JB Tan

Consultant

JB Tan is a digital strategist, brand leader, and social impact advocate with expertise in marketing, e-commerce, and organisational development. He started his career in Procter and Gamble leading innovation projects in both Asia and Europe. He was also the Asia chief information officer for FrieslandCampina (or Alaska Milk Corporation in the Philippines).

Driven by his passion for social and cultural change, he co-founded iVolunteer Philippines and The Good Store which focus on volunteer education, building the capabilities of non-profit organizations and social enterprises to become sustainable organizations. Previously, he served as the executive director of iVolunteer for 10 years before taking on the position of a brand and impact director, and played several roles including marketing, partnership building, organization development enabling a 100% volunteer-run organization to be sustained.

He also co-started Caret Consulting focused on elevating the leadership and organizational capability of Filipino enterprises turning them into world-class and future-ready organizations. A champion of people development and innovation, Tan thrives in multicultural environments, leveraging digital transformation and strategic partnerships to create lasting impact.