MANILA – Nestlé Philippines has sent one of its most promising young digital talents, Nicole Bulatao, to the company’s headquarters in Switzerland to join its Digital Core Team under global digital marketing and social media head Pete Blackshaw.
Bulatao, who joined Nestlé Philippines in 2012 to accelerate the local unit’s transformation into a digital marketing organization, will be part of a crack digital team.
“Her mission is to work with the Nestlé Digital Core Team, which spearheads important global and regional projects, forms global partnerships, establishes best practice and formulates digital policy for the Nestlé world,” said Nestlé Philippines’ director of communications, Sandra Puno.
“Nicole is still part of the Communications and Marketing Services division of Nestlé Philippines, but the focus of her day-to-day work for the next year will be projects assigned to her at the Nestle Center in Switzerland.”
Bulatao, who joined Nestlé with digital experience gained in launching and managing popular websites Spot.ph and StyleBible.ph at Havoc Digital and running day-to-day operations of entertainment site Pep.ph, is the first person from the Philippine operation to join the Vevey-based core team.
In Vevey, Bulatao is expected to interact with Nestlé’s Digital Acceleration Team (DAT), which soft launched in the Philippines, one of about 10 global markets offering the digital leadership training program.
Inspired by the culture of start-ups with their rapid cycles of innovation and problem-solving, DAT was one of the first things Blackshaw launched on joining Nestlé in early 2011.
“The DAT aims to show brands what it means to listen to consumers online and then use what they learn to inform communications, even reacting in real time. In addition, the DAT room and program serves as a center of excellence where hands-on training and other forms of learning can be held, thus inspiring the organization to further advance its digital program,” Puno added.
“Ideally, Nestlé Philippines would like to send at least one professional to train with the intensive global DAT every time the eight-month program runs; locally, we aim to have three or four marketers spend a portion of their work week in the DAT room every quarter.”
