen as a goal-oriented trailblazer who sticks to her timetables. She spends time crafting marketing strategies for Rustan’s so the brand can maintain not only its recall but also its prominence.

“I started working in market research so I love learning about how consumers behave,” explains Dina, the marketing and communications head of Rustan’s. Armed with a Business Administration degree from the University of Southern California, Dina’s fulfillment rests on the way customers relate to and receive her vision.

Dina, however, does not believe that she can singlehandedly create more progress for the business. “My favorite days are when we collaborate with our partners and brands,” she reveals. She believes that she does not own the spotlight but shares it with individuals who co-create a common goal with her.

Dina is not all work. Blessed with a beautiful marriage to Paolo Tantoco and gifted with three lovely children, she knows that her passion for work is fueled by her family. Weekends, therefore, are sacred for her. “I go home to Sta. Elena and unwind with our kids,” she shares. She cascades to her children that life is not only about work but of spirituality and rejuvenation as well. She is constantly reminded that although she is focused on helping the business, she knows that growing up with her children is also an important, ultimate goal. She believes that family time must be on top of the list. 

Her mantra to nurture both her family and her work has always guided Dina. Her keen eye for detail was passed on to her by parents Marilene Jacinto and the late Ignacio “Iggy” Arroyo Jr. “My mom always believed in the value of hard work but has kept her kids her No. 1 priority,” she reveals. Her father also told her that success is measured not only by the achievements one gets but the memories that one makes. “He told me that you can catch more flies with honey than you do with vinegar,” Dina recalls. She firmly believes that the value of life is seen in happy memories.

Asked about advice that she can share with young individuals, she says that it must be understood that change is always a rule in the marketing profession. In her world, she says, the fascination lies on how development through technology and media can aid and harness creativity. She also believes that when inspiring people surround an individual, there will always be a venue for positive co-creation.

“Just keep swimming,” Dina says.

Photography by MAU AGUASIN • Creative direction by Luis Espiritu Jr. • Makeup by Baba Parma • Hairstyling by RONNIE TUMAMAK • Fashion styling by BANG MARTINEZ • Jewelry by Miladay Jewels • Red orange jacket, black sleeveless top, pants with side stripe and navy blue trench coat by Ricardo Preto (exclusive to Rustan’s) and printed sweater by U for Rustan’s by Ricardo Preto • Shot on location at the

C LOUNGE of Conrad Manila