We’re proud to welcome Josemaria Umali, Head of Data Analytics at First Gen Corporation, to the speaker line-up at The MarTech Summit Manila. He’ll be in the session [Data Culture] Building a Data-Driven Culture – Breaking Organisational Silos as part of our Customer Data Demystified Breakouts, a new dual-track feature of this year’s summit. These breakouts are designed for marketing and data leaders ready to roll up their sleeves, break down internal silos, and operationalise data in real, practical ways. With a rare combination of engineering expertise and deep analytics knowledge, Josemaria brings a unique lens to bridging strategy, operations, and customer understanding—especially in a sector as complex as energy.
About First Gen Corporation
First Gen Corporation is one of the Philippines’ leading clean and renewable energy producers, committed to powering progress through sustainable solutions. As part of the Lopez Group, First Gen champions low-carbon innovation, with a portfolio spanning hydro, solar, wind, and natural gas assets. The company is pioneering data-driven approaches to energy operations and customer engagement.
Quick Q&A with Josemaria Umali
Could you please give us a quick introduction of yourself?
I’m Josemaria Umali, Head of Data Analytics at First Gen Corporation, with an M.S. in Electrical Engineering and an M.S. in Data Science.
Why did you choose to participate in The MarTech Summit Amsterdam?
I joined this summit to share lessons I learned in transforming a traditionally risk-averse, regulation-heavy sector by introducing data-driven practices into everyday operations. I hope to equip leaders with practical insights for driving digital transformation (culture)
With your background in both data science and electrical engineering, how has interdisciplinary knowledge helped you in building a data-driven culture within a traditional industry like energy?
My dual expertise allows me to translate engineering challenges into data requirements and vice versa. By combining electric circuit theory and statistical modelling, I’ve designed data pipelines that mirror the real energy behaviour of key equipment. Since the technical grounding is sound, solutions earn trust and data adoption (governance framework).
What role do marketing and customer insights play in an energy company’s data strategy – especially in a consumer-centric shift toward sustainability and digital services?
Marketing insights reveal customer motivations and pain points. Customer journey and process mapping uncover what drives the adoption of green and renewable energy products.
Our governance framework (ongoing) then supports privacy controls, ensuring that every customer interaction is both engaging and compliant.
What trends or shifts in the market are you most looking forward to this year, and how do you plan to stay ahead of the curve?
My answer is the industry in general – I’m watching the scale-up of vehicle-to-grid technology, AI-driven demand forecasting, and basically customer-centric solutions by way of understanding and analyzing the (big data) of customers.
Through his session at The MarTech Summit Manila, Josemaria Umali offers a compelling case for why building a data-driven culture isn’t just about tools—it’s about trust, translation, and collaboration. His experience navigating complex, siloed environments while championing cross-functional data strategies makes him a standout voice in our Customer Data Demystified Breakouts. With limited seats available, this track promises a rare opportunity to get practical about culture change and data’s true impact.
The MarTech Summit Manila
Join us on 2 July 2025 at Fairmont Makati, as we bring together regional industry leaders and innovators to explore the latest MarTech trends and strategies. This English-speaking summit, themed “Revolutionising the Digital Journey: MarTech Strategies for Today’s Marketers”, will gather MarTech practitioners and enthusiasts from across industries to learn from thought leaders and exchange fresh, bold ideas.
➡ 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.
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
➡ Explore content from global summits! https://beetc.io/on-screen/
Stay up to date with our Speaker Line-up, Session Information, and Agenda Updates by following us on:
See more MarTech Thoughts interview pieces here!
Last updated: June 2025
