New Year’s Eve of 2008. A young Filipino in Dubai was about to return home, when a job opportunity presented itself. He took the job, writing sports stories and providing editorial support as a Content Executive. Today, he is the Head of Brand & Marketing for a multinational restaurant chain in the UAE!
“Success does not always happen quickly or follow a straight path,” shares Michael Abong, our latest featured OFW. Had he not taken that opportunity years ago, he wouldn’t be where he is today — performing a senior marketing role, conceptualizing and turning ideas into remarkable experiences. Outside of work, he actively participates in community initiatives, while sharing practical advice to his fellow kabayans and young professionals.
In this OFW interview, Michael talks about the struggles and challenges, as well as the growth and learning that he’s gained, throughout his career. What’s more, he imparts valuable insights that every Filipino and young professional should know!
OFW Feature: Michael, Filipino Brand & Marketing Leader in Dubai
Name: Michael Abong
Age: 30+
Current Profession: Head of Brand & Marketing, PizzaExpress UAE
Years in Dubai: 19 years
1. Tell us about yourself.
Hello! I am a Filipino marketing expat based in Dubai, currently working as Head of Brand & Marketing for PizzaExpress UAE. My role covers brand strategy, campaigns, digital, social media, loyalty, partnerships, and menu launches across the UAE.
My Dubai journey started on New Year’s Eve of 2008, at a time when I was almost ready to go home and return to school. Instead, I landed my first job at ITP Media Group as a Content Executive, writing sports stories on football and tennis while supporting the senior editorial teams of Time Out Dubai and Arabian Business.
That first role opened the door for me to build a career in media, marketing, brand communications, and eventually hospitality leadership. One of my career highlights is growing into a senior marketing role in Dubai’s competitive hospitality industry, where I can help shape brand experiences that connect with residents, families, guests, and communities.
2. Why did you come to Dubai?
I chose to work abroad because I wanted growth, exposure, and the chance to build a future in a global environment. Dubai gave me the opportunity to learn from different cultures, industries, and people.
For me, working overseas was not only about earning better. It was about becoming better, professionally and personally.
3. What were your previous jobs?
Before my current role, I built my experience across marketing, brand communications, digital media, hospitality, and tech industries in the UAE. These roles helped me develop skills in campaign planning, content, and partnerships.
As a creative professional, I have always enjoyed turning ideas into campaigns that connect business goals with real human stories. Outside work, I also try to support community-led initiatives and share practical advice with fellow Filipinos and young professionals when possible.
4. How do you find your current job? Are you happy/satisfied with it?
What I appreciate most about hospitality marketing is that it is very human. It is not only about promoting food or offers, but about creating experiences for families, friends, residents, and communities.
I chose marketing because it combines creativity, strategy, communication, and business. The most satisfying part is seeing an idea become a real campaign or restaurant experience that guests enjoy.
Yes, I try to save consistently, although living in Dubai also comes with significant expenses and responsibilities. Over the years, I have learned that saving abroad requires discipline, clear priorities, and avoiding the pressure to maintain a lifestyle simply to impress others.
I believe in building financial security gradually. My focus is on maintaining savings, preparing for emergencies, planning for the future, and investing in skills and experiences that can support my long-term career growth.
6. Is it difficult to live in Dubai? What are your struggles?
Settling abroad was not easy. Like many expats, I had to deal with pressure, uncertainty, and the need to prove myself in a competitive environment.
I overcame these challenges by staying consistent, learning from feedback, and surrounding myself with the right people. My family, close friends, mentors, and faith helped me stay grounded during difficult seasons.
7. What do you like about Dubai?
What I like most about Dubai is the opportunity to grow. It is a global city where you can work with people from different cultures, learn international standards, and build a career based on your ability, work ethic, and willingness to improve.
Dubai is also safe, convenient, and always evolving. The city encourages you to think bigger and stay competitive. My career started here on New Year’s Eve in 2008, and since then, Dubai has given me opportunities to grow from a content executive into a marketing and brand leader in the hospitality industry.
8. What do you NOT Like about Dubai?
The fast pace of work can sometimes make it difficult to slow down and maintain a healthy balance, depending on your industry and where you at in your career.
As an expat, you also live with the reality that your time abroad may not be permanent. You may miss important moments with family, and relationships can change as people come and go. These challenges remind me to stay grounded, manage my time and finances carefully, and make the most of every opportunity.
9. What are your plans for your career/family/future?
My goal is to continue growing as a marketing and brand leader, whether in the UAE or in a wider regional role. I want to keep building work that combines creativity, business impact, and meaningful storytelling.
In the long term, I hope to support Filipino professionals who want to grow in marketing, hospitality, and leadership. I believe many Filipinos have the talent and work ethic, but they also need guidance, confidence, and access to the right opportunities.
10. You have any tips for kabayans when working/finding work/living in Dubai?
My advice to fellow Filipinos abroad is to think long-term. Build your skills, protect your reputation, save money, and make decisions that your future self will thank you for.
Do not compare your journey with others, especially with what you see online. Stay focused, choose trustworthy people, and remember why you started.
To fellow Filipinos abroad, success does not always happen quickly or follow a straight path. I arrived in Dubai almost ready to give up and return to school, but one opportunity changed the direction of my life. From writing sports stories as a content executive, I gradually built a career across media, marketing, communications, and hospitality.
Today, I am proud to be a Filipino Marketing Leader in Dubai who champions brand growth in UAE Hospitality. I hope my story reminds other Filipinos that we can grow beyond supporting roles and become leaders, strategists, creatives, and decision-makers in international organizations.
Stay humble, continue learning, protect your reputation, and do not compare your timeline with someone else’s. Your journey may take longer than expected, but every experience can prepare you for the opportunity meant for you.
Connect with Michael on Social Media
- LinkedIn – https://www.linkedin.com/in/michael-ja/
- Instagram – @miguelindxb
- TikTok – @miguelindubai
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* Photos provided by Michael Abong
Are you an expat in Dubai? Send us an email at admin@dubaiOFW.com for a chance to get featured. Let’s help other Pinoys who want to come to Dubai understand what life in the UAE is like through your story.
