Globe Telecom recently appointed seasoned marketing professional Gilbert Simpao to lead its Tattoo broadband business, which has been enjoying strong performance with a string of remarkable growth in terms of revenues and subscriber base. Simpao takes over Nikko Acosta who will lead the Enterprise Segments Group of Globe Business.
As former Managing Director of global consumer goods giant Unilever Philippines’ Personal care categories, Simpao brings with him a wealth of experience in sales and marketing to a consistently-growing and profitable segment of Globe. Tattoo currently leads the industry with its game-changing and innovative broadband offers.
Simpao found his transition from a fast-moving consumer goods company to a telecommunications firm very fascinating. While both industries are intensely competitive and action packed, telecom and broadband services are much more service oriented with a need to drive a great customer experience at each touch point. “I am also captivated by the nature of change in the telco and broadband industry. If you think of the basic business model of FMCG companies, it has remained basically the same for the past decade. But in telco, you need to reinvent the business model regularly given the emergence of new technologies. Customers are also more involved in telco and broadband services. They constantly give feedback and interact with their telco providers while in FMCG, if a customer is unhappy with a service, they simply drop you”.
He noted that “for a brand that has just been around for less than four years, Tattoo has made its mark with consumers and taken a leadership position in the broadband market, driven by innovation, aggressive sales and marketing efforts, as well as having consistent and relevant brand imagery. Taking on the exciting challenge of leading Tattoo, I aim to carry on its positioning as an aspirational and edgy brand attuned to its dynamic and youthful target market.”
“Under my helm, Tattoo will continue to innovate by pushing the boundaries of broadband technologies and introducing new internet services for everyone to enjoy. As a leader in its industry and with a new and modernized Globe network, Tattoo will further improve its coverage footprint and provide the fastest and most consistent internet speeds to our subscribers,” he added.
When asked about his leadership and management style, the De La Salle University alumnus shared that he subscribes to a “servant leadership” kind of philosophy wherein the needs of the team take priority over the individual needs of the leader. “A good leader enables his people to succeed under his coaching and guidance.” He also believes that good leaders should be able to drive change when needed to bring the business forward. Leaders need to be decisive to take bold action to drive that change and to not over-analyze nor be paralyzed by inaction.
Prior to his tenure in Globe, Simpao carved a solid 20-year career in sales, marketing and general management in Unilever Philippines, where he honed his skills as sales trainee before moving to marketing then steadily scaled the ranks to become one of its top executives. He was instrumental in strengthening Unilever’s leadership in hair care business and effectively expanded its skin care business catering to emerging segments such as Men. Simpao also had two international stints for Unilever in Tokyo and in London where he worked in corporate strategy and competitive intelligence in Unilever’s global headquarters.
Outside the office, Simpao is an aspiring tri-athlete, while the rest of his time is spent as a family man to his wife and four kids.