For many marketing professionals, success is measured through campaigns, conversions, or visibility. For Paolo Romano Garcia, it’s also measured through something much deeper: impact.
While he leads the Brand and Marketing Department of Ramon F. Garcia & Company, CPAs, Paolo spends as much time thinking about purpose as he does about strategy. That perspective comes from years of seeing how marketing can shape not only a firm’s identity but also the lives of people it touches.
One of the clearest examples is his work with the Moirasia Foundation, the firm’s CSR arm. What began years ago as his father’s informal personal advocacy has now grown into a structured program supporting more than 60 scholars. Paolo helps steer the communications, partnerships, and outreach efforts that keep the program growing.
“Helping the Foundation expand made me realize that marketing isn’t just about brand visibility,” he says. “It can change the trajectory of someone’s life.”
Using marketing to expand opportunities
Paolo learned early that marketing can revive businesses, reposition brands, or help organizations reach people they could never access before. But with the Foundation, he saw another dimension—how strategy and communication can scale generosity.
Part of his role is ensuring that the stories of the scholars, the programs, and the communities they serve are told clearly and consistently. These stories help attract partnerships, align donors, and show stakeholders the impact of the Foundation’s work.
“It’s fulfilling when you see how a message can inspire support or open doors for students who just need a chance,” he shares.
For him, CSR is not a separate function. It’s a strategic extension of the firm’s identity and values.
Brand leadership with a long-term view
Leading marketing for an accounting and advisory firm requires precision. Paolo coordinates closely with leaders across the organization to ensure every campaign reflects the firm’s strengths—credibility, integrity, and expertise.
But he believes real brand leadership goes beyond visuals and messaging. It’s about demonstrating who the firm is through consistent actions.
“People judge a brand based on behavior,” he says. “If you say you value community or education, you have to show it.”
This is one reason Paolo integrates CSR narratives into the firm’s broader marketing efforts. By telling stories of the Foundation’s scholars and programs, he strengthens the connection between the firm’s brand and its mission.
Bridging global standards with local needs
Working under the Crowe Global network means Paolo must maintain strict branding standards. But he also makes sure that their campaigns serve local realities—especially in CSR.
Whether it’s education, youth development, or community partnerships, Paolo ensures their efforts remain relevant to the challenges and aspirations of Filipino students and families.
“That’s where you see the role of marketing evolve,” he explains. “It’s not just about following guidelines. It’s about making global principles meaningful in a local context.”
Why purpose strengthens performance
Paolo believes professionals are at their best when they connect their work to a purpose larger than themselves. That belief keeps him committed to refining strategies, elevating campaigns, and communicating clearly with stakeholders.
“Purpose gives you stamina,” he says. “It keeps you learning, keeps you improving, and helps you work through challenges.”
For him, marketing is not only a business function. It is a responsibility—to clients, to audiences, and to communities that rely on the opportunities it can help unlock.
How continuous learning sharpened his leadership
Paolo credits the Sales and Marketing Institute International (SMI) for helping strengthen this impact-driven approach. The CMP certification gave him a framework for strategic thinking, wider exposure to global practices, and a network of professionals who share the same commitment to growth.
“SMI helped me see marketing not just as execution, but as leadership,” he says.
That shift has influenced how he approaches branding, team discussions, and even CSR communications. He now evaluates decisions through a broader lens—balancing performance, ethics, and purpose.
Building a brand that uplifts
As he continues guiding the firm’s marketing direction and supporting the Foundation’s growth, Paolo keeps going back to the same principle that shaped his early years: value must be created, not just displayed.
“We want to build a brand people trust,” he says. “And trust comes from doing work that genuinely helps.”
For Paolo, marketing has never been just about awareness. It has always been about impact—whether reviving idle trucks, rebranding a professional services firm, or helping scholars get the education and opportunities they deserve.
And in an industry that moves fast, that commitment to creating real value might be the thing that lasts longest.
