Job title: General manager, marketing and communications, CNBC
Asia-Pacific
What is your greatest work achievement?
Oddly enough, what I consider my greatest achievement was from an
earlier stage in my career - I used to write a weekly political/social
commentary column for a Manila newspaper in the early 1990s.
Philippine politics was in a new age back then and I felt I was able to
say a few things that needed to be said. (I was younger and more
idealistic then).
What would be your dream brand to work on and why?
I've been lucky to have handled what I imagine many people consider
"dream" brands - MTV and CNBC - but given a choice I would have to say
Star Wars.
Many people think of it simply as a film title but, make no mistake, it
is clearly among the strongest brands in the world. And "Jedi Knight" is
a great title to have on a business card.
What would you do if you weren't in marketing?
When I was asked in college what I wanted to be when I grew up, I said
Beastie Boy. I still do.
What was your big break?
Probably being hired by the Manager publishing group. It was the job
that landed me in Hong Kong and introduced me to media in
Asia-Pacific.
Who was your mentor and how did this person influence you?
I can't think of one person whom I'd call my mentor. I think you
actually learn the most from your worst bosses; they provide you with
roadmaps of what not to do when you become a manager.
Is there a secret to your success?
A wise man once said that when something goes wrong ask yourself: "What
did I learn?" (Actually it was the magician Merlin from T.H. White's The
Once and Future King.)
What advice would you give to the next person to do your job?
Although a news brand, the CNBC name carries with it a lot more than
what other news brands aspire to. Those unique traits should be embraced
in all your marketing efforts.
What are you currently reading that will help you in your job?
The Onion (www.theonion.com). Ya gotta love the news industry!
Who is the business person you most admire and why?
George Lucas. (Anyone surprised?) He founded and built a multi-billion
dollar media empire from scratch ... and he doesn't even have to deal
with shareholders.
