Salmon has recently appointed Franchette Chingcuanco-Cardona as its Chief Marketing Officer (CMO) for the Philippines. Ms. Chingcuanco-Cardona brings with her a wealth of experience and a proven track record in various aspects of marketing, particularly within the fintech and financial services sector. Her career includes notable roles at organizations such as GCash, UnionBank of the Philippines, and Wing Bank, a financial services provider in Cambodia.
Before joining Salmon as CMO, Franchette held the position of First Vice President and Marketing Group Head at BDO Network Bank (BDONB), a subsidiary of the Philippines’ largest bank. In this role, she was responsible for overseeing comprehensive marketing, branding, and customer experience strategies.
Her prior role as Chief Marketing and Customer Experience Officer at Home Credit Philippines showcased her leadership in product management, marketing, business development, and customer experience. During her tenure, she played a pivotal role in the development of the company’s credit card, the launch of its new brand, and the execution of award-winning nationwide communication campaigns.
Raffy Montemayor, Co-Founder and Philippines Business Head at Salmon, expressed optimism about Franchette’s appointment, emphasizing that her extensive experience in marketing and communications will be a valuable asset as Salmon aims to reach underserved and underbanked Filipinos with innovative financial products.