Catherine Delos Santos
Head of Brands
A brand is not built visually. It’s built strategically
I’ve always been drawn to how brands communicate. I studied Advertising and PR, where I explored the full spectrum of marketing, from strategy and account management to copywriting and design. Early on, I realized I didn’t have to choose between being creative or strategic. I could be both.
After university, I built my path through hands-on experience, from internships to freelance work, eventually moving to Dubai and growing into my role in branding and marketing.
Today, I lead brand strategy at Onix Aviation, where I work closely with aviation companies to define their positioning, clarify their messaging, and build brands that stand out in a complex and competitive industry. My work focuses on more than visuals. It is about helping companies communicate with clarity, consistency, and purpose.
To me, branding is not just about logos or design. It is about how people perceive you, trust you, and remember you....
And in aviation, that perception matters even more.
Campaign’s Faces to Watch 2025
Named one of Campaign’s Faces to Watch 2025 across the MENA region, recognizing emerging leaders shaping the future of marketing and branding.
Catherine Delos Santos was selected as one of Campaign’s Faces to Watch 2025 across the MENA region, a recognition by Campaign, a leading global marketing and advertising publication. The award highlights emerging leaders shaping the future of marketing and branding, reflecting her work in brand strategy, positioning, and building brands with clarity and long-term value.
Catherines’ View
Blogs & Insights
Brand Breakdown Edition 01
Air France - “Elegance Is a Journey”
The campaign “Elegance Is a Journey” takes a very different approach. Developed by AURA by Omnicom and TBWA Paris, the campaign moves away from typical airline messaging and instead focuses on something more powerful: cultural identity.
Most Aviation Brands Don’t Have a Marketing Problem
Most aviation companies don’t struggle because of a lack of marketing. They struggle because of a lack of clarity. When positioning is unclear, messaging becomes generic. And when messaging is generic, nothing stands out. Strong brands are not built through more content. They are built through clear positioning and consistent communication
Why Positioning Matters More Than Visibility
Many companies focus on visibility. But being seen is not the same as being understood. In aviation, clients are not just looking for options. They are looking for partners they can trust. Without clear positioning, even the most active marketing efforts fail to convert into real credibility.