Gabriel is available for hire

Gabriel Ignacio

Verified Expert in Marketing

Marketing Expert

Location

Toronto, ON, Canada

Toptal Member Since

April 18, 2022

Gabriel is an entrepreneurial expert-generalist (polymath) with diverse experience and a reputation for getting things done. He has worked at global, regional, and C-suite levels as CEO and COO in four early-stage startups, two top global banks (RBC and Citi), and a multinational consumer packaged goods company (Nestlé). Gabriel is passionate about leveraging digital and account-based marketing, finance, entrepreneurship, and technology to make the world a better place for generations to come.

Project Highlights

Project Merida | NESCAFÉ Creamy White Product Marketing Launch

Led the marketing sampling for the NESCAFÉ Creamy White product launch in four major channels linked to above-the-line and digital platforms projected to yield an overall 20% increase in consumer trial and an ROI of around 171%.

Citi | Project Arrow

Led APAC-wide concepting, marketing, selling, and replication of an online traditional insurance sales platform that shortened the sales process to less than three minutes and generated incremental revenue of roughly $300,000 in year one.

Citi | Qualified Buyers Program

Launched the qualified buyer's program that achieved almost 300 client registrations with around $7 million in AUM in less than six months.

Expertise

Agile Digital Advertising Digital Advertising Platforms Digital Marketing Digital Marketing Strategy Marketing Product Marketing Web Marketing

Work Experience

Founder and CEO

2020 - PRESENT

Self-employed

Acted as CEO for VeXempt, leading E2E development of this blockchain-based platform with projected revenue of CAD 1.5 million in year one. Conducted quantitative research and desk research to tailor the product for specific user bases.
Served as Halo COO, handling all business-related aspects of launching a platform that redefines podcasts by enabling experts to share their insights on pressing topics and in-demand skills in today's world.
Acted as the chief business officer for Loop Network, performed Instagram marketing and internet marketing, marketing collateral development (e.g., direct mail), and commercialized the autonomous news platform to SMEs, students, and investors.
Ran marketing and executed brand strategy as COO for Ukrators. Handled brand activation and growth, SEO, and ad optimization for a pre-sales ordering campaign using Google Ads, AdMob, Google AdSense, Facebook, mobile advertising, and Product Hunt.
Served as a CPO for ChangeBlock, a trading platform for green assets and carbon tokens in decentralized finance to democratize the net zero vision by 2050. Employed SurveyMonkey to conduct market research and surveys for a 3D food printing company.
Acted as the product manager for MINTangible.io. Wrote a development plan, including a roadmap, user stories, technical architecture and resources, content management plan, and budget for MINTangible's NFT license generator and registry product.
Defined the JustProtect risk assessment tool's positioning, backlog prioritization, product vision, and roadmapping tools. Boosted product reach and sales as CEO at Alteryx via marketing communications, Marketo, and Amazon Vendor Central for growth.
Acted as an AI product consultant for Sandbox AQ. Built the go-to-market strategy and value proposition for each offering and worked on social media management and campaign management using campaign monitoring to analyze campaign performance.
Performed business intelligence (BI) and quantitative research for Naoo to refine products: data segmentation, pattern recognition, and hypothesis testing. Created data visualization and productized data into SEO and voice search optimization.
Led Mediflix app creation and improved UI/UX. Boosted engagement and traffic via health education blogs and video marketing, including narrative screenwriting. Conducted user interviews to drive features and secured support for key updates.

Head of Crypto Assets, Digital Assets and AI Products

2019 - PRESENT

Royal Bank of Canada (RBC)

Launched RBC's bitcoin ETF fund, a bitcoin crypto custody platform, and a bitcoin execution management system, also known as an EMS trading platform.
Designed the automation of database reconciliation across different internal bank databases using RPA by codifying rules of independent data changes to increase operational efficiency by 50% and reporting accuracy to 100% with an audit trail.
Initiated and developed market sizing and go-to-market strategy for early-stage startups (pre-seed and seed-stage) with a projected goal of at least $18 million.
Forecasted and identified top-tier VCs for RBC to invest as limited partners with a projected goal of at least $55 million in three years.
Underwrote technology lending deal sizes between $10 and $25 million for series A and beyond tech startups.
Simplified tech startup lending criteria for clients, account managers, venture capital firms, private equity firms, and the underwriting team to achieve 8-week deal approval, from submission to delivery, versus the 3-month standard.
Developed the overall business case for a partnership with a digital escrow startup service, from financial modeling to getting management buy-in for projected revenue of $14 million in five years.
Co-developed RBC's accounting data integration services for its business clients' dynamic pricing prediction modeling, cash flow prediction, and financial product next best offer (NBO). This involved E2E product development, including technical.
Synthesized the overall business case for a supplier-payee database and virtual room for RBC's commercial and mid-market clients.
Coded, simplified, and documented the regulatory reporting process for RBC's $280 billion home equity financing business to ensure audit readiness and reduce regulatory risk via SAS and Tableau.

Digital Product Manager and Sales Head

2014 - 2017

Citibank

Developed a new collections strategy through risk-based segmentation using SAS for delinquent Citibank credit card accounts, which ensured customer success and resulted in a net benefit of $408,000 (PHP 20.4 million) on a full-year rollout.
Spearheaded lead-generating partnerships for the Citi Personal Loans product with companies in industries where loans are needed through a referral program with a projected potential of $670,000 in sales volume.
Proposed and implemented an RPA-based check writer program that automates writing on post-dated checks (PDCs) and is projected to save $440,000 (PHP 22 million) from delinquency due to PDC discrepancies.
Initiated and executed a qualified buyers program for high-net-worth clients for an investment that added offshore funds and alternatives to the portfolio, projecting $864,000 in revenue. Strategized email marketing automation tools like GetResponse.
Led the launch of a new online channel for mutual funds projected to deliver $240,000 in annualized revenue. I worked on cold calling as an essential strategy for our investment-linked insurance products.
Developed the strategy and business plan with a total insurance business goal of $8 million in revenue, $32 million in annual net premium, and $12 million in new business volume. Used SMS marketing to drive conversions for insurance products.
Launched an online platform for traditional insurance with a projected annual revenue of $300,000 and ongoing P&L ownership. Used landing page optimization techniques for Project Arrow to enhance the online application process for financial products.
Managed a sales team of five direct reports and developed and launched APAC's first mobile insurance specialist channel with a revenue goal of $300,000 in 2017, leading to the replication of best practices across the region within Citi.
Received Citi Country Officer Individual Star Awards on Innovation for opening STP-OTP, a new digital channel for insurance projected to deliver $75,000 in revenue by the second half of 2017.
Diversified fixed-income product offerings by launching a qualified buyers (accredited investors) program for high-net-worth clients, which added high-yield bonds and structured notes to the product portfolio with projected revenue of $288,000.

Marketing Promotions and Events Specialist

2011 - 2014

Nestlé

Launched the Maggi Extra Sightings project that contributed 26.37% year-on-year incremental brand sales for Puregold Sucat and 123.57% for Puregold Alabang and addressed a competitor's (Knorr) paid shelf space.
Implemented a freeze bag project that increased the tubs sold per day by 25-50%. Optimized logistics and supply chain strategies to complement Amazon FBA's offerings.
Co-managed packaging development, product relaunch, and TV ads to maximize reach and impact with target markets for Nestea and Nesfruta while co-managing the national sales convention for finance-procurement handling.
Managed below-the-line selling and multimedia awareness events for NESCAFÉ Dolce Gusto (NDG), accumulating NDG Piccolo machine sales equivalent to four months of selling activation in 18 days with a projected ROI of 156%.
Acted as chief marketing officer (CMO) and led cross-functional, nationwide sampling for the NESCAFÉ Creamy White product launch in four channels linked to above-the-line and digital platforms—casting a 20% increase in consumer trial and 171% in ROI.
Led and cross-functionally managed office sampling and selling for NESCAFÉ Cappuccino with a projected yield of $146,000 (PHP 7.3 million) in sachet sales by the end of the year, equivalent to a 239% ROI.
Exceeded three consecutive sales targets while selling trucks in Pangasinan, where sales targets are rarely achieved: 102% in February, 105% in March, and 2% ahead of theoretical sales achievement in April.
Spearheaded online reputation management and brand promotion initiatives, leveraging social media optimization and viral multimedia marketing campaigns that resonated with our target audience, driving substantial user engagement and brand loyalty.
Engaged in planning and executing outdoor advertising strategies and campaigns that synergized with our overall marketing efforts, contributing significantly to Nescafé's market presence and consumer outreach.
Utilized Spotify Ads and Reddit Ads within comprehensive digital marketing campaigns, applying targeted strategies to engage specific audience segments. Built a multi-level marketing (MLM) strategy, leveraging the strengths of distributors.

Project History

Project Merida | NESCAFÉ Creamy White Product Marketing Launch

https://www.nescafe.com/ph/our-coffees/nescafe-creamy-white

NESCAFÉ Creamy White was a new coffee variant launched by Nestlé Philippines in 2014 in response to a local competition's "white" coffee variant. This is a one-of-a-kind coffee mix, made delicious and creamy with NESTLÉ milk. I used my skills as a chief marketing officer (CMO) to lead the marketing sampling for the product launch.

Citi | Project Arrow

I led the end-to-end lifecycle of an online insurance sales platform for traditional insurance products through an online straight-through-payment mechanism. This first-of-its-kind product in the country and the APAC region spans stakeholders, markets, and regulators in APAC for Citi. The initiative required extensive innovation and collaboration.

Citi | Qualified Buyers Program

Launched the qualified buyer's program that achieved almost 300 client registrations with around $7 million in AUM in less than six months.

The Philippine Securities Exchange Commission (SEC) qualified buyers (QB) program allows high net worth clients with a specified financial capacity and sophistication to invest in non-registered securities to meet their wealth objectives. QB is equivalent to Canada's accredited investors program (https://www.osc.gov.on.ca/en/exempt-market.htm).

Other Experience

Publication

Transforming Engagement: How Top Brands Are Using Augmented Reality (AR) Marketing Techniques

https://www.toptal.com/marketing/digital/augmented-reality-marketing

Education

2017 - 2019

Master's Degree in Business Administration (MBA)

Rotman School of Management | University of Toronto - Toronto, Ontario, Canada

2010 - 2011

Master's Degree in Industrial Economics

University of Asia and the Pacific (UA&P) - Manila, Philippines

2006 - 2010

Bachelor's Degree in Humanities

University of Asia and the Pacific (UA&P) - Manila, Philippines

Certifications

APRIL 2020 - PRESENT

Data Science and Artificial Intelligence

University of Toronto

Collaboration That Works

How to Work with Toptal

Toptal matches you directly with global industry experts from our network in hours—not weeks or months.

Share your needs

Discuss your requirements and refine your scope in a call with a Toptal domain expert.

Choose your talent

Get a short list of expertly matched talent within 24 hours to review, interview, and choose from.

Start your risk-free talent trial

Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.

Top talent is in high demand.

Start hiring