Google Phl’s Kenneth Lingan: Driving the digital ecosystem in Phl

MANILA, Philippines - The key takeaway after listening to Kenneth Lingan’s plans as the new country manager for Google Philippines: the digital landscape in the Philippines looks promising in 2015.

“We aspire to make Google one of the most socially relevant brands in the Philippines by providing tools and platforms to help our users, customers, and publisher partners make the most out of the Internet. We will continue to engage and educate Filipinos on the power of Google Search, entertain and educate them with great content on YouTube, and help them be more productive with tools like Google Apps,” he begins.

On the business front, Lingan is looking at building and strengthening partnerships with advertising clients and agency partners and providing them with digital solutions that will help them grow their business. He furthers, “We will continue to encourage and educate SMEs to have an online presence so they can take advantage of the opportunities that the web offers. We also want to help businesses be mobile-ready as more Filipinos engage the Internet primarily through their smartphone.”

The last three months have been both challenging and exciting for Lingan, who joined Google Philippines because he was inspired by the company’s mission of organizing the world’s information to make it universally useful and accessible. Lingan believes that the Internet is a powerful tool in making a difference in a developing country like the Philippines.

Lingan, who spent most of his career in the consumer goods industry, is tasked to lead the sales team of Google in the Philippines. Driving the digital ecosystem in the country is akin to getting more Filipinos online and helping them see the power of Google Search.

“It means working cross-functionally with other teams to get more content online through our YouTube Creators, Street View, and community of Map Makers. The Internet can open up boundless opportunities for users, businesses, and publishers and every Filipino should have access to such a powerful platform. So we work with government, businesses and other stakeholders in getting more Filipinos see the magic of the web,” he says.

Early on in his career, Lingan opted to join a global FMCG company for its management trainee program so he can learn the ropes – even when other companies were offering him higher starting positions. He also had to work far from the Philippines and take on the difficult task of turning around a business amidst a financial crisis. But he was able to rise up to all challenges to celebrate a number of career milestones.

With 16 years of experience in marketing and brand development, he is confident he will deliver in his new job in Google Philippines. “My experience proves helpful in understanding how advertisers think, what really matters to them and how best to engage them. It allows me and the team to give them the best digital solution for their brand aspirations,” relates Lingan, who held positions as vice-president for Deodorants (Southeast Asia and ANZ) for Unilever and marketing director for Unilever Home and Personal Care in the Gulf Region.

According to Lingan, Google’s main thrust is to help businesses maximize the power of the Internet and make better decisions based on online trends and insights that Google shares with them. “We know what Filipinos are searching online and this information helps businesses identify growth opportunities and make better business decisions,” he explains.

Through online tools such as Search, Maps, Google+, AdWords, and Google Apps, businesses can connect and engage their potential and existing customers.

“It’s now been three months since I joined Google. But I still feel grateful every single day for the opportunity to join a great company, to work with an amazing group of people, and to make an impact to our country,” says Lingan, who mentions that one of his secrets to success is setting the bar high. “No one gets excited and inspired with meek goals. Setting audacious goals will also force you to think differently on how to approach the challenge.”