Rochelle Plata Appointed Assistant Director and Chief Finance Officer

Canon Marketing (Philippines), Inc. is pleased to announce the appointment of Rochelle Plata as Assistant Director and Chief Finance Officer (CFO). She succeeds Rosalia Baldorado, who recently retired after a distinguished career with the company.  In her new role Rochelle will lead the Finance and Accounting function, playing a key role in strengthening financial governance and supporting sustainable business growth.

In her new role, Plata will focus on enhancing financial planning and analytics to enable sound, data-driven decision-making, strengthening governance, internal controls, and regulatory compliance, and building a high-performing finance organization through streamlined operations, optimized resource management, and continued people development.

“I appreciate the trust Canon Marketing Philippines, Inc. has placed in me,” said Plata. “I look forward to enhancing financial planning and analytics to enable data-driven decisions, strengthening governance and compliance, and building an efficient finance organization that drives operational excellence in support of sustainable growth.”

Plata brings 22 years of extensive experience in Finance and Accounting, with strong expertise in corporate governance, internal controls, and operational excellence. She has spent 17 years with Canon, managing diverse finance functions including budgeting and management reporting, credit and collections, treasury, taxation, and general accounting. Throughout her career, she has demonstrated a proven track record in end-to-end financial management, supporting business growth while ensuring financial discipline and compliance.