The image of Filipino overseas workers mostly dwells on the front service of big brands throughout the world. And for Pinays in the UAE, it’s another dimension of challenge to be recognized and climb the career ladder – which is why for 2018 TFT Advertising Professional of the Year Roxanne Gahol, being entrusted to launch successful marketing campaigns for household names such as Apple, McDonald’s and Infiniti Middle East were mountain peaks she had to conquer – and she did so as she held the Philippine flag high.
Grace under pressure: Working with big brands
Gahol, who currently serves as the Media Planning Manager for OMD Omnicom Media Group, saw a fast-tracked promotion as she rose through the ranks; proving herself worthy of traversing trials and challenges in each campaign and task assigned to her. One of her most noteworthy tasks was to generate a large scale media campaign for Apple Inc. in 2015. “We launched the Apple 2015 campaign with the iPhone 6 and the iPhone 6 Plus, on the largest billboard on Sheikh Zayed Road – this location became a landmark launch site for Apple in 2015 and was recognized in Apple internally as a best in class media placement,” shares Gahol.
In 18 months, Gahol moved from Junior Executive Planner, to Executive Planner and then to Senior Executive Planner as she worked with her company’s business heads to win regional pitches thereby increasing her company’s clientele. She achieved her latest position in under 4 years and is now anticipating her next promotion as Associate Director. “As a Filipina in a male and Arab dominated industry, I mentally prepared myself, aware that I would have to work three times harder than my peers to get recognized for my work and capabilities,” said Gahol.
‘No place to go but up’
Through the years, Gahol managed to gain the trust of the company leaders and fellow associates – however she suffered a major setback as she approved a campaign that would’ve led the company to major losses: “The realization dawned on me as now I know my agency is at risk of a massive loss because I have failed to do my due diligence; because I had become overconfident in my ability.”
The news reached their business lead and Gahol was given warnings after the mishap but they managed to work things out and avoided the loss. Gahol knew that she had to prove herself once again to her colleagues and bosses. “I found that the best way to overcome failure is by learning from it and by remembering that once you have fallen down, there’s no other place but up,” shares Gahol.
Consistency, Integrity and Resilience
For Filipina expats like Gahol, the daily grind to work in a place far away from home is a daily challenge you have to face. However, she manages to drive herself with a passion to bring out the best in the clients she serves through her values of consistency, integrity and resilience. Gahol knew that for her to continue rising through the ranks, she should be consistent in the quality of work she provides: “Determination is what pushes me, but consistency is what ensures that I keep going.”
Integrity on the other hand is not just being a person in the middle who agrees with the client every time. Gahol said that it’s far more important to highlight quantifiable outcomes for each recommendation and to be straightforward if such ideas would work or not. “There is just as much merit in saying ‘No’ as saying ‘Yes’. While client satisfaction is important, it is more important to show your client that you have their best interest in mind and at heart.”
In her 5 years of serving huge clients, Gahol has also recognized the importance of being resilient – especially during those times when what she thought were amazing ideas, were easily disapproved by her clients: “Instead of being disheartened, it is imperative to be objective. Being resilient has given me thicker skin and a stronger character which is essential as I progress in my career.
“I hope that one day I’ll be able to open more doors for Filipinos who want to enter this industry by showing the media industry what Filipinos are capable of,” shares Gahol.
