Asia-Pacific Power List 2025: Neil Trinidad, GCash

Neil Trinidad

Chief marketing officer and integration leader
GCash
Philippines
Returning member 

Neil Trinidad has had a milestone year, driving GCash’s expansion while setting new standards for security and inclusivity in the Philippines’ fintech industry. Under his leadership, GCash achieved record-high brand equity, loyalty, and trust, with an average Net Promoter Score of 90.8, outperforming global tech giants and earning recognition as Kantar BrandZ’s most valuable Filipino brand.

He uses grassroots engagement to encourage financial inclusion through the DigiCities programme, which partners with local government units and educational institutions to accelerate digital payment adoption, making GCash a daily essential for over 94 million users. 

Over the past year, he spearheaded various initiatives that leverage creative, customer-centric storytelling to foster financial empowerment and digital convenience. Notable examples include ‘My Heart, GCash is the Best Way to Pay’—featuring iconic personality Heart Evangelista—which positioned everyday payments as both aspirational and practical, and GCash Spotlight, a 68-video campaign hosted by popular talk show host Boy Abunda that drove triple-digit revenue growth across payments, savings, and insurance categories. These efforts earned multiple 2024 YouTube Works Awards Philippines and the Outstanding Achievement in Marketing Campaign at the 43rd Agora Awards.

To reinforce trust and security in fintech, Trinidad took charge in developing GSafe Tayo, a suite of features to help protect users from fraud and cyber threats, and introducing two-step authentication for a safer digital ecosystem. 

Instead of merely reacting to market trends, Trinidad has been the driving force of the brand’s relevance, trust and long-term brand equity. “As marketers, our greatest influence goes beyond the impressions we create, but in the lives we help transform”, he says on the ethos of his leadership.

As a proud LGBTQIA+ member and leader, he champions inclusivity, ensuring diverse voices shape GCash’s strategy and storytelling. His initiatives go beyond conventional marketing, embedding financial inclusion, DEI, and social progress at the heart of GCAsh Stories, a thematic platform spotlighting real narratives from micro-entrepreneurs, women, LGBTQIA+ individuals and persons with disabilities.

Beyond his role at GCash, he advocates for purpose-driven, inclusive, and tech-enabled strategies that shape industries and create meaningful impact. A key example is GCash FutureCast, the company's largest media event, which fosters thought leadership and cross-industry collaboration to advance financial access and wellness for Filipinos. His leadership extends to mentoring, judging, and speaking at major industry events like Tambuli Academy Masterclass where he called for a more responsible, human-centered future for marketing.