Staff Reporters
Aug 3, 2023

Asia-Pacific Power List 2023: Neil Trinidad, GCash

Trinidad's exceptional work rate in launching and overseeing viral campaigns has helped GCash become The Philippines’ number one financial app.

Asia-Pacific Power List 2023: Neil Trinidad, GCash
Asia-Pacific’s 50 most influential and purposeful marketers

Neil Trinidad

Chief marketing officer
New member

A new addition to this year's Power List, Neil Trinidad, was appointed chief marketing officer in Feb 2023 for GCash, the leading e-wallet in the Philippines with over 70 million users. 

A veteran of marketing and sales across FMCG, tech and e-commerce, Trinidad joined GCash after a successful stint as CMO of top ecommerce platform Lazada, and before that built his nearly two-decade career in Unilever across local, regional and global roles, as well as a stint with Google as an industry manager. 

While it’s only been a few months since taking the helm at GCash, it's clear Trinidad has hit the ground running. Back in March, he oversaw the launch of GCash Stories, an inspiring series of short videos that showcase how GCash has empowered millions of Filipinos. The films have gone viral on YouTube, racking up millions of views.

Trinidad also saw the successful rollout of 10 innovations for the GCash app that are designed to bring the future of finance to all Filipinos. 

Launched at the GCash FutureCast 2023, the company's largest media event of the year, the innovations include allowing Filipinos overseas in Japan, Australia, Italy and the USA to send money for free to their loved ones back home, as well as introducing NFT hub which enables Filipinos to explore the world of non-fungible tokens, in addition to doubling on security, offering new investments products, and more.

Thanks, in part, to these successful launches and Trinidad's exceptional work rate, the GCash app continues to go from strength to strength and is currently the #1 Finance Super App in the Philippines with the most downloads, the highest monthly active users, and even the highest daily active users.

Already a household name in the Philippines, the GCash app has also just recently rolled out in the UK and Canada and looks to repeat its success in other markets. While only a few months into his post, it's safe to say Trinidad has already made his mark and seems ever determined to realise the GCash vision of 'Finance For All.'

Asia-Pacific’s 50 most influential and purposeful marketers


Campaign Asia

Related Articles

Just Published

3 hours ago

Having the balls to check: How a pregnancy test ...

An Ogilvy-backed campaign’s 40-second ad features a pair of gonads — Tano and Nato — who take a pregnancy test and find out they are negative for testicular cancer.

3 hours ago

Bisleri India on the hunt for a new creative partner

The pitch is currently underway via the brand's Mumbai office.

3 hours ago

Carlsberg hires PR agency for major new global brief

Carlsberg has appointed a UK PR agency to lead strategic planning and creative development for the brewer’s brand PR and influencer work globally.

4 hours ago

The Coca-Cola Company announces 5-year AI partnershi...

As part of the strategic partnership, the brands will experiment with Microsoft AI technology to develop and implement generative AI use cases.