Proud Bicolana sociology grad is ‘TOPS of her class’
Joan Barcia, 29, who hails from the Bicol region, calls herself a “proud Oragon.” And this pride of one’s self and in one’s abilities served her well growing up in a large family.
As the seventh of 9 siblings, Joan experienced significant financial challenges during her youth. To support her studies, she learned the value of hard work early, selling guava, fern, and coconut during her grade school days. These humble beginnings make it all the more significant that she went on to graduate from Camarines Norte State College with a Bachelor of Arts and Science, majoring in Sociology.
Today, Joan serves as a marketing professional at Toyota North EDSA, where she recently celebrated a major career milestone. She was named the 2025 TOPS Finest Marketing Professional of the Year (TOPS stands for Toyota Outstanding Performers in Sales and Service). It was her first time earning the prestigious award, and she said, with a smile, that this “hopefully won’t be her last.”
In order to repeat the feat, she has her work cut out for her. The TOPS award is incredibly competitive; Joan said that the award covers over 4,500 Toyota marketing professionals across the Philippines.
“I believe all Toyota marketing professionals are competitive, not just those who qualified for TOPS, especially considering the tight competition between brands right now. Across the entire Toyota dealer network, everyone is doing their best every day to serve our customers and achieve their individual targets,” Joan said.
“There are high expectations if you’re a Toyota marketing professional. It’s not just about being a sales achiever. It also requires high customer satisfaction, strong product knowledge, and the ability to guide customers in choosing the right vehicle for their needs,” she added. “We are relationship managers. Behind the numbers, I think this recognition reflects consistency, discipline, and a continuous effort to provide the best experience to every customer.”
Joan is quick to credit her support system: “I thank Toyota Motor Philippines for always recognizing our efforts, and of course, the top management of Oben Group, Sir Cosco (Oben) and Ma’am Tess (Oben Reyes), who always make us feel important.”
Massive obligation
“Sometimes people look at Toyota and say, ‘As the number one brand, you won’t have to struggle to sell.’ For us, that statement is an obligation. We have a massive responsibility to protect that reputation and maintain our spot,” Joan explained.
“But as the Chairman of Toyota said, ‘There is no best, only better.’ We keep striving to improve one step at a time. Personally, I treat every day as a reset. For me, it’s never really about the title of being number one; it’s a reminder to be better than I was yesterday. In other words, I practice Kaizen by always being available to my clients.”
Joan attributes her “X-factor” to unwavering dedication, time management, and malasakit (genuine concern). “It’s about assisting the client during inquiries, being genuinely happy with what you do, and being tireless as you close numerous deals. You barely notice the time because you love what you do. You stay up late because you enjoy the work.”
Inspiration, not hindrance
Joan describes her family life as simple, a home filled with love and security.
“With a large family, we often encountered hard times financially because all of us were studying. Our situation did not become a hindrance, but rather an inspiration for me to strive hard,” she shared. “I believe that when you love your family, you must love your work to sustain their needs and give them what makes them happy.”
At Toyota North EDSA, Joan integrates the company’s 8 core values by treating her clients like family. “It’s not just about closing a sale; it is about establishing trust through genuine service.”
Attractiveness not a must
Joan offers these words of advice for women considering a career in the automotive industry: “I know it’s not always easy. As women, we carry many responsibilities: Work, family, and home. Sometimes it feels like you must be a superwoman to fulfill every obligation. Before I entered the industry, I thought a Toyota agent had to be physically attractive to close a sale, but I realized that isn’t what matters.
“What really matters is how you understand your customers and their needs. Don’t be intimidated. Believe in yourself, have the courage to step forward, and trust your ability to shine. Connecting with people can be your biggest strength. We can empower each other and be the best in this field.”
