Hertz Philippines marketing and commercial head exits after nearly five years

Rosebel Garcia (pictured) has left her role as head of marketing and commercial at Hertz Philippines and joined % ARABICA International as franchise communications manager, marking a shift from the mobility sector to a global coffee brand.

Garcia's departure took effect in June 2026, ending what she described as the longest tenure of her career. During her time at Hertz Philippines, which she joined in August 2021, she helped shape the car rental company's marketing and commercial efforts, while overseeing initiatives aimed at expanding the brand's presence and engagement in the local market.

Reflecting on her decision to leave, Garcia told MARKETING-INTERACTIVE that the move came after reaching a level of comfort that signalled it was time for a new challenge.

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Among the projects that stood out most during her time at Hertz Philippines was Juana Drive, an initiative designed to encourage greater female participation in the mobility industry.

She also credited the company for playing a pivotal role in her professional development, particularly during the early stages of her career.

"I started as the marketing manager despite having little experience. This made me believe that potential is something we can anchor to. Skills will always be taught, as long as we're willing to," she said, while thanking general manager Precious Gumpal for supporting her.

In a LinkedIn post announcing the move, Garcia described the transition as a natural next step.

"They say your next chapter finds you. Mine smells like freshly ground coffee," she wrote.

At % ARABICA International, Garcia will take on a global-facing role focused on franchise communications. The appointment represents a significant expansion of her scope, moving from a primarily local market remit to working with partners across multiple countries.

"Our goal is heavy on seeing the world through coffee. I hope that as the new franchise communications manager, I would be able to embody this and make our partners resonate to it as well," she said.

The opportunity to collaborate with teams and partners around the world was among the key attractions of the role.

Looking ahead, she believes the move could reshape her professional trajectory in unexpected ways.

"I want to believe that this would pivot my career in ways I never thought would be possible. I want to continue working with a brand that strongly aligns with me, and would take me places," she said.

Step into PR Asia Philippines 2026 on 9 September in Manila, where communications leaders will unpack the realities of trust, nationalism, misinformation, and polarisation shaping the country’s evolving narrative landscape.

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