Strategic and Marketing Management Department


Wilfrido Victor E. Arcilla


Strategic and Marketing Management

Wilfrido “Willy” Victor Esguerra Arcilla is a subject matter expert and recognized authority on Marketing and Leadership, offering public seminars and conferences, corporate training and in-house workshops, 1on1 advisory and consultancy on Marketing, Branding and Advertising; Business Strategy and Corporate Planning; Leadership and Personal Development, Economics and Nation-Building.

Willy Arcilla believes that “Marketing is what anyone must do, while Leadership is what anyone must have” so his unique 2-in-1 seminar plus 1on1 consultancy is called “The Marketing and Leadership Clinic”, whose main benefit for participants is “Stronger People and Stronger Brands”, because ultimately, he posits “Healthier Brands are Wealthier Brands”.

He has chalked up 25 years of extensive experience around the Asia-Pacific region working for US Fortune 500 Companies like Procter & Gamble Philippines, SC Johnson & Son Indonesia, The Coca-Cola Company China, and Top 1000 Philippine Conglomerates like San Miguel Corporation in Greater China, the Philippines and International, Universal Robina Corporation in Asia-Pacific and the RFM Corporation-Branded Food Group in the Philippines.

After his corporate career, Willy Arcilla has been offering training and consultancy services for Philippine companies and MSMEs to help them level up and succeed in an increasingly competitive global marketplace.

Due to his proven track record in turning around troubled companies and revitalising sick brands, he has earned the monicker “The Marketing Doctor” or “The Brand Doctor”. Willy Arcilla attributes his philosophy in healing brands to his family background. Raised in a family of doctors, Willy Arcilla imbibed the principles of the medical profession in formulating marketing solutions for business problems.

He is a recipient of the Agora Award for Marketing Excellence in the Asia-Pacific region from the Philippine Marketing Association, and a Special Citation from the Catholic Mass Media Awards for Best Business Column.

He is a Mentor under the Go NeGOsyo and DTI Kapatid Mentor Me Program and an ASEAN Mentor (AMEN) of the ASEAN Business and Advisory Council. He teaches Strategic and Marketing Management at the Ateneo Graduate School of Business MBA Programs at Rockwell Makati.

In 2017-18, he was engaged as a Consultant for Brand Equity Development by the Department of Trade and Industry to help hundreds of MSMEs nationwide upgrade their marketing and branding to become more globally competitive. He has also conducted seminars and workshops for the Department of Trade and Industry-Board of Investments, Department of Agriculture, and the Department of Tourism-Tourism Promotion Board.

Willy Arcilla holds a B.S. Business Administration from the UP Diliman (cum laude) and a M.Sc. in Industrial Economics from the Center for Research & Communication, the economic think-tank of the University of Asia and the Pacific.

Healing a Nation — Building a Nation

Driven by his personal advocacy, he has gone beyond “healing brands to healing a nation”, beyond “building brands to building a nation” so he also lectures on national economic issues, emphasizing the importance of agriculture as the foundation for inclusive economic growth and sustainable development, upgrading Micro Small & Medium-Scale Enterprises (MSMEs) as the basic unit of the economy, and instead of relying on OFW remittances, promoting merchandise exports and Filipino brands in the world market, attracting foreign direct investments and driving tourism.

Willy Arcilla applies an holistic approach to healing brands and revitalising companies, to solving business problems and national economic issues, by applying strategic thinking and innovative solutions, a “scientific method” and a “clinical eye”, a global perspective and a long-term outlook which he credits to the unique combination of an education in both business and economics, a medical family background and a corporate career working as an expatriate in the Greater China region and in the ASEAN for multinational companies and leading Philippine conglomerates.



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