Globe Telecom appoints Roche Vandenberghe as new CMO

Globe Telecom, a leading telecommunications provider in the Philippines, has appointed Roche Vandenberghe as its new chief marketing officer (CMO).

Vandenberghe brings a wealth of experience to her new role, having previously served as the chief marketing and digital business officer at FWD Insurance. Over a decade, she played a pivotal role in marketing and communications at FWD Insurance. Her career also includes significant agency positions, such as general manager for TCP-TBWA\ Indonesia and group brand director for BBDO Worldwide in Malaysia.

In her new position at Globe Telecom, Vandenberghe aims to enhance the company's brand effectiveness by improving coverage, sharpening the master brand's impact, and driving brand lift to solidify Globe's competitive edge. Globe's CMO role was previously held by Pia Gonzalez-Colby, who departed in June 2024 to establish a strategic marketing consultancy.

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In conversation with MARKETING-INTERACTIVE, 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, established in 1935, has grown to become one of the Philippines' largest telecommunications companies. As of 2024, it boasts around 60.9 million subscribers, with consolidated gross service revenues reaching 165 billion pesos (US$2.9 billion).

The company offers a wide range of services, including mobile telephony, fixed-line telephony, and broadband services, operating through its 2G, 3G, 3.5G HSPA+, 4G LTE, LTE-A, and 5G networks. Notably, Globe's 5G coverage is available in over 3,000 locations nationwide, reaching the majority of the population in key areas such as the National Capital Region, Davao City, and Cebu.

In recent years, Globe has expanded beyond its core telecommunications services. In 2016, it launched the Globe Lifestyle brand, tapping into fashion to engage with its customers. The company also ventured into entertainment with two divisions: Anima (formerly Globe Studios), which produces films and television content, and LiveMNL (formerly Globe Live), which organises live concerts and events.

Vandenberghe's appointment as CMO signals Globe Telecom's strategic push to reinforce its brand and elevate customer engagement. Backed by a strong track record in marketing and digital business, she is set to steer the company through an increasingly competitive telecommunications landscape.

The Philippine telecommunications sector remains primarily dominated by the PLDT-Smart and Globe Telecom duopoly, with new entrants like Dito Telecommunity and Converge ICT striving to increase their market presence.

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