Filipinos, especially those working abroad, have proven themselves to shine in the face of challenges which seem too tough at the outset. This quality earns Filipinos the trust of their colleagues and their management that catapults them to higher positions in their career ladder. 2018 TFT Marketing Professional of the Year Joseph Alcantara shares how he became the first and only Filipino appointed for the role of Marketing Communications Manager for Emirates Airline and how he continues to lead the marketing division of one of the biggest airlines in the world.
Rigorous Screenings
From a short list of 300+ candidates, Alcantara was one of the 15 handpicked candidates to undergo an intensive assessment to be hired for the position of Advertising Manager. “We asked to report to EK Headquarters for 3 days to undergo an assessment similar to the show, ‘The Apprentice’ where candidates had to battle it out and were weeded after every session. The only Filipino in the roster filled with Westerners and Arabs, I landed the role and had joined my dream company,” recalls Alcantara. Three years after that, he managed to earn the trust of his company through his contributions and the credibility he has gained and was promoted to his role to date.
Accountability and Transparency
From conceptualization to implementation, Alcantara has led fully integrated marketing communication plans to meet the brand building and commercial objectives of the markets which include the GCC – UAE and Oman, Southern Europe – Cyprus, Greece, Malta, and Turkey.
However, it wasn’t an easy road for Alcantara as he also had several campaigns along his career that did not deliver the expected results. It’s during these occasions when he takes full responsibility while trying to find the growth and learning opportunities in every situation. “I now apply the principle of ‘failing forward’ where I manage every potential predicament objectively, not letting emotions take over and embracing the challenge by using the ‘glass half full’ approach,” said Alcantara.
“While there is always a stake when failures occur, I personally don’t shy away from recommending ‘make or break’ actions, output or projects if the calculated risks are outweighed by potential gains. Without courage in taking risks, I believe that individuals and organizations will fall into the trap of complacency or stagnation and may curtail creativity, innovation and discovery of ‘the next big thing’,”
Bringing out the best in his team
With more than a decade of experience under his belt, Alcantara acknowledges the fact that he made it to where he is today as he works closely with teams of varying nationalities, age groups, work competencies and more. He was also instrumental in the successful promotion of three of his staff members with their stellar performance. When asked how he does this for his team, Alcantara said: “I set a clear vision, build a positive culture, cascade inspiring individual goals, focus on one’s strengths, recognize good work, provide immediate feedback, serve as a mentor and make one feel truly valued every day. As a result, we provide unprecedented marketing plans and executions that help sustain Emirates’ position as the world’s most valued aviation brand.”
