Arline Adeva

AVP & Head of Brand Communications, PR & Digital Marketing, Jollibee

Arline B. Adeva has been with Jollibee Foods Corporation (JFC) for over 10 years now leading the PR and digital marketing department of the company’s flagship and well-loved brand, Jollibee. As the head of Brand PR, Engagement and Digital Marketing team, she is overseeing all the external publicity and social media requirements and Brand Love campaigns of the Jollibee brand with her team, the staging of major company milestones and consumer events, implementing digital marketing initiatives and branded entertainment including the highly successful and multi-awarded viral Kwentong Jollibee Valentine’s Day series and the launching of the Jollibee Studios YouTube channel; CSR and advocacy programs, strategic brand collaboration as well as managing overall corporate reputation. The several short films have resulted to a streak of viral hits, improved Jollibee’s equity score as a well-loved brand versus key competitors, garnered major industry awards including the Effie Awards, Spikes Asia and Asia Pacific Tambuli Awards, and a finalist citation at the New York Festivals Advertising Awards. Her team’s various PR initiatives and activations have also consistently harvested multiple awards year on year from top industry award giving bodies.

Prior to joining Jollibee, Arline was corporate communications team head at the Land Bank of the Philippines for close to 13 years where she led the preparation of all editorial requirements, media relations and marketing communications. Arline graduated from the University of the Philippines Los Baños with a degree in Development Communication major in Journalism. She completed her Masters in Business Administration at the Ateneo Graduate School of Business. She was named one of the 2017 Distinguished Alumni (for Social Marketing) by her alma mater, UP Los Banos College of Development Communication and Alumni Association.