Manila, Philippines – Local telco giant Globe Telecom has named Roche Vandenberghe as its new chief marketing officer. She joins Globe Telecom following a 10-year stint with FWD Insurance Philippines.
In an exclusive conversation with MARKETECH APAC, Roche stated that as the newly appointed CMO for Globe Telecom, she will focus on amplifying the brand’s effectiveness by enhancing coverage, sharpening their master brand impact, and driving brand lift to solidify competitive edge.
“More than just connectivity, we are committed to creating wonderful experiences—empowering people with choices, helping them overcome challenges, and enabling them to discover new ways to enjoy life. By strengthening our brand presence and delivering meaningful innovations, we aim to continue uplifting the lives of Filipino customers and businesses,” she stated.
Lessons learned
Roche was most recently the chief marketing and digital business officer for FWD Insurance, stemming from an expanded role of her previous chief marketing officer role back in April 2022.
During her time at FWD Insurance, she spearheaded local campaigns highlighting the greater need of insurance amongst Filipinos. In addition, she also led initiatives to target specific demographics, such as gamers, to decode their consumer behaviour and how insurance can help in their daily life.
Looking back, Roche highlighted three key principles that she will bring to Globe: Customer-Centricity at the Core, Data-Driven Marketing, and Embracing Experimentation.
“Understanding and anticipating customer needs is paramount. I will ensure that every marketing initiative is designed to create wonderful experiences, empowering Filipinos with choices that enhance their digital lifestyles,” she said.
Speaking about data-driven marketing, Roche added, “Leveraging data analytics will enable us to craft more personalised, relevant, and impactful programs and campaigns, strengthening customer engagement and brand loyalty.
Meanwhile, she also further added, “Innovation thrives in a culture that dares to challenge the status quo. By fostering agility and continuously testing new ideas, we can uncover groundbreaking ways for customers to enjoy life through Globe’s products and services.”
On industry jump and what’s next for Globe
When asked about her industry jump from the insurance industry to telco, Roche said, “Before moving to insurance, I spent several years driving advertising strategies for leading tech and telecom brands across the Philippines, Malaysia, Indonesia, and Vietnam. This experience gave me a strong foundation, allowing me to quickly integrate insights from both sectors to drive impactful marketing initiatives.”
Prior to her 10-year stint with FWD Insurance, Roche was the general manager for TCP-TBWA\ Indonesia from 2009 to 2012, and has handled the marketing consultancy mandate for pay TV operator TelkomVision. Prior to that, she was also a global brand director for BBDO Worldwide from 2007 to 2008.
On the other hand, when asked about the key marketing trends that we will be seeing more locally this year, and how does Globe aim to respond to these trends, Roche said, “Globe is committed to pursuing Customer Experience as our differentiator. As we do so, we will deliver more purpose-driven marketing that resonates, foster more authentic and personalised one-on-one connections that build trust, and drive more innovation for incremental growth to keep enhancing the way people live and connect.”
