In the traditionally male-dominated property sector, Cebu Landmasters, Inc. (CLI) is spotlighting a different leadership model — one where women are taking on key financial and strategic roles as the company expands across Visayas and Mindanao, alongside a growing push toward digitalization in real estate.
The Cebu-based developer recently received the 2025 Distinguished Exemplar – “Employer of the Year” award from the People Management Association of the Philippines (PMAP), recognizing its strong employee engagement and people-first culture.
Beyond workplace initiatives, CLI’s trajectory reflects how property developers are increasingly intersecting with fintech — adopting digital payment ecosystems, exploring embedded finance models, and streamlining customer transactions through technology-driven platforms.
Financial leadership at the forefront
Photo shows CLI’s top finance executives Paquita Rafols (left) and Julieta Pangilinan
As CLI continues to scale, much of its stability rests on the strength of its finance team — led by Paquita Rafols, First Vice President and Officer-in-Charge Chief Financial Officer, and Julieta Pangilinan, Vice President for Treasury.
Both executives play a critical role not only in ensuring that expansion remains anchored in sound financial management, but also in supporting the company’s gradual integration of digital financial solutions — from online payment channels to more seamless buyer financing experiences.
This comes at a time when the Philippine real estate sector is increasingly aligning with fintech and proptech trends, including digital-first payment systems, automated treasury operations, and embedded financing options that allow buyers to access flexible payment schemes within property platforms.
“Growth must always be matched with strong governance and sound financial management,” Rafols said, underscoring the need for discipline amid expansion and digital transformation.
Pangilinan echoed this, emphasizing the importance of balancing opportunity with prudence in an evolving financial landscape. “Scaling responsibly means investing in opportunities while safeguarding the company’s financial strength,” she said.
Their roles highlight how finance leaders are becoming central to enabling innovation — bridging traditional real estate operations with emerging financial technologies, while ensuring compliance, risk management, and long-term sustainability.
As developers like CLI expand beyond traditional models, the convergence of real estate and fintech is expected to accelerate — placing greater emphasis on financial leadership that can navigate both growth and digital disruption.
A wider leadership bench
Photo shows CLI’s Janella Mae Soberano-Wu (left) and Joanna Marie Soberano-Bergundthal
Beyond finance, women leaders across CLI continue to shape the company’s direction in areas such as customer experience, marketing, and sustainability.
Executive Vice President and Chief People and Marketing Officer Joanna Marie Soberano-Bergundthal leads efforts to strengthen organizational culture, aligning workforce engagement with long-term business goals.
“At CLI, the real foundation of growth is our people. When you nurture a culture of trust, care, collaboration, and excellence, everything else follows,” she said.
Meanwhile, Janella Mae Soberano-Wu, Vice President for After Sales, Corporate Communications, and Premier Marketing, oversees customer touchpoints — an area becoming increasingly important as buyers expect more seamless, digitally enabled transactions.
“For us, the work doesn’t end at the sale. We ensure every customer feels heard, supported, and valued at every step of their journey,” she noted.
Growth anchored on discipline and trust
Photo shows Vera Alejandria (left) of CLI Foundation and Marie Rose Yulo
Senior Vice President for Sales Marie Rose Yulo added that while demand continues to drive expansion, maintaining buyer confidence remains essential.
“Every development starts as a vision, but it’s the confidence of homebuyers and investors that brings it to life,” she said.
At the same time, sustainability remains part of CLI’s long-term agenda. Vera Alejandria, Assistant Vice President for Sustainability and Executive Director of the CLI Foundation, leads initiatives aimed at ensuring developments contribute to broader community outcomes.
“True growth uplifts communities,” she said. “For us, sustainability means creating developments that nurture livelihoods, education, and long-term resilience.”
Reflecting a broader shift
IMAGE CREDIT: Cebu Landmasters Inc.
As Philippine businesses continue to navigate a more digital and interconnected environment — where fintech solutions are gradually reshaping payments, financing, and customer engagement — the role of financial leadership has become more pronounced.
CLI’s experience highlights how strong financial stewardship, combined with operational execution, can support expansion while maintaining stability.
It also points to a broader trend: across sectors, women leaders are increasingly taking on critical roles in finance and strategy, helping organizations balance growth ambitions with long-term resilience.
