The year 2021 marks a time filled with new beginnings and fresh opportunities for Danda Crimelda Buhain who, as managing director and now chief external affairs officer of Rex International, has spent two decades of her professional life mostly behind the scenes developing products for the family business.
This year though, Danda is front and center, as she continues to assume her dual roles for the company. The lovely and personable businesswoman sits down to share with us her experiences and insights on the future of education, changes brought about by the pandemic and passion projects she does at home.
Danda, who’s passionate about nurturing relationships with others, believes in the importance of keeping an open line with the company’s customers and business partners. At first glance, Danda is every inch what you would expect from a PR professional. Effortlessly well-dressed and well-spoken, she was also hailed some years back by an award-giving body as one of the country’s best-dressed women.
But beneath that attractive and fashionable veneer is a sharp businesswoman who’s also passionate in helping others get ahead in life.
Although her new position invites her to pause and celebrate, Danda has little time to waste. Instead, she’s been hard at work to help the family business stay on track in meeting its goals amidst the COVID-19 pandemic.
“No one was spared by this pandemic. Not even multinationals were spared,” she points out. At Rex, where employees are valued as family, no employees were let go of. Come what may, it has been all about weathering the storm. And this attitude reflects part of the company culture: “Ingrained resilience and trust in God for better days.”
For over 70 years now, Rex has been part of every Filipino student’s journey. From law students-turned-politicians to elementary students learning basic science, a lot of Filipinos are what Danda and the company calls “Anak ng Rex.” Chances are you’ve picked up a Rex book in school without even knowing it, as “education is essential, it’s a need. It’s the best thing you can give your children. It’s still the best investment to pass on from one generation to the other,” she shares.
The evolution
“At Rex, we are not product-centric, we are market- and customer-centric,” Danda declares. “You have to be able to understand and connect with the communities you serve. Know what’s going on with them so you can work on a product that addresses their needs as well as resonates with them.”
As company CEAO, she keeps a close connection with their customers and partners, conveying their pains and struggles to the rest of the Rex team to see how the company can help them adjust and face the new normal.
Outside of her corporate life, Danda is a proud mother of two boys. She’s also the president of Soroptimist Philippines, an NGO dedicated to helping girls and women around the world. She also works closely with the Philippine Cancer Society, helping patients and families heal and cope with the Big C.
Danda, like many parents, saw the quarantine as an opportunity to be more “intentional” with their children’s overall development.
Pre-quarantine, parents and schools were transactional. Now that kids are learning at home, “you really see that it takes both the first home and second home to raise a very good child,” shares Danda.
She goes on to explain that being a parent is not just about providing, it’s about nurturing the mind and soul, something she takes to heart and practices as a mother. Danda brings this passion to the table when it comes to dealing with clients and partners, an authentic concern that leads her to to help however she can.
New to the hospitality industry, Danda is also busy taking care of the family’s new business, the Banaue Heritage Hotel and Museum. A gateway to the Cordilleras, it showcases a peaceful and scenic retreat for city dwellers. Its book museum, for instance, showcases pieces from the family’s personal collection, which they hope can promote and preserve local culture.
Being a mom, CEAO, and philanthropist, Danda points out that all of these intersect with her purpose in life: to help.
“If I were to sum up my life in one word, it would be tulong (help). I want to help people succeed in life. I want to inspire them and help them to really flourish,” she says.
This pandemic has not slowed her down from keeping tabs on the many communities she serves. If anything, it has taught her to be more flexible and creative in providing solutions for these communities.
Danda trusts that the Lord, in His infinite mercy, would provide everyone with brighter days ahead filled with fresh starts. In a time where social distancing is a must and physical contact is limited, one thing is for sure: Danda Buhain brings communities together through relevant content, touching and changing many people’s lives in the process.
