Dear Ka-Globe,

Since the Marketing Group was formed on September 16, 2021, we have always been guided by our intent to fortify Globe’s position to win the hearts and minds of our customers. We continue to learn and evolve each day, being fully cognizant of the pivotal role we play in keeping our flywheel spinning by building brand preference and customer love for Globe. We do this with the intent of

• Attracting and gaining new customers, 

• Delighting and retaining existing customers, and 

• Delivering products and services to the right customers in the most efficient and relevant manner.  

As we get ready to execute our 2023 Big Plays, we need to transform our ways of working by building a collaborative structure that drives operational efficiency, strengthens stakeholder engagement, and maximizes bandwidth and budget. Effective January 1, 2023, we will pivot Marketing’s operating model into these cross-functional Customer Segment Squads for key initiatives to bring to life and deliver the results of our Big Plays:

• Masterbrand Squad

• B2B Squad

• Basic Lifer / Thriving Pinoy Squad

• Go Getter / Passion Driven Squad

• GOMO Squad

• Diskarte Provider / Captain Squad

The Customer Segment Squads will be teams-of-teams with representatives from different divisions in Marketing, thereby enabling each squad to ideate, create programs, and execute end-to-end. They are independent and fully functional, consisting of the following team members from various Groups:

• Marketing Group: Squad Lead, Program Planner, Campaign Planner, Creatives, Media, Rewards, Customer Lifecycle Management, and Analytics

• Channel Management Group (CMG): Designated representatives from National Trade Marketing (NTM)

• Consumer Mobile Business (CMB) & Broadband Business (BB): Designated Brand Single Point of Contact (SPOC)

• Digital Growth Team (DGT): Designated DGT Single Point of Contact

• Finance: Designated FBA-assigned Comptroller 

• Customer Experience Management: Designated CXM Single Point of Contact (B2C squads)

By working as cross-functional customer-centric squads, we will be able to fully optimize our teams’ capabilities and capacity, achieve greater agility and velocity, and establish co-ownership of KPIs and business results.  

The squads will be supported by Centers of Excellence (COE) in the home-unit divisions. The COEs will enable the squads while driving the long-term strategy and plotting the roadmap for their respective divisions.  They will likewise set policies, standards and governance guidelines, and champion best practices. Below are the COEs in the core home-unit divisions:

• Customer Segment Strategy - led by Mike Magpily

• Strategic Initiatives - led by Joey Kilayko

• Marketing Communications - led by Crisela Cervantes

• Feel Valued Tribe - led by Bianca Wong

• Get Entertained Tribe - led by Rina Siongco

• Strategic Sponsorships & Partnerships - led by Nica Chua

• Performance & Capabilities - led by Crissie Ortines

As we work on collaborating with Brands and Enablers, we ask for your full support to the Marketing Group so we can truly enable Globe to deliver on our commitments to our customers and other stakeholders.

Pia