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Joanne de Guzman Rico: How UAE's Marketing Trailblazer Launched and Turned-aroun

Joanne de Guzman Rico, Salma Rehabilitation Hospital's Head of Marketing, exemplifies perseverance and empowerment.

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Joanne de Guzman Rico: How UAE's Marketing Trailblazer Launched and Turned-aroun

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  1. JoannedeGuzmanRico:AMarketing Trailblazertolookoutforin2023 Despitemanychallenges,thismarketer builtandturned-around brandsfrom zerotohero MeetJoannedeGuzmanRico,theHeadofMarketingatSalmaRehabilitationHospital,whichispartofSEHA-thelargestnetworkof governmentmedicalfacilitiesin thecapitaloftheUnitedArabEmirates. AStoryof anEmpoweredWoman JoannedeGuzmanRicoisastoryofanempoweredwomanwhoisrisingaboveadversity.FromhumblebeginningsinManila,shehasgone alongwayfromherfirstjobtonowatrulyinspiringglobal professional. AconsistentA-student,Joannebelievesthathavingastrong academicfoundationwillserveasaspringboardtosuccess.Armedwithresilience, grit,andambition,shedidnotletpovertydefineherfuturesoshestudiedveryhardtoearnscholarships.Hermother’sandfamily’s sacrificesbecameherinspirationandherdrivetoachievemore.She dedicatedallhertimeandefforttocompleteeachschoolyearwith academicandspecialawardssoshecouldmaintainherscholarshipand helpfinancehereducation.In1999,shegraduatedValedictorianwith7 otheracademic,extracurricular,andspecialawards.Shethentook BachelorofArts,MajorinPhilosophyat theCollegeofSocialSciences andPhilosophyintheUniversityofthePhilippines–Diliman,whereshegraduatedMagnaCumLaude. Rightaftergraduation,shejoinedGlobeTelecomwhereshestartedher careerasaSalesAdministrativeAssociate,thenlaterasaCustomer

  2. ServiceAssociate.WhileworkingatGlobe,she receivedawardsand specialrecognitionfromthecompany.In2005,shejoinedMinistop PhilippinesasaFranchiseMarketingOfficer– herfirstbreakin Marketing.Despitenothavingaformaleducationinthefieldof Marketing,shewontheRookieoftheYearAwardonher6thmonthin Ministop.Onher7thmonth,andonlyatage23then,shewas handpickedbytopmanagementandwaspromotedtoAdvertisingand PromotionsManager,wheresheheadeda7-personteamandmanaged themainbrandwithachainofover250stores.Joannewasmentoredby oneofthePhilippine'sbusinesstycoons,andwastrainedatMinistop’s HeadQuartersinTokyo,Japansoshecouldlearn,replicate,and implementthecorebrandstrategyinthelocalbusinessarena. In2009,Al-AhliHospital–thelargestprivatepremiumhospitalin Doha,Qatar,tookJoanneandlaterappointedherastheorganization’s MarketingExecutive.ShewasthefirstFilipinowomantoofficially breakthroughthespaceofhealthcaremarketinginQatar. In2012,BurjeelHospitalinAbuDhabi,UAEtookJoanneaspartofits pioneerteam,wherehermaintaskwastointroducethebrandinthe emirateandgrowitsmarketshareinthecapital,withinthecountry,and withintheregion.IntheinceptionandgrowthstagesofBurjeel,Joanne single-handedlymanagedallmarketingcampaignsofthebrandacross allplatforms.ShewasawardedBurjeelStarEmployeein2013andwas recognizedasBurjeelStarduringBurjeel’s2ndAnnualDayin2014.In 2015,JoannewaspromotedtoSeniorMarketingExecutiveandayear later,she becametheAssistantMarketingManagerofthebrand,where shemanagedthePRcommunicationsandcorporateeventsverticalsof thebrand. InApril2018,JoannejoinedNMCHealthcare–thelargestprivate healthcarecompanyintheUAE.NMCacquiredBareenInternational Hospital,whichhasbeenonnegativeprofitabilityfor3yearssinceit starteditsoperations.InlessthanayearafterJoannejoinedthecompany astheMarketingandSalesManager,Bareenstartedgrowingpatient

  3. volumeandbegangainingprofits.Asaresult,thehospitalexpandedby addingmoreclinics,doctors,andbedstocapturethecontinuousriseof patientfootfallinitsoutpatientandinpatientdepartments.JoannebecamethefirstFilipinowomanintheleadershipteamofBareenand playedasignificantroleinthemilestonethatbecameafeatheronthehat ofbothBareenandNMC.Duetothisbreakthrough,NMCsteppedup businessexpansionplans,acquiredmore medicalcentersinAbuDhabi andwingedeachofthemunderBareenManagementteam–whichisnowgroupedasacluster.Inlessthantwoyears,BareenClusterhas grownfrommanagingonetoeightmedicalfacilities.Inthesamespeed, JoannewaspromotedtoHeadofMarketingandSalesofthecluster.She spearheadedfunctionsrelatedtoMarketingandBusinessDevelopment– frombrandpositioningto increasingbrandawarenessandgrowing brandloyaltytothefacility,fromincreasingfootfalltogenerating revenueandraisingprofitabilityforeachmedicalfacility. InAugust2022,SalmaRehabilitationHospitalunderSEHA,took JoanneandpostedherasHeadofMarketing. AnAdvocateofChildren'sRighttoEducation Joanne’sgreatestdreamisto serve,giveback,andbeaninstrumentof changeinthe community.Havingexperienceditherself,she hasastrongpersonaladvocacyontherightofchildrentoaccesseducation, especiallytheunderprivilegedsegment.Shehasbeenaresilientsponsor ofWorldVisionPhilippinesfor17yearsandhasbeensupportingmany childrentogetherwiththeirfamiliesandtheircommunitiesindepressed areasofherhomecountry.WhileworkingatMinistopPhilippines,she launchedtheWorldVisionCoinBankcampaignacrossallMinistop stores.SheopeneddoorstointroduceWorldVision’sChildSponsorship ProgramtoJGSummitemployeesandMinistopfranchisees.Her commitmenttowardsthecausepromptedhertobeoneoftheprobono organizersoftheeventandtohosttheprogram.Currently,Joanneisone oftheambassadorsandspokespersonsofWorldVisionPhilippines overseas.

  4. InordertoinspireotherFilipinowomentorisetothechallengeno matterthecircumstanceandbreakglassceilings,Joannewroteabook chapteraboutherjourneywhichwaspublishedinDisrupt4.0Filipina Women:BEING–TheFourthBookonLeadershipbytheFoundation forFilipinaWomen’sNetwork.ThebookwaslaunchedattheGremio LiterarioinLisbon,PortugalinNovember2022. AwardsandAccolades Duringher18-yearcareer,Joannehasreceivednumerousawardsand recognitionsforheraccomplishments.In2017,shewasrecognizedand awardedastheMarketingandAdvertisingProfessionaloftheYearby TheFilipinoTimes,aglitteratired-carpeteventheldinhonorof exemplaryFilipinosoverseas.In2018,Joannewasoneofthenominees fortheSearchforHuwarangOFW,organizedby700ClubAsiathrough oneofthebiggestTVnetworksinthePhilippines:GMA7.In2020,she wasnamedasoneoftheThoughtLeadersinIllustrado’s300Most InfluentialFilipinosintheGulf,LegacyEdition.In2021,Joannewas recognizedasoneoftheMostInfluentialFilipinaWomeninthe WorldTMbyaUS-basednon-profitorganization,Foundationfor FilipinaWomen’sNetwork.ShewastheonlyawardeefromtheMiddle Eastduringthatyear.In2022,shereceivedanawardforOutstanding LeadershipduringtheHealth2.0ConferenceinDubai,UAE. Joanne’sjourneyinlarge,multiculturalorganizationswasandisnota walkinthepark.Thestrugglesarerealandaremostofthetime, daunting.Breakingstereotypesofnationalityandgenderrolesinthe workplaceisstillanexistingunspokenissue.Bringingwithhercore valuessuchasfaith,hardwork,dedication,passion,andresilience, Joannerosetothechallenge,andtrail-blazedwithprideandconfidence intheinternationalarena.

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