At The MarTech Summit Manila, we’re excited to welcome Ada Almendras-Lazaro, Chief Marketing Officer of McDonald’s Philippines, to the stage. With over 15 years of experience with the McDonald’s brand and a strong track record of delivering award-winning, sales-driving campaigns, Ada brings deep expertise in combining creativity, cultural relevance, and customer insight at scale. She will join the Panel Discussion | [Behavioural Data] From Clicks to Context: Making Behavioural Data Meaningful, where she will share perspectives on how brands can transform behavioural signals into more relevant, timely, and human customer experiences.
About McDonald’s Philippines
McDonald’s Philippines, operated by Golden Arches Development Corporation, is one of the country’s leading quick-service restaurant brands, serving millions of customers nationwide. Known for combining global brand strength with strong local cultural relevance, McDonald’s Philippines continues to innovate across customer experience, digital engagement, loyalty, and marketing. Through insights-led campaigns and technology-driven initiatives, the brand remains focused on delivering convenient, meaningful, and memorable experiences for Filipino consumers.
Quick Q&A with Ada Almendras-Lazaro
Could you please give us a quick introduction of yourself and share a bit about your role at McDonald’s?
I’m Ada Lazaro, Vice President and Chief Marketing Officer of McDonald’s Philippines. I lead marketing and drive growth through insights-led campaigns, innovation, and strong cultural relevance across our touchpoints. I’ve been with the brand for 15 years, and I’m still lovin’ it.
Why did you choose to participate in this summit?
The MarTech Summit brings together leaders shaping the future of marketing, technology, and customer experience. I’ve always considered occasions such as this as an avenue to exchange ideas, learn from fellow industry practitioners, and contribute perspectives on how brands can use data and creativity together in more meaningful and human ways.
You have led many successful campaigns across the region. How has data changed the way creative and campaign decisions are made today?
Data has helped shift marketing from broad assumptions to a more precise understanding of customer behaviour and intent. Today, it allows us to create more relevant, timely, and personalised experiences while still ensuring creativity remains at the heart of the idea. The best campaigns are no longer just memorable – they’re also responsive to real customer insights.
Looking ahead, what excites you most about the future of data-driven customer engagement in the QSR industry?
What excites me most is the opportunity to make customer experiences feel more seamless, contextual, and valuable at every touchpoint – from discovery to ordering to loyalty. In the QSR space, the combination of AI, first-party data, and real-time personalisation has the potential to deepen relationships with customers in ways that feel genuinely helpful rather than transactional.
Can you share one personal or professional goal you’d like to achieve in 2026?
One goal I have for 2026 is to continue pushing for marketing work that creates both business impact and cultural relevance. Professionally, the aim is to further strengthen how we integrate data, creativity, and technology to build even more impactful customer experiences. Personally, it’s about continuing to grow as a leader while mentoring the next generation of marketers.
Ada’s perspective highlights how the future of marketing lies in balancing data intelligence with genuine human connection. As brands gain access to richer behavioural insights and more advanced personalisation tools, the real challenge is using them in ways that feel helpful, contextual, and culturally relevant. Her approach demonstrates that the most impactful campaigns are not only data-driven but also emotionally resonant, creating experiences that strengthen both customer relationships and long-term brand growth.
The MarTech Summit Manila– Lead the Future of Marketing: Intelligent, Integrated, Insight-Led
Join us on 2 July 2026 at Fairmont Hotel Makati! This English-language event offers a comprehensive exploration of the evolving MarTech landscape. he MarTech Summit returns to Manila, uniting senior marketing professionals from the Philippines and the region for a day of insights, strategy, and networking. Hear from leading brands through keynotes, panels, and fireside chats on customer engagement, data-driven marketing, and MarTech optimisation.
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Last updated: May 2026
