Roxane Magbanua

General Manager, Marketing

Al-Futtaim Automotive Marketing Center of Excellence

Customer Centricity Division

About Roxane

Roxane, a seasoned professional with over two decades of experience in advertising and marketing, brings a wealth of diverse experiences to the table. Her journey began with seven impactful years in the Asia-Pacific region, where she handled several brands such as Nestle in Publicis and McCann, and Procter & Gamble in Starcom and Mediacom, before venturing into the Middle East in 2007, marking the beginning of a successful career trajectory.

Throughout her career, Roxane has navigated various setups, from managing teams in agencies,  in-house and to being on the client side, gaining invaluable insights and perspectives along the way. She began her career in the Middle East handling Etisalat at Mediaedge and later moved to CARAT MENA, where she climbed the ladder to her final role as Group Media Director, handling several brands such as Kellogg’s, Disney, Nokia, Microsoft, Friesland Campina, British Airways, and more.

She then transitioned to Al-Futtaim, where her last role was Head of Media, overseeing all the brands of the group and reporting to the CMO. Subsequently, she returned to the agency side to sharpen her business acumen and digital performance experience, joining PHD Media for nearly 7 years with her final role as Executive Business Director, handling accounts such as Al-Futtaim Group, Arla, Sanofi, Toyota Motor Corporation, Mubadala Health, LG Electronics, and Saudi Tourism. Currently, she serves as the General Manager of Marketing at Al-Futtaim Automotive, overseeing the governance of Digital Performance, PR & Comms, and Marketing Comms at the Customer Centricity division.

Working with multiple brands from various sectors, Roxane has not only showcased her versatility but also her ability to deliver exceptional results. Her strategic approach, operational excellence, and hands-on experience have been instrumental in propelling these brands to new heights and achieving tangible results. Embracing a challenger mindset, Roxane is passionate about unlocking value through effective marketing strategies, leveraging data, and technology. She believes in transparency which earns her the reputation of having a strong focus on media audit and productivity.

Her commitment to excellence has resulted in numerous accolades and recognitions. Her recognition as one of the Most Influential Filipina Women in the World in 2017 underscore her commitment to breaking barriers and paving the way for aspiring female professionals. Roxane actively mentors and supports women in the Filipino community, sharing her knowledge and experiences to nurture future leaders.

Academically, Roxane completed her Bachelor’s Degree in Communication Arts at the University of Santo Tomas, where she graduated Cum Laude. Her pursuit of continuous learning is evident in her double Master’s degree, for which she was awarded Valedictorian, from Bath Spa University and Pole Paris Alternance respectively, and her ongoing journey towards a Doctor of Business Administration. This academic foundation, coupled with practical experience, fortifies her strategic capabilities and industry insights.

Looking ahead, Roxane remains dedicated to making a lasting impact in the advertising and marketing realm. Her empathetic leadership style, commitment to women’s representation, and passion for mentoring exemplify her role as a visionary leader shaping the future of the industry. Roxane’s journey is not just a personal milestone but a testament to resilience, innovation, and meaningful contributions to the field.

Roxane’s Perspective about the Industry:

There are two important topics that Roxane is focusing on when it comes to marketing. The first one is Generative AI, a game-changer in the marketing world with its profound impact across various aspects from enhancing creativity to optimizing media strategies and driving cost efficiencies. 

In terms of business growth, Generative AI contributes significantly by improving efficiency and productivity. By automating repetitive tasks such as data analysis, content generation, and campaign optimization, marketers can focus more on strategic initiatives and decision-making. This leads to faster decision-making processes, better resource allocation, and ultimately, improved ROI. There is an ongoing debate about the future of marketing talent as AI poses a threat of replacing some job roles. However, her point of view is that we must continue to be ahead of the curve in testing Gen AI, how it can evolve the capability of the company to drive business growth and at the same time, it is the responsibility of business leaders to also provide upskilling opportunities so that human talents can continue to thrive and redefine their roles.

However, despite its numerous advantages, there are certain watchouts that marketers need to consider when leveraging Generative AI. One of the primary concerns is ethical considerations and potential biases in AI-generated content. Marketers must ensure that AI algorithms are trained on diverse and unbiased datasets to avoid perpetuating stereotypes or delivering inappropriate content. The implementation of Gen AI in the business is not just the responsibility of the marketers; this also requires careful and meticulous assessment by the IT or Tech department when it comes to technical, data security, and due diligence.

Additionally, there is a learning curve associated with implementing Generative AI in marketing strategies. Marketers need to invest time and resources in understanding the technology, training their teams, and integrating AI tools seamlessly into their workflows.

The second topic that’s close to Roxane’s topic is sustainability. Being the marketing lead for AFG in the recently concluded COP28, it fortified her understanding and drive to continue being socially responsible. Roxane recognizes the importance of aligning marketing strategies with sustainable practices, thereby contributing to the Ad Net Zero initiative of reducing the environmental impact of marketing and advertising activities.