Frenissa Mae Lagman

Senior Director and Head of Marketing

Coca-Cola Philippines

Frenissa Mae Lagman is the senior director and head of marketing of Coca-Cola in the Philippines, where she leads brand and portfolio marketing across one of the company’s most dynamic and culturally influential markets.

With deep expertise in brand strategy, integrated marketing, and consumer-centric growth, Lagman drives the development and execution of marketing platforms that balance global brand vision with local cultural relevance. Her work spans full funnel Marketing — bringing together brand building, innovation, partnerships, and experiential campaigns to create meaningful connections with Filipino consumers across occasions and generations.

As a senior marketing leader, Lagman plays a critical role in shaping how iconic global brands show up locally — ensuring relevance, responsibility, and resonance in a rapidly evolving media and consumer landscape. She brings a strong perspective on modern marketing leadership, navigating complexity across platforms, audiences, and stakeholder ecosystems.

Frenissa is a compelling speaker on topics including brand building in emerging markets, leading marketing transformation, purpose-led growth, and the future of consumer engagement. Her speaking style is grounded, commercially sharp, and pragmatic, making her a valued voice in both industry discussions and leadership forums.