Travel, food, health, fashion, beauty, and more Lifestyle stories you love.
Travel, food, health, fashion, beauty, and more Lifestyle stories you love.
By Hazel Jane Cruz | Photos by Gerlyn Mae Mariano
For many, attending concerts, or any live event for that matter, is a hobby — a pastime that only requires cute outfits, fully charged phones, and voiceboxes ready to scream from opening act until encore.
But not for Ailene Llado, not for the Chief Operating Officer (COO) of L-Squared Productions, not for the woman behind some of the biggest live events in the country.
For Ailene, a concert means hundreds of hours of work, endless logistics conversations, and prioritizing fans' enjoyment while giving artists the platform to deliver a performance of a lifetime.
However, the journey to the spotlight — or better, behind the spotlight — did not come easy.
She had to claw her way out of college and make a mark in a male-dominated industry before she became the woman who brings an artist’s vision to life.
Ailene sat down with GMA Lifestyle in March 2026, during Women’s Month, and shared how she, a woman who envisioned herself in accountancy, ended up in the hectic yet beautiful world of live events.
The COO revealed that she started as a scholar, but not out of passion for education, rather, out of the need to finish college to earn a living and give back to her mother and achieve a life better than what they had.
She started college in an accountancy program and had reached her third year in university. Ailene felt she was closer to her dream. She started seeing hope, until accountancy later became a five-year course, while her scholarship could only cover a four-year program.
“I was really, really upset when I had to switch courses because I really wanted to finish accountancy. It was not my favorite, but I thought that if I became an accountant, I would have lots of money, could give more to my mother, and we would have a better life,” Ailene told GMA Lifestyle. “That was my weakest moment. I was so devastated that I came to a point where I asked God what else he would like to give me.”
But since giving up was not in Ailene’s vocabulary, she listened to her dean’s advice and took up finance, with hopes that she could continue accountancy later in life.
Plot twist: she graduated as part of the top 100 students at her university, but she did not return to accountancy as planned.
Instead, she joined the workforce, where she proved that grit, determination, and dedication pay off.
Anyone who knows Ailene would probably associate her name with SM Supermalls because she served as the mall group’s assistant vice president (AVP) under Corporate Strategy. But before she joined the team, she worked for another retail and real estate developer, the Araneta Group.
Ailene joined Araneta City (then Araneta Center) as a management trainee and in just nine months, she was promoted to officer, and after 1.5 years, she advanced to Department Manager—demonstrating early leadership capability and accelerated career growth.
“My career progressed really quickly because I put in the work. I don’t mean to brag, but that’s just how I am with work,” Ailene recalled with a smile.
While Ailene loved her job, she eventually left Araneta for SM under the guidance of one of her former bosses at Araneta. She then joined the business development arm of the country’s biggest mall operator, particularly in the cinema department.
But the problem was that Ailene was not — is not — fond of cinemas, and she had to work with minimal manpower.
“I’ve never been one to dwell on challenges. I’ve always focused on what’s possible,” Ailene shared. “Finishing college was already a significant milestone for me—it was something I worked hard for and never took for granted.”
“That experience shaped my mindset early on. I made a commitment to myself that if I was given the opportunity to finish my education, I would take full ownership of everything that came after—every challenge, every responsibility, and every opportunity to grow.”
At 30, Ailene was promoted to AVP, where she was handed bigger responsibilities and had to work with people who were older than her and had more years of experience.
“The responsibilities as AVP were no joke, but I said, there’s nothing I couldn’t do. I used all the things I learned from my hardships to conquer everything,” said Ailene.
For 21 years, Ailene built her career in the corporate world—spending five years with Araneta and 16 years with SM—where she developed strong foundations in strategy, operations, and leadership.
But over time, her exposure to live events opened a new perspective. It showed her that there was an opportunity to apply her corporate discipline in a more dynamic, experience-driven industry—ultimately leading her to step beyond the traditional corporate path and build in the world of live entertainment.
Hence, L-Squared Productions.
They started with OPM festivals in 2023, expanded into K-pop and Western productions in 2024, and mounted 11 shows in 2025. Some of the events the company has successfully mounted include Akon: The Superfan Tour, Ronan Keating: A Valentine’s Special, Mean: Of My First 2025 Minho concert, and Jason Derulo in Manila.
“When I found enjoyment in it, I realized this is what I want to do now,” Ailene shared. “L-Squared became my rest because if you enjoy what you do, it does not really feel like work.”
“You don’t work a day when you love what you do,” she added.
Even in just a short time, Ailene already has a firm vision of where and what she wants L-Squared to be in the future, and it’s not to be number one.
“My goal, really, is to be relevant, rather than to be on top,” Ailene revealed. “I am content that we can compete locally, regionally, and overseas. We’re not number one, but we are a relevant company. People will respect us when they hear L-Squared.”
Being L-Squared’s COO is no easy feat, even if Ailene enjoys the role. Financial, logistical, and staffing challenges are constant — and on top of that, she came from a rigid corporate background, while live events demand creativity and a touch of magic.
“A little of everything is enough, as long as you embrace them fully,” Ailene shared her strategy on how she bridged the gap between her corporate and creative sides. “Even if what you know are entirely different things, as long as you have the heart for it, everything will follow.”
Despite these challenges, her production company continues to deliver unforgettable shows for fans, and the stage artists truly deserve. Ailene said they always keep in mind one of the most important things that makes a live event special, especially in a Philippine setting.
“Emotional connection is one of the things we always keep in mind to create a memorable live event for fans. Filipino audiences are passionate and loyal, and seamless execution, safety, and authenticity make the experience unforgettable,” she said.
Thanks to Ailene’s years of experience in the corporate world and life challenges, she had become the leader she had envisioned.
“I was once a super strict leader, and I’ve learned from it. I did not like that version of me, so now, I do the opposite. When everyone’s rattled, I will be the calm one,” Ailene explained. “Authority does not always need to be loud.”
Ailene also carries the stereotype against women as a strength and driving force to be a better leader. Many say women are emotional beings, but for Ailene, her emotions — empathy, layered awareness, and emotional intelligence — are what make her, and women in general, outstanding leaders.
“These are powerful advantages in relationship-driven industries,” said Ailene. “Empathy allows female leaders to better understand team dynamics and behaviors, and layered awareness helps in reading the room and anticipating challenges.”
She added, “Emotional intelligence should not be reserved for the fans alone. It should extend to all your co-workers because once you make a connection, then you’ll eventually have the same goal.”
“If I always use my head in organizing these concerts and live events, I will just look at profit, but I use my heart, that’s why I always give more to the fans,” she said.
Having built her career through ambition, discipline, and resilience, Ailene shares a grounded yet powerful message for young women navigating competitive and high-pressure environments—especially those who hesitate to take up space.
“Always stay open to opportunities,” Ailene said. “It’s important to have your own plans, but you also have to allow yourself to explore. Sometimes, the path that’s meant for you is not the one you originally envisioned.”
She also emphasized the importance of self-belief, particularly for women who may feel limited by their circumstances.
“For me, taking up space means trusting that you belong in the room—without shrinking yourself because of your background, gender, or even disability,” she shared. “It’s about owning your voice, your expertise, and your perspective with quiet confidence. You don’t have to be the loudest person in the room to have a presence.”
Ailene believes that when women show up fully and authentically, it creates a ripple effect beyond personal success.
“When you stand firmly in your role, you’re not only creating opportunities for yourself—you’re also helping normalize the presence of women in leadership and decision-making spaces.”
