Victoria Maria D. Malong

A&R and Marketing Director

UMG Philippines

An award-winning strategic planner-turned-record label executive with over a decade of experience in data gathering, strategy development, creative ideation, campaign execution, and optimisation. First started as a market researcher, having graduated with a degree in Psychology. She then moved to pursue advertising as a strategic planner. In the agency, she worked on famous brand campaigns in the Philippines including the Google’s #MissKoNa crowdsourced song for OFWs and the launch of 360-degree video feature in the country, the viral digital film series called #KwentongJollibee, and Coke Studio Philippines among others – all before transitioning to the music industry.

First joining and serving 7 years at Warner Music Philippines as Marketing and Audience Engagement Director, she is now leading A&R and Marketing for Philippines at Universal Music Group – the world’s leading music company. Collaborating with the biggest international (Taylor Swift, Olivia Rodrigo, Justin Bieber, Ariana Grande etc.) and local (Zack Tabudlo, juan karlos, Moira dela Torre, Dionela, Janine Berdin etc.) superstars, she leads strategic and creative conversations with the goal of keeping these artists commercially successful and culturally relevant.