From being known in the industry as the “Iron Lady,” Rosemarie Bosch-Ong has since evolved into a “leader with a heart” — as she helped transform Wilcon Depot from a small hardware store chain into a home improvement powerhouse with a nationwide presence over the past 40 years.
By FRANCHESCA L. TUAZON
When Rosemarie “Rose” Bosch-Ong first stepped into Wilcon Depot as a purchasing manager in 1984, the company was just one of many small players in the hardware retail space. At that time, the idea of a woman working in a male-dominated industry such as construction and home improvement was unusual as well. But Rose saw an opportunity others did not.
Despite being a former banker with a degree in Economics, her small role in procurement flourished into a lifelong career that led her to the top of the company.
Fast forward to 2024, Wilcon Depot is a leading name in home retail, with nearly 100 mega stores nationwide and thousands of employees. At the heart of this transformation is Rose, now Wilcon Depot’s senior executive vice president and chief operating officer (COO), who has played an important role in the company’s growth and transformation. Her journey, much like the company she now leads, shows her resilience, passion and drive to innovate.
Breaking industry stereotypes
Rose’s career path in the 1980s was uncommon for women, particularly in the male-dominated world of construction retail. “I think it was destiny,” she says when asked what motivated her to pursue a career in retail and construction. “I enjoy retail. It’s not just about being highly interactive, but because you serve your customers, you get to know people, engage with them. I’m very people-oriented.”
At a time when society thought that women should remain in more traditional roles, this lady executive broke barriers and shattered stereotypes, proving that with hard work and perseverance, gender shouldn’t define one’s career trajectory. She started her career at Wilcon as a purchasing manager, which provided her with the opportunity to learn the intricacies of the business from the ground up. Over the years, her responsibilities expanded to warehouse management and procurement sourcing, eventually leading her to manage marketing, sales and revenue generation.
“I’ve always believed that to be successful, you have to be well-rounded,” Rose says. This belief inspired her to understand every aspect of the business and gain comprehensive knowledge of its operations inside and out. This hands-on approach, combined with a clear vision, helped her become the company’s COO in 2007 — a role that would prove even more critical as Wilcon faced some of its biggest challenges.
From humble beginnings to success
Since its founding in 1977 by William Belo, Wilcon has grown from modest beginnings to become the Philippines’ leading home improvement retailer. Over the past four decades, the company has faced numerous challenges, but Rose’s vision and adaptability helped guide the company through difficult times.
One of the key milestones in Wilcon’s evolution was its shift from a traditional retail model to a modern trade channel because of the fast-paced retail environment. “The highlight would be the transformation of the company, the evolution from traditional to modern trade channels, and how the value of our offerings progressed,” she explains
For Rose, the heart of the business has always been about providing quality goods and services, particularly in the home improvement sector. “Our mission is to help every Filipino person build, improve and refine their homes for a sustainable and comfortable life,” she shares. This mission, along with a focus on innovation and customer-centric strategies, has greatly contributed to Wilcon’s ongoing success.
Forty fruitful years in a company would have been an admirable run for most people. But for Rose, new and evolving challenges, a fresh crop of youthful leaders and embracing technological advancements only strengthen her conviction to make Wilcon bigger and more future-ready as the years unfold.
Already, she is preparing the next generation of leaders within the company to continue the work she has begun. “We’re expanding because we want to provide customers with convenience. It gives us a good feeling to know we’re helping them build their dreams and future. That’s why Wilcon is the venue for building big ideas,” she says.
The 100-store milestone that the company is fast approaching is not merely a numbers race. It is a clear signal of Wilcon Depot’s unwavering commitment to reach out and serve the evolving needs of the Filipino homebuilder wherever they may be in the archipelago.
People at the core of leadership
Rose has consistently placed people at the core of her leadership style. “More than anything else, we consider our employees, our people, as our number one asset,” she emphasizes. “How can we serve our customers without taking care of our own first?”
This people-first approach became especially important during the height of the COVID-19 pandemic. Wilcon Depot, like many businesses, was forced to shut its doors temporarily. “Never in Wilcon’s 47-year history had we closed for almost two months,” she looks back. “It was a challenge because many were at stake — employees and customers. How would they have access to the materials they need, especially since home improvement is a continuing and basic need?”
Even amidst the perils of the pandemic, Rose stepped up to the challenge. Navigating the pandemic became a defining moment for her leadership. It was also a period that proved Wilcon’s resilience as a company. The team swiftly shifted to innovation mode and explored creative ways to keep the business operational. From launching virtual store tours via Facebook to establishing online shopping platforms and “browse, call and collect” services, Wilcon embraced the digital era. “It was about redefining our priorities. Even when we had no operations, we made sure we paid our employees. We still provided for them,” she said.
Her commitment to both her people and the customers they serve highlights her leadership style. “Take good care of your people the way you care for your customers” is a mantra she lives by in an industry built on relationships and trust.
Balancing different roles
An exceptional work ethic, visionary leadership and a people-oriented management style will not go unnoticed. Small wonder then that beyond the walls of Wilcon, Rose is a respected figure in the retail industry. She has served as the president of the Philippine Retailers Association (PRA) for five and a half years and is currently its chairperson. To balance these responsibilities, Rose, again, sets clear priorities and relies on a strong support system, for which she is thankful for.
“Being a woman in a male-dominated industry is really challenging, but my drive for excellence is what helps me balance my work,” she says. “It’s important that you trust your people and delegate properly. It’s not just about giving tasks, it’s making sure they’re equipped and supported. Trust is key.”
She also believes that leadership involves encouraging a culture of innovation and continuous learning. “You need to have a clear vision, and you need to be able to communicate that across the organization. With a clear vision, you become a purpose-driven leader. You’ll always find ways to inspire people and make the company progress.”
As a woman, Rose emphasizes the importance of providing equal opportunities for everyone. “I don’t look at it through a gender lens. It’s about what you bring to the table, what you can deliver, whether you’re a man or a woman.”
Passion that fuels her every day
After more than four decades in the industry, Rose’s passion for her work remains as strong as ever. “What fuels my passion daily is I love life. Life is beautiful, and you have to find meaning and purpose in everything you do,” she says.
For her, staying grounded and humble about her achievements is just as important as reaching for new heights. “When I wake up in the morning, I always look at the brighter side of things. You set aside challenges from yesterday and focus on what you can learn from them. It’s about knowing where you’re going and finding the road back when things get tough,” she counsels.
While doing her work as Wilcon’s SEVP and COO, she is also a deeply committed mother. At home, she’s a hands-on homemaker. “Here I’m a leader, but at home, I’m a homemaker. I make sure that my son gets the attention he needs,” she shares.
Rose takes pride not only in the company’s growth but also in the lives she has touched and mentored along the way. “I was once hailed as the ‘Iron Lady’ of the Philippine construction industry, but right now, I’m more recognized as a leader with a heart,” she says with a smile.
“My journey as a leader is one of the things I’m most proud of. As a leader, I have become committed to transferring knowledge and empowering others. For me, that’s what leadership is all about.”
As Wilcon Depot continues to grow, she remains committed to building not just homes, but people’s dreams — one day at a time.
Photography by JAR CONCENGCO
Art direction by DEXTER FRANCIS DE VERA
Styling by MIKE DE GUZMAN and GEO PALMIANO (MGP)
Hair and makeup by LARS CABANACAN
