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Turning her 'crown' into a cause, this business trailblazer redefines what it means to lead with purpose.

When former beauty queen Rosarie “Madam Riza” M. Ledesma stepped away from the spotlight, she didn't leave her crown behind--she used its shine to light a new path. Today, as the CEO and President of RF Proactive Marketing Global Inc., she leads one of the country's fastest-growing marketing firms with the same poise and passion she once brought to the stage.

Founded on March 10, 2015, RF Proactive began as a small venture powered by faith, grit, and the unwavering partnership between Riza and her husband, Captain Francis Ledesma--the “RF” in the company's name. A decade later, it's become a powerhouse that delivers everything from nationwide activations and digital campaigns to large-scale fabrication, printing, and branded installations through its new arm, RFPCT Printing and Fabrication Services.

But beyond the numbers and big-brand clients--Silka, URC, Mega Global, Asia Brewery, Solane, among others--lies what truly defines RF: heart.

Riza's leadership goes beyond boardrooms and campaign launches. Through feeding programs in Laguna, outreach in Marinduque, and partnerships with groups like the Rotary Club of Nuvali for children with autism, she's turned her company into a vehicle for compassion and change.

“Hindi magiging matatag ang RF kung wala ang mga empleyado ko,” she says with pride. Her message to aspiring entrepreneurs is equally grounded: “Gawin n'yo! Kahit mahirap, tuloy lang. Tyaga, sipag, dasal--walang imposible basta gusto mo at mahal mo ang ginagawa mo.”

Rosarie Ledesma, one of the awardees of this year's Glitter Awards, with Best Magazine's Benjamin Calucad (left) and awards guru Richard Hiñola

Power couple Rosarie Ledesma and her husband Francis Ledesma aim to use their platform and business to help more people.

This November 30, Riza Ledesma will be honored with the Philippine Glitter Awards 2025 at the Victoria Tower VS Hotel Convention Center in Quezon City--recognition not just for business excellence, but for her continued advocacy to empower others, especially women, through purposeful entrepreneurship.

As she celebrates nearly a decade of success with her team and General Manager Avegail Peralta, Riza remains true to her mission: to build, inspire, and give back. Because for this beauty queen turned business leader, success isn't just about winning--it's about making every achievement shine for others, too.