Globe Telecom, a prominent telecommunications company in the Philippines, has named Roche Vandenberghe as its new chief marketing officer (CMO). Vandenberghe comes with extensive experience, having previously worked as the chief marketing and digital business officer at FWD Insurance, where she significantly contributed to marketing and communications for over ten years.
Her background also includes key roles in agencies, such as general manager at TCP-TBWA Indonesia and group brand director at BBDO Worldwide in Malaysia. In her role at Globe Telecom, Vandenberghe plans to boost the company’s brand effectiveness by enhancing coverage, refining the master brand’s influence, and increasing brand recognition to strengthen Globe’s market position. The CMO position was formerly held by Pia Gonzalez-Colby, who left in June 2024 to start a strategic marketing consultancy.
In conversation with Media, Vandenberghe emphasised her commitment to the company’s mission, stating, “As a purpose-driven organisation, my role in marketing is to champion uplifting Filipino lives everyday through our products and services. Along with the rest of the Globe team, we courageously embark on a journey to Go Forward Together.”
Globe Telecom, founded in 1935, has become one of the largest telecommunications providers in the Philippines. By 2024, it has approximately 60.9 million subscribers and reported consolidated gross service revenues of 165 billion pesos (around US$2.9 billion).
The company provides a diverse array of services, including mobile and fixed-line telephony, as well as broadband, utilizing its extensive network infrastructure that includes 2G, 3G, 3.5G HSPA+, 4G LTE, LTE-A, and 5G technologies. Globe’s 5G network is particularly noteworthy, covering over 3,000 locations across the country and serving major urban areas like the National Capital Region, Davao City, and Cebu.
In recent years, Globe Telecom has diversified its offerings beyond traditional telecommunications. In 2016, it introduced the Globe Lifestyle brand to connect with customers through fashion. Additionally, the company has expanded into entertainment with two divisions: Anima (previously Globe Studios), which creates films and TV shows, and LiveMNL (formerly Globe Live), which organizes live events and concerts.
The appointment of Vandenberghe as CMO highlights Globe Telecom’s commitment to strengthening its brand and enhancing customer engagement. With a solid background in marketing and digital business, she is poised to guide the company in a competitive telecommunications environment.
The Philippine telecommunications market is largely characterized by the duopoly of PLDT-Smart and Globe Telecom, while new players like Dito Telecommunity and Converge ICT are working to establish a foothold.
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