ARLINE ADEVA has been with Jollibee Foods Corporation 12 years now leading the PR department of the company’s flagship brand and national icon Jollibee. As the Assistant Vice President and head of the Brand communications and PR team, she is overseeing all the publicity and digital marketing requirements as well as Brand Love campaigns, the staging of major company milestones and consumer events, digital marketing initiatives and brand love campaigns including the highly successful and multi-awarded viral Kwentong Jollibee campaigns; managing CSR and advocacy programs, forging strategic collaboration as well as managing company crisis. The several made-for web materials aimed at further strengthening Brand love have resulted to a streak of viral hits, improved Jollibee’s equity score as a well-loved brand versus key competitors, garnered major industry awards in including the Effie Awards, Spikes Asia and Asia Pacific Tambuli Awards, and a finalist citation at the New York Festivals Advertising Awards.
Prior to joining Jollibee, Arline worked as corporate communications division head at the Land Bank of the Philippines. She was named one of the 2017 Distinguished Alumni (for Social Marketing) by her alma mater, University of the Philippines Los Banos College of Development Communication and Alumni Association.