Assistant Vice President for Brand Communications, PR and Digital Marketing

ARLINE B.  ADEVA  has been with Jollibee Foods Corporation (JFC) for over 10 years now leading the PR department of the company’s flagship and well-loved brand, Jollibee. As the Assistant Vice President and head of the Brand communications, PR and Digital Marketing team, she is overseeing all the publicity requirements and Brand Love campaigns of the Jollibee brand with her team, the staging of major company milestones and consumer events, implementing digital marketing initiatives and brand love campaigns including the highly successful and multi-awarded viral Kwentong Jollibee Valentine’s Day series;  conceptualizing and implementing CSR and advocacy programs, forging strategic brand collaboration as well as  managing company crisis and overall corporate reputation. The several madefor web materials aimed at further strengthening Brand love for the Jollibee brand 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 here and abroad for the brand including the recent Effie Awards, Spikes Asia and Asia Pacific Tambuli Awards, and a finalist citation at the New York Festivals Advertising Awards that cemented Jollibee’s position as a digital engagement thought leader. Her team’s various PR initiatives and activations have also consistently harvested multiple awards year on year from top industry award giving bodies. 

Prior to joining Jollibee, Arline was corporate communications division head at the Land Bank of the Philippines for close to 13 years where she led the preparation of all editorial requirements, media relations and marketing communications. Arline graduated cum laude from the University of the Philippines Los Banos with a degree in Development Communication major in Journalism. She completed her Masters in Business Administration (MBA) at the Ateneo Graduate School of Business also under a full scholarship. She is currently one of the in-house faculty at the JFC University teaching Crisis Management and community relations to restaurant managers across the JFC Group. She was named one of the 2017 Distinguished Alumni (for Social Marketing) by her alma mater, UP Los Banos College of Development Communication and Alumni Association. 

Judging panel

Matt Bourn

Director of Communications
Advertising Association

Gemma Cracknell

Marketing Director

Michelle Lavipour

Global Head of Brand Communications

Gaelle Comte

marketing director
Virgin Group Loyalty Company

Jane Wilson

Managing Director
MHP Communications

Grant Mitchell

corporate communications manager

Lisa Hale

Associate Director

Rich Leigh

Radioactive PR

Michael Murphy

senior partner
Michael Murphy & ltd

Sheelagh Doyle


Lani Lavin

Head of Sustainable Business & Communications

Tom Berry


Sedge Beswick

founder & managing director
SEEN Connects

Rebecca Blinston-Jones

Managing Director

Lisa Jeden

Global Head of Brand PR & Corporate Communications

Lizzie Dewhurst

Head of Communications and PR
Publicis Group

Fiona Magill

Group PR Director

Sophie Rhatigan

Head of PR

Nina Joyce

PR Director, Europe

Justin Bates

Director of Communications, EMEA and LATAM

Georgia Frost

Creative PR and Marketing Director
Camden Markets

Charmaine Huet

Vice President, Corporate Communications APAC
Viacom International Media Networks

Aisling Connaughton


Chris Taylor

Deputy Director of Communications (FTC)
News UK

Dr Colin D'Silva

Head, Asia Pacific, Communications and Government Affairs

Rema Gouyez-Benalla

Head of Digital Content and Engagement
L'Oreal UK

Karen Yew

Head, Corporate Marketing and Communications

Paul Fabretti

Director of Communications

Victoria Needs

Director of International Marketing
Sony Music Entertainment

ken hein

Chief Communications Officer US
Dentsu Aegis Network

Grant Mitchell

Corporate Communications Manager

Paul Mallon

Head of Major Brand Activations
Paddy Power

Andy West

Chief Development Officer

Shakira Payne

Communications & Sustainability Manager

Ruth Warder

General Manager

Suzanne Blackburn

Global Communications & Public Affairs

Anna Dalziel

Director of Brand, UK & Global
Momentum Worldwide

Phil Wade

Chief Marketing Officer
Jetstar Airways

Ellie Graham

Senior Publicity Director
Think Jam

Lucy Puddefoot

Global Head of PR & Communications
Clear Channel Outdoor

Susie Penner

Senior Director of Corporate Communications

Rory MAckin

Senior Manager | Public Relations
Deloitte’s Green Dot Agency

Laura Sutherland

Founder and Director
Aura PR

Stephen Waddington

Managing Director

Jenny Chan

Vice President, Head of Public Affairs, Asia 

James Herring

Taylor Herring Ltd

Su Min Sng

Head of Communications

Ross Matthews

Chief Marketing Officer
Ice Lolly

Arline Adeva

Assistant Vice President for Brand Communications, PR and Digital Marketing

Nicky Wang

Managing Director and Head of Strategy
WE Red Bridge

Nancy Maffucci

Senior Communications Planner
Federal Reserve Bank of New York

Karen Tan

Senior Director
Ministry of Communications and Information

Eric Pooley

Senior Vice President
Environmental Defense Fund

Luisa Fernandez

Marketing Director
YO! Sushi