Sherwin Ayong Sario

Member Lifecycle Head, Mabuhay Miles

Philippine Airlines

Sherwin Ayong Sario is a loyalty marketing and CRM expert with broad experience across multiple industries and well-established brands. He currently leads the member lifecycle strategy of Mabuhay Miles, the frequent flyer program of Philippine Airlines, with a focus on strengthening long-term member relationships throughout the entire loyalty journey.

With a solid foundation in loyalty marketing, he brings hands-on experience across a broad range of CRM platforms and loyalty technologies. He has contributed to the design, implementation, and management of more than thirteen loyalty and CRM programs across the Philippines and the broader ASEAN region. His approach emphasises data-informed decision-making, operational discipline, and close collaboration with cross-functional teams to ensure strategies are practical, scalable, and aligned with business objectives.

He is known for translating complex loyalty concepts into clear, actionable frameworks that teams can implement effectively. Through his work, he continues to advocate for the advancement of loyalty and CRM practices in the region by helping organisations prioritise customer value, sustainable growth, and long-term loyalty program relevance.