Michelle Anne Villanueva
Vice President, Head Of Marketing And Strategic Innovations
Taguig
Summary
Experienced leader with strong background in guiding teams, managing complex projects, and achieving strategic objectives. Excels in developing efficient processes, ensuring high standards, and aligning efforts with organizational goals. Known for collaborative approach and commitment to excellence.
Executive with over 20 years of experience in B2B/B2C Marketing, Partnerships, Product Development, Business Development, Customer life cycle, Growth Marketing , Branding and Customer Service. A leader with extensive Product Development experience in Micro-Insurance, General Insurance, UITF, Mutual Funds. Highly experienced in business development, and building partner relations with top corporations. Experienced in integrated marketing campaigns for Insurance and Investment products. Highly skilled in stakeholder management and partnership dealings.
Advocate of financial inclusion, sustainability and a staunch believer of promoting financial literacy.
Overview
22
22
years of professional experience
2003
2003
years of post-secondary education
3
3
Certifications
Work History
Marketing and Strategic Innovations Lead
FPG Insurance
11.2023 - Current
- Company Overview: General Insurance
- Leads the newly formed Marketing and Strategic Innovations team, driving the strategic direction of brand marketing and product propositions, with a key focus on B2B2C partnerships
- Leads product development initiatives, including the rationalization and optimization of FPG's product suite to better meet customer needs
- In-charge of the improvement of the FPG website and e-commerce platform, ensuring a seamless, end-to-end customer journey-from awareness to repeat purchase and brand loyalty
- Product Development: developed and launched MyTravel Mate, a revamp of the company's travel product with a new proposition on full customization and FPGs first product to be launched on its website as a full e-commerce product
- Revitalized underperforming product lines by analyzing sales data, leading to focused improvement efforts and increased profitability.
- Business Development: Partnership deals with Lazada, Grab, Gcash, BigSky Nation resulting to acquisition of over 500k new policies in 2024
- Process enhancement: developed and institutionalized end to end process for business development, partner acquisition
- Digital Marketing: oversees all social media initiatives, and revamped the social media strategy of FPG to make it more modern, easy to understand and relevant. Achieved 2000% growth on lead generation YoY (2024-2025), and grew acquisition by 1300%
Director, Head of Emerging Customers
AXA
09.2019 - 09.2023
- Company Overview: Composite License Insurance
- International mobility transfer to Manila, to lead the newly formed Emerging Customers team
- Tasked to strategize and develop insurance solutions tailored for distribution partners focused on Emerging Customer segment and build value-creating partnerships that support AXA EC's business strategy
- Formed partnerships with Fintechs, MFIs, NGOs, and E-wallets to drive Emerging Customers' Gross Written Premiums and establish AXA as a player in the micro-insurance space
- End to end execution of partnerships, from strategy to proposition building, from product development to operationalizing schemes
- Grew partnership acquisition by 68%, engaging with fintechs and mobile wallets
- Implemented and operationalized the Emerging Customer Digital platform and successfully onboarded 4 partners within a span of 2 years
- Launched the first-ever Micro-Insurance product in AXA Philippines, and the first ever Micro Insurance product for MSMEs on Climate Risk within the AXA Global Team. This breakthrough product was discussed in the World Economic Forum in Davos in 2020.
- Built an operational framework and established product marketing standards for EC Philippines including implementation of a product development sandbox to ensure speedy, agile development of innovative micro-insurance products
- Concluded a nation-wide EC Philippines strategic orientation market research to ensure proper segmentation and targeting of the EC market, identifying the most effective distribution channels and product suite essential in the overall development of the long-term EC Strategy
- Sustainability Core team member: Financial inclusion lead
- Part of the Senior Leadership Team
Senior Manager- Brand, Marketing Campaigns and Strategic Initiatives
AXA
08.2018 - 09.2019
- Company Overview: Composite License Insurance
- Leads a team of three (3) in Branding, Campaigns and Strategic Initiatives
- Tasked to develop integrated marketing campaigns across the Health, Life and General Insurance businesses of AXA through effective use of client insights
- Also mandated to oversee brand governance, and the development of an overarching Company Value Proposition that will set AXA apart from its competitors
- Launched AXA Singapore's maiden brand campaign: 'Rewrite the Rules' across various traditional and digital media
- This is the first-ever local brand campaign the company has launched which intends to create an awareness to the AXA Singapore brand
- Successfully launched AXA Mobility Campaign which comprises of an Insight Study on Road safety, and Motor Give Data Back which is an interactive site which depicts the most dangerous roads in Singapore through AXA's own claims data
- This campaign was launched and amplified through PR, as well as in Social Media.
Head of Products and Marketing
PHILAM ASSET MANAGEMENT INC. (PAMI)
05.2014 - 07.2018
- Company Overview: Financial Institution
- Leads a team of four (4) in Product Development, Brand and Digital Marketing, Customer Centricity and Regulatory dealings
- Oversees all integrated marketing strategies for PAMI including branding, communications, events, promotions, ease of doing business, customer centricity and product development of new and existing mutual funds
- Oversees regulatory dealings with the SEC, and champions regulatory reform through high involvement with the Philippine Investment Funds Association (PIFA)
- Implements strategic marketing efforts and processes to ensure sales force productivity
- Financial Institution
- Successfully launched the PAMI Equity Index Fund - a Mutual Fund Company, which also serves as an underlying investment to Philam Life VUL Products
- To date, it is the fastest growing fund in the line of product offerings of PAMI
- Alongside with the development and launch of the product, created an integrated marketing campaign to promote the new fund through marketing content, events, client and distributor promotions
- Spearheaded client insight-driven product development and marketing by driving the first nationwide psychographic segmentation study in Philamlife/PAMI rolled out in 2017, which yielded to: Successful product launches of two unique insurance products: Joint-Critical Protect and Income Assure in 2018
- The lowering of minimum investment amounts across all PAMI funds cementing PAMI as a first mover to champion financial inclusion in the industry which ultimately increased PAMI's market share by more than 18% in 2017
- Institutionalized all marketing procedures, branding elements and developed the PAMI Sales kit, and PAMI smart forms to ensure consistency in sales pitches which adhere to compliance and regulatory requirements
- Institutionalized all product and regulatory processes, including a standard framework for product development and approvals for both PAMI as well as Citi-Bplac investment funds
- Successfully revamped the PAMI website, the only asset management website in the AIA group worldwide, which serves as the foundation site of the asset management/investment group
- Successfully rolled out the PAMI Distributor Series, nation-wide roadshows especially geared for Philam Life Agents to enhance selling skills, investment acumen and market knowledge and the PAMI Investor Series, nation-wide roadshows geared for clients and potential clients to advocate financial literacy
- In charge of developing investment products for the Citibank-AIA regional tie up, and successfully forged partnerships with global asset management companies such as Fidelity and JP Morgan, launching the Fidelity International and the JP Morgan Global Income Fund as an underlying funds to Bplac VUL products
- Served as a member of the Philippine Investment Funds Association (PIFA) core group to assist the Securities and Exchange Commission (SEC) in the reform of the Investment Company Act (ICA), Collective Investment Scheme (CIS) and the Philippines' participation in the ASEAN Passport
Marketing Manager Institutional Banking
AUSTRALIA AND NEW ZEALAND BANKING GROUP, LTD
01.2012 - 03.2014
- Company Overview: Financial Institution
- B2B marketing, overseeing BTL efforts, chambers of commerce and strategic alliances, advertising, sales collateral development, product roadshows, regional propriety conferences, sponsorships, thought leadership initiatives, and hospitality events
- Financial Institution
- Developed and launched the ANZ Strategic Alliances framework, developing internal campaigns, monthly newsletter to support sales teams to drive acquisitions and relationship deepening in retail, institutional, commercial and private banking
- Developed cross-collaborative client events/initiatives between institutional and private bank driving new to bank accounts and revenues for both businesses
- Developed and executed thought leadership programs across the Institutional Business for various product groups such as Global Markets (FX, DCM, Syndications, Commodities), and Transaction Banking (Cash and Trade)
Senior Marketing Associate, Global Markets, APEA
AUSTRALIA AND NEW ZEALAND BANKING GROUP, LTD
03.2009 - 12.2011
- Company Overview: Financial Institution
- Developed marketing initiatives for Global Markets business across 14 countries including conferences, product roadshows, and product collaterals
- Financial Institution
- Developed Below-the-line collaterals and sales tools especially created for partners to assist them in understanding complex product features
- Effectively planned and executed the first bespoke ANZ Financial Institutions Conference - a regional thought leadership conference held in Melbourne, Australia showcasing ANZ's FI capabilities to an audience across 14 Asia - Pacific countries
- Coordinated regional award submissions for FX, Debt Capital Markets and Loan Syndications and created tombstones and award advertisements for various publications across 14 countries
- Led and coordinated various external and internal events for networking, sales and thought leadership
Relationship Manager
CITIBANK SINGAPORE LTD - INTERNATIONAL PERSONAL BANK
05.2007 - 12.2008
- Company Overview: Financial Institution
- Financial Institution
- Expatriated from Citibank NA, Manila to handle offshore Philippine accounts in Singapore, IPB
- Managed an offshore account of approximately $41million with a client base of 325
- Provide advisory and customer service for banking and investment products for a Philippine portfolio
Personal Banker
CITIBANK NA, PHILIPPINES
04.2005 - 04.2007
- Company Overview: Financial Institution
- Financial Institution
- Managed a Philippine portfolio of approximately $16 million with a client base of 829
- Provide advisory and customer service for banking and investment products to a local clientele and achieved a performance ranking of 126% for the year 2006
- Spearheaded sales and marketing investment packages for corporate multinational expatriates
Phone Banking Specialist
BANK OF THE PHILIPPINE ISLANDS
11.2002 - 02.2004
- Company Overview: Financial Institution
- Financial Institution
- Extensively trained in deposit accounts, credit cards, and loan products
- Valedictorian- Phone Banking Specialist Certification Program
Education
Bachelor of Science - Marketing Management
DE LA SALLE UNIVERSITY
Skills
- Product Development experience in Micro-Insurance, General Insurance, UITF, Mutual Funds
Business development and partnerships
Integrated marketing campaigns for financial products
Marketing and Customer life cycle Strategy
Customer Service
Stakeholder Management
Branding and Communications
Teamwork and collaboration
Certification
CDM Acceleration Program - Certified Digital Marketer, 09/2017
Personal Information
Passionate about her dogs, photography, makeup artistry and theatre.
Values collaboration, empowerment and accountability.
A strong believer that her job needs to have a shared value: to create economic value while addressing social and environmental challenges
An advocate for mental health, diversity and inclusion.
Awards
- AXA Innovation Award - 'Give Data Back', AXA, Singapore, 12/2019
- Global Banking and Finance - Fastest Growing Asset Management Company, PAMI, Philippines, 12/2017
- Institutional Staff Recognition Award - Going the Extra Mile - 'Real Estate REIT Sponsorship/Client hospitality', ANZ, Singapore, 12/2013
- CEO Award for Service - 'Gardens by the Bay Sponsorship', ANZ, Singapore, 12/2012
- Asia Pacific WOW service Award, Citibank IPB, Singapore, 12/2008
- Most Outstanding Personal Banker - Overall, Citibank NA, Manila, 12/2007
- Most Outstanding Personal Banker - Acquisitions, Citibank NA, Manila, 12/2007
- Most Trusted Financial Advisor Award, Citibank NA, Manila, 12/2007
Publications
- 'Above and Beyond Marketing', Business World, 09/2015
- 'Retail Ratches up as Philippine Index hits Record', The Asset, 11/2017
- 'PABF is PAMI's Best Performing Fund to Date', Manila Bulletin, 11/2017
Timeline
Marketing and Strategic Innovations Lead
FPG Insurance
11.2023 - Current
Director, Head of Emerging Customers
AXA
09.2019 - 09.2023
Senior Manager- Brand, Marketing Campaigns and Strategic Initiatives
AXA
08.2018 - 09.2019
Head of Products and Marketing
PHILAM ASSET MANAGEMENT INC. (PAMI)
05.2014 - 07.2018
Marketing Manager Institutional Banking
AUSTRALIA AND NEW ZEALAND BANKING GROUP, LTD
01.2012 - 03.2014
Senior Marketing Associate, Global Markets, APEA
AUSTRALIA AND NEW ZEALAND BANKING GROUP, LTD
03.2009 - 12.2011
Relationship Manager
CITIBANK SINGAPORE LTD - INTERNATIONAL PERSONAL BANK
05.2007 - 12.2008
Personal Banker
CITIBANK NA, PHILIPPINES
04.2005 - 04.2007
Phone Banking Specialist
BANK OF THE PHILIPPINE ISLANDS
11.2002 - 02.2004
Bachelor of Science - Marketing Management
DE LA SALLE UNIVERSITY
Similar Profiles
Aaron CristobalAaron Cristobal
Customer Relations Management Officer at FPG InsuranceCustomer Relations Management Officer at FPG Insurance
Queenie CantadaQueenie Cantada
Marketing Assistant at FPG Insurance Co., Inc.Marketing Assistant at FPG Insurance Co., Inc.
Tyresa AllenTyresa Allen
Cleaning at FPGCleaning at FPG