2025 Asia-Pacific Tambuli Awards recognize BPI’s Cathy Santamaria as CMO of the year

Cathy Santamaria, Chief Customer and Marketing Officer of the Bank of the Philippine Islands (BPI), was named ‘Chief Marketing Officer (CMO) of the Year’ at the 2025 Asia-Pacific Tambuli Awards, recognizing her leadership in purpose-driven marketing and customer-first innovation.

The Asia-Pacific Tambuli Awards celebrates individuals and organizations that drive business performance while promoting social good. The CMO of the Year distinction is awarded to marketing leaders who demonstrate excellence in brand purpose, profitability, and customer impact.

“This award is more than recognition. It’s a legacy. And to everyone whose life I’ve touched — I hope I’ve brought light,” Santamaria said during her acceptance speech.

Santamaria reflected on her journey and the importance of feedback from mentors, peers, and team members. “As part of this journey, I asked my mentors, bosses, and team members to share their thoughts about my work and leadership — something I wouldn’t normally do. But this honor called for reflection. And in their words, I saw that I’ve remained true to my personal commitment: to be the best I can be, and to do good — for the greater good,” she said.

With over a decade at BPI, Santamaria has led major initiatives including the modernization of the bank’s customer relationship management (CRM) system and a strategic rebranding campaign that elevated customer experience and reinforced BPI’s market presence.

Under her stewardship, BPI posted the highest Net Promoter Score (NPS) among full-service banks in the country for two consecutive years — a key indicator of customer loyalty and satisfaction.

Asked what fueled her achievements, Santamaria pointed to her team. “To my team at BPI — you are the reason for this award. Despite every challenge, you always strive for excellence. I’m so grateful to lead and learn alongside you,” she said.

Santamaria’s career spans more than 30 years, starting at Kraft Foods Philippines and later assuming a regional leadership role at Kraft Foods International. She later held senior posts at Globe Telecom, leading both its prepaid and postpaid businesses before joining BPI in 2011.

Now serving as BPI’s Chief Customer and Marketing Officer, Santamaria remains committed to crafting marketing strategies rooted in integrity, service, and purpose. Her vision continues to shape the bank’s customer-obsessed culture and drive initiatives focused on long-term, meaningful impact.