Gabriel Ignacio
Verified Expert in Sales
Sales Expert
Toronto, ON, Canada
Toptal member since January 6, 2021
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.
Expertise
- Agile
- Digital Advertising
- Digital Advertising Platforms
- Digital Marketing
- Digital Marketing Strategy
- Marketing
- Product Marketing
- Web Marketing
Work Experience
Founder and CEO
Self-employed
- Acted as CEO for VeXempt, leading E2E development of this blockchain-based platform with a 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
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
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.
Brand Manager
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 daily tubs sold 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.
Education
Master's Degree in Business Administration (MBA)
Rotman School of Management | University of Toronto - Toronto, Ontario, Canada
Master's Degree in Industrial Economics
University of Asia and the Pacific (UA&P) - Manila, Philippines
Bachelor's Degree in Humanities
University of Asia and the Pacific (UA&P) - Manila, Philippines
Certifications
Data Science and Artificial Intelligence
University of Toronto
Skills
Tools
Salesforce
Demand Generation
Brand Building, Paid Advertising, Cold Calling
Competencies
eCommerce, B2B, B2C, Communication, Competitive Analysis, Data Visualization, Pricing Strategy, Artificial Intelligence (AI)
Roles
Sales Enablement, Customer Success
Other
Sales, Digital Marketing, Product Marketing, Consumer Packaged Goods (CPG), Digital Advertising, Digital Advertising Platforms, Digital Marketing Strategy, Web Marketing, Google SEO, Email Marketing, On-page SEO, Off-page SEO, Business Models, Economics, Startups, Consulting, Product Management, Customer Segmentation, Events, Brand Marketing, Social Media Marketing (SMM), Search Engine Optimization (SEO), Search Engine Marketing (SEM), Google Ads, Pay-per-Click (PPC), Business to Business (B2B), Growth Strategy, SaaS, Content Management, Content Marketing, Growth Marketing, Funnel Optimization, Lead Generation, Funnel Marketing, Keyword Research, Digital Marketing Best Practices, Business Intelligence (BI), Channel Management, Customer Journey, Digital Campaigns, Microsoft Excel, Web Analytics, Website Traffic, Competitor Analysis & Profiling, Keyword Analysis, New Product Development, SEO Tools, Facebook Ads, Crypto, Fintech, Online Marketing, Project Management, Strategy, B2B Partnerships, Branding, Community Development, Distributed Team Management, EMEA, HubSpot, Renewable Energy, Writing & Editing, Content Strategy, SEO Content, Content, SEO Audits, Seos, Business to Consumer (B2C), Go-to-market Plans, Social Media Strategy, Digital Media, Marketing Plans, User Experience (UX), Optimization, Conversion Rate Optimization (CRO), Social Media Optimization, A/B Testing, Key Performance Indicators (KPIs), Market Entry, Product Launch, B2C Marketing, Brand Strategy, Launch Strategy, Marketplaces, Copywriting, Content Writing, Culture Management, Content Creation, Storytelling, Brand Positioning, Customer Acquisition, Direct to Consumer (D2C), Email Campaigns, Performance Marketing, Ad Campaigns, Google Analytics, Campaign Management, Digital Marketing Product Manager, Market Research & Analysis, Retail & Wholesale, YouTube Ads, Facebook Marketing, Instagram Ads, Instagram Marketing, Advertising Campaigns, Facebook Ads Manager, Social Media, Landing Page Optimization, Landing Pages, Campaign Monitoring, Data Analysis, Design, Leads, Websites, Advertising, Audience Targeting, Go-to-market (GTM) Strategies, Marketing Strategy, Market Research, Monetization Models, Revenue Strategy, Web Content, Advisory, Logistics, Social Media Content, Website Optimization, Management Consulting, User Research, Interviewing, User Journeys, Customer Research, User Engagement, Marketing Technology (MarTech), LinkedIn Marketing, Paid Media, Product Growth, Social Media Management, Blogging, Organic Social Media, Video Production, Public Relations (PR), Marketing Communications (MarCom), Business Development, Inbound Marketing, B2B Lead Generation, Marketing Attribution, Conversion Rate, Google Optimize, Monetization, X (formerly Twitter) Marketing, Ads, Conversion, Organic SEO, Funnel Analysis, Python, Influencer Marketing, Non-fungible Tokens (NFT), Web3, Food & Beverage, Growth, Growth Hacking, Google Maps, SEO Marketing, Google AdMob, Mobile Marketing, Mobile Advertising, Fashion, Partnerships, Data Analytics, Agency, Brand Guidelines, Web Design, Law, Promotion, People Management, Program Management, Remote Team Leadership, Marketing Analytics, Statistics, Analytics, Data Management, Econometrics, Machine Learning, Creative Advertising, Meta Platform, YouTube, Product Strategy, Website Audits, Digital Product Management, Website Redesign, Market Segmentation, Product Design, Gig Economy, App Store Marketing, Business Strategy, SaaS Product Marketing, Sales Growth, Sales Strategy, Sales Support, Product Positioning, Email Marketing Automation, Marketing Platforms, Pricing, Product Roadmaps, Software as a Service (SaaS), Multimedia, Local SEO, Google Search Console, Customer Acquisition Cost (CAC), Market Fit, Social Media Posting, Social Ad Design, Digital Agencies, Calendars, Social Media Campaigns, Social Media Design, Travel & Leisure, Strategic Planning & Execution, Instagram, Branded Content, SEO Keyword Research, Programmatic Marketing, Team Management, Editorials, Revenue Modeling, BigQuery, Banking & Finance, Paid Search, Medical Equipment, Content Management Systems (CMS), Qualitative Research, Quantitative Research, Subscription Pricing, Subscriptions, Advertising Tools & Platforms, Digital Asset Management, Website Management, Jira, Amazon Web Services (AWS), Social Media Platforms, Marketing Leadership, Financial Modeling, Business Proposals, Client Presentations, Competitive Strategy, Growth Strategy Consultants, Partnership Analysis, Pricing Models, ROI, Cryptocurrency, Cold Emailing, Email Delivery, Niche Email Marketing, Blockchain, Blockchain & Cryptocurrency, Community, Community Growth, Latin America (LATAM), Chief Marketing Officer (CMO), Onboarding, Affiliate Marketing, Awareness Campaigns, Value Creation, Data Collection, Customer Data Platform (CDP), Marketing Mix, Client Relationship Management, Presentations, Research, Technology Solutions, Community Management, Reputation Management, Brand Management, Social Media Analytics, Content Marketing Strategy, Thought Leadership, Competition Research, Customer Experience, Sales Funnel, Healthcare, E-learning, Finance, Bid Management, Team Development, Go-to-market Optimization, Marketing Automation, Integrated Marketing, Integration, Account-based Marketing (ABM), Blogs, Data, Contract Negotiation, Omnichannel Marketing, Scaling, Customer Engagement, System Integration, Google Paid Ads, Marketing Research & Analysis, Demand Generation, Link Building, Creative Direction, Digital Storyboards, Messaging, Visual Storytelling, Media, Marketing Campaigns, Desk Research, Research Methods, Dashboards, Data Reporting, Mobile Platforms, Spreadsheets, Direct Response, Agile Project Management, Business Transformation Program Management, Campaign Strategy, Ad Optimization, B2B Marketing, Multichannel Marketing, Return on Ad Spend (ROAS), AdMob, Figma, Mobile UX, UX Writing, Agile Marketing, Cohort Analysis, Customer Retention, Buyer Personas, HubSpot Marketing Hub, Outbound Marketing, Team Leadership, MarTech Solutions, Process Improvement, Instagram Growth, Value Proposition, Performance Analysis, Media Relations, Backlinks, Human Resources (HR), Workshops, Design Thinking, Consumer Insights, Channel Strategy, Product-led Growth (PLG), SaaS Sales, Digital Newsletters, Business to Government (B2G), Personal Branding, Press Releases, Outreach, Growth Model, Digital PR, Article Writing, Generative Artificial Intelligence (GenAI), Pitch Decks, Solution Design, Presales, Ideation, Process Development, Process Optimization, Product Ideation, Relationship Building, Relationship Management, Content Update, Brand Partnership, Negotiation, Creative Problem Solving, SQL, SMS Marketing, Marketing, Agile, Shopify, Video Editing, Salesforce Marketing Cloud, Consumer Behavior, Yelp, Amazon Vendor Central, User Stories, Google AdSense, Brand Activation, GetResponse, Marketing Collateral Development, Blog Posting, Internet Marketing, Online Reputation Management, SurveyMonkey, Outdoor Advertising, Out-of-home (OOH) Advertising, Communication Planning, Reddit Ads, Spotify Ads, Video Marketing, Voice Search Optimization, Marketo, Amazon FBA, Multi-level Marketing, Presales Consulting, Web Trends, Adobe Campaign, Post Sales Consulting, Poetry Writing
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