Cover Grab Philippines Country Head Grace Vera Cruz
Grab Philippines Country Head Grace Vera Cruz
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With Grab Philippines Country Head Grace Vera Cruz at the helm, the tech giant emerges as a dynamic force that’s building the future of the nation
Grab has become an indispensable part of countless lives. Beyond its original mission of providing convenient rides, the Southeast Asian decacorn and “superapp” has diversified its services to offer food and grocery deliveries, financial solutions and even healthcare support in the last few years. This pivot demonstrates the company’s unwavering commitment to not only addressing the evolving needs of the transportation sector but also enhancing the quality of life of millions today.
“In an era where businesses often chase short-term gains, Grab stands out with its dedication to long-term, sustainable impact,” says Grab Philippines Country Head, Grace Vera Cruz. “The brand seamlessly melds honour, in its commitment to its partners and customers; humility, by continuously evolving based on feedback; hunger, by constantly innovating; and heart, by placing genuine human stories at the core of its operations.”
Putting people first
Vera Cruz notably rose to the top post at Grab Philippines during the height of the Covid-19 pandemic, which she calls “an eventful time” for the organisation. “During this period, I thought it was important to set a very clear direction for the team,” she shares, expounding on the initiatives they launched, such as long-distance delivery, GrabMart, GrabPay and more. “Our north star was and continues to be Grab’s mission of empowering everyday entrepreneurs, and our 4H values of hunger, humility, heart and honour.”
Now that the company has established its role as an essential for many Filipinos, she admits, “Grab’s presence in the Philippines, affecting millions daily, is both an inspiration and a colossal responsibility. When you operate at this scale, every decision, no matter how minor it seems, can have far-reaching consequences.” Continually rising to the challenge, she says she has cultivated the practice of active listening, which means internalising the joys, challenges, aspirations and concerns of all their partners.
“Every morning, as I begin my day, I’m reminded of the stories I’ve heard directly from our partners—the driver who was able to send his child to school because of his earnings from Grab, the restaurant owner who kept her business afloat during the pandemic thanks to GrabFood, or the young entrepreneur who found a platform to sell innovative products on GrabMart,” she details. “These stories are both heartening and serve as a daily reminder of the real-world impact of our operations.” She adds that it’s also a practice of humility: understanding that, while they’ve made significant strides, they also have more to learn and improve.
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Building the nation together
With these narratives at its core, Grab’s ethos is rooted in a commitment to the broader welfare of society, and this has led to its active collaboration in the government’s nation-building efforts. Beyond enhancing mobility, Grab has been exploring partnerships to improve digital literacy and digital economy infrastructure, recognising the government’s push towards a more digital Philippines.
“My personal advocacy revolves around economic empowerment and inclusive growth,” shares Vera Cruz. “We believe that technology should be democratised, ensuring that even the smallest vendor or the remotest area has access to the benefits of the digital age.” Under her inspiring leadership, Grab champions education and upskilling, investing in programmes to ensure its driver-partners and merchants have avenues for personal and professional growth.
Another significant part is understanding the unique needs of different regions in the Philippines, as challenges and opportunities in Metro Manila may differ from those in Visayas, Mindanao or even other parts of Luzon. By working closely with local government units, Grab is able to tailor its solutions, addressing specific regional needs while contributing to the national vision.
“While each entity brings its strengths to the table—Grab with its strength in technology and innovation and platform reach; government stakeholders with their understanding of local dynamics and governance structure—it’s the shared vision of community betterment that truly drives this collaboration forward,” Vera Cruz remarks. With this serving as a testament to the synergies made possible when technology meets public service, Grab’s overarching vision for the country is exciting, ambitious and heartening at once.
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The Grab Philippines Country Head concludes by saying: “We envision a nation where economic boundaries are blurred, where opportunities are ubiquitous and where the spirit of ‘bayanihan’ is reinforced by digital interconnectivity. Our plans for the future are enduring commitments to the Filipino people. As the nation evolves, Grab will be there at every step, not just as a service provider, but as a partner in progress and a catalyst for change.”
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Credits
Photography: Jan Mayo
Grooming: Angie Cruz
Styling: Monique Madsen
Outfit: CH Carolina Herrera, available in Greenbelt 5
Production: Isabel Francisco, Michelle Soriano, Johannah Reglos
Trained as a student journalist, Mac’s knack for writing was a serendipitous discovery. Years later and she can’t imagine doing anything else. When she isn’t typing away on a story, she revels in being lost in a new city, revisiting a cosy film or sitcom, and idling away with her dogs.
