It's all about experience | Paul John Peña

 Pao Peña

Seasoned integrated marketing, CX, digital and CRM leader cited as one  of 40 under 40  marketing-communications achievers in Asia-Pacific


Customer Experience

Having gone through an extensive tour of duty across a variety of disciplines and commercial challenges in marketing with core strengths rooted in integrated marketing, digital and CRM, there has never been any better time to step into CX. I have worked on CX programs via consulting, strategic thought leadership and have relevant experience in transformation programs designed with a customer-first mindset.

  • Strong common sense in strategy development
  • Digitally-enabled yet unbiased experience design
  • Service design and design thinking
  • People, process, product, systems and technology applications
  • Commercial strategy-integrated

Digital Transformation

Long before digital marketing was a given, I have had the opportunity to be in roles that were generally digitally-skewed. Starting my leadership journey in digital as brand manager for massively multiplayer role-playing games (MMORPG) then joining a digital native company disrupting the web in Vietnam to pioneering an entire company's digital practice from scratch and being one of the world's most influential Chief Digital Officers years ago, to bringing to market a promise of transformation for a leading telecom.

  • Leading organisations that deliver and power digital transformation
  • Scalable programs on digital leadership through people, product, process, systems and technology
  • Strong strategic thought leadership on digital marketing and diverse applications on both agency and client-side environments
  • Effectiveness, efficiency and performance-driven


A proven track record in leading teams and organisations in various levels of digital, commercial or customer maturity since the age of 22

  • business unit director of #1 gaming company at 22
  • marketing director of an internet disruptor at 23
  • led the foray of a telecom giant into digital at 25
  • Chief Digital Officer of a large ad agency at 27
  • Chief Experience Officer at 34

Never about titles, scale and impact have consistently fueled my  aspiration to lead, gaining unique and invaluable professional and life lessons from a broad range of situations. I have earned industry recognition as one of the region's top talents in marketing and communications, fueled by a personal dedication to pass the expertise to future leaders through mentorship and coaching. 

I also speak on a variety of topics in the industry: digital, CX, public relations, and leadership.


Commercial excellence, transformative digital and innovation for superior CX, integrated marketing and CRM


Independent Consultant, Council Member
Gerson Lehrman Group
Jan 2018 to present

Chief Experience Officer
Dentsu Jayme Syfu
Jan 2017 to Jan 2018

Head of Brand, Fortune
PMFTC / Philip Morris
Nov 2014 to Dec 2016

Director, Head of Integration, Communication Design and Corporate Branding
Globe Telecom
Oct 2013 to Nov 2014

Chief Digital Officer
Leo Burnett Group
Mar 2010 to Oct 2013

Founding Head, Director, Digital Marketing
Globe Telecom
May 2008 to Mar 2010

Head of Product Management, Marketing Director
May 2006 to May 2008

Business Unit Director
Level Up! Games
May 2005 to May 2006



AB Humanities, Integrated Marketing Communications
University of Asia and the Pacific
2000 to 2004

Special Science Diploma
Manila Science High School
1996 to 2000


Industry Leadership

Jan 2018 to Dec 2018

Vice President
Jan 2011 to Dec 2011

Jan 2010 to Dec 2010

Philippine LGBT Chamber of Commerce
May 2015 to May 2017




Pao is an individual gifted with having left and right brained capabilities. He is good with numbers and is very analytical and at the same time he is also very creative and produces brilliant ideas. Pao is also mature for his age both personally and professionally. He is a gem to work with.
— D'Artagnan Aguilar, VP Institutional Branding, Digital and Media Management, BPI
His passion is infectious and motivates you to take the leap of faith into bold territory.

His endorsement of digital is credible because his way of life reflects the epitome of a digital native though born a millennial.

Pao is a great thought partner. He challenged the way I think and prompted me to define the digital ecosystem of McDonald’s Philippines 6 years ago. Pao influenced the beginnings of how McDonald’s develops its campaigns to be omnichannel and how we think about our e-commerce platform.
— Margot Torres, EVP and Deputy Managing Director, McDonald's Philippines
I have had the pleasure of working with Pao when I was at NetBooster. He is an insightful and passionate professional. Intelligent and multi-skilled perfectionist, he is one of the best digital experts I have ever worked with.
— Frederic Levy, VP Digital and Innovation, SSI
Pao has that rare ability to think big and pursue greatness in creative brand building. His broad knowledge, entrepreneurial spirit, digital mindset, and external focused curiosity allows him to think omnichannel and design differentiated and seamless consumer experiences.

In addition, Pao has the passion for getting the most difficult things done, consistently demonstrating an exemplary can-do attitude and a relentless drive to overcome challenges. As a result, Pao had a significant impact on our business in the Philippines, surfacing as a true leader on both the Marlboro and Fortune brands.
— Marco Bos, VP Marketing & Sales Asia, Philip Morris International
Pao was the quintessential Renaissance Boy at Globe. Youngest, impetuous, refreshingly impressionable, brimming with unbridled ideas on how to make our company lead the pack in the realm of Digital Marketing. His exuberance for the ‘promising untested’ led us into our early forays into Content Marketing.

Armed with a Keen Sense of Purpose and acute sensitivity to his environment, Pao to me is now the quintessential Renaissance Man.
— Menchi Orlina, former Chief Marketing Officer, Globe Telecom

Past and recent clients, programs and projects



Enquiries for exploring to work together whether full-time or consulting arrangements are welcome.

Name *