Christine Roa

Background

About Christine Roa

Brand Builder, Consumer Nurturer, Next Gen Educator I consider myself a champion of change. I liken to weed, plant me anywhere and I’ll make that field grow. A seasoned suit and senior integrated marketing communications leader, I bring with me over 30 years of extensive experience in brand and business building as a corporate executive, entrepreneur and educator. My career was built in several multinational advertising agencies, providing creative business solutions to a wide range of Fast-Moving Consumer Goods and Corporate Services. Privileged to lead regional accounts in full-service advertising agencies, I spearheaded the development of short and medium range brand strategies, managing brand portfolios to successfully launch new products and line extensions as well as long-term strategic visioning. As Head of Account Management leading a multi-discipline organization, I gained extensive knowledge to set-up management systems and organizational functions, attuned to the competitive and diverse marketing and advertising industry. As part of senior management, I was equally responsible for the financial and operational side of the business. I grew the clientele from new business pitch wins and additional brand assignments from existing clients resulting to Agency revenue increase. On administrative operations, my COO function became instrumental to right-sizing and optimizing Agency talent and resource. Owing to my marketing and advertising experience, I was able to “wear two business hats” objectively. It was the lynchpin that enabled me to run my own firm and eventually return to a leadership role in the corporate world where I put into practice my life mantra:"Goal Digger. Go Getter". Bringing in the sum of all my experiences, I sought a higher purpose. At the height of the 2020 pandemic, I took a chance in joining the client side. Ayala Land turned that chance into a choice by empowering me to help transform lives and nurture the communities we create, progress the cities where we locate and contribute to nation building. In my current function, I wear more hats given the multi-stakeholders of Ayala Land Estates. To date, we have 29 mixed-use estates each with a distinct market positioning. We serve varied audiences covering B2B and B2C. I grew my career building brands and businesses by selling unique value propositions. Now, I’m selling commercial lots to create communities. Every sale comes with the promise of a sustainable, thriving future. New age marketing has evolved indeed, and it has never been more exhilarating and fulfilling.