InsiderPH recently reported on negotiations for the potential return of Anastacio “Boy” Martirez to lead PLDT’s flagship arm, Smart Communications.
Several insiders have now confirmed that Martirez is indeed returning, this time as its new chief operating officer.
No formal announcement has been made yet—even internally at PLDT or Smart—although we’re told he was recently presented to the PLDT board of directors and its senior executives.
It seems that went well and Martirez has already been spotted several times inside the company’s Makati City headquarters.
Martirez’s innovative marketing campaigns helped propel Smart to the No. 1 mobile company up until his departure two decades ago to pursue other job opportunities in the country and overseas.
It’s clear Smart is hoping to bring back this old magic amid stiff competition with mobile leader Globe and inroads being gained by No. 3 challenge DITO Telecommunity.
Some of Martirez’s friends in the industry speak highly of his leadership skills, especially his ability to achieve results.
But there’s unease from others who are familiar with his domineering management style.
It’s a bold move by Smart that carries the potential for a significant payoff. If Martirez succeeds, he positions himself as a strong candidate for the top job at PLDT as tycoon and top boss Manuel V. Pangilinan searches for a successor.
Miguel R. Camus has been a reporter covering various domestic business topics since 2009.
