Atin Ito First Filipino Community Newspaper in Ontario
Harold de Leon has some huge shoes to fill as the new LBC country head for Canada, replacing industry stalwart Raffy Policarpio, but he walks the talk with years of leadership experience to ensure the continued success of Canada’s No. 1 balikbayan sea and air cargo company.
Harold takes the helm with Ida Ariana Claresse Lood, LBC sales & marketing executive-East Canada, to build the LBC brand in Canada and continue to take the lead in 2024. Both Harold and Ida rose from the ranks within LBC.
LBC staff at the Toronto branch
Determined to carve his own path, Harold started as a courier and then moved up as team head of the Toronto Warehouse. And then came the big break he worked so hard for. He was promoted to country manager after nearly 10 years with LBC, working side by side handling East Canada, then under the mentorship of Raffy Policarpio who retired late last year. Raffy personally recommended Harold for the post, informing head office Harold was ready to take over and lead the company to sustained growth and success.
Harold de Leon, LBC’s new Country Manager
Harold was an immigrant like his predecessor. Before migrating to Canada, he was an avid basketball player, formerly with the varsity team of Far Eastern University, where he learned the values of discipline, perseverance, and resilience. His team training in basketball served him well when he led his Toronto team at LBC.
Tucked under his belt are his banking and accounting credentials, having worked in the Treasury Departments of LRT and the former Far East Bank & Trust Co. in Manila. But because when you land in Canada, the first thing you do is to get a job, Harold bounced around a bit until he found his calling at LBC.
Harold migrated to Canada in 2000, a devoted family man with two children who are both college graduates and now gainfully employed. As a wide-eyed immigrant, Harold deeply appreciates Canada’s embrace of diversity and inclusion, the peace and order, stability and most especially, the health care system.
So, what can we expect from Harold de Leon as he carries forward Raffy Policarpio’s legacy? What are his aspirations? What does he dream for LBC Canada?
Filipino residents in Winnipeg rushed to FreshCo Jefferson and McPhilips branch to avail their free LBC Air Cargo Shipment vouchers.
He shares, “To expand market coverage, focusing on growing the dealership and customer base in major cities like Montreal, Halifax, Winnipeg, Vancouver and Sault Ste. Marie via a sustained rewards program and providing excellent customer service. In fact, we’re now on course to opening our Calgary branch on the first week of March.”
While not taking his eyes off his goals, what are the challenges confronting LBC which he intends to face head-on?
For one, there’s the increased number of small cargo forwarders competing for the same market. And then there are the occasional negative comments from social media.
Harold’s solution: Enhance customer experience through courteous and friendly, high-quality service, supported by the company’s track record of reliability and dependability in the prompt and timely delivery of sea and air cargoes.
Ida Ariana Lood, LBC Sales & Marketing executive, posing with her FreshCo customer who took advantage to redeem her grocery receipt for a free LBC Air Cargo Shipment voucher launched at FreshCo Jefferson and McPhilips in Winnipeg, Manitoba last November 2023.
To tackle all these challenges, Harold knows his teammate Ida Lood has his back. Likewise promoted from the ranks, Ida started as a customer associate at LBC. A regular part-timer after finishing an education course, she opted for a full-time teaching job. Ida never left LBC, always finding time to devote one or two days of the week to the company. Never losing touch with what LBC was doing, she actively participated in various summer activities of LBC, mostly Filipino-Canadian cultural, charitable and sports events and promotional initiatives.
And just like what Raffy did for Harold, it was a no-brainer to invite Ida to submit her resume when the position for sales and marketing associate for LBC was left vacant. Raffy never doubted that Ida was the right woman for the job.
Ida proved Raffy right when, after her promotion, she immediately embarked on a dealer-recruitment campaign and marketing promotion programs within the Filipino communities in Ontario, Quebec and the Atlantic provinces.
Indeed, with these two highly competent captains steering the company, LBC Canada will no doubt continue to take the lead in 2024 and beyond.
