Chairell Winston Almendras

Vice President and Head of Integrated Marketing, Digital, and Systems

Bank of the Philippine Islands (BPI)

Chairell Winston Almendras is a seasoned marketing leader with over a decade of experience in digital marketing, brand strategy, and media management. As vice president and head of integrated marketing, digital, and systems at the Bank of the Philippine Islands (BPI), he is at the helm of shaping the bank’s brand in a fast-evolving digital landscape. He leads the integration of omnichannel strategies, marketing technology, and data-driven personalisation to future-proof BPI’s customer engagement.

Almendras began his career in telecommunications before taking on digital marketing lead role at Wyeth Nutrition. Since joining BPI, he has played a key role in the bank’s branding, digital marketing maturity, and marketing transformation initiatives. A champion of strategic creativity and operational discipline, he bridges brand building with business performance.

He has also served as a director of the Bank Marketing Association of the Philippines and is an advocate for upskilling the next generation of bank marketers.