A CASE STUDY: How QuadX used real-time visibility to achieve 307% growth in orders

Dino launched QuadX in 2015 with the goal of helping Filipino entrepreneurs start and grow their online businesses. Apart from being its Founder, he serves as Executive Chairman of the Board and Chief Strategy & Innovation Officer. As Chairman, Dino takes charge of growth and investments, as well as oversees all executive decisions. He constantly challenges the status quo, both at QuadX and in the wider e-commerce industry. In doing so, he solidifies QuadX as the country’s primary partner in social entrepreneurship.

As Chief Strategy & Innovation Officer, Dino oversees the strategic roadmap and execution of key enterprise-wide tech programs. Innovating comes naturally to him as a logistics technopreneur, combining his decades-long experience in logistics with business-building and e-commerce technologies.

Prior to QuadX, Dino was the Chief Strategy & Innovation Officer at LBC Express. He has spent two decades of his career with LBC, in leadership roles that include President, Director and CEO. Among his numerous contributions, he spearheaded the expansion of the LBC service portfolio, bringing its worldwide branch network from 400 to over 6400. Dino’s career has led to his pioneering role in Philippine digital logistics. Dino’s philosophy in life is to always go beyond and find ways to improve.

“It’s not always about coming up with the biggest or latest innovation, it’s about constantly finding a better version of myself, hence the nickname Dinnovation. I believe in constantly breaking rules as long as you know what rules you are breaking.”

Dino is a graduate of Harvard Business School’s Owner/President Management Program. He holds a Bachelor of Arts degree in Management from St. Benilde De La Salle University. He also holds various certifications in executive management, governance and leadership from prestigious business and educational institutions, both here and abroad.

As President and CEO Mia oversees all business growth and sustainability goals of QuadX Inc. She is responsible for bridging gaps between strategy and execution by unpacking broader, long-term strategies into measurable, executable initiatives. She drives profitability, manages the organizational structure, and communicates with the Board.  Mia reports directly to the Founder and Chief Strategy & Innovation Officer, Dino Araneta. She joined QuadX in 2016, as General Manager for Payments and Southeast Asia. She eventually took on the Chief Operating Officer role for QuadX’s international consolidation and shipping service, ShippingCart, where she revamped the business operations and brought its bottom-line figures to black. A year later, Mia concurrently held the role of Chief Commercial Officer, responsible for bringing the local B2C and B2B businesses of GoGo Xpress (then CheckMeOut and XPost, respectively) to commercial success.

Prior to joining QuadX Inc., Mia was at Smart Communications as Vice President for Customer Value and Loyalty Management– a division she built from the ground up. In a career spanning twenty years, Mia has held leadership positions in both startups and corporate environments, in a variety of customer-facing and value-creation roles. Her breadth of experience spans industries ranging from telco, retail banking, content development, broadcasting, advertising, to logistics.

Looking to the future, Mia sees the Philippines as a vast canvas for innovation. With a huge population that’s underserved and in need of economic opportunities, Mia believes the country is ripe for customizable e-commerce and software solutions.

“I direct the play as the game unfolds, and set us up for the next play, and the next, and lead us to the championship. We’re a team composed of star athletes who can truly run on their own. My role is to smoothen our flow so we don’t cause roadblocks or stumble upon each other. I have the mind of an entrepreneur and the heart of a consumer. I am strong-willed, with a wide peripheral vision and a keen focus towards the finish line. I will roll up my sleeves and do whatever it takes to make it happen.”    

Mia is an alumnus of the Kellogg University Executive Education Program and holds a degree in International Studies from the De La Salle University. She is active in the public sector’s initiatives to boost entrepreneurship and e-commerce in the Philippines.

Gerard serves as the Chief Operations Officer, managing country logistics operations that cover the entire supply chain of e-commerce customers. He ensures the best kind of service, at the lowest or most competitive prices in the market. At QuadX, Gerard is in charge of making the path smoother for the team to implement strategy and direction. He ensures operating leverage is efficient for everyone, and sees to it that targets are achieved for all service levels. Reporting directly to President and CEO Mia Bulatao, Gerard’s responsibilities include pick-up and delivery expansion, cost savings initiatives, as well as human capital throughput investments.

Gerard joined QuadX in 2021. Prior to that he was Vice President for Sortation and Retail Operations at Lazada Express, where he spearheaded the operations of the Philippines’ first automated sortation center, a facility that could sort through one million parcels per day. He also served as Vice President for Global Systems Operations at LBC Express, where he developed the hub-and-spoke system and expanded the LBC domestic footprint in the country. This was instrumental in providing faster and more efficient services to customers across the archipelago. With a career spanning twenty solid years, he has held roles in e-commerce logistics operations, supply chain management, automated sort machine management, as well as Philippine retail operations.

Gerard believes in the drive for technological advancement in logistics and systems. His and the company’s vision are one and the same. Looking forward, Gerard sees that e-commerce will evolve even faster to change the retail landscape. He knows QuadX is already ripe for meeting the ever-shifting demands of customers. Investments have been made in technology, equipment and human capital. The key ingredients to provide growth to entrepreneurs, riders, delivery partners and QuadX members are already present. When it comes to providing world-class experiences for social sellers, he knows he can carry this vision through.

“I’ve got my positive, can-do attitude and my commitment to work. In times of difficulties, I always look for opportunities. I’m an Industrial Engineer, I believe there’s always a better way of doing things.”

Gerard is an alumnus of De La Salle University’s MBA program and holds a Bachelor of Science in Industrial Management Engineering at the same university.

Rob oversees the overall tech strategy and business direction of QuadX, serving as Chief Technology Officer. He supports the commercial teams, ensuring product feasibility and the right tech solutions to deliver the experiences the team envisions for its customers. He sees to it that unit objectives, key results, as well as 30-60-90 day targets are aligned with top-level business objectives.

Rob’s responsibilities include systems for data, operations, finance, support and commercial products. He ensures the scalability, security and stability of these systems, to service all clients reliably. He also stays on top of defining developmental and organizational standards, as well as liaising with technology partners.

Rob joined QuadX in 2016 and reports directly to the President and CEO Mia Bulatao. Prior to that, he held roles driving tech in a variety of organizations. He led the founding tech team at Rappler.com and served as CTO of Mobius Games, an independent online gaming company. He has a passion for web and app development with a focus on e-commerce.

Rob’s ultimate vision is to empower Filipino entrepreneurs with the technology solutions and services they need to grow their business. Whether it’s providing new seller tools to automate business or enabling more cost-efficient and faster fulfillment options, his goal is to help customers succeed.

“I’m excited to see where we can take QuadX. With the convergence of new technologies and opportunities in this emerging economy, it is the perfect storm. We are in the right place at the right time, with the right team to make our vision happen.”

Rob graduated from the University of California at Berkeley with a Bachelor of Arts degree in Computer Science.

Anne oversees the company’s portfolio of financial resources as the Chief Finance Officer at QuadX. She ensures profitability and sustainable growth to enhance shareholder value. Anne is a business partner and leads the Finance Team. She reports directly to President and CEO Mia Bulatao, as well as Founder and Chief Strategy & Innovation Officer Dino Araneta. Together with her team, she is developing a cost-effective system and process that enables faster decision-making across all the QuadX business units.

Anne’s responsibilities include managing controllership, financial planning and analysis, decision support, treasury, procurement, taxation, financial systems, and investor relations. She joined QuadX in March 2022. In the years prior, her career has spanned three productive decades– a wealth of diverse experiences across Asia, US and EMEA. Among the positions she has held are Group CFO, Financial Controller, and Finance Director. Her expertise includes international and cross-border corporate finance, digital finance, treasury, controllership,corporate planning, and taxation. She has gained experience in a variety of environments, from start-up ventures to multinationals, as well as publicly-listed companies and privately-held domestic companies.

With her financial acumen, Anne approaches work with an entrepreneurial spirit. And as much as she deals in numbers, Anne believes the people at QuadX are still the greatest asset of the company. She believes the opportunities for her team are limitless, and to cash in on these do not always entail financial resources. She values constant evolution through creativity and critical thinking.

One of the areas Anne wants to improve is budget creation and fiscal discipline. Wealth is a finite resource, and she wants to prioritize projects that generate positive cash flows. With an optimistic spirit, Anne believes she can bring QuadX the sustainable growth and financial success it needs to achieve its vision.

“I don’t bring cash because my credit is good. When I say my credit is good, it is because my work signature is integrity and transparency. However, I am poised to work with the team to create and build real cash!”

As a Mastercard Foundation Scholar, Anne earned an Executive Education from the Frankfurt School of Finance and Management. She obtained a Certificate on Contemporary American Business Practices from Baruch College at the City University of New York. Anne has an MBA and graduated with distinction from the Hult International Business School in Massachusetts. She was a Dean Fellowship Scholar and recipient of the Fleet Bank Cash Award for being at the top of the class. Anne finished her undergraduate studies with honors, as the Most Outstanding Graduate at the Ateneo de Davao University with a BSC in Accounting and BSBA Management.

Christine is the Chief People Officer at QuadX, in charge of building and retaining an exceptional team of professionals. She reports directly to President and CEO Mia Bulatao.

As the head of the People and Culture Team, Christine is responsible for all matters relating to people and the culture that permeates QuadX. While her staff grows in numbers, she ensures the entrepreneurial spirit and start-up mentality is kept alive. She promotes a healthy amount of hustle and a philosophy where the status quo is consistently challenged. At the boardroom level, Christine manages talent strategy, while optimizing hiring, training, professional development and performance management programs to support company growth.

Christine is in charge of the end-to-end employment life cycle of the Xers, as the QuadX team is called. A champion of the company culture, she creates the communication channels and initiatives through which the vision, mission, and values of the company are reinforced.

Before joining QuadX in March 2022, Christine headed up HR and Administration at Lazada Philippines, the largest e-commerce Company in Southeast Asia. As a pioneer in the team that started the concept of e-logistics in the Philippines, she is a big believer in combining tech and logistics to deliver exceptional customer service.

A key striker for QuadX, Christine thrives on her ability to influence the working culture through her can-do attitude. She is both practical and forward-looking, addressing both day-to-day operations as well as future direction. Christine sees a lot of opportunity for future-proofing the company and finding new ways to implement strategy. She believes the industry is taking off, and she wants to be there to propel its progress and watch it soar.

“Moving to QuadX was a life-changing decision. I get to be an entrepreneur, talent architect, culture influencer and organizational leader all rolled into one. I live to empower the people at QuadX and make the workplace a fun, rewarding environment.”

Christine graduated Cum Laude from the University of the Philippines, with a Bachelor of Arts degree in Broadcasting Communication.

McCoy serves as the Commercial Director of QuadX’s GoGo Xpress business, looking after the growth, sustainability and profitability of the business unit. He reports directly to President and CEO Mia Bulatao.

McCoy plays a big role in providing insights and directions on the market landscape. Driven by data and in tune with the market pulse, he serves the team with his understanding of QuadX core audiences and by capitalizing on it. His focus is on the customer experience, addressing their needs and removing pain points. Heading up a number of teams, McCoy also oversees product innovations, user growth acquisitions, strategic partnerships and customer success. He ensures initiatives translate into revenue growth and increased market share. Part of McCoy’s job is to instill the mindset of democratizing entrepreneurship in the country. To do this, he has set a truly customer-focused approach for his team. He creates metrics built around the success and growth of customers. For him, revenue growth is something that will come naturally when customers and partners are given the best possible experiences.

Putting customers first has been McCoy’s priority since joining GoGo Xpress in 2020. Prior to that, McCoy was the Group Head of Offline Acquisition at GCash, a pioneer in QR payments for the Philippines. He has held positions in both startups and established corporations, in the area of business development, sales and marketing. McCoy’s experience includes working for companies such as Huawei, Globe Telecom and Johnson & Johnson.

With the evolving capabilities in logistics and e-payment, McCoy believes QuadX is in a unique position to become a trailblazer in the e-commerce industry. Working at the company suits his role as a natural connector. He sees the vision of the organization with much clarity and embraces his role to make it easier for teams to synergize.

“I am customer-focused, with the ability to work with any kind of team. I like to keep things light and celebrate team victories both big and small. Why am I here? I believe in doing things you love with people you like.”

McCoy is an alumnus of the Management Development Program at the Asian Institute of Management and holds a Bachelor’s Degree in Communication from the Pamantasan ng Lungsod ng Maynila.

Raffy is Commercial Director for the QuadX ShippingCart operation, ensuring thousands of customers around the world receive their packages safely, securely and on time. He oversees customer service KPIs, business development goals and marketing budgets.

Directly reporting to President and CEO Mia Bulatao, Raffy’s responsibilities include bringing QuadX key insights on the market, and where it is headed. He leads with a customer centric approach, ensuring service excellence at all levels. With a keen eye on the market and an appetite for data, Raffy leads his teams to focus thoroughly on the customer experience. Together, they have helmed ShippingCart’s successful projects. They executed the deployment of the ShippingCart app, launched new warehouses in Japan, Korea and Australia, as well as developed the new premium subscription service called ShippingCart Plus.

After raising ShippingCart’s presence to five countries, Raffy believes the next phase of growth will be about cultivating loyalty. His plans include value-added services and premium subscription plans, as well as increased customization for social sellers in need of cross-border solutions. Raffy officially joined QuadX in 2018, but has been acting consultant since 2014. Prior to QuadX, he worked with start-ups and tech companies, in areas including media, retail, travel and real estate. His expertise and experience from a variety of industries has become especially valuable in the merging world of e-commerce and logistics.

Looking ahead, Raffy finds opportunities in the supply chain, shipping and logistics, especially as e-commerce continues to grow. He believes that logistics is the chain that will link people, their digital screens and their physical world of needs. As the economy shifts to a more digital and global approach, logistics and supply chains will be integral to the future.

At the heart of Raffy’s philosophy is to be humble, kind and collaborative. He maintains a positive mindset, a bias for action and the ability to work with anyone.

“Whatever the problem is, I believe there is always a way forward. I believe in training and building up the skills of people, and making sure my team is healthy, happy and always productive.”

Raffy holds a Bachelor of Science Degree in Legal Management from the Ateneo de Manila University.