HR wasn’t part of the original plan. For Alyssa Alillana, it started as a stopgap on the way to medical school—but what began as a temporary path quickly turned into something far more meaningful. “Early on, I was placed in roles that allowed me to engage directly with people, understand their motivations, and help them navigate challenges, which unexpectedly kindled something in me,” she shares. That realisation—that HR, like healthcare, is a helping profession—completely shifted her perspective. “It’s still about people, but in a different situation and setting.”
Finding Purpose in the People Business
Today, Alyssa is the Cluster Director of Human Resources at SMX Convention Center, overseeing HR strategies across eight branches. That’s no small feat, considering each site has its own unique set of people, cultures, and challenges. But for her, alignment is personal. “Alignment starts with building strong relationships and establishing trust across all team members in the branches,” she explains. “HR should invest time in understanding each team’s challenges and strengths, recognize the unique context and differences, then ensure that our HR strategies are adaptable but grounded in the same core principles.” She believes in leading with both structure and empathy—and ensuring everyone feels they’re part of a unified team.
One of Alyssa’s proudest milestones is leading a workforce where women thrive. At SMX, 60% of employees are women, and many department and branch heads are, too. “We make conscious efforts to look beyond gender and to value equity rather than tradition,” she says. That means succession plans built on leadership capacity, not stereotypes. “When people see diversity succeed in leadership roles, it could change the narrative and open doors for more inclusive leadership.”
Representation matters, but Alyssa takes it further. “It’s not just representation, but maximizing creativity and inclusive culture.” She nurtures that culture by encouraging collaboration, welcoming diverse opinions, and building trust across levels. “When employees feel that their ideas matter, regardless of their background or position, they become more engaged, more innovative, and more empowered to contribute meaningfully.”
This belief in people power also drives the way SMX builds its employer brand. Whether employees are front-of-house or behind the scenes, they’re part of the same mission. “We believe that every employee plays a critical role in delivering SMXceptional events,” Alyssa says. “That’s the SMXperience for our employees: a shared culture of teamwork and excellence.”
Empowering Teams, Shaping Talent
She’s been recognised multiple times across Asia and the Philippines for her leadership—and her approach is rooted in continuous evolution. “What has fueled my journey is the willingness and commitment to constant reinvention,” she reflects. “I find it necessary to have a deep desire to learn and see opportunities to grow.”
In a fast-paced events industry, that mindset is crucial. Talent strategies need to be flexible, scalable, and swift. “We implement a flexible staffing model supported by a talent pool that we can activate quickly, depending on event scale and complexity.” Her team uses forecasting, onboarding, and cross-training to stay ahead without compromising service.
And just as she invests in external teams, she equally prioritises her HR team’s growth. “I capitalize on understanding each team member’s strengths and challenges, then create development plans that nurture their skills and creativity across all facets of human resources,” she says. Alyssa pushes them to understand the bigger picture—how HR ties into the business. “Since we operate in an industry that moves fast, I encourage them to be more adaptable, maximize data analysis, and practice critical thinking.”
For Alyssa, legacy isn’t just about the systems she’s built—it’s about the values she’s helped instil. “I want to leave a legacy where HR is not just viewed as a function but as a strategic force that elevates people, culture, and service excellence.” She envisions more leaders who prioritise the employee experience as much as the guest experience, creating organisations that are not just successful, but sustainable.
Judging the 2025 HR Stars Awards Philippines
And as a judge for the 2025 HR Stars Awards Philippines, she recognises a people-centred approach. “I want to see how these entries truly impacted people,” she says. “The most powerful entries show authenticity, intentionality, and a deep understanding of what it means to lead with people at the core.”
