Summit at a glance
1. An Event Worth Being Part Of
1.1 Key Numbers
- 319 senior-level MarTech and marketing decision-makers joined us across the full day at Fairmont Hotel Makati.
- Delegates heard from 30 speakers across 12 stage sessions – panels, keynotes and fireside chats – plus a dedicated 2-part Data Demystified breakout track.
- 49 1-2-1 meetings were booked in total.
- 217 attendees actively engaged through live polling and Q&A, submitting 87 questions (151 upvotes) and casting 503 votes across 11 live polls.
1.2 Who Attended?
The MarTech Summit Manila brought together senior marketing and MarTech leaders from across the Philippines and the wider APAC region, creating a focused space for regional conversations, peer networking and meaningful business connections across the marketing and technology ecosystem.
Attendees came from a wide spread of industries, led by Banking, Financial Services & Insurance, Manufacturing, IT & Telco, Retail & eCommerce, and Computer Software, alongside representatives from Food & Beverage, Real Estate, Energy, Training & Professional Services, Airline & Aviation, and Hotel & Hospitality.
The audience was highly senior, with Senior Managers & Managers (26.3%), Directors (17.6%) and Heads (22.9%) making up the bulk of the audience, alongside VPs (15.3%) and Chiefs (8.4%).
By company size, over half of attendees (53.8%) came from enterprises with 1,000+ employees, with strong representation from mid-market (501–1,000: 19.9%, 201–500: 6.1%) and growth-stage organisations (51–200: 10.5%, 1–50: 9.7%).
The summit welcomed 319 senior-level MarTech and marketing leaders from a diverse mix of industries and leading brands, including GCash, Globe, Smart, SM Supermalls, Ayala Land, Shopee, Coca-Cola, LG Electronics, ASUS, AirAsia, Marriott International, Wells Fargo, Metrobank, Manulife and Watsons.
1.3 Secure Your Place at the Next Edition
After a successful Manila edition, we are already shaping the next chapter of The MarTech Summit in the Philippines, bringing brands closer to senior marketing, digital and MarTech decision-makers across the region.
For partners looking to build visibility, generate qualified leads, share thought leadership or create meaningful face-to-face conversations, our team can help shape the right sponsorship approach around your objectives.
- 2027 Edition Overview: https://themartechsummit.com/manila
- To explore partnership opportunities, please contact Pip Curtis, Head of Partnerships: pcurtis@themartechsummit.com
Presale Now On, Get 60% Off! Available only until 8 confirmed speakers are announced. Grab It Before It’s Gone!
2. A Stage That Delivered
2.1 Knowledge shared from the stage
Panel Discussion | [Omnichannel Marketing] Real-Time Orchestration: Making Omnichannel Work in the Moment
This panel explored what real-time orchestration really means from a customer lifecycle perspective, how brands can keep their message consistent across channels, and where most brands still struggle. The key message: start with customer moments and insight, not channels or tech stack, and build for the moments that matter most before scaling.
- Laine Vallar, Country Marketing Head, Digimap Philippines, MAP Tech Asia
“Marketing is a marathon, not a sprint. Keep pushing across all channels — in-store, social, digital, PR, out-of-home — take advantage of today’s democratised marketing landscape, and always track sales and analytics with post-evaluation to improve. Rinse, repeat, stay hungry.”
- Anthony Guanzon, Chief Marketing Officer, Malayan Insurance
“Real-time orchestration isn’t about selling faster, it’s about listening more accurately. In trust-based industries, the strongest omnichannel move is knowing when to stop marketing and start helping.”
- Erwin Gavino, Senior Growth Marketing Manager, GoTyme Bank (Lead Panellist)
“Don’t start with channels or tech stack — start with customer moments and insights. Ask what the customer just did and what they need next, keep the message consistent, and build for your top two customer moments first before scaling the system.”
Fireside Chat | [Customer Loyalty and Engagement] Cracking the Code on Customer Engagement That Lasts
This fireside chat explored what makes loyalty meaningful beyond points and rewards, and how brands can use data, feedback and social listening to design engagement that feels personal and earns trust over time.
- J Ann Mirasol, Commercial Director, Omnichannel, Avon
“Focus on creating real experiences rather than checking boxes for loyalty. Today’s consumers are more dynamic and deliberate.”
- Melissa Joy Valdez, VP & Head of Customer Relationship Marketing & Loyalty, Bank of the Philippine Islands (BPI)
“Loyalty is earned daily, not owed. Tech and data are enablers, not the answer — what customers remember are moments a brand made life easier, respected their time, solved a problem, or helped hit a milestone. Repeated consistently, these moments build loyal advocates.”
Panel Discussion | [Behavioural Data] From Signals to Strategy: Winning Customer Moments in an AI-Driven World
Panellists discussed how to separate signal from noise across today’s many customer touchpoints, and what it really takes to convert behavioural data into faster, better decisions rather than more dashboards.
- Ada Almendras-Lazaro, Chief Marketing Officer, McDonald’s Philippines
“In an AI-driven world, the goal isn’t just visibility but relevance in the moment — built on understanding behaviour, not just collecting data. Winners turn the right signals into faster, better decisions.”
- Bradley Pineda, Loyalty Head, Shakey’s Philippines
“Uncovering signals from first-party data is a process. Amid data overload, clarity on your goal is what lets the data guide you rather than confuse you; experimentation and iteration surface the relevant insights.”
- Nadav Itach, VP, Services Business Development, Mastercard (Lead Panellist)
“Winners aren’t those with the most data, but those who consistently convert the right behavioural signals into better decisions. Four habits of winning orgs: define the decision to improve, act on a clear hypothesis, test for incremental impact, and scale only what works.”
Panel Discussion | [Brand, Content & Web Optimisation] Brand Consistency in a Fragmented World
This panel tackled how to maintain brand integrity while content is increasingly localised, personalised and automated, without becoming templated or generic.
- Allanah Paragas, Director of Employer Brand & Culture, APAC, Nasdaq
“Give the brand a strong spine, let local teams add the soul, and teach everyone why the spine matters — consistency and speed follow naturally when the feeling is truly lived.”
- Giann Vega, E-Commerce & Digital Data Lead, PepsiCo
“Online users — and AI — will tell a story about your brand regardless. It’s on brand owners to reach consumers at the right touchpoints, with the right message, using the right systems and tools.”
- Raffy Casas, Assistant Vice President, Head of Content Studio & Production, Nestlé
“Content multiplicity isn’t just about producing more assets — it’s about scaling while preserving brand identity and campaign message.”
Engagement Metrics to Highlight
- 87 live Q&A questions submitted across the day, earning 151 upvotes, with a 73% anonymous submission rate.
- 503 poll votes cast across 11 live polls – an average of 46 votes per poll.
- 83% of attendees agreed customers will discover brands through AI more often than traditional search within a few years; only 9% felt loyalty programmes are strongest when built on discounts and points alone.
- Top discussion themes from the live word cloud: customer, AI, brand, loyalty, marketing, data, channels, campaign.
2.2 Take the stage next year
Do you have a story, case study or expert perspective to share with the Philippines marketing community?
We are already looking ahead to the next edition of The MarTech Summit Manila and would love to hear from senior marketing, digital and technology leaders who can bring fresh ideas, practical insights and real-world experience to the stage.
- Apply to speak or recommend a speaker for next year’s edition: Contact Teddy Fung
3. A Room Worth Being In
Beyond the senior audience in the room, what made The MarTech Summit Manila stand out was the depth of discussion, the openness of shared ideas and the meaningful connections built throughout the day.
3.1 Peer Quality and Connections
From first coffee to closing drinks, the summit created plenty of moments for people to connect, exchange ideas and continue conversations beyond the sessions.
- Each attendee met an average of 20 new people during the day.
- Five hours were dedicated to networking, including breakfast, coffee breaks, lunch and closing drinks.
- 49 1-2-1 meetings were booked, and 850 cups of coffee were served to keep the conversations flowing.
- Across 12 live sessions plus a dedicated 2-part Data Demystified breakout track, attendees took part in a full day of insight, discussion and shared learning.
- The experience extended beyond the summit room, with a private “Beyond the Stage” dinner giving senior delegates a more relaxed setting to continue discussions, exchange perspectives and strengthen new connections.
3.2 Join the Conversations that matter
Be part of next year’s conversations, insights and connections from the start.
- Register at the Pre-sales rate: Reserve your seat
4. Engage With Us
A heartfelt thank you to all our speakers, sponsors and attendees for making The MarTech Summit Manila 2026 such a memorable edition.
From the discussions on stage to the conversations throughout the day, the summit was shaped by the ideas, energy and real experiences shared by everyone in the room. We are grateful to have brought this community together for a day of learning, connection and exchange.
Save the date:
- The MarTech Summit Manila returns — https://themartechsummit.com/manila
- Explore the wider calendar of upcoming editions across the series: https://beetc.io/event-calendar/
Where to find the assets:
Session recordings: Watch the sessions
Photo gallery: View the gallery
Where to follow us:
Stay connected with The MarTech Summit for event highlights, speaker updates, upcoming editions and community news across the series.
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We hope to see you at our future events and let’s continue pushing the boundaries of what it means to be marketers together!You will be the first to hear about upcoming events, speaker announcements and the latest in MarTech. We hope to see you at a future summit as we continue pushing the boundaries of modern marketing together.
Stay tuned!
By: The MarTech Summit Team | July 2026
