24 Mar Beyond The Metrics: Ivan Cayabyab, SVP, Brand, Moody’s
At Zoomph, we champion the power of partnerships, marketing, business intelligence, and social media. Our Q&A series puts the spotlight on industry leaders, giving you an inside look at their expertise, strategies, and perspectives – beyond the numbers. Join us as we uncover valuable insights straight from the minds shaping the industry.
Tell us a bit more about your background:
I grew up in San Francisco, I got my BA in Psychology at Georgetown University, and my MBA at the University of Maryland, College Park. I’ve worked in a variety of global brand roles for iconic brands such as GE, Yahoo, Morgan Stanley, and most recently, Moody’s. I have an affinity for brand building and managing large, global brands.
Tell us about your current role! We love to hear about your goals, focuses, and responsibilities:
I’m currently the SVP of Brand at Moody’s, heading up brand strategy, advertising, sponsorships, and data viz. A lot of my job focuses on brand building and storytelling, helping to translate Moody’s story for multiple audiences. Moody’s underwent a major rebrand in 2024, updating our visual identity to be bolder, reorganizing our portfolio to be clearer, and honing our messaging to be more perceptive and customer-focused.
Share a professional accomplishment that you are extremely proud of, or share a campaign, organizational success, or win that you are proud of:
A recent highlight for me has been launching Moody’s first major sports sponsorship at MetLife Stadium. In 2024, Moody’s announced a multi-year cornerstone partnership with MetLife Stadium, the New York Giants, and the New York Jets. If you ever attend an event at the stadium, be sure to pass through the Moody’s Gate! The best part? Moody’s was named a “Hottest Brand” by Sponsor United in May of 2024, something we thought we’d never see. #MoodysAtMetLifeStadium
What advice would you share with young professionals who want to work in the sports industry?
Sports marketing is a really exciting industry, and it’s helpful to understand that it’s not just about entertainment but also a tool for brand building and business development.
What is your favorite product feature or specific use case of Zoomph that you’ve used in your career?
The brand value calculation definitely helps make the case for the sponsorship and shows it as an investment rather than an expense. As a brand lead, you’re constantly working to demonstrate ROI on the investment from a financial, reputational, and visibility POV.
What excites you most about the work Moody’s is doing, and why are you proud to be part of it?
The impact we have across so many industries, even if people don’t always realize it. At Moody’s, we help organizations decode risk and make smarter decisions, whether that’s through credit ratings, data, or analytics. It’s rewarding to be part of something that plays such a critical role behind the scenes in helping businesses unlock opportunity.
What are your favorite sports teams?
I’ve been a Niners fan since elementary school. I fondly remember my 4th-grade teacher, Mrs. Beeler, making us dress up in red and gold for spirit days to cheer on Joe Montana and Jerry Rice.
What is a TV show that you recently watched that you really enjoyed?
Heated Rivalry. A sweeping forbidden gay romance set against the backdrop of professional hockey? Sign me up!
What is your favorite or most-used mobile app?
I literally spend hours on YouTube weekly, if not daily. The small screen is my main screen.
