A banker’s tale of two cities

By Vanessa Hidalgo
Philippine Daily Inquirer
Posted date: December 01, 2008

THE LAST 20 YEARS have been the most fruitful and rewarding years of Rolando Cruz’s life. Not only did he become one of the most inspiring success stories; he also changed the face of investing for the future for his fellow-Filipinos in Hong Kong.

Born on Feb. 15, 1957, humble beginnings in San Fernando, Pampanga inspired him to become an instrument of change. After graduating with the degree of AB Economics from the University of the Philippines in 1978, he worked as a research assistant at the UP College of Business Administration. In 1979, he took his dreams to greater heights and took the bank examination for posting with the Philippine National Bank.

In 1980, he finally became a part of PNB, starting as a clerk at the Financial Management Office in Escolta. He then became the analyst for the Asset Liability Management and Corporate Planning to handling Special Projects on Kapiti Banking application.

Catchy slogan

In August 1988, he decided to leave for the vibrant cosmopolitan city of Hong Kong to assume the position of chief accountant, PNB International Finance Ltd, an affiliate bank subsidiary. It was then that the influx of Overseas Filipino Workers was beginning in Hong Kong.

With Cruz at the helm, PNB HK expanded its branch network and established its remittance arm. From then till now, he would sustain the company’s market leadership. Catchy slogans – “Ang Bangko ng bayan, tunay na kaibigan (A nation’s bank, a real friend) ” and “Ang bangkong kilala mo, lumapit na sa iyo (The bank you know has now come close to you.”— marked the launching of PNB’s partnership with the retail convenience store 7-Eleven in Hong Kong.

Cruz also coined the slogan “Mag-PNB Remit sa ATM na malapit (Bank where an ATM is near) ” when they partnered with institutional giant HSBC, allowing OFWs to make use of the latter’s ATM facilities to remit to PNB accounts. He also encouraged OFWs to send their remittances through official bank channels with another slogan, “Sa bangko, sigurado kayo.”

The creative Rolly Cruz was also the architect of the PNB Pangarap (Dream) account. This brand is a self-saving account where OFWs can open Philippine-based deposits at any PNB Branch where they can withdraw funds when they return home. When asked why he used the word “Pangarap” to name this brand, he replied, “The word Pangarap is close to the heart of every OFW.” It’s also an acronym for ‘PANG-sariling deposit account sa hinahARAP (personal account for the future).’”

Now the PNB Pangarap account is becoming a product of choice for OFWs for other PNB offices in Singapore and Italy.

Besides being a banker, Rolly Cruz is also a family man – a loving husband to Tonette; a supportive father to Jeneth, Hector, Michael, Corelene, Khorina, Allysa and Jroland; And a doting lolo to MJ and Justin Kyle. Like every other OFW, however, he has sacrificed time away from his family.

But a grave tragedy would bring them all together again.

Why life is worth living

In 1991, Rolly received news that a calamity struck his hometown in Pampanga. With the eruption of Mt. Pinatubo, lahar had poured in from the rivers and devastated areas along its path. Among those severely affected was the Cruz family. He immediately flew back to the Philippines to be with them.

“I was there when the afternoon Pampanga sky became an eerie, grayish, war-zone-like environment. The earth shook many times. Rocks were falling. Everyone was praying and neighbors were running and shouting like it was the end of the world. I had to shovel out the finest dust from our rooftop,” Cruz recalls.

He did not regret working abroad when calamity befell his family. “It was a reason for me to prepare bringing them to Hong Kong,” he said. “My family is the reason that makes my life worth living for. The support of a loving wife and children plays a pivotal role in my work.”

Hong Kong changed with the passing of time and so did the life of Cruz when he finally decided to bring his entire family there. He distinctly remembers that the language barrier became the greatest challenge for him and his family. “Not many people then knew English so I had to learn (a) few Cantonese phrases, especially when shopping around or going to the market,” he said.

Yet he is still captivated by the way the Hong Kong people live their tradition and cherish their heritage. He considers this one of the rewards of working abroad. “To see a different culture mingling and living in harmony with the Filipinos and other minorities is a feel-good atmosphere.”

Still there is no place like home. He misses the “open space that it offers—more interaction with your neighbors and relatives and so many places to see and more friends to welcome you wherever you go.” The scenery and the distinct taste of Filipino food make him crave to come home every time he thinks of the Philippines.

Spiritual and Civic-Minded

But Rolly Cruz need not look any further for he has strived to be very visible in the Filipino Community in Hong Kong. He honed his socializing and gracious skills by constantly interacting with Filipinos abroad. This made him approachable and admired by most of our kababayan.

He was also a founding member and treasurer of the Confederation of Filipino Overseas Workers (COFW) and former coordinator and teacher of the New Enterprise Planning Class of UP Open University 1995-1996 at the HK Bayanihan Centre provided by the HK government for foreign domestic helpers to stay when spending regular Sundays off.

During the centennial celebration of Philippine Independence Day in Hong Kong in 1998, Rolly Cruz was part of the organizing committees. During the first Overseas Absentee Voting held in Hong Kong in 2004, he participated as a member of the Board of Canvassers. In the same year, he was chair of the Philippine Association of Hong Kong. At present, he is the chair of the Philippine Bankers Club in Hong Kong.

Rolly Cruz is also a proud member of The Church of Jesus Christ of Latter Day Saints. As a Mormon, his firm belief in Christian principles helps him weather every storm that comes his way. “I am guided whenever I make a business decision or render personal assistance to my fellow beings. It’s like pushing me to ‘choose the right’ when a choice is placed before you,” he said.

Give OFWs a future back home

Though decorated by accolades, Cruz remains grounded and proud to be Pinoy. Even as the country is beset with corruption and moral disintegration, he chooses to look ahead on a positive note. What he wishes for government to understand is that overseas employment is a temporary thing. Though working abroad remains an eminent solution to provide a better future, it has its own sacrifices.

“There is a need to formulate long-term development goals to bring all these global Filipinos back home by creating more jobs and harnessing our natural resources, building more bridges and roads and hospitals, expanding school networks to educate the less fortunate and more importantly true honesty in governance,” he said.

He believes that, “the Philippines and its leaders can really change the country and it will make me a prouder Filipino.”

Cruz sees working abroad as an opportunity to be grateful for. “OFWs must make the most out of this opportunity of working abroad. They should focus on their work as this will strengthen harmony and trust with their employer. Doing this will help in maximizing that opportunity in order for them to save and make provisions for the future,” Cruz said.

And when the plans for the future are set, one can now envision coming home to the Philippines.

Cruz, however, does need to choose between two homes – the Philippines will always welcome him home and Hong Kong will always be his home away from home.