We are excited to feature Cherry Mae Poblete, Assistant Director of Loyalty and Rewards at Newport World Resorts, in our Speaker Interview series. Cherry was a valued speaker at The MarTech Summit Manila 2024, where she joined the panel discussion Customer Experience: The Ideal Customer Journey – Turning an Unknown Individual into a Loyal Brand Advocate. With a strong background across FMCG, retail, e-commerce, petroleum, and gaming, Cherry brings a cross-industry lens to loyalty marketing and customer experience.
This year at The MarTech Summit Manila, 2 July 2025, we will explore even more themes and timely topics, including advanced CRM strategies, AI-powered personalisation, Omnichannel Engagement, Marketing Analytics Performance, and broader innovations that are transforming the marketing landscape—building on last year’s momentum and diving deeper into what’s next.
About Newport World Resorts
Newport World Resorts is an integrated resort and lifestyle destination in Manila that offers world-class entertainment, hospitality, dining, retail, and gaming. Home to the Epic Rewards programme, Newport World Resorts focuses on delivering a seamless, rewarding customer journey for every guest—on-site and beyond—through strategic alliances and technology-driven experiences that promote loyalty and engagement.
Quick Q&A with Cherry Mae Poblete
Could you please give us a quick introduction of yourself and your role at Newport World Resorts?
I manage the Epic Rewards loyalty and rewards program at Newport World Resorts, where I lead initiatives in strategic partnerships, product development, and membership acquisition both on-site and through retail outlets. Our primary goal is to create a seamless ecosystem for earning and redeeming points, allowing members to enjoy rewards both within the property and with our external merchant partners. By continually enhancing the benefits and perks available to our members, we aim to incentivize greater transactions and encourage a lifestyle that revolves around the Epic Rewards program, ultimately enhancing customer satisfaction and loyalty.
In your experience, how can brands effectively use influencer marketing to boost customer engagement and loyalty – and do you still see it as a core part of your strategy today, or have you explored alternative approaches?
I believe brands can effectively use influencer marketing by choosing influencers who align with their values and target audience. Authenticity is essential; influencers should genuinely appreciate and use the products they promote. Engaging content, such as tutorials or personal stories, can connect with followers and encourage interaction with the brand.
However, I do not primarily use influencer marketing for Epic Rewards due to regulatory concerns. Instead, we focus on presenting a narrative that promotes an aspirational lifestyle. While I still recognize the value of influencer marketing, I’m exploring alternative strategies like user-generated content and community building to enhance customer engagement and loyalty. This balanced approach allows me to develop a more diverse and effective marketing strategy.
Managing influencer content across multiple platforms can be challenging. How do you ensure consistency and alignment with brand messaging on platforms like YouTube, TikTok, Facebook, and Instagram?
Managing influencer content across multiple platforms can be challenging, but I ensure consistency and alignment with brand messaging through several key strategies. First, I create detailed brand guidelines outlining our tone, key messages, and visual style, helping influencers represent our brand consistently. I also collaborate closely with them during the planning phase to align on themes and messaging. Regular communication allows me to provide feedback and support, while tailored strategies for each platform recognise their unique audiences. Finally, I monitor and analyse content performance to identify what resonates and make adjustments for future campaigns, ensuring continuous improvement.
Considering the evolving digital landscape, how do you see the role of AI and data analytics in shaping future influencer marketing campaigns?
In the evolving digital landscape, AI and data analytics are becoming crucial in shaping future influencer marketing campaigns. AI can help identify the right influencers by analysing audience demographics, engagement rates, and content alignment with brand values, ensuring that partnerships are more effective. Moreover, data analytics allows for deeper insights into campaign performance, helping marketers understand which content types resonate best with their audience.
By utilising predictive analytics, brands can anticipate trends and consumer behaviours, allowing them to adapt their strategies proactively. Additionally, AI-powered tools can facilitate content creation, optimise posting times, and enhance audience targeting. Overall, the integration of AI and data analytics will lead to more informed decision-making and ultimately drive better results in influencer marketing campaigns.
Looking ahead, what emerging trends in digital marketing are you most excited about, particularly in enhancing the customer journey and fostering brand advocacy?
Looking ahead, I’m excited about several emerging trends in digital marketing that can enhance the customer journey and foster brand advocacy. Advances in AI are enabling hyper-personalised experiences, allowing brands to tailor content and recommendations based on individual preferences. Augmented reality (AR) is transforming customer interactions through immersive experiences like virtual try-ons. Additionally, collaborating with micro and nano influencers promotes authenticity and deeper connections with niche audiences. Community-centric marketing nurtures relationships and encourages loyal advocates to promote the brand. Lastly, as consumers become more environmentally conscious, brands that adopt sustainable practices are likely to gain loyalty and advocacy.
Join Us at The MarTech Summit Manila 2025!
In-Person | Fairmont Makati | 2 July 2025
This year, The MarTech Summit is thrilled to return to Manila, a key hub in Southeast Asia’s digital economy. Taking place on 2 July 2025 at Fairmont Makati, the summit brings together regional industry leaders and innovators to explore the latest in MarTech trends and technologies.
Having been successfully held across Asia—including Singapore, Hong Kong, Thailand, and Indonesia—this English-speaking summit will feature panel discussions, fireside chats, and keynotes, empowering attendees to shape future marketing initiatives and drive sustainable growth.
This exclusive platform offers CMOs, Heads, Directors, and other senior professionals the opportunity to network, gain fresh insights, and stay ahead in the rapidly evolving MarTech landscape.
➡ Register now! https://themartechsummit.com/manila-registration
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
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Last updated: April 2025
