People: Manila’s Rose Gonzales is named as Global Head of Shell Creative Solutions

MANILA, PHILIPPINES — Another Filipino is raising the flag on the global stage –– Manila, Philippines-based Rose Gonzales has been named the new Global Head of Shell Creative Solutions, the in-house creative unit of the world’s most valuable energy brand.

Rose Gonzales, Global Head of Shell Creative Solutions

As Global Head, Gonzales will oversee all of Shell Creative Solutions’ operations in all 70 countries where the Shell Brand is activated and will be a member of the Shell Brand’s senior leadership team. Composed of multi-discipline specialists from all over the globe, Creative Solutions delivers award-winning work spanning the creative disciplines of film, design, experiential and integrated communications for all businesses within the Shell group. This team of marketing experts strategically partners with Shell’s numerous stakeholders to deliver high-impact, effective work that brings success to the brand’s many and different products, services, and innovations.

Gonzales is the first woman in the Philippines to take a key role within the Shell global brand leadership. Shell’s Global Vice President – Brand and CEO of Shell Brands International AG Dean Aragon shares: “We are thrilled to have Rose at the helm of talented individuals who will all contribute towards building the Shell Brand. I am excited at the prospect of another Filipino, another Asian having an impact on the global scene.”


Gonzales joined Shell in 2020 as the Head of Creative Solutions for Asia-Pacific, overseeing the unit’s operations and business in the region. She took charge of a multi-faceted, talented team based in the Philippines, Malaysia, and China that partners with Shell’s businesses in the region, delivering world-class creative work for the Shell Brand. She also played an instrumental role in jumpstarting the establishment of Shell’s Global Brand and Reputation Hub being built in Metro Manila, recruiting some of the Philippines’ best brand, digital, and marketing talents.

Before joining Shell, Gonzales served as General Manager of McCann World Group – the Philippines’ largest advertising agency – and spent the earlier part of her career in local advertising and television production. She has accumulated over 20 years of experience in marketing, multi-discipline production, and multi-market creative operations.

Gonzales replaces Nick Laffan, who served as Global Head of Creative Solutions for years before retiring in 2020. “Rose immediately demonstrated exemplary leadership from the get-go in Asia, which is what I want her to replicate with the entire global team,” adds Aragon.

“It is a tremendous honor to work on one of the world’s most valuable brands, via an award-winning creative unit that delivers amazing creativity for Shell overall,” says Gonzales. “We will continue to build on the success of Creative Solutions, grounded on the people we serve.”

Gonzales adds, “I am committed to espousing a brand of leadership that is inclusive and puts people first in terms of their well-being, growth, and learning, as guided by Shell’s core values: honesty, integrity, and respect for people.”

Gonzales’ rise to Creative Solutions Global Head comes at an exciting time, as the division is set to build its roster of world-class talent who will help fuel creative messaging and strategies to communicate the Shell Purpose: Powering progress together by providing more and cleaner energy solutions.

“I look forward not only to working with this team in bringing creative success for our business goals, but also showcasing genuine Filipino and Asian talent to the world straight from our global brand hub here in Manila”, Gonzales says.

Shell’s Global Brand and Reputation Hub in Manila is still looking for top-notch creative and marketing specialists. Shell offers the opportunity to launch a fulfilling career at the world’s leading energy company, experiencing a people-first Shell culture that values work-life balance and fosters opportunities for growth and learning.

#MakeTheFuture and embark on a purposeful, global career at Shell. Learn which careers match your experience at Shell Corporate Relations today.

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