Candice Iyog, Chief Marketing and Customer Officer of Cebu Pacific (PSE: CEB), has been honored as the Chief Marketing Officer of the Year at the prestigious 2024 Asia Pacific Tambuli Awards, held on June 4, 2024.
Celebrating Excellence in Marketing and Sustainability
The annual Asia Pacific Tambuli Awards recognize businesses that excel in marketing while championing sustainability and purpose-driven initiatives.
The Chief Marketing Officer of the Year award acknowledges individuals who demonstrate outstanding leadership, drive business profitability, and promote brand purpose through innovative marketing strategies.
In her acceptance speech, Iyog highlighted CEB’s commitment to enhancing travel experiences for Filipinos and global travelers alike. She emphasized the airline’s role in making travel safe, reliable, accessible, and affordable, aiming to build a brand that instills pride among its customers.
Iyog has been instrumental in CEB’s growth since 2003, overseeing marketing and distribution. Her expanded role as Vice President for Marketing and Customer Experience in 2019 underscored her commitment to prioritizing customer needs.
Under Iyog’s guidance, CEB underwent a significant digital transformation. She spearheaded pioneering initiatives such as introducing e-ticketing in the Philippines in 2003 and launching Asia’s first 24/7 customer command center for a low-cost carrier in 2017.
Brand Building and Customer-Centric Approach
Iyog played a pivotal role in solidifying CEB’s brand identity, notably through initiatives like the renowned Piso Sale and the innovative CEB Super Pass—a flexible, open-dated P99 voucher introduced during the pandemic to meet evolving customer demands.
Beyond her marketing achievements, Iyog has championed diversity, equity, inclusivity, and sustainability within CEB. Her efforts reflect a holistic approach to leadership, influencing corporate initiatives that foster positive impact within and beyond the airline industry.
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Importance of Asia Pacific Tambuli Awards
Being awarded at the Asia Pacific Tambuli Awards holds significant importance for Candice Iyog and Cebu Pacific (PSE: CEB) due to several key reasons:
- Regional Recognition: The Asia Pacific Tambuli Awards are prestigious within the region, recognizing excellence in marketing that integrates sustainability and purpose-driven initiatives. Winning the Chief Marketing Officer of the Year award acknowledges Candice Iyog’s leadership and CEB’s commitment to these principles on a regional scale.
- Industry Validation: The award validates CEB’s marketing strategies under Candice Iyog’s leadership, highlighting their effectiveness in enhancing brand visibility, customer engagement, and profitability in the competitive airline industry.
- Promotion of Brand Purpose: The Tambuli Awards emphasize purpose-driven marketing, aligning with CEB’s efforts to enhance travel experiences while promoting safety, reliability, accessibility, and affordability. This recognition enhances CEB’s reputation as a brand that prioritizes customer needs and societal impact.
- Leadership in Innovation: Candice Iyog’s role in driving CEB’s digital transformation and introducing pioneering initiatives like e-ticketing and customer command centers reflects innovation and adaptability in response to industry and consumer trends.
- Inspiration and Influence: Awards like these inspire other businesses in the Asia Pacific region to adopt similar sustainable and customer-centric practices, thereby contributing positively to the overall industry standards and corporate responsibility.
In summary, the Asia Pacific Tambuli Awards not only celebrate individual and corporate achievements but also serve as a platform to promote and encourage best practices in marketing, sustainability, and leadership within the Asia Pacific business community.
Conclusion
Candice Iyog’s recognition as Chief Marketing Officer of the Year at the 2024 Asia Pacific Tambuli Awards not only celebrates her personal achievements but also underscores CEB’s commitment to excellence, innovation, and purpose-driven leadership in the aviation sector.
Her vision continues to shape CEB’s trajectory, setting new standards for customer-centricity and sustainability within the airline industry.
