In today’s world, it’s easy to put “CEO” in your social media bio and call it a day. But titles alone don’t build companies, inspire communities, or change lives.
The true essence of being a CEO is about vision, heart, and impact. Being a CEO is about strategic leadership, vision, and accountability, involving setting direction, making key decisions, and representing the company to stakeholders.
And if we want to talk about what being a true CEO looks like—someone who leads with vision and heart—we need to talk about Rhodora “Doyee” Tactacan-Tumpalan.
Some weeks ago, I had the opportunity to have lunch with Doyee, a woman who exudes sophistication but knows exactly how to connect with her audience. Having met her for the first time, I can already attest that she possesses a unique charisma. When she speaks, people listen, and you can’t help but be drawn to her presence.
Much has already been written about Doyee—how extraordinary she was in building a multilevel marketing company that had a million dealers. I even heard that she received “rock star treatment” back in the day. The company was highly successful, but it also faced its share of scrutiny. However, what I was most curious about was how she managed to rise in a dynamic business world traditionally dominated by powerful men while creating a community of like-minded individuals.
Doyee’s story is not one of inheritance but of hard-earned success. At the age of 19, she took over her family’s business—the D. Tactacan Shoe Factory—becoming its General Manager. While most young adults were still charting their career paths, she was making executive decisions and taking on the challenges of a competitive industry, all while staying true to her family’s legacy.
“The team was already experienced and knowledgeable, so it was easy taking over,” she recalled. “But the hardest part was the integration. Your mindset is different, and you’re working with a hundred people who were often twice or even three times your age.”
Her goal was to expand globally and compete with multinational companies, so she went to Italy to study shoemaking. Their business was originally 100 percent manual, hand-made shoes, a unique selling point that set them apart.
“But with the rise of China-made products, I realized the need to modernize. There was resistance to change at first, and that was the challenge—convincing the team to embrace it,” Doyee explained.
In 2002, Doyee co-founded First Quadrant Philippines, Inc. with her husband, Soc Tumpalan.
First Quadrant was the first all-Filipino multi-level marketing company, and its goal was deeply personal: to revive the struggling Marikina shoe industry. And they succeeded.
This achievement speaks volumes about Doyee’s ability to lead, inspire, and uplift Filipino workers.
But her journey didn’t end there. In 2005, Doyee launched First Vita Plus Marketing Corporation, which entered the wellness market with a revolutionary herbal drink.
“First Vita was a big transition,” Doyee said. “From selling shoes and lifestyle items to focusing on health and wellness. We didn’t advertise—people knew us through word of mouth.”
Her flagship product, First Vita Plus Dalandan, combined five powerful herbs into a daily supplement, bridging Filipino traditions with modern health needs.
Though First Vita Plus may not have received the same level of fame as First Quadrant, Doyee believes that a product should speak for itself.
“Before, with First Quadrant, I was hearing wealth testimonies. Now, the testimonies are different. People tell me how our products made their lives more meaningful, how they improved their health,” she shared. “It’s life-changing. The testimonies I get from people have two components now, health and wealth.”
Strategic leader with a heart
Doyee’s leadership style is rooted in empathy and fueled by action. She has shaped a nationwide network of entrepreneurs through workshops and gatherings, empowering others with the tools to succeed. And for her, true success is measured not by wealth or accolades but by the impact she has on others.
“I don’t just tell people what to do—I show them,” she said. Through her example, Doyee has proven that true leadership is about empowering others to rise.
Doyee’s philosophies, instilled by her parents, continue to guide her today. One key lesson she often shares is: “The people you have going up will be the same people you’ll see going down. So be kind and respectful to the people you work with because these are the same people who will help you when you need help. These are the same people whom you’ll encounter in all stages of your career as an entrepreneur.”
This wisdom reminds her that humility, respect, and integrity are the cornerstones of both business and life.
Doyee also teaches the importance of “Self equity” to her children—a concept she believes is vital for success in both business and life.
“Self equity is the ability to solve problems using your own ideas, creativity, experience, and self-control,” she explained.
Doyee finds fulfillment in hearing people’s stories about how her company’s products changed their lives and helped them find health, wealth, and freedom.
“As the multilevel marketing business shifts, health and wellness are now the priorities,” she said. “And the best part is seeing how our products have transformed lives, how people’s health has improved, and how