Elevating the Customer Experience Paradigm in the Digital Landscape

Cathy Santamaria

Filipino, 57 years old, Ms. Santamaria is the Chief Customer and Marketing Officer (CCMO) of the Bank
since August 2021. Her role was expanded to lead a strategic imperative as Chief Customer Officer
concurrent with her position as Chief Marketing Officer. She is tasked to understand our customers
experience and their behaviors to guide the way we serve them as we add value in the customer journey
of our solutions, define the manner by which way we narrate and communicate our brand purpose and
promise. In BPI, she leads the branding reinvention and takes on the transformation for customer delight

Ms. Santamaria joined BPI in 2011, starting with Customer Relationship Marketing (CRM). She had various roles in the Bank, subsequently becoming its Chief Marketing Officer in November 2018.
With over 30 years of marketing experience, Ms. Santamaria began her career in the advertising industry

with Adformatix. She worked with leading companies such as Philippine Airlines, Monterey, and Wyeth-

Most notable was her stint at Kraft Foods where she held various marketing positions in the Philippines
and was appointed to Kraft Foods International headquarters (Rye Brook, New York) as Director, Business
Development where she identified business opportunities for specific market categories across Central
and Eastern Europe, Brazil, Australia, China, and Saudi Arabia. She wassubsequently appointed as General Manager for Kraft Foods Jaya, leading Singapore, Malaysia, and Brunei.
Immediately before joining BPI, Ms. Santamaria was connected with Globe Telecom where she lead the
mobile business and spearheaded the repositioning of various brands.

Ms. Santamaria’s accolades throughout her career include the Rookie of the Year (Adformatix), President
Award (Kraft Foods – Asia Pacific/Kraft Foods International), Best Innovation – TM (Globe Telecom), and
various Awards of Excellence in Data-Driven Marketing and Consumer Insight (Marketing Interactive)
including Anvil, Quill and PANA. Also acknowledged by the Ayala Innovation Awards for 2016 and
2023. Within the Bank, her team has won the Best Innovation Project – Employee category in 2016 and
2023, and the teams she leads have been recognized yearly in the Unibank Excellence Awards program
since 2018.

Ms. Santamaria served as Vice President for the Bank Marketing Association of the Philippines (BMAP) in
2018; Auditor (2023) and Treasurer (2024) in Philippine Association of National Advertisers (PANA).
Ms. Santamaria graduated from the University of the Philippines in 1988 with a bachelor’s degree in
business administration, cum laude. She also has a Certificate in Strategic Business Economics (with
Distinction) and a master’s degree in business economics from the University of Asia and the Pacific. She
also took a course at the Chicago Business School in February 2006 and completed a Telecoms Marketing
Mini-MBA from Informa Telecoms and Media in London in April of the same year.

2024 Speakers and Facilitators

Cathy Santamaria

Chief Customer and Marketing Officer

Bank of the Philippine Islands

Iris Yacat

Chief Operations Officer and Chief Customer Experience Officer


Aaron Dela Paz

Chief Experience & Operations Officer

AllCard Inc.

Venn Jude ‘VJ’ Francisco

Chief Experience Officer

Metro Pacific Tollways Corporation

Lionel Gacad

Chief Experience Officer

GoTyme Bank

Gino Riola

Chief Marketing and Sustainability Officer

Allianz PNB Life Insurance Inc.

Rowena Zamora

Chief Strategy Officer

GCash (Mynt - Globe Fintech Innovations, Inc.)

Rey Lugtu

Chief Executive Officer

The Hungry Workhorse

Ley Tapang-Garcia

Vice President and Head of Customer Experience and Analytics

PLDT Global Corporation

Abigail Ho-Torres

Assistant Vice President - Head, Customer Experience

Maynilad Water Services

Sam Tolentino

Head of Training, Quality & VOC – CESG

UnionBank of the Philippines

Paul Velasquez

Head of Customer Experience Management Operations

GCash (Mynt - Globe Fintech Innovations, Inc.)

Coleen Calapis

Head, CX Solutions Delivery

Aboitiz Power

Glenn Ong

Director, Customer Experience

Cebu Pacific Air

Lester San Antonio

Director of Business Development SEA


Eric Loh

Customer Experience Specialist, Asia