Growth, grit, and impact: Women who lead with purpose at the Jollibee Group

Editor’s note: This press release is sponsored by Jollibee Foods Corporation and was handled by BrandRap, the sales and marketing arm of Rappler. No member of the news and editorial team participated in the publishing of this piece.

In 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 helping build the future of the organization, bringing to life the company’s Choose Joy! Employer Value Proposition (EVP) through how they lead, grow teams, and deliver results.

Their stories are different in path but united in 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, now president of Chowking Philippines, leadership was built over three decades, starting from the restaurant floor.

She began her journey in 1995 as an assistant store manager in Zamboanga City. Over the years, she took on roles across operations, leading teams in different regions, navigating crises, and driving business growth, eventually rising to lead a major brand in the Group’s portfolio.

Her story reflects what long-term growth can look like when opportunities, mentorship, and trust come together.

“I was valued as an individual… leaders challenged me and supported my growth,” she shared. 

Today, her leadership philosophy is grounded in accountability and empowerment, shaped by years of on-the-ground experience.

“If we fail, I take the blame. If we win, celebrate the team.” 

It’s a mindset that resonates deeply within the organization’s culture, where leaders are expected not only to deliver results, but to uplift the people behind them.

Leading a brand that shapes everyday moments

For Dorothy Ching, vice president for marketing of Jollibee Philippines, leadership begins with understanding the responsibility that comes with stewarding one of the country’s most beloved brands.

Since joining the organization in 2022, she has led efforts to keep Jollibee relevant to a new generation of Filipinos, while staying true to what has made the brand iconic.

But beyond campaigns and business growth, what struck her most was the scale of the brand’s 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.” 

For Ching, this sense of purpose shapes how she leads her team.

“I would describe my leadership style as high standards with empathy… people do their best work when they feel trusted and supported.” 

It is this balance of performance and care that reflects how the Jollibee Group brings its EVP to life: creating 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 systems that enable growth at scale.

For Maria Fe Monina Jayma-Cacayan, vice president and head of finance & accounting and HR shared services at Jollibee Worldwide Pty Ltd, leadership centers on strengthening the organization’s behind-the-scenes operations, ensuring that systems, technology, processes, and people work together to support growth.

She joined the Jollibee Group in 2020 – at the start of the pandemic – and quickly led complex integrations of select functions across markets and brands into shared services.

For Cacayan, fulfillment comes from enabling 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 on leadership also reflects a more inclusive and evolving workplace.

“What people bring to the workplace is not about labels: gender, ethnicity, etc. Instead, it is about the individual and how they choose joy in the work that they do.”  

For her, what matters is what each person brings, such as their strengths, their thinking, their values, and whether the environment allows these to surface.  

That belief shows up in how she leads: by creating space, not just structure.

A culture where people can grow and thrive

Across these journeys – whether leading a national brand, rising through the ranks, or transforming global operations – a common thread emerges: the Jollibee Group’s commitment to creating an environment where people can grow, lead, and find purpose.

Women now make up 53% of the company’s workforce and 48% of senior leadership roles, reflecting a workplace where opportunities are accessible and leadership is built 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: providing stretch opportunities, fostering mentorship, and creating spaces where leaders can develop both professionally and personally. – Rappler.com