Gino Cruz: The Mastermind Behind H&M’s Success in Southeast Asia
Gino Cruz joined H&M as the second-ever employee in the country and has since expanded his role as Media Manager to oversee the brand in Vietnam, Singapore, Malaysia, and the Philippines. From iconic model casting scenes to the diverse selection of clothes, H&M embodies happiness and openness for customers worldwide.
Gino’s apartment reflects his versatile and creative mindset, with artistic pieces collected from his travels and local artists. He recognizes the value of affordable fashion while aiming to elevate H&M’s brand image.
Initial Success in the Local Landscape
Gino Cruz played a pivotal role in establishing H&M in the Philippines. Recognizing the untapped potential, he and his team brought accessible global fashion looks to the country. In less than a decade, H&M has expanded with 41 stores nationwide, thanks to Gino’s strategic planning and local collaborations.
As the pandemic hit, Gino’s team adapted, focusing on online shopping experiences for local audiences. Their campaigns and deals catered to the market’s needs and preferences, both in-store and online.
A Passion for Marketing and Fashion
Prior to joining H&M, Gino Cruz gained valuable experience in advertising at reputable companies. Inspired by the brand managers he worked with, he fell in love with marketing and admired their end-to-end control over brand communication.
Gino’s personal love for fashion shines through in his work. He infuses local contemporary arts and culture into H&M’s campaigns, merging them with the world of fashion. His focus on the Philippines’ vibrant and adventurous market has been instrumental in H&M’s success.
A Cultural Pulse with Expansion
Gino Cruz’s promotion to Media Manager of Southeast Asia showcases his understanding of the cultural pulse. He now drives media strategy in Singapore, Malaysia, Vietnam, and the Philippines, adapting their communication methods to various platforms.
Each market presents unique challenges. In Singapore, their focus is on basics and office wear, while Malaysia has a mix of local and diverse fashion influences. Vietnam poses a challenge due to its protective identity but openness to global trends. The Philippines, Gino’s home base, embraces Westernized fashion and influential voices in the industry.
Leadership as a Maximizer
Gino Cruz’s leadership style is marked by his role as a maximizer. He pushes his team beyond the status quo, maximizing their potential and challenging them to exceed their limits.
While Gino’s approach may seem strict, it stems from a place of passion and intention. He aims to add value to people’s lives, making H&M a source of confidence and joy.
With Gino Cruz at the helm, H&M continues to thrive in Southeast Asia, bringing affordable fashion and elevated style to customers across the region.
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