Bea Atienza

Marketing Director

Colgate-Palmolive Philippines

Bea is an award-winning planner with 18+ years of digital experience across international markets. Her approach merges brand planning and consumer-cultural insights with full- funnel marketing and ecosystem development.

She is currently serving as Marketing Director for Impactful Brand Experience at Colgate Palmolive Philippines where she leads digital transformation, creative excellence and integrated media strategy. Prior to joining 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’s performance marketing arm. She previously held planning leadership positions with international remits at Edelman Digital Singapore, Wunderman Singapore and McCann Shanghai. Originally from Manila, she was charged with setting up the Strategy team for McCann/MRM Philippines.

She has been recognised within the industry for her contributions to marketing and advertising, and is actively involved in the professional community. A frequent speaker at industry events, she has served as a judge for various regional and international marketing and effectiveness awards. Since 2023, she has also been part of the board of a national advertising association in the Philippines.

Bea originally graduated from Ateneo de Manila University and has an MS in Strategy & 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 Singapore Management University, Ateneo de Manila University, and University of Asia & the Pacific.