Present
Ronald Lucero currently manages companies and projects related to events, creative and technical services. He is also a partner in a streetwear clothing venture. He loves playing basketball, longboarding, and travel. He is into reading books and stories about innovations, startups, and the future. He keeps a leather journal where he writes his goals, reminders, and daily highlights. Aside from the passion for technology, he is also interested in history and culture.
His Instagram and Twitter username: @ronaldlucero
Early Life and Education
Ronald was born and grew up in Manila, Philippines. He attended and finished high school from San Beda College (now San Beda University). He took up and finished Bachelor of Science in Electronics and Communications Engineering from University of the East in Caloocan City. He also studied and finished Master of Technology Management in University of the Philippines in Diliman, Quezon City where he received both college scholar and university scholar awards. Ronald also attended and finished a discipleship training and leadership course in Victory Leadership Institute (now Every Nation Leadership Institute). He also studied refresher courses in computer hardware and software in Meralco and in Ateneo, and later on was certified. He also formally learned a beginner’s course in French language.
Career and Businesses
His passion in audio began when the mobile disco era erupted in the 1980s. It was the time when he and his friends would bring out their home sound system, set-up and operate the DJ gear on their friends’ parties. Later he joined his college classmate who owned Sonorous professional sound and lights where he was first exposed to setting up the sound system for foreign acts. The very first was Duran Duran concert in Araneta Coliseum.
After college, he worked in different companies involved in airline telecommunication, information system, and consumer electronics while still hanging out partying and DJ’ing with colleagues and friends in Sonorous. After two years, Ronald decided to work full-time as the marketing manager of Sonorous. He brought in some top Philippine bands including Eraserheads to its portfolio. Sonorous became the official sound and lights supplier of Eraserheads from 1995 to 2000 that included the concerts and tours in Metro Manila and Luzon, a major concert in Folk Arts Theater, and an album launch in U.P. Sunken Garden. He is also responsible for bringing in many corporate events, product launches, street parties and rave parties.
In 1995, Ronald invested and joined the event production company, Livewire Productions, Inc. as a managing partner and a concert producer. He and his business partners played multitasking roles during its fledgling years. He worked on San Miguel Beer Oktoberfest events, sales conventions, summer events and other projects as a supervising producer and as an executive producer. His multiple positions in Livewire were as marketing director and as vice president until 2008.
After graduating from University of the Philippines in 2001, Ronald spent a long holiday and lived in California. The following year, he returned to Manila and continued his role in Livewire. He was also tapped as an e-business consultant of a software development company in Makati City. In the same year, he also formally joined PMX Audio (later on became PMX Trading and Technical Services) where he brought in notable accounts and projects including those of Livewire and Promo Farm. PMX used to be one of the reinforcement suppliers of Sonorous when it was still beginning to make it to the next level in the industry in the early 90s. Upon returning to Manila in 2002, Ronald bought the domain names of Livewire and PMX and developed their websites. He enlisted both companies in international directories (including the Asia-Pacific Music Industry) of event and technical suppliers. In 2003, he aggressively started creating the Internet presence, marketing online, and digital optimization for the future of PMX which today has grown and has become beneficial to the company.
In 2003, he co-founded Promo Farm, a spun-off company of Livewire. Promo Farm focused on nationwide brand activation projects. Its notable accounts were Coca Cola, San Miguel, Philip Morris, and Peerless. From a forecast of P10,000,000.00 target sales during its first company plan, Promo Farm was able to hit P25,000,000.00 gross revenue on its first year of operation. Despite the financial success, the company had to close shop in 2005 due to other priorities of business owners and shareholders. During this period and transition, Ronald continued working on related projects, activations and post-productions. In this span, he was still actively involved in managing Livewire and marketing PMX. Eventually, he co-incorporated PMPI and serves as the managing director.
Ronald also co-founded a college basketball news website Inboundpass and in 2005, its mother company Redmedia Solutions, Inc. where he eventually introduced to clients to use technology and web into events and marketing. Redmedia developed many websites, e-books and mobile apps. It also participated in different projects such as WordPress camps, UAAP and NCAA media and basketball coaching activities.
He entered the restaurant business in his 20s and later on as a food concessionaire in a building. Both had gone break-even.
Currently, Ronald is a co-owner, managing director, and a partner of companies engaged in events, equipment rental, streetwear clothing, and technology-based startups. He also supports other companies and agencies through project collaboration and co-producing.
Ronald’s core businesses are event and technology services. He is also open for other business collaboration and partnerships.
His current startups Rope and Ouitty are based on his passion for event technology and fashion.
What’s poppin’?
From the usual to-do-list to goal, Ronald began challenging himself in 2017 when he set to do 17 things in 2017 and used the hashtag Ron17in17. He did the same in 2018 and used the hashtag Ron18in18 where he collects the progress and shares his stories in social media and blogs. His most favorite experience so far is driving in Nurburgring race track in Nurburg, Rhineland-Palatinate, Germany. MINI Philippines and BMW Germany sponsored this once in a lifetime experience. Next to it is crazy crossing the Abbey Road in London. Next to it is learning to ski in Pyeongchang in South Korea.
In 2019, Ronald started doing his own 30-day challenges. He created the Freedom Page on his leather journal where he writes his goals and wishlists for the year. Also in 2019, Rope and Skaade, Inc. was officially registered and incorporated.
RONALD LUCERO 