Home Credit Philippines names Gabriel Roxas as chief marketing officer

Home Credit Philippines has appointed Gabriel “Gabby” Roxas (pictured) as its new chief marketing officer, effective 3 August 2026. He replaced Sheila Paul, who left earlier this year after nearly six years in the role.

Roxas brings more than 20 years of marketing and business leadership experience across global organisations including Google, Johnson & Johnson, Coca-Cola and Procter & Gamble.

Prior to joining Home Credit Philippines, he served as head of marketing for Google Vietnam, the Philippines and South Asia Frontier, where he led marketing across multiple markets.

Don't miss: Home Credit Philippines CMO Sheila Paul departs after nearly six years

In his new role, Roxas will oversee Home Credit Philippines’ marketing strategy, brand development, customer engagement and growth initiatives as the financial services company continues to expand its reach among Filipino consumers.

“Home Credit helps millions of Filipinos access opportunities that bring them closer to their goals and aspirations. I’m excited to be part of an organisation that is committed to create customer-focused solutions through continuous innovation. I look forward to strengthening the Home Credit brand and support its mission of bringing more Filipinos closer to the opportunities they deserve,” said Roxas.

Now in its 13th year in the Philippines, Home Credit said it has served 13 million Filipinos. Its offering spans installment financing and related coverage plans, alongside cash loans, Qwarta, a virtual spending limit, and a credit card for qualified existing customers.

The company provides financing through more than 18,000 partner stores nationwide, covering products ranging from smartphones and laptops to home appliances, furniture, electronics, sports equipment and motorcycle accessories.

Home Credit also operates the Home Credit app and Shoppingmall.ph, giving customers access to financing options and product offers digitally.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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