Global marketing and communications leader of 16+ years proven at creating and building top and challenger brands, driving commercial growth, and leading large, multi-market B2C and B2B teams. With extensive experience in FMCG, Energy, and Retail marketing, having managed four of the top 10 consumer brands in the Philippines. Successfully launched new brands and products across various categories, notably Shell Café and Avelia.
Recognized for bridging strategy and creativity to deliver integrated marketing programs that bolster brand equity, accelerate demand, and unlock new sources of value. Brought deep expertise across strategic planning, large-scale campaign development, innovation, and routes to market, with a strong track record in post-disruption growth to translate insight into impact at scale.
Over nine years at Shell, specialized in applying brand strategy in real-world contexts, bringing deep institutional knowledge and a strong external perspective on what it takes to activate Shell’s sub-brands in rapidly evolving environments. Worked closely with local markets and leveraged research and analytics to link marketing investments to performance and profit, deftly balancing immediate business goals with long-term brand health.
