Globe taps ex-Unilever exec as next CEO

Ayala-led telecommunications and technology giant Globe Telecom Inc. on Wednesday announced an upcoming major change in the company’s reins as it tapped a former Unilever executive to replace long-time CEO Ernest Cu.

In a disclosure to the Philippine Stock Exchange, Globe announced the appointment of Carl Raymond Cruz as deputy CEO of the telco, which will take effect on January 1, 2025.

“As deputy CEO, he will be reporting directly to the CEO, managing the day-to-day activities of the company,” Globe said.

Eventually, Cruz will be nominated as president and CEO of Globe during the company's annual stockholders meeting (ASM) scheduled in April 2025. 

“Until then, he will report to Cu who will continue as president and CEO of Globe Telecom until the 2025 ASM,” the telco said.

Prior to joining Globe, Cruz was the CEO and managing director of Airtel Nigeria, the largest operating company of Airtel Africa.

The incoming Globe chief also held regional and country leadership positions at British multinational consumer goods giant Unilever.

Cruz was managing director at Unilever West Africa and concurrent CEO and managing director of Unilever Nigeria from February 2020 to April 2023, chairman and managing director at Unilever Sri Lanka from February 2016 to January 2020, and vice president for Customer Development (Sales) at Unilever Philippines from June 2012 to January 2016.

Meanwhile, Cu, who has been Globe’s CEO since 2009, will continue to hold chairmanship for 917Ventures, GCash parent Globe Fintech Innovations Inc. (Mynt), Kickstart Ventures Inc., and STT GDC Philippines.

“We welcome Carl to Globe. He has a solid track record as a strategic and transformational business leader who delivers business growth,” Cu said. 

“Meanwhile, I will remain focused on guiding our corporate strategy, ensuring we advance the broader growth agenda while Carl will assume the responsibilities of overseeing the day-to-day operations and take on an essential role to accelerate our momentum, enhance the execution of key strategic priorities, and further strengthen our leadership team,” he added.

Cruz, for his part, said he is “very honored to be given the opportunity to be part of the Globe organization.”

“I look forward to working alongside Ernest and Globe’s talented team to drive growth, elevate customer experience, and shape the future of the telco industry,” he said. —KBK, GMA Integrated News