CEO Insights Magazine

The exhibition/ trade show industry is an essential part of the global. However, a trade show becomes successful only if its partners are successful, and among the several suppliers like Organizers, Attendees, Venues, General Contractors, and Designers & Builders, are Exhibitors. To equip the core wing of the exhibition industry i.e., Exhibitors, CEI CARGO is a trusted partner that helps clients/companies with the extensive Exhibition Cargo Handling. The Owner & CEO of CEI CARGO OPC, Dee Ledonio is a remarkable leader who is setting benchmarks with her 28 years of experience in the field. Dee is deeply committed to ensuring that exhibitors' cargo is delivered on time, a commitment that has been a key driver behind the company's success and has earned her a reputation for reliability, trustworthiness, and high-quality service delivery. With a Master's degree in Entrepreneurship from the Asian Institute of Management and recognition as one of the Most Outstanding Alumni of the University of Santo Tomas, Dee is a reliable professional who continually strives for excellence. Let’s get to know more from her.

How would you summarize your professional background and experience?

With almost three decades of expertise, I have successfully handled over 1000 trade shows in the Philippines as the official Freight Forwarder. I prioritize delivering exhibition cargo on time and providing unwavering assistance to exhibitors, which has driven my company's success. At CEI CARGO OPC, we recognize the time-sensitive nature of exhibition cargo and approach each shipment with the importance it deserves, allowing exhibitors to focus on showcasing their products.

What is the motivation that fuels your daily routines?

I have maintained a strong work ethic since graduating from university at 19 and approach all endeavors with passion and commitment. My motivation comes from a variety of factors, including personal goals for financial stability and security for my family. I am driven to make a positive impact on the lives of others and be an inspiration to those around them. As an entrepreneur, the responsibility of looking after their employees' welfare is another source of motivation. All of these aspirations give me a sense of direction and purpose in life. Without them, life would lack meaning and significance.

Can you describe your path to success and what your success mantra is given your decades of experience?

Success in any industry requires hard work, determination, passion, and a willingness to learn and adapt while prioritizing customer satisfaction. Building strong relationships with clients, agents, and partners is crucial in the exhibition cargo industry, as is maintaining high levels of efficiency and reliability in cargo handling while keeping up-to-date with government regulations. I emphasize the importance of having a dedicated and strong team, as collaboration, effective communication, and team cohesion are critical for business success.

The Asian Institute of Management (AIM) is a renowned educational institution in the Philippines that aims to create leaders capable of promoting sustainable development in Asian communities. AIM's graduate degree programs prioritize practical and experiential learning and the social and ethical dimensions of business leadership. The learnings here have also contributed to building me into who I am today.

Explain what CEI CARGO is as a company and where it stands in the market currently.

CEI (Conveyors for Exhibits International) CARGO OPC is a trusted exhibition cargo handling company in the Philippines. It offers exceptional service, handling complex cargo requirements and ensuring on-time delivery. The company is committed to transparency, honesty, and integrity which builds reliance and credibility with clients and partners and is essential for building long-term relationships and sustaining growth.

CEI CARGO OPC has serviced different types of trade shows in different industries such as food & food equipment, water industry, energy, construction, furniture, metallurgy, livestock, casino and gaming industry, packaging & printing, semiconductor, travel shows, defense & security, garment industry shows, country pavilion shows, leadership style, and more. It aims to expand its exhibition cargo services and to be recognized in time-critical shipments.

Describe your leadership style and methods for guiding your team toward a shared goal.

I am a transformational leader who empowers and inspires my team to achieve their full potential. I encourage open communication, delegate tasks and decision-making, and provide resources and recognition for positive contributions. I lead by example and ensure everyone understands the organization's vision and mission.

What are your future goals?

For my company, I aim to expand our cargo services to extensively handle time-critical shipments in this field. I want to make CEI CARGO OPC a one-stop logistics solution and open branch offices outside the Philippines. As for my personal goals, I plan to expand my public speaking and mentoring career and start new businesses like consultancy. I also shuttle between Manila and UK and intend to establish a business in England. Retirement is not in my plan as I want to stay productive, possibly semi-retire, and continue working towards my goals.

Given your extensive experience in the industry, what advice would you offer to emerging industry leaders?

Money is the barometer of the success of any business however for me, customer satisfaction and money go hand-in-hand. Also, for some money begets money, but for me, it's more of hard work begets hard work and money follows.

I would advise all that, to be successful in business Network, Network, Network, as Network is your net worth. Furthermore, in transacting business make sure you're easy to deal with, don't make it hard for the client. The customer is not always right but always deserving of respect. Honor your commitment to the client even if it's only a gentleman's handshake. This way you build a reputation in the business.

Dee Ledonio, Owner & CEO, Cei Cargo

With over 27 years of experience, Dee is positioned as Director of the Philippine Association of Conventions Exhibitions and Organizers and Suppliers, Sec-Gen of the Skal International Makati, a Mentor at the Asian Institute of Management and Go Negosyo, and is also associated with International Council for Small Business. With a Master’s degree in Entrepreneurship from the Asian Institute of Management and recognition as one of the Most Outstanding Alumni of the University of Santo Tomas, Dee is a wellrounded professional who continually strives for excellence.