MANILA, PHILIPPINES – In the world of business and marketing, purpose and impact are two words that are often used together — and for good reason. Purpose defines the backbone of any campaign, and its tangible business outcome is the impact. When purpose is clear and authentic, impact becomes meaningful.
Annually, the Asia-Pacific Tambuli Awards honors the best of the best in the industry, celebrating the greatness in the ordinary. Among the highest honors is the coveted Chief Marketing Officer of the year.
In 2024, Bank of the Philippine Islands (BPI) Chief Marketing Officer Mary Catherine Elizabeth Sta. Maria sat in the same crowd she faced last June 3, 2025, at the Grand Hyatt Manila in Taguig City, wondering if her time would ever come and if she would be recognized.
Alas, in 2025, she was voted by her peers as the 2025 APAC Tambuli Awards Chief Marketing Officer of the Year.
“I’m truly honored to be standing before you tonight to receive this coveted award. Thank you to the Asia Pacific Tambuli Awards committee and to the esteemed panel of judges. I also want to thank those who believed in me and saw the sincerity of my purpose — my team, my mentors, and most of all, my family,” Catherine said in her speech. “I stand before you humbled by this recognition.”
When she learned about the honor, Catherine’s first instinct wasn’t celebration, it was reflection, she confessed. As she took the stage to accept the honor, she spoke not of accolades, but of the journey that had brought her there: the people who stood with her, the challenges that shaped her, and the purpose that grounded it all.
For Catherine, one truth had remained constant throughout her career: a personal vow to “be the best I can be — and to do good, for the greater good.” It was this quiet, unwavering commitment that became her compass, especially over the past years as she helped steer one of the Philippines’ most storied financial institutions through an era of transformation.
In a 2023 conversation with adobo Magazine, Catherine shared her passion for innovation, particularly in championing digitalization. At a time when cashless transactions were just gaining momentum in the country, BPI was already out in front, helping lead the charge toward a digitally empowered future.
“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,” Catherine furthered.
Being one of the most respected CMOs in the industry today, Catherine’s words hold weight, especially for people who are just starting out.
“To young marketers: life is a journey. Don’t rush to be the boss. Learn, explore, and stay curious. Think big, try new things, and focus on becoming a better version of yourself every day — so you can inspire others, too.”
The best work, she says, came not from individual brilliance, but from shared purpose — alongside leaders who inspired her, and teammates who believed in the same values she held dear. Catherine believes that the honor that was bestowed to her was “more than a recognition.” It was a fitting testament to her tenacity and the innate belief that purposeful work — when done with integrity and heart — can create lasting impact.
With over three decades of experience across some of the country’s most influential industries, Catherine has built a career defined by vision, versatility, and impact. She began in the fast-moving world of consumer goods at Kraft Foods Philippines, eventually taking on regional leadership at Kraft Foods International, before charting new territory in telecom with Globe, where she led both prepaid and postpaid businesses. In 2011, she brought her deep strategic expertise to BPI, where she has since risen through the ranks — now serving as Chief Customer and Marketing Officer.
