Abby Laine

Home
Philippines
Manila
Abby Laine

Digital Marketing Strategist x Certified MFI Mermaid

20/09/2026

Curious what I actually do? In plain terms…
I’m a digital marketing strategist and creative director. For the past 9+ years, across Australia, Hong Kong, the US and Thailand, I’ve built content strategy and brand direction for luxury travel, fashion, fine jewelry, F&B, e-commerce and wellness brands.

Swipe to see what that looks like in practice.

I work with brands who want to be led by strategy, not just “kept busy” with content.

If that’s you, my DMs are open.

www.abbylaine.com

09/09/2026

New here? I’m Abby, btw! Swipe to get to know me, your next brand and digital strategist!

www.abbylaine.com

29/08/2026

In between takes of my WIP online course!

18/06/2026

Just an update that I’m no longer blonde :D

12/06/2026

You think your brand isn’t working because of your content?

So you change the captions. You refresh the visuals. You rewrite the bio for the fourth time this year. And still nothing really clicks.

Here’s what I’ve seen over and over working with brands: the content is rarely the actual problem. It’s just where the problem shows up.

The real chain looks like this: no self-knowledge leads to unclear positioning, which leads to content that doesn’t connect, which leads to engagement that never comes. Most people try to fix the last step without ever touching the first.

I worked with a luxury villa in Manila that had everything: a beautiful property, a rich story, stunning visuals. But none of it was landing online. When I stepped in, the first thing we worked on wasn’t their content calendar. It was their identity. Who are they? What do they believe about hospitality? What does a guest actually feel when they walk through the door?

When we got clear on those answers, everything shifted. The messaging became sharper. The visuals became more communicative, not just prettier, but clearer. More people resonated. Engagement followed.

Because that’s what resonance actually requires: something true underneath it all.

Before you change your content again, ask yourself this: do you actually know what your brand stands for? Not the adjectives on a brand doc. The real thing. The perspective that’s yours and nobody else’s.

That’s your foundation. And it was already there. You just have to know yourself well enough to see it.

Save this for the next time you’re about to rewrite your bio. Drop a 🌊 below if this hit.

07/06/2026

You can have the best content strategy in the world, but if it’s not rooted in who you actually are, it won’t attract the people you’re meant to serve.

I’m Abby Laine, and this is how I work differently.

Before we talk tactics, we talk identity. Because when you know yourself clearly, your brand stops being something you manage, and starts being something you embody.

Swipe through if you’re a business owner who’s ready to stop blending in. 👉

Visit www.abbylaine.com for more info

06/06/2026

We spend so much time analysing the market and almost no time analysing ourselves.

Competitor research. Audience personas. Trend reports. We treat marketing like a puzzle that lives entirely outside of us. And then we wonder why the strategy feels borrowed. Why the content feels like a performance. Why nothing quite clicks the way we hoped it would.

Here’s what nobody talks about enough: the most important marketing analysis you will ever do is not about your competitors. It’s not about the algorithm. It’s not even about your audience.

It’s about you.

Your values. Your perspective. The way you naturally talk about your work when no one is watching the metrics. The things you believe so deeply you’d say them even if they weren’t trending.

That is brand intelligence. And it was already yours before you opened a single analytics dashboard.

I learned this not from a course or a framework, but from sitting in silence long enough to stop drowning out my own answers.

When you build from that place, from something true and already inside you, strategy stops being something you chase. It becomes something you direct.

Know yourself first. Everything else is ex*****on.

29/05/2026

The thing about being a marketer is that we have “branding” skills. It’s not about pretending though, it’s just framing a certain part that you want to convey to your audience.

But in this carousel, I want to show the side of my marketing life that’s real, behind the reel. 💫 Because behind these confident talking heads who seem like she’s figured it out someone who feels empty. But still, she fights. Still, she manifests good things.

27/05/2026

It was a rough two weeks for me of trying to figure out if I’m doing things right. I feel like I was so lost and demotivated that it affected my productivity. But you know me, I’m a fighter. I help myself no matter what and I always end up figuring things out. And so I did.

My realization: I am almost losing myself because I always give more of my time for other things and less to feed my soul. This week I tried painting. Songwriting. Walking. But what really helped me was when I thought of this new thing that I wanted to offer in my personal brand; something purposeful. And while it’s still business related, it’s something that I subconsciously am enjoying doing that it became second-nature to me.

What can it be? 👀 It’s not that hard to guess if you really know me!

I’m devoting more time for my personal brand this time. So stay tuned because I’ll be offering more content here real soon. 🧜‍♀️

Address

Manila
1128

Website

http://www.abbylaine.com/

Alerts

Be the first to know and let us send you an email when Abby Laine posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.

Want your business to be the top-listed Advertising & Marketing Company in Manila?