UnionBank marketing chief named CMO of the Decade at APAC Tambuli Awards

Union Bank of the Philippines Chief Marketing and Experience Officer Albert C. Cuadrante was recognized as Chief Marketing Officer of the Decade by the Asia Pacific Tambuli Awards.

The awarding ceremony was held on June 5 at the Grand Hyatt Manila in Taguig City.

The recognition was given to marketing leaders who have shown sustained impact and a purpose-driven vision over the past decade.

“The accolade is a testament to his exceptional ability to champion brands that drive progress while remaining deeply rooted in core values and societal good,” UnionBank said in a LinkedIn post congratulating Cuadrante.

Cuadrante said the recognition reflects the importance of placing customers at the center of decision-making while building brands that create meaningful impact.

“I am humbled and honored to be part of Asia Pacific Tambuli’s ‘CMO of the Decade’ recognition and to share the stage with esteemed friends and industry colleagues who share the same core belief that, as marketers, we build brands to ultimately uplift lives,” he said.

Cuadrante has more than 30 years of experience in digital commerce, brand management, and marketing. Since joining UnionBank in 2021, he has led initiatives focused on customer experience, SME support, and the bank’s digital strategy.

Under his leadership, UnionBank strengthened collaboration between its marketing group and its Data Science and Artificial Intelligence Center of Excellence, allowing the bank to use customer insights to deliver more personalized services.

He has also been involved in UnionBank’s customer-first transformation, including digital account opening, client onboarding, product innovation, and co-branded credit solutions.

These initiatives contributed to several recognitions for the bank, including Marketing Team of the Year at Marketech APAC 2024 and Marketing Company of the Year at the Agora Awards 2024.

UnionBank also received major industry recognitions, including Best Domestic Retail Bank – Philippines, supported by its data-driven marketing, onboarding innovations, and next-generation banking solutions.

Before joining UnionBank, Cuadrante held senior roles at Jollibee Foods Corp., where he led the digital commerce and customer loyalty division for the Philippines. He began his marketing career at Procter & Gamble Philippines.

His previous recognitions include the 2013 Asia Pacific Tambuli Chief Marketing Officer of the Year, the 2022 10 Most Inspiring CMOs by C Level Focus, the 2023 Top 10 CMOs in the Philippines by CEO Insights Asia, and the 2024 Marketing Technology Awards Chief Marketing Officer of the Year.

Cuadrante graduated from Ateneo de Manila University with a degree in Management Engineering under the Honors Program.