Philippines – Esports and technology company Mineski Global has announced the appointment of Jamie Paraso as its new vice president for marketing under the TEG Group of Companies, in line with revealing its bold branding and marketing transformation.
In his new role, Paraso looks to provide critical insights and experience from his years in the marketing industry. He brings with him management expertise to jumpstart Mineski Global’s foothold in the local marketing space.
Prior to his appointment, he served as the country director for Gushcloud Philippines, where he led Gushcloud’s local presence in business, talent, and partner acquisition.
According to Paraso, his former role allowed him to forge healthy relationships with talents, brands, and agency partners, thereby leveraging strategy, expertise, and creative know-how and creating a healthy ecosystem for the marketing and entertainment space—skills relevant to his new appointment at TEG and Mineski Global.
“With my previous role as Country Director, it allowed me to have a purview of what happens not just at a country level but also at a regional level when operating and running an entertainment and talent focused business. In doing so, I am able to transplant said experience and know-how to TEG and Mineski Global at both a local and regional level to ensure that for the years to come we are able to further scale our business as the pioneer Esports company of Southeast Asia and innovate by our Marketing le technology pieces,” Paraso told MARKETECH APAC.
Aside from this, he was also the head of global marketing services for Groworx, where he was in charge of corporate communications and brand marketing, and was the business group director of McCann Worldgroup, a global marketing and communications agency, handling the legacy account, San Miguel.
Paraso also held the key post of leading the sales team for AdSpark, a wholly-owned Globe subsidiary, as business group director, managing key clients such as VIVO, FWD, Nestle, BDO, Midea, P&G, Hyundai, Mondelez, and J&J.
Paraso’s appointment comes as Mineski Global takes key steps toward strengthening its corporate brand and bolstering its roster of products and services.
Mineski Global aims to further its relationships in the B2B space all the while staying true to its service-oriented core of being attuned to the B2C market and gamifying experiences every step of the way.
With its beginnings as a professional esports team, the Mineski brand has demonstrated growth and resilience by taking its core capabilities and adapting them to the emerging needs of a highly digital consumer landscape.
And as it approaches its 20th anniversary in 2024, the company draws from its years of experience in the esports and technology industries, curating a roster of IPs and products that push the limits of integrated marketing technology, fondly known as “Mark-tech”, whereby value and entertainment are continuously provided to the greater community.
In line with this, Mineski Global has also announced that they have joined the marketing organizations IMMAP (Internet & Mobile Marketing Association of the Philippines) and PANA (Philippine Association of National Advertisers).
In joining these associations, the company aims to share its knowledge and expertise in tech and gaming while forging strong and meaningful connections with various industry players.
Ronald K. Robins, group CEO and chairperson of Mineski Global, said, “We are excited to have Jamie on board with Mineski. His expertise in brand, product marketing and management are essential to the company’s new direction, strengthening our product offerings while tying into our expertise in tech, innovations, and community-based services. All of this centered on bringing our brand, Mineski Global, to the next level and embracing positive growth and meaningful transformations. We at Mineski Global believe he will be a great asset to the organization and to the industry.”
Also commenting on the appointment, Dar Andrew Cayabyab, co-founder and director for international business at Mineski Global, shared, “With Jamie being part of Mineski Global, we look forward to being able to strengthen our brand presence not just locally but also at a global scale. As we begin to work closer with brands that are non-endemic to our core of Esports and Gaming we look to be able to integrate our experience and create impactful campaigns, products and services that cut across industries.”
Meanwhile, Paraso said in his new appointment, “I am honored to be part of Mineski’s initiative to grow and scale its brand and marketing capabilities. There is great potential in combining the company’s expertise with best practices and strategies in marketing. Leveraging our expertise and technological capabilities brings a very unique proposition that is yet to be owned in the Brand and Marketing space locally. In doing so this allows us to bring out the best in our services and capabilities to assist our Partners, Clients and most importantly better serve end consumers.”
When asked about what are the current marketing challenges and opportunities in the esports scene, Paraso told MARKETECH APAC that they were able to better serve their B2B partners by bringing value and added gamification in all aspects of the industry.
“With Mineski Global having been around for almost 2 decades, we look to be able to scale our services in the esports space, leveraging on our new knowledge and know-how in terms of technology and marketing strategies. We are always evolving, all the while remaining humble and staying hungry to provide value every step of the way,” he concluded.
