Background
His early exposure to marketing started in childhood. His father, Uldarico Lodonia Lacida, ran an FMCG promotions agency in the Visayas. From age four Hanzel observed field teams. He learned traditional marketing and door to door sales.
Notable brands in the 1980s included Mr Clean, Crispa, Tide, and MUJI (Japanese brand), based on his siblings' anecdotes. In the 1990s, the agency worked with brands like Quick Chow, Blue Bay Tuna, Cheez Wiz, and Swift Hotdogs.
This early experience shaped his focus on product movement and measurable results. His siblings continue to support him with FCMG promotions consulting, sharing insights on the process and architecture of their FCMG promotions agency whenever needed.