At the Jollibee Group, leadership is not defined by titles alone—it is shaped by journeys of growth, resilience, and the ability to create meaningful impact for both people and business.
Across marketing, operations, and global shared services, women leaders are building the organization’s future. They bring to life the company’s Choose Joy! Employer Value Proposition (EVP) through their approach to leading teams, driving performance, and delivering results. While their career paths differ, they are united by a common purpose: to create environments where people can thrive, contribute, and find meaning in their work.
From the Frontlines to the Boardroom
For Ana Lourdes Limbaga Aluyen, President of Chowking Philippines, leadership was forged over three decades—starting on the restaurant floor. She began her journey in 1995 as an Assistant Store Manager in Zamboanga City, and over the years took on roles across operations, leading teams in different regions, navigating crises, and driving business growth. Today, she heads one of the Group’s major brands.
Her story exemplifies how long-term growth unfolds when opportunities, mentorship, and trust converge. “I was valued as an individual… leaders challenged me and supported my growth,” she shared.
Now, her leadership philosophy is rooted in accountability and empowerment, shaped by years of on-the-ground experience. “If we fail, I take the blame. If we win, we celebrate the team.” This mindset aligns with the organization’s culture, where leaders are expected not only to deliver results but also to uplift the people who achieve them.
Leading a Brand That Shapes Everyday Moments
For Dorothy Ching, Vice President for Marketing of Jollibee Philippines, leadership starts with understanding the responsibility of stewarding one of the country’s most beloved brands. Since joining in 2022, she has led initiatives to keep Jollibee relevant to a new generation of Filipinos—while honoring the qualities that have made it iconic.
Yet beyond campaigns and business growth, she was most struck by the brand’s far-reaching impact. “I saw how powerful the brand can be—not just as a business, but as a force for good that touches people’s lives.”
This sense of purpose defines her approach to leading her team. “I would describe my leadership style as high standards with empathy… people do their best work when they feel trusted and supported.” This balance of performance and care embodies how the Jollibee Group brings its EVP to life: a culture where excellence and joy go hand in hand.
Building Systems That Power Global Growth
While some leaders shape the brand from the frontlines, others build the infrastructure that enables scalable growth. Maria Fe Monina Jayma-Cacayan, Vice President and Head of Finance & Accounting and HR Shared Services at Jollibee Worldwide Pty Ltd, focuses on strengthening the organization’s behind-the-scenes operations. Her work ensures that systems, technology, processes, and people align to support growth.
She joined the Jollibee Group in 2020—at the onset of the pandemic—and quickly led complex integrations of select functions across markets and brands into shared services. For Cacayan, fulfillment comes from empowering others to succeed. “I find joy in the workplace knowing that I can make a difference. I am grateful because I am enabled and empowered.”
Her perspective reflects an inclusive and evolving workplace. “What people bring to the workplace is not about labels—gender, ethnicity, and the like. Instead, it is about the individual and how they choose joy in the work that they do.” For her, what matters most is each person’s strengths, thinking, and values—and whether the environment allows these qualities to flourish. This belief is evident in how she leads: by creating space for people to grow, not just structure to manage them.
A Culture Where People Can Grow and Thrive
Across these diverse journeys—from rising through the ranks to leading national brands and transforming global operations—a common thread ties them together: the Jollibee Group’s commitment to creating an environment where people can grow, lead, and find purpose.
Women now represent 53% of the company’s workforce and 48% of senior leadership roles, reflecting a workplace where opportunities are accessible and leadership is based on capability rather than gender. More importantly, these stories highlight how the organization’s culture—grounded in care, collaboration, and trust—enables individuals to thrive.
Guided by its Choose Joy! EVP, the Jollibee Group continues to invest in its people by providing stretch opportunities, fostering mentorship, and creating spaces where leaders can develop both professionally and personally. As the company expands globally, leaders like Ching, Aluyen, and Cacayan demonstrate what it means to lead with purpose—shaping not only the future of the Jollibee Group but also the experiences of everyone who contributes to its success.
