A Steady Hand for Sustainable Growth

Canon Marketing Philippines ushers in a new chapter in its finance leadership with the appointment of Rochelle Plata as Assistant Director and Chief Finance Officer. She takes over the role following the retirement of Rosalia Baldorado, whose long and respected career helped shape the company’s strong financial foundations.

Plata steps into the position at a time when disciplined growth and long-term resilience matter more than ever. As CFO, she now leads the Finance and Accounting function, guiding the organization’s financial direction while ensuring that governance, compliance, and operational efficiency remain firmly in place. Her mandate goes beyond managing numbers—it centers on helping the business make smarter, more informed decisions through robust financial planning and analytics.

In her new role, Plata is focused on strengthening internal controls and regulatory compliance, enhancing data-driven insights, and building a finance organization that is agile, efficient, and people-centered. Streamlined processes, optimized resource use, and continuous team development form the backbone of her leadership approach, ensuring that finance remains a strategic partner to the rest of the organization.

“I appreciate the trust Canon Marketing Philippines has placed in me,” Plata shared. “I look forward to strengthening financial planning and governance while building an efficient finance organization that supports operational excellence and sustainable growth.”

With 22 years of experience in Finance and Accounting, Plata brings both depth and continuity to the role. Seventeen of those years have been spent within Canon, where she has handled a wide range of responsibilities—from budgeting and management reporting to treasury, taxation, credit and collections, and general accounting. Her career reflects a consistent balance between enabling business growth and maintaining financial discipline.

As Canon Marketing Philippines continues to evolve in a dynamic business environment, Plata’s appointment signals stability, institutional knowledge, and a clear commitment to responsible, future-ready leadership.