2024 JUDGE'S PROFILE

Bea Atienza

Marketing Director

Colgate Palmolive

Bea is an award-winning planner with over fifteen years of digital experience across international markets. Her approach merges brand planning and consumer-cultural insights with full-funnel marketing and ecosystem development.

She serves as Marketing Director for impactful brand experience at Colgate-Palmolive Philippines, where she leads digital transformation, customer experience engagement and integrated media strategy.

Before joining the client side, she was Chief Strategy Officer at Dentsu Philippines, where she championed strategy and digital transformation across the network’s creative and media agencies. She was concurrently General Manager at iProspect, the group performance marketing arm. She previously helped plan leadership positions with international remits at Edelman Digital Singapore, Wunderman Singapore, and McCann Shanghai. Originally from Manila, she was responsible for setting up the strategy team for McCann / MRM Philippines.

She has received industry recognition from awards bodies, is an active speaker and has previously judged for several awards.

Bea originally graduated from Ateneo de Manila University and has an MS in Strategy and Design Management from The New School, as well as a professional certificate in Digital Media Marketing from New York University; she regularly teaches marketing and brand strategy at prominent universities, including at Singapore Management University, Ateneo de Manila University and the University of Asia and the Pacific.

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