Alvarez has close to 30 years of marketing and research expertise having worked for big and leading multinational companies. He started a career in research in San Miguel Corp. in 1974. He was market research head of Magnolia Division when he left in 1984. He joined Rubberworld and Pepsi Cola to head their respective research departments in the next three years. His longest stint was in Colgate Palmolive where he spearheaded programs on effective promotions and media management.
In 2002, he joined PLDT as AVP for Marketing Services. Today, he supervises several teams on media, market research, promotions and logistics of PLDT’s National Retail Marketing Division.
Alvarez has been an active participant in various industry organizations in the past 10 years. He has served as director in the Radio Research Council, the Advertising Board, PANA and the TV Research Council which he chaired in 2001.
Having been deeply immersed in the advertising industry, Alvarez witnessed its evolution and recognized the significant role of PANA in shaping the future of the industry. As president, he is committed to institutionalize changes that will meet the following objectives: (1) aggressively lead the industry on issues affecting advertising practice by capitalizing on the association’s collective strength of more than 300 members, (2) give back to the members the benefits and services due them and (3) align the advocacy of PANA to the general principle of truth in advertising and protecting the interest if the consumer.