As CMO of the Jollibee Group, Dondi Gomez understood that the success of an enterprise-wide digital transformation would require the strong partnership of the company's chief marketing officer, chief digital officer, head of business technology, and heads of business units. "I was looking to elevate my digital knowledge to a level by which I could effectively help drive digital strategy development and execution alongside the transformation executive team," he says. His first step toward realizing this vision was to participate in the Marketing in the Digital Era (now titled Strategic Marketing for Driving Growth) program at Harvard Business School.
Was your main objective for attending the program?
There's a great divide between people who truly know what digital transformation is and the leaders of the company who are driving it. I wanted to step back and really try to understand it at a working level. Now, my vision is to be the catalyst for legacy companies to be able to transform their company.
I learned so much from the program that I plan to pursue the HBS Digital Transformation Certificate. This will enable me to receive a comprehensive skill set to lead the digital transformation as CMO of a legacy company in the Philippines. The additional programs I plan to attend are: Driving Digital Strategy, Competing in the Age of AI—Virtual, and Competing in the Age of Digital Platforms.
What are some key program takeaways that you are applying in your professional life?
The principles of marketing are immutable, but the execution of those principles is significantly elevated with technology. For example, consumer targeting can be done at a more granular level, the consumer conversion funnel can be executed with precision, customer lifetime value can be tracked, word-of-mouth marketing can be scaled without losing its authenticity, and tools can be used to proactively stir advocacy. Marketing campaigns can also be measured with greater precision in terms of their ability to move the needle on equity and business performance.
How would you describe the value of the program to someone who was considering taking it?
The HBS case study method facilitates a fully immersive and practical application of the marketing and digital principles, tools, and methods learned in class. The learning is further enhanced by the thought-provoking exchanges of positions and ideas of very experienced classmates and professors.
When I left HBS on Friday afternoon, I felt so sad. The members of my living group were my good friends, and I wondered if I would ever see them again. That speaks volumes about the kind of bonding and learning that took place. I really enjoyed the program and wish it could have been longer.
What advice would you give to someone who was considering the program?
I highly recommend this life-changing educational experience at HBS. Make sure to invest in reading the cases so you can maximize your learning experience.