Lorenzo Dela Cruz
Quezon City
Summary
Strategic leader with cross-industry experience in market research, telecommunications, banking, and infrastructure. Skilled in strategy development, project execution, and stakeholder management, with a proven ability to drive business transformation and align initiatives with organizational goals. Adept at navigating complex environments, leveraging data and market insights to inform decision-making, and delivering results through collaborative, outcome-focused execution. Committed to helping organizations unlock growth opportunities and implement strategies that create lasting value.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Senior Manager – Corporate Strategy
Aboitiz Infracapital
06.2022 - Current
- Develops, launches and monitors execution of transformation and innovation programs for Aboitiz Infracapital and its business units
- Leads development and governance of annual performance management guidelines for Aboitiz Infracapital
- Analyzes operational and financial performance of Aboitiz Infracapital’s business units to provide guidance on meeting performance targets
- Analyzes industry trends to guide overall management of Aboitiz Infracapital’s investment portfolio
Marketing Head – Digital Products
Union Bank of the Philippines
12.2021 - 05.2022
- Develops marketing strategies and plans for UnionBank’s Digital Products portfolio
- Analyzes customer behavior to establish segmentation and customer lifecycle framework for Digital Products customers
- Ensures strong and consistent brand message across all marketing channels and campaigns
- Monitors performance of running marketing campaigns
- Ensures adherence of marketing expenses with vis-à-vis the approved marketing budget
Business Development Manager – Mass Market
Union Bank of the Philippines
07.2019 - 11.2021
- Reported to the Chief Mass Market and Financial Inclusion Officer to support the development and implementation of the strategic imperatives of the bank in the mass market segment
- Seconded to the Digital Products team of the Mass Market division to lead and manage the development and launch of the bank’s retail installment loan product and 3rd party loan payment channels
Product Manager - Globe Home Broadband
Globe Telecom
04.2016 - 05.2017
- Lead for product innovation and portfolio integration
- Lead for insights and analytics for new customers segment
Product Manager – Tattoo Platinum Home Broadband
Globe Telecom
04.2014 - 03.2016
- Lead for financial and product analytics for the Tattoo Platinum portfolio
- Lead of customer acquisition for emerging sales channels
- Lead of customer experience, market research, emerging devices, and upselling initiatives for Tattoo Home Broadband
Product Manager – Tattoo Home Broadband
Globe Telecom
04.2013 - 03.2014
- Designed and oversaw programs for ARPU improvement for Tattoo Home Broadband
- Monitored overall financial performance of the brand
Client Service Manager – Qualitative Team
The Nielsen Company (Philippines)
04.2008 - 03.2013
- Lead for telecommunication, technology and sin product segments of the Nielsen Philippines qualitative research team
- NeuroFocus Expert for Nielsen Philippines
- DeltaQual Champion for Nielsen Philippines
Education
Master of Business Administration - MBA
University of The Philippines
03-2019
Bachelor of Arts - Communication Research
University of The Philippines
03-2007
Skills
- Business performance management
- Reporting management
- Process optimization
- Strategic planning
- Innovation management
- Data-driven decision making
- Market analysis
- Project management
- Agile methodology
Certification
- Professional Scrum Master I, https://www.scrum.org/certificates/445044
- Professional Scrum Product Owner I, https://ww.scrum.org/certificates/679413
Accomplishments
- Education, Rank 1 / 82 UP MBA Batch 2019 (CWA 1.17), recipient of full tuition scholarship
- Work, Nielsen Simply Excellent Individual Silver Award, 2009-12-01
- Work, Nielsen Simply Excellent Individual Bronze Award, 2010-12-01
Timeline
Senior Manager – Corporate Strategy
Aboitiz Infracapital
06.2022 - Current
Marketing Head – Digital Products
Union Bank of the Philippines
12.2021 - 05.2022
Business Development Manager – Mass Market
Union Bank of the Philippines
07.2019 - 11.2021
Product Manager - Globe Home Broadband
Globe Telecom
04.2016 - 05.2017
Product Manager – Tattoo Platinum Home Broadband
Globe Telecom
04.2014 - 03.2016
Product Manager – Tattoo Home Broadband
Globe Telecom
04.2013 - 03.2014
Client Service Manager – Qualitative Team
The Nielsen Company (Philippines)
04.2008 - 03.2013
Master of Business Administration - MBA
University of The Philippines
Bachelor of Arts - Communication Research
University of The Philippines
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