Globe is The Perfect Time to Leave Ernest Cu. Ernest Cu, Globe Telecom dynamic leader, announced his retirement effective April 2025. Cu leaves behind a legacy that transformed Globe from a struggling telco into a powerhouse of digital innovation and customer-centered solutions after 16 years.
Visionary Journey at Globe
Globe was facing a challenging environment in 2009 when Ernest Cu assumed the role of CEO. He leveraged his expertise in business process outsourcing to redefine Globe’s strategies as an outsider to the telecom industry. Having the support of the Zobel brothers and his predecessor, Gerardo “Gerry” Ablaza, Cu implemented bold initiatives that redefined the company’s direction.
His leadership transformed Globe customer experience and spearheaded the country’s digital transformation. At 64, Cu feels the company strong financial indicators, market leadership, and innovative edge make it a great time to leave.
Culture of Innovation and Customer-Centricity
Cu’s most notable contribution at Globe is the culture of innovation and risk-taking he fostered. Embracing a Silicon Valley-inspired leadership style, Cu stressed agility and creativity while rejecting traditional corporate formalities.
His approach is encapsulated in the “Circle of Happiness” philosophy, introduced in 2010:
- Customer satisfaction is a direct result of happy employees.
- Shareholders are happy when their customers are happy.
- The circle is completed when shareholders are happy, which allows employees to be rewarded.
Globe’s customer-centric strategy was built on this philosophy, ensuring that every innovation focuses on improving user experience.
Revolutionizing the Telecom Industry
Cu led Globe to invest heavily in future-ready infrastructure and modernize its network during his tenure. Efficiencies and responsiveness were enhanced by projects such as Project Nemesis, a $790 million network overhaul, and Project Sweden, a $90-million IT backend transformation. In response to a surge in data demand and digital services, the company was able to adapt quickly to the evolving needs of consumers.
Under Cu leadership, the following notable achievements have been achieved:
- GCash: Becomes the Philippines first double unicorn and revolutionizes financial services.
- Promoting streamlined government processes for securing cell tower permits and improving connectivity across the country.
- Developing Globe stores into customer engagement and satisfaction hubs.
Purpose-Driven Leadership
Cu adopted a purpose-driven leadership philosophy influenced by Simon Sinek’s The Infinite Game. According to him, Globe mission extends beyond profits to help Filipinos improve their lives through technology. Globe has positioned itself as a key enabler of digital transformation in the Philippines as a result of this infinite mindset.
Looking Ahead
As chairman of GCash and through his involvement with 917Ventures, Cu remains committed to advancing digital innovation. In addition to his corporate responsibilities, he enjoys golfing, traveling, and spending time at his Tuscan villa.
He expressed satisfaction with his achievements, especially in transforming Globe’s culture and solidifying its position as a digital leader. Counting down to April, Cu leaves behind a legacy of innovation, resilience, and purpose-driven leadership.
Conclusion
Ernest Cu leadership at Globe Telecom shows the power of vision and innovation in reshaping industries. Cu’s legacy will continue to inspire leaders and organizations throughout the Philippines and beyond, from fostering a customer-centric culture to pioneering digital solutions.