CASE STUDY 06· Aboitiz Employer Brand · Corporate Communications · Seven Business Units

The Tension Aboitiz was transforming from a Philippine conglomerate into an international company. The talent story hadn't caught up with the business ambition. A group of that scale — seven strategic business units, thousands of employees — needed an employer brand that could travel internally and externally without losing coherence.

The High Fidelity Read Employer brand work at this level isn't a campaign. It's an alignment problem. Seven business units means seven cultures, seven sets of leaders, seven versions of "what it means to work here." The real work was finding the through-line that was true across all of them — and then building the cascade process that made it land.

I developed the employer value proposition, designed the internal cascade across HR and communications leads, and set the strategic direction for the newest business unit, Aboitiz InfraCapital.

The Imprint Social media following increased 12-18% across platforms. Talent pool grew from 5,000 to 16,000. Ten million reached. A brand architecture and guidelines for InfraCapital — the group's future growth engine — built to scale internationally.