In the traditionally male-dominated world of property development, leadership has often been confined to boardrooms of men. But across the rising skylines of Visayas and Mindanao, Cebu Landmasters, Inc. (CLI) is telling a different story. Women executives are not just occupying seats at the table. They are helping shape the company’s next chapter of growth.
This people-centered approach was recently recognized when CLI was named the 2025 PMAP Distinguished Exemplar – Employer of the Year by the People Management Association of the Philippines (PMAP), honoring the company’s strong employee engagement and “people-first” culture.
From marketing and finance to sustainability and corporate reputation, this team of seasoned leaders quietly drives CLI’s strategic direction, helping transform the Cebu-based firm into a nationally recognized real estate powerhouse, supported by a workforce where 59% of its close to 1,500 employees are women, of which 25% are in different leadership roles across the organization.
Leadership rooted in vision and legacy
At the forefront is Executive Vice President and Chief People and Marketing Officer Joanna Marie Soberano-Bergundthal who drives CLI’s culture and brand, shaping the company’s growth through a people-first philosophy and a commitment to excellence and innovation.
“At CLI, the real foundation of growth is our people. When you nurture a culture of trust, care, collaboration, and excellence, everything else follows,” Joie says.
Working alongside her is Janella Mae “Jamie” Soberano-Wu, Vice President for After Sales, Corporate Communications, and Premier Marketing. She leads after-sales operations, ensuring a seamless customer journey from post-sale up to unit turnovers, while safeguarding the company’s brand voice and driving the marketing of CLI’s high-end developments.
Vice President for After Sales, Corporate Communications, and Premier Marketing
“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,” said Jamie.
Financial strength
As CLI expands across new markets, strong sales execution and disciplined financial management ensure that growth remains both sustainable and resilient.
Marie Rose Yulo, Senior Vice President for Sales, leads the team turning development plans into fast-selling projects.
Senior Vice President for Sales
“Every development starts as a vision, but it’s the confidence of homebuyers and investors that brings it to life. We focus on delivering what communities truly need,” Rose says.
Financial discipline, meanwhile, is guided by Paquita “Kits” Rafols, First Vice President and OIC Chief Financial Officer, and Julieta Pangilinan, Vice President for Treasury.
“Growth must always be matched with strong governance and sound financial management,” Kits notes.
Julieta adds, “Scaling responsibly means investing in opportunities while safeguarding the company’s financial strength.”
Sustainability as a business mindset
Beyond financial performance, CLI continues to integrate sustainability into the way it develops communities and measures long-term impact.
Vera Alejandria, CLI Assistant Vice President for Sustainability and Executive Director of the CLI Foundation, leads the company’s efforts to embed ESG principles across operations. Through the Foundation, she also oversees programs that extend CLI’s impact well beyond property development.
“True growth uplifts communities. For us, sustainability means creating developments that nurture livelihoods, education, and long-term resilience,” Vera says.
Redefining leadership in Philippine real estate
As the country marks Women’s Month, the leadership story unfolding at Cebu Landmasters reflects a broader shift in Philippine business.
Across the organization, women now lead critical functions — from project planning and operations to corporate strategy and stakeholder relations — helping shape a culture grounded in collaboration, accountability, and forward thinking.
From shaping strategy and driving growth to championing sustainability and customer experience, these leaders are proving that vision, discipline, and dedication define success. At Cebu Landmasters, Women’s Month is more than a celebration — it reflects a culture where women help shape the future of communities, the company, and the industry itself.
