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 made-for 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.