Marking the first time Benilde served as the host, the Philippine Junior Marketing Association (PJMA) 38th General Assembly commenced on March 1 at the Augusto-Rosario Gonzalez (ARG) Theater in Taft Campus, gathering over 500 marketing students from 90 member schools nationwide.
With the theme “2025 IN-SYNC: Powering Retention Edge,” discussions centered on brand loyalty and emerging industry trends in the ever-evolving field of marketing.
School of Management and Information Technology (SMIT) Dean Joana Diñoso shared her welcoming remarks emphasizing that, “This assembly brings together the most brilliant minds in marketing management across the country. I hope this ignites the spark of creativity that will fuel the future of marketing in our country.”
PJMA’s VP for Research and Development, Ms. Cahrl Drewshelle B. Capiña, then delivered the opening remarks, “We are at the verge of something extraordinary— the moment where potential meets action,” she stated. “The marketing landscape is evolving at an accelerating pace, [but] we are not daunted by these challenges.”
Following the ceremonial procession of member schools was the official pinning ceremony, symbolizing the transition of leadership across its chapters. The newly elected 38th National Executive Board stood on stage, embracing the vision of “Ascending Unified Frontiers.”
As a testament to PJMA’s nationwide presence, VP for Chapters Ms. Charlotte Esposo introduced the regional directors representing all chapters of Luzon, Visayas, and Mindanao, presenting a united community of marketers across the country.
Further inspiring the attendees, Ms. Leah Guba Ayeng, Director for Youth and Academe, advised to “Shift mindsets and create change. The best campaigns are born out of dedication, your commitment to excellence will set you apart.”
Known industry professionals also shared key insights—Germaine A. Reyes, CEO and President of Synergy Market Research and Strategic Consultancy, delivered a keynote speech on brand loyalty.
“At the heart of every great brand is an enduring connection, much like the friendships we cherish in our own lives,” Reyes explained, highlighting the role of connection in customer retention.
Meanwhile, James Dala, a veteran in digital marketing, spoke on the importance of synchronizing engagement and representation across platforms. “Don’t be a one-platform wonder,” Dala advised. “Sync online and offline, and most importantly, be consistent. Reinforce your identity, your personality is essential when representing your brand.”
Content creator and mobility advocate Buji Babiera also emphasized the value of niche content in building customer relationships. “Brands should align with content creators who share their values and goals,” Babiera noted, citing the power of storytelling and community.
The assembly also featured an interactive trivia game and raffle with prizes from event sponsors Dazzle Me and Pru Life UK. Member schools were recognized and awarded for their participation, followed by the newly appointed governors taking the stage for their oath-taking.
In her closing remarks, PJMA VP for Memberships Irene Naquilla urged attendees to embrace the lessons gained from the event. “As we embark on this exciting journey, let us use this opportunity to elevate marketing excellence.”
In an interview with The Benildean, Marketing Management Chairperson Mr. Erickson Jao emphasized the College’s approach to marketing education.
“At Benilde, marketing isn’t just learned—it’s experienced. We create opportunities where students can engage directly with industry leaders, apply their knowledge in real-world scenarios, and build connections that will shape their future careers,” he emphasized.
