John Paul Abanilla
OIC Asst. Manager Segment Marketing - Residential/Gaming
Mandaluyong City
Summary
Lead the end-to-end development and growth of the gaming segment at Converge ICT Solutions, driving market strategy, value proposition, and go-to-market execution in close collaboration with cross-functional teams. Oversee the launch of gaming offers, pilot campaigns, and performance frameworks, leveraging data-driven insights to optimize acquisition, engagement, and retention. Establish strategic partnerships within the gaming ecosystem and build a scalable playbook to support long-term growth, while delivering executive-level reporting and recommendations to guide leadership decision-making.
Overview
7
7
years of professional experience
Work History
OIC Segment Marketing Assistant Manager
Converge ICT Solutions Inc.
11.2025 - Current
- Conduct segment insights gathering, stakeholder mapping, and develop initial gaming landscape reports to inform strategy.
- Define value proposition, positioning, and go-to-market plans, while coordinating with product and network teams to ensure service readiness.
- Develop sales enablement tools and lead internal training initiatives; finalize and launch initial gaming offers and bundle designs.
Senior Marketing Services - Consumer
Converge ICT Solutions Inc.
04.2022 - 11.2025
- As a Senior Marketing Services Specialist for B2C, is responsible for ensuring the smooth execution of marketing initiatives developed by the Segment Manager and Brand Communications team. Oversees the effective delivery of offline events and the monitoring, execution, and evaluation of sponsorships to strengthen the brand and its consumer segments.
- Award-nominated Senior Marketing Specialist with 6+ years’ experience delivering high-impact digital campaigns, esports events, and youth engagement initiatives. Spearheaded the launch of the Philippines’ first-ever gaming broadband plan (Game Changer), now generating ₱4.6M+ in monthly recurring revenue. Proven expertise in brand-building, cross-functional collaboration, and turning ideas into nationwide movements. Finalist for multiple Converge Epic Awards and named Engagement Icon 2024.
- Launched and led Game Changer, the first gaming-dedicated broadband plan in the Philippines, generating ₱4.6M MRR and over 1,800 active subscribers
- Led 25+ campus activations across the country under the Philippine Collegiate Championship (PCC), connecting with over 50,000+ students
- Managed major esports partnerships, including PBA Esports (S1–S4), AP BREN MPL, Myriad, and TTKD Dominate, driving national youth engagement
- Oversaw PR & product launches including FiberX Super Bundle, awarded Product Experience of the Year – Technology at Marina Bay Sands, Singapore
- Built influencer campaigns and media collaborations with Netflix, RealMe, BlastTV, and FoodPanda
- Recognized as Finalist – Innovations & Sustainability Award 2023, Engagement Icon 2024
- Served as Content Creation Point Person, producing videos, OOH, and social campaigns for Wi-Fi 6, Game Changer, and other national initiatives
- Engaged as Game Changer Community Speaker in 25+ schools for 3 consecutive years
Sr. Brand Marketing - Anejo Rum
Ginebra San Miguel Corporation
01.2021 - 01.2022
- Worked and developed Marketing materials for Anejo Gold Rum.
- Editing and finalizing OOH materials, posters, banners for Marketing use.
- Managed 15 suppliers to complete Marketing materials and deliver the campaign.
- Assure delivery of all Marketing deliverables to Sales team.
Corporate Sales and Marketing
Coast Pacific Company
01.2019 - 01.2020
- Manages all Gold Berry properties including Rabbit Hole Restaurants.
- In-charge of Marketing materials, promotion and initiatives.
- Launch new products and events.
- Creation of digital and creative campaign.
- Increase partners opportunities such as grab, food panda, etc.
Education
Bachelor of Science - Business Administration Major in Operations Management
University of St. La Salle
01.2019
Skills
- Segment Lead Initiatives
- Cross-functional team coordination across product, network, marketing and commercial units
- Integrated Campaign Management
- Esports & Campus Engagement & Community Development
- Event Production & Logistics
- Brand Partnerships & Collaborations
- Cross-Functional Team Coordination
- Canva / Adobe Photoshop
- Meta Business Suite / TikTok Ads
- Google Ads / YouTube
References
- Sandra Zira, Dingal, Converge AVP & Consumer Segment Manager, sandra.dingal@convergeict.com, 0947-893-2542
- Cyche G., Hisona, PhD., USLS - Professor, cgh_1973@yahoo.com, 0907-462-8620
- Ricardo De, Jesus, MBA, AVP & Head of Marketing - Ryde Philippines, ricardo.dejesus@rydeph.com, 0968-800-0988
- Reden S., Montanes, Kanlaon Cafe / CEO, redmontanes@yahoo.com, 0919-002-4854
TRAININGS / WORKSHOP
- 2025
- Social Media Marketing Trends
- Personal Effectiveness Workshop
- Developing Leadership Philosophy Workshop
- Managing Teams Workshop
- Developing Credibility as a Leader Workshop
- Objective Setting Workshop: How to Set-up Objectives and Key Results
Timeline
OIC Segment Marketing Assistant Manager
Converge ICT Solutions Inc.
11.2025 - Current
Senior Marketing Services - Consumer
Converge ICT Solutions Inc.
04.2022 - 11.2025
Sr. Brand Marketing - Anejo Rum
Ginebra San Miguel Corporation
01.2021 - 01.2022
Corporate Sales and Marketing
Coast Pacific Company
01.2019 - 01.2020
Bachelor of Science - Business Administration Major in Operations Management
University of St. La Salle