BY JOSE PAOLO S. DELA CRUZ
While her indomitable will and business acumen have surely helped the country’s leading super app reach new heights, it is her compassion, dedication and, well, grace, that make Grab Philippines country head Grace Vera Cruz a cut above the rest.
From the four wheels that gave passengers in the metro a shot at a pleasant car ride to the two wheels that delivered food and necessities at the height of the pandemic, Grab Philippines’ wheels are always turning to meet the growing needs of the public. In doing so, the wheels that have brought many a contented passenger to places, also succeed in bringing forth new and sustainable opportunities to numerous individuals — including drivers, delivery riders and even merchants.
Steering the wheel for the country’s leading super app is Grace Vera Cruz. “Women leaders bring a unique blend of empathy, resilience and collaborative spirit, making us adept at navigating complex challenges and fostering inclusive and innovative environments. Our approach often involves a holistic consideration of business decisions, emphasizing not just financial outcomes but also the well-being of employees and communities,” explains the executive, who took the post in 2020.
More than three years and a pandemic later, Grace has undoubtedly cemented Grab’s place in the lives of Filipinos. In terms of riders, Grab’s network is now present in more than 100 cities. This growth aligns with Grab’s goal of creating half a million new livelihood opportunities in the coming years.
“Our strategy is to continuously innovate in product and service offerings, extending our reach to more cities and municipalities,” explains Grace.
The number of merchants that have partnered with Grab has also seen a remarkable rise. “We serve thousands of merchants daily, offering them a platform to expand their reach and grow their businesses. This is a testament to our position as a catalyst for economic growth and empowerment, especially for small and medium-sized enterprises,” she explains.
Even the pandemic couldn’t quell Grab’s resolve. “Despite the challenges posed by the pandemic, we have emerged stronger and more resilient. Our revenue growth reflects our enhanced market presence and the trust placed in us by millions of consumers,” shares Grace.
More recently, Grab also acquired motorcycle taxi player MOVE IT, which now enables the company to serve passengers via motorcycle taxi. This acquisition, Grace says, underscores their commitment to affordability and transparency, as it exemplifies how technology can empower consumer choice and voice.
The app, which was at certain points in its history solely used for booking car and taxi rides, or food and item deliveries, has also evolved under Grace’s watch. For one, it now includes a Self Pick-Up feature, which revolutionizes the take-out process by enabling users to bypass queues upon arrival, since they can already order in advance.
A “Find & Dine” feature, which acts as a digital concierge, has also been added to help consumers who are seeking new dining experiences nearby. It provides comprehensive merchant information, including profiles, hours, menus and customer reviews.
Integrated growth
Even with these successes at hand, Grace continues to stay true to the company’s commitment of “integrating every Filipino into the burgeoning digital economy.”
“At the core of this mission is our technology, which has been a catalyst in accelerating the digital transformation across the Philippines. This transformation is revolutionizing the way Filipinos live, work and travel, steering towards a more efficient and connected future,” explains Grace, who obtained her Bachelor of Science degree in Business Economics from the University of the Philippines – Diliman.
A key aspect of Grab Philippines’ strategy is optimizing the earning potential of its driver-partners. “We’ve developed technological solutions that increase their booking opportunities, and maximize their productivity on the Grab platform. Our collaborations with leading fintech companies have also been instrumental in advancing cashless transactions, with GrabPay emerging as a primary cashless payment option,” she explains.
Safety and security are of paramount importance in Grab’s offerings. “We’ve introduced real-time GPS tracking, SOS buttons and timely safety notifications to ensure a secure and reassuring experience for our customers during every ride,” she says.
It’s not just about the bottom line either. “Our efforts are not just about business growth. They represent a commitment to societal progress and digital inclusiveness,” emphasizes Grace.
Growing purpose
Like many business heads, Grace employs a number of strategies in leading her growing team at Grab. Active and empathetic listening are cornerstones of her leadership style. “It’s about welcoming feedback and insights with an open mind and heart, even when they may be challenging or difficult to hear. This honesty and openness are crucial for a transparent and effective leadership,” she says.
Regular open discussions with her team also help them stay agile and responsive to market dynamics. “We have candid conversations about our next steps, ensuring we’re always moving in the right direction,” explains Grace. When supported with the right data, these conversations provide unfiltered, real-time feedback that is essential for keeping Grab’s strategies relevant and effective.
Proving that teamwork, indeed, makes the dream work, Grab Philippines was recently honored as one of the “Philippines’ Best Employers” for 2024. This recognition from a media and data organization was given after studying over 400,000 employee evaluations from more than 2,000 eligible employers. Being named among the best employers is particularly meaningful for Grace because “it underscores our success in cultivating a workplace culture rooted in our core values — hunger, humility, honor and heart.”
Meanwhile, Statista also recognized Grab Philippines for providing the “Best Customer Service in Food Delivery” in the country.
Stories of resilience
Since assuming her role as country head of Grab Philippines, Grace has heard innumerable stories of resilience and empowerment. “These narratives come from various individuals in our ecosystem — from drivers who have successfully supported their families and provided an education for their children, to restaurant owners who managed to keep their businesses thriving during the challenging times of the pandemic and even young entrepreneurs who have harnessed the potential of our platform to fuel their growth,” shares Grace.
Such stories also align with Grab’s growing number of advocacies, which are closely intertwined with nation-building and social empowerment.
Grab is also aiming to change the game even more, by employing more eco-friendly practices in the future. “Our goal is to integrate sustainability into the very fabric of our services and operations.This will involve promoting green technologies, reducing carbon footprints and encouraging eco-conscious practices among our partners and users,” explains Grace.
Women empowerment also takes a prime spot when it comes to Grab’s advocacies. The company is committed to understanding the pivotal role of women in driving economic and social progress, and aims to create more inclusive opportunities, support women entrepreneurs and advocate for gender equality in the workplace and beyond.
“These advocacies represent our resolve to not just be a leading service provider, but also a responsible corporate citizen dedicated to making a positive impact on society and the environment,” says Grace.
True Grace
Outside of business, Grace is a real “cowboy” — one whose anecdotes on campus life, whether as an undergrad in UP, or as a student of the London Business School, where she took her Masters in Business Administration, make for entertaining conversations over cocktails.
Motherhood, on the other hand, brings her true joy. “My aim is to raise my children as simple, fun-loving individuals with a strong moral compass. I believe in instilling values that will enable them to become productive and compassionate members of society,” she says.
And while her day-to-day schedule may be packed due to her many responsibilities at work, Grace always finds time to spend with her family. Taking her children to school, for instance, brings her a “simple yet profound joy.” Evenings — when she has dinner with her family and puts her kids to bed — are sacred.
“This approach to balancing career and family is not just about managing time. It’s about nurturing the quality of my engagement in both areas. It’s a continuous process of aligning my professional ambitions with personal commitments, ensuring that I am fully present and effective in both realms of my life,” Grace ends.
And with both will and grace, she does just that!
Photography by Mark Chester Ang
Art direction by Dexter Francis De Vera
Styling by Geo Palmiano of MGP
Shot on location at Perea Moto District
