Home Credit Philippines CMO Sheila Paul departs after nearly six years

Sheila Paul (pictured), CMO of Home Credit Philippines, has announced her departure after close to six years in the role. She announced the move in a LinkedIn post, marking the end of a tenure that began in mid-2020 during a period of significant uncertainty for both the business and the broader fintech sector.

“It’s hard to fully capture what this chapter has meant. When I joined the company amidst the uncertainty of 2020, I didn’t expect how much of a ‘home’ I would find within the dynamic and fast-paced fintech industry at the heart of a market leader,” Paul said.

During her tenure, Paul led a significant transformation of the company’s marketing organisation, sharpening its market positioning within an increasingly competitive fintech landscape. She also developed and grew a unified marketing and communications function, covering brand, product marketing, media, public relations, content, and customer insights.

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Under her leadership, the team delivered multiple award-winning campaigns. Paul has more than two decades of experience across media, telecoms and digital services, with a strong focus on emerging markets.

In conversation with MARKETING-INTERACTIVE, Paul pointed to several standout initiatives, including the launch of the brand’s “Para sa Life” positioning, anchored by a distinct sonic identity and a song performed by Moira Dela Torre.

She also highlighted the company’s efforts to strengthen its social media presence and engagement, with content such as “Sanib” and a series of transition videos gaining viral traction and industry recognition.

In more recent years, Paul noted a growing focus on sports and wellness, citing initiatives such as Takbo Para sa Life, alongside partnerships with UAAP and UST athletics, as key pillars of the brand’s community engagement strategy.

Prior to joining Home Credit Philippines, Paul was part of the founding team behind HOOQ in the Philippines, a streaming platform backed by Singtel, Warner and Sony, where she served in roles including regional vice president of marketing and country manager. She also held leadership roles at TV5 Network Inc., where she helped revamp its digital platforms as vice president of new media.

Her earlier career includes working with Telenor across Malaysia and Norway, piloting digital products and services for its Asian operations. She also served as chief operating officer of Level Up! Inc., where she helped lay the foundations of the country’s massively multiplayer online gaming industry.

Paul’s exit marks a transition point for Home Credit Philippines as it continues to compete in a crowded consumer finance and digital lending market. Her next move has yet to be announced.

“I take immense pride in what we accomplished together, from shaping the brand to growing a strong and passionate marketing team. In many ways, we were able to contribute to advancing financial inclusion in the country,” she said, while thanking colleagues and partners she had worked with throughout her tenure.

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