40 Under 40 2024: Shannen Lois Dillian Uy, Spark It

Shannen Lois Dillian Uy

Managing director
Spark It
Philippines 

Shannen Lois Dillian Uy became a managing director at the ripe age of 30—but the ascent was anything but easy. Having joined Spark It, a Philippines-based PR agency, over seven years ago, she was one of the company’s pioneering members and instrumental in shaping its rise into a now-recognisable name in the local industry. Today, she leads strategy-driven PR and influencer campaigns for a robust portfolio of top-tier multinational clients, including Lazada, Watsons, Reckitt, Unilab, Samsung and Starbucks.

In a nimble team of just 60, Uy isn’t afraid to roll up her sleeves—often driving lead generation and securing pivotal wins through high-stakes pitches. The agency has also nurtured a slate of standout local influencers—Mimiyuuuh, Brigiding, Viñas DeLuxe, the Barrettos, and Sam YG—who have become closely associated with Spark It’s brand. Under her leadership, the agency achieved 48% year-on-year growth last year, retained key accounts like Samsung and Watsons, and maintained a client retention rate of 80%. Spark It also struck gold—literally—at the 2023 PR Awards Asia, where Lazada’s Laz Beauty 100 Experiments campaign won Best PR Campaign in the Beauty & Wellness category. Uy herself was nominated for Young PR Professional of the Year.

Pushing for more progressive measurement methods, Uy designed a proprietary system leveraging data-driven insights and consumer truths at a time when many peers still leaned heavily on vanity metrics. By measuring reach, awareness and cost-efficiency, clients gained sharper visibility into campaign performance.

She is currently spearheading a project through her agency to propose the release of key case studies aimed at helping standardise influencer marketing metrics in the Philippines. If successful, the project could mark a turning point in replacing outdated performance metrics with more meaningful, accountable benchmarks—empowering both clients and creators in the process.