Madrid joins from Dell, where he was director of consumer technical support operations in the Philippines. Prior to his time at Dell, he held the posts of managing director for MTV Philippines and managing director for Ayala Corporation.
He is charged with strengthening Yahoo’s profile in the market and with helping Yahoo’s direct sales team broaden their Filipino client base. Madrid said: “The Philippines’ online industry is growing very rapidly, with online adspend growing a further 20 per cent by next year, proving that marketers are keen to grow their business through the online channel”.
He will work closely with vice-president and managing director of Yahoo Southeast Asia Ken Mandel.
Last year in July, Yahoo appointed three online resellers to handle its advertising sales in the Philippines, a country it had earmarked as having long-term market potential.
The web giant, which had no direct sales force in the Philippines until then, hired AdMax Network, Yehey and Havoc Digital Media to strengthen its position as the partner of choice for the Philippine’s online advertisers.
