Cebu Pacific’s Candice Iyog named chief marketing officer of the year

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Cebu Pacific’s Chief Marketing and Customer Officer, Candice Iyog, was honored as the Chief Marketing Officer of the Year at the 2024 Asia Pacific Tambuli Awards held on June 4, 2024.

The annual Tambuli Awards recognize businesses for marketing and sustainability campaigns that drive performance with purpose.

The Chief Marketing Officer of the Year award acknowledges leaders who excel in business profitability and promoting brand purpose through marketing initiatives.

In her acceptance speech, Iyog emphasized Cebu Pacific’s mission to provide more opportunities for Filipinos and foreign travelers to fly and improve their lives.

“I have seen how Cebu Pacific has worked to give Filipinos a brand and an airline they can be proud of — one that makes travel safe, reliable, accessible, and affordable. It hasn’t been easy; in fact, it’s been difficult, but it’s worth it. It’s the price we pay for the opportunity to have a lasting and positive impact on the communities we serve,” Iyog said.

Iyog has been instrumental in Cebu Pacific’s success since joining the airline in 2003, initially leading the marketing and distribution team.

In 2019, she assumed an expanded role as Vice President for Marketing and Customer Experience, advocating a customer-first approach in the airline’s operations.

Under Iyog’s leadership, Cebu Pacific has experienced significant digital transformation. She introduced e-ticketing in the Philippines in 2003 and launched Asia’s first 24/7 customer command center operated by a low-cost carrier in 2017.

Iyog also spearheaded innovative marketing initiatives like the Piso Sale and the CEB Super Pass, a flexible travel voucher introduced during the pandemic.

Beyond marketing and customer experience, Iyog has championed initiatives to promote diversity, equity, inclusivity, and sustainability within Cebu Pacific. Her efforts have helped solidify Cebu Pacific’s brand and its commitment to making a positive impact on communities.

The Asia Pacific Tambuli Awards celebrate marketing excellence and the purposeful performance of businesses, underscoring the importance of integrating purpose into business strategies.