Miguel is a digital and business transformation leader who has played senior change agent roles and led marketing for major brands like Nokia, PayPal, Singtel, Mediacorp, CNBC, Yahoo! and MTV. Throughout his career, he has used on the power of content and narrative to build brands, attract audiences and transform company culture.
Miguel’s media & marketing career spans over 25 years in Asia Pacific. He is a proponent for content marketing and transmedia storytelling, having led content strategy and production teams throughout his career, with a background in creative writing and journalism. Throughout his career, Miguel has worked in publishing, television and digital media.
Miguel began his career in Manila, working in advertising. Soon after, he shifted careers towards journalism and media, working for print publications in Manila and Hong Kong. Later his capabilities would expand into public relations and marketing for global media organizations such as Viacom, NBC and Yahoo, as well as major brands like Nokia and PayPal.
In 2011, Miguel was hired to lead and expand capabilities in Digital Marketing within Singtel’s Consumer business. During his time there, the telecommunications leader shifted its digital marketing spend from less than 10 percent to close to 40 percent, nearly doubled its new customer acquisition through digital channels and expanded Customer Service operations into social media platforms (Facebook and Twitter). Miguel’s content-led campaigns and innovation led Singtel to win multiple industry awards, including Marketer of the Year at the Marketing Excellence Awards in 2013. That same year, Miguel was also named Creative Client of the Year at the 4As Creative Circle Awards.
In 2016, Miguel joined Mediacorp’s newly-formed Digital Group to lead digital marketing, audience development and cultural transformation. He led a number of learning and development initiatives, including the adoption of the Google-developed Squared Online programme for over 100 staff, as well as programmes to develop internal expertise in digital audience growth, social media, community management, performance, search and email marketing across the organization.
As a business leader, Miguel is frequently interviewed by media and invited to speak at conferences in the areas of digital transformation, media and marketing. He is often invited to train marketers in brand storytelling & content marketing and mentor content creators in Mediacorp’s Bloomr.sg creator network. He also enjoys mentoring young entrepreneurs and students. Miguel is also a member of the Mediacorp’s Mediapreneur incubator programme core mentor team, advising member startups in marketing and business strategies.