In a significant move underscoring the Philippines’ growing importance in the global tech landscape, Google today announced the appointment of tech industry veteran Prep Palacios as its new Country Manager.
The appointment comes at a critical juncture as businesses across the archipelago, from fintech startups to established banks, are racing to integrate artificial intelligence and new forms of e-commerce into their core strategies.
Palacios steps into the role to lead Google’s strategy and advertising portfolio, with a clear mandate to help local businesses capitalize on the transformative power of AI and the burgeoning world of video commerce. Her leadership is expected to heavily influence how Filipino companies, especially those in the financial sector, engage with customers in an increasingly digital-first environment.
A pivotal moment for a “video-first” economy
The Philippines has been described by Google’s top brass as one of Southeast Asia’s most dynamic digital economies — characterized by a young, “AI-curious,” and “video-first” population. This unique market dynamic sets the stage for Palacios’s strategic focus.
“Prep (Palacios) steps into the role of Country Manager for Google Philippines at a pivotal moment, as Search — now supercharged by Gemini — and YouTube Shopping transform how businesses engage audiences and unlock growth,” said Sapna Chadha, Vice President for Southeast Asia and South Asia Frontier at Google, to whom Palacios will report. “With Prep’s proven leadership and deep commitment to empowering brands and Filipino companies, she is well-positioned to champion Google’s continued growth and impact for the country and the region.”
For the fintech industry, this signals a major shift. The evolution of Google Search with its generative AI model, Gemini, will change how consumers discover and compare financial products. Simultaneously, the rise of YouTube Shopping opens new avenues for digital banks and insurance providers to visually demonstrate their services, moving beyond traditional ads to more interactive and shoppable video content.
Harnessing Google’s ecosystem for growth
Prep Palacios, Google Philippines’ new Country Manager
A graduate of De La Salle–College of Saint Benilde who now has over two decades of leadership experience, Palacios is uniquely equipped for the challenge. Her career includes an eight-year tenure at Google scaling its advertising business, a twelve-year stint at Microsoft where she led channels and the crucial small and medium-sized business (SMB) segment, and consulting roles at Oracle, Ernst & Young, and Siemens. This deep background in serving both large enterprises and SMBs is crucial for a market like the Philippines, where fintech solutions are vital for businesses of all sizes.
“I’m excited to help brands and communities succeed in the AI era by harnessing the full power of Google’s ecosystem — from Search to YouTube,” said Prep Palacios, the new Country Manager for Google Philippines. “By combining our strong foundation in Search with the rapid growth of YouTube Shopping, we can enable businesses to scale faster, drive measurable results, and reinforce the Philippines’ position as Southeast Asia’s fastest-growing digital economy.”
Deepening ties with the fintech sector
Google’s existing partnerships already include some of the country’s biggest brands, notably leading digital banking player UnionBank, alongside giants like McDonald’s and ChowKing.
Palacios’s appointment is expected to deepen these collaborations, particularly in the financial services sector. Her focus on leveraging Google’s AI tools could empower banks and fintech companies to achieve more precise customer targeting, enhance digital onboarding processes, and create more personalized financial education content on platforms like YouTube.
As a proud mother of three and a graduate of De La Salle University, Palacios brings not only extensive professional experience but also a deep understanding of the local market.
Her leadership marks a new chapter for Google Philippines, one that is firmly focused on navigating the AI revolution and solidifying the country’s status as a digital powerhouse in the region.
