MANILA, PHILIPPINES — McDonald’s Philippines recently announced the appointment of Pao Peña as its new Development Strategy, Planning, and Analytics (DSPA) Lead.
Prior to his new role, Pao led the company’s Strategy & Insights, Data, & Analytics Lead, which has further enhanced the QSR’s commitment to strategic growth anchored on data-driven decision-making. With his new position, Pao will double down and now play a crucial role in driving the Golden Arches’ accelerated growth plans and expansion of McDonald’s across the country. He will collaborate closely with the leadership teams across the enterprise to ensure that the company’s investments are strategically aligned and executed with great impact. He is also set to bring in many data-driven solutions to optimize strategic investments in restaurant development, contributing to a balanced, high-performing omnichannel portfolio of retail experiences.
Pao, in his capacity as Strategy & Insights, Data & Analytics Lead, plays a critical role in driving McDonald’s digital transformation. He leads the company’s data science practice, utilizing the potential of data to inform strategic decision-making using both tested and experimental methods. His unique problem-solving approach has been instrumental in enhancing the company’s commercial plans and fueling growth in a fiercely competitive quick service restaurant (QSR) industry, bringing in a renewed, holistic approach to strategy management with consumer insights, business insights, and pricing and demand under his leadership.
Pao is highly experienced and brings a wealth of expertise to his new position. He has two decades of experience spanning multiple industries both here and abroad.
He played a crucial role in leading Globe Telecom’s foray into digital marketing. He later took on the responsibility of overseeing the company’s integration and communication design as the chief integrator of go-to-market and marketing communications of all consumer brands.
He has also had significant roles in the FMCG industry, serving as the Head of Brand for Philip Morris and leading the extensive portfolios of Marlboro and Fortune. Also armed with agency experience, Pao previously held the position of Chief Digital Officer at Leo Burnett, where he played a pivotal role in guiding the McDonald’s brand during its initial venture into the realm of digital transformation more than a decade ago.
He has an impressive background, having served as the Marketing Director of VNG in Ho Chi Minh City, Vietnam, and previously as a Business Unit Director for Level Up! Games. Pao was also a researcher with the Philippine Institute for Development Studies, where he published work on the digital economy, technology, and women-led MSMEs.
“We are delighted to announce Pao’s appointment to this important leadership position,” stated Margot Torres, Managing Director at McDonald’s Philippines. “We greatly value his commitment to excellence, attention to details, values-driven leadership, expertise in data and analytics, and thoughtful and human approach to enterprise strategy. With his guidance and the support of his peers, we are poised to further accelerate our growth and expand our reach.”
“I am honored and thrilled to embrace this exciting opportunity and make a valuable contribution to McDonald’s accelerated growth,” expressed Pao. “I am excited about working with Kenneth Yang, our President and CEO, Margot Torres, our Managing Director, and our highly talented Development teams to discover fresh avenues for growth and fuel our key growth and network expansion towards success.”
Pao has established an impressive track record in marketing and communications, as demonstrated by his citation in CampaignAsia’s prestigious 40 Under 40 in Marketing and Communications in the Asia-Pacific in 2017. He was Vice President of the Internet and Mobile Marketing Association of the Philippines, which has since been rebranded as the Digital Marketing Association of the Philippines. He completed his Integrated Marketing Communications studies at the University of Asia and the Pacific. He pursued a doctorate in philosophy/economics at De La Salle University, where he also taught corporate planning, the economics of innovation, and ethics.
Pao’s appointment exemplifies McDonald’s Philippines’ dedication to investing in exceptional individuals and harnessing data-driven insights to achieve outstanding business performance. The brand is confident that his exceptional leadership will guide it through the ever-changing industry and maintain McDonald’s position as the leader in customer satisfaction in the Philippines.
