When Dr. Nelson Guillen entered the world of sales and marketing, he wasn’t interested in quick wins or flashy campaigns. He was drawn to the field for something much deeper: its ability to influence behavior, shape culture, and build meaningful connections between businesses and the communities they serve. That mindset guided him across two parallel paths—one in academia and one in corporate strategy.
Today, he serves as Assistant Dean for External Affairs and Lasallian Mission at De La Salle University Manila, while also operating as Chief Marketing Officer of NARRA Marketing Consultancy. Navigating both worlds has allowed him to see marketing not just as a discipline, but as a tool for education, empowerment, and ethical leadership.
“The field is dynamic, but what makes marketing meaningful is its impact on real people.”
Nelson’s journey is rooted in continuous learning. Over the years, he earned a PhD in Business, multiple master’s degrees, and completed global programs—including the Marketing Director’s Course mentored by Philip Kotler. Each chapter strengthened his understanding of how marketing functions both in theory and in practice.
One turning point was founding the Marketing and Advertising Research Sub-Center (MARS). For him, research is the backbone of effective strategy, and MARS became a space where students could test ideas, explore data, and see how academic concepts translate into real-world applications.
Mentoring young researchers became one of his driving motivations. It allowed him to bridge the gap between classroom conversations and industry needs, helping students develop a more grounded, evidence-based perspective.
“Marketing is evolving fast—ethical leadership and digital literacy should evolve with it.”
Working across academia, consulting, and corporate leadership gave Nelson a front-row view of how quickly the landscape is changing. Digital transformation, AI-driven tools, and omnichannel strategies are rewriting the rules of engagement. At the same time, misinformation, data privacy issues, and irresponsible marketing practices make the industry more complex.
In navigating these challenges, he emphasizes two things: ethical leadership and authenticity.
He connects with audiences by listening first, understanding their context, and communicating clearly. Whether speaking to students, MSMEs, or corporate partners, he believes audiences respond to sincerity and relevance more than anything else.
At NARRA Marketing Consultancy, this perspective shows up in the projects he leads. He collaborates with MSMEs and educators, helping them design strategies that not only drive growth but also strengthen community impact. For him, marketing becomes powerful when it empowers—not just when it sells.
“Certification validates expertise—but it also reinforces a commitment to lifelong learning.”
Nelson earned his Certified Marketing Professional (CMP) credential through SMI International, a move he pursued to strengthen both his global credibility and his work across academia and industry.
The certification reinforced his strategic thinking, broadened his understanding of global marketing benchmarks, and elevated his authority when working with institutional partners. It also supported his leadership roles in the university, where he balances external affairs, research mentorship, and mission-driven initiatives.
More importantly, the CMP credential became a reminder of the mindset that drives him: growth, ethics, and measurable impact. It’s the same mindset he now passes on to students and professionals he mentors.
Marketing, in his view, is a responsibility—not just a career.
As a professor, researcher, CMO, and academic leader, Nelson sees his work as a chance to shape the future of the field. His philosophy is simple: marketing professionals should combine competence with character. Skills make strategies effective, but values make them sustainable.
In classrooms, he pushes students to think beyond tactics and understand the larger role marketing plays in shaping society. In corporate settings, he encourages companies to pursue strategies rooted in relevance, authenticity, and responsible consumption. In consultancy work, he emphasizes real impact—especially for MSMEs that depend on smart marketing to survive and grow.
For Nelson, marketing isn’t just about influencing decisions. It’s about shaping leaders who understand the responsibility that comes with that influence.
And as he continues balancing academic leadership and corporate strategy, his focus remains clear: prepare the next generation of marketers to think smart, lead ethically, and create work that matters.
