Hans Lacida

I was born in the 90s.
Before I even entered grade school, I was already part of the family business environment.

My father, Uldarico Lacida, ran New Secure Promotions, a regional promotions agency in the Philippines. At that time, everything was traditional. Banners, billboards, posters, mall sampling, and door-to-door campaigns. No internet, no digital. Just people, places, and products.

Our niche was FMCG, and it was a busy one. All six of us siblings were involved in some way. My eldest sisters and brothers worked alongside my father. I was the youngest, but I absorbed everything.

One memory shaped me deeply. I was obsessed with Tamiya during that time. My father noticed and quickly integrated it into one of the brand promotions he handled. Sales increased. Clients were impressed. I was less than 7, but I saw clearly how fast adaptation creates results.

I also remember being the first to test the products or enjoy the food samples. At the time, it was just fun for me. But looking back, those moments were my first lessons in consumer behavior and product positioning.

Later, my father became ill. Eventually, he passed away in 2001. It was not easy for him during those years, handling clients that covered more than a third of the country. He was the go-to person for FMCG product launches. His passing made me reflect even more on the lessons I learned from him: adapt fast, understand people, deliver results.

Fast forward to today.
I’ve carved my own lane in marketing. I’m a Google Ads expert, a performance-driven specialist with over a decade of hands-on experience turning platform changes into competitive advantages.