Philippines – Angkas, the Philippines-based motorcycle ride-hailing platform, has appointed Danielle (Dani) Eleazar as its new head of consumer and brand development, signalling a fresh direction for the company’s marketing and consumer engagement strategies.
In an exclusive interview with MARKETECH APAC, Dani Eleazar shares insights on her transition from foodpanda to Angkas, how she’s adapting to her new role, and her forward-looking vision for the iconic Filipino ride-hailing brand.
Embracing the move to a new role
Before joining Angkas, Dani served as the head of marketing at foodpanda Philippines, where she oversaw the brand’s complete marketing efforts—from developing consumer strategies to executing campaigns and analysing performance for the Philippine market.
When asked about the challenges she anticipates in her transition, Dani acknowledged that moving from foodpanda to Angkas represents a significant shift, especially due to the change in industry. However, she emphasised that she doesn’t see this shift as a challenge but rather as an exciting learning opportunity.
“I see ‘challenges’ to any new endeavours as natural learning curves, and I’m genuinely excited about this opportunity to work for such an iconic brand,” she explained. “One of the only ‘challenges’ I foresee is living up to the high standards set by Angkas. As I believe that I am naturally adaptable, quick to learn, and curious, I honestly am very excited to contribute effectively to Angkas’ ongoing success.”
According to Dani, despite her years of experience, her natural curiosity and adaptability allow her to absorb new experiences like a ‘sponge.’ Combined with her extensive experience at foodpanda, she is confident that these qualities will greatly benefit her in her new role at Angkas.
“I think my previous experience with foodpanda has provided me with a strong foundation in both the strategic and operational aspects of tech-driven consumer services,” Dani shared.
She added, “At Angkas, I’m excited to leverage my expertise in structuring effective strategies and my continuous curiosity to enhance our consumer outreach and engagement, ensuring we not only meet but exceed our users’ expectations.”
Riding the legacy of safety and reliability
Angkas has been instrumental in offering safe and affordable transportation in the Philippines, and Dani is eager to build on this legacy in her new role. For her, the goal is to ensure that the brand continues to be a dependable choice, steadfast in its mission to provide reliable transportation for everyone.
“Angkas has made a real difference by easing traffic woes and improving the lives of our bikers. I’m excited to help more people see the positive impact we have, making sure Angkas is their go-to choice for safe and reliable transportation,” she expressed. “My goal is to strengthen our connection with both passengers and bikers, ensuring we continue to be a trusted and essential part of their daily lives.”
Looking ahead, Dani is also optimistic about the future of the mobility and ride-hailing industry in the Philippines.
“Mobility and ride hailing will continue to be relevant as cities get more crowded and consumers need quicker and more efficient ways to get around. Angkas aims to stay the top choice for safe and reliable rides,” she said.
Speaking on current trends in consumer and branding, Dani revealed that she is excited about the potential of hyper-localised branding in the Philippines, a country with more than 7,000 islands and diverse languages.
“While Angkas has always been top-notch in being relatable, I’m excited to bring us closer to the consumers, connecting deeply with local communities. All for the livelihood of our bikers as well as an integral part of consumers’ daily lives,” she concluded.
