Sherwin John Ayong Sario | Customer Loyalty and Rewards Manager
PLDT

Sherwin Sario is a Loyalty Marketing and CRM leader with over a decade of experience driving customer retention, lifecycle management, and engagement strategies across telecom, retail, fintech, and conglomerate businesses in the Philippines and ASEAN.

As Customer Loyalty and Rewards Manager at PLDT, he leads initiatives focused on strengthening customer lifetime value through data-driven CRM, rewards optimization, and personalized engagement. Prior to PLDT, he served as CRM and Marketing Automation Lead at JG Summit Holdings, where he advised multiple business units on lead nurturing, workflow automation, and digital customer communications. He has also consulted across ASEAN on loyalty strategy and customer retention frameworks.

Sherwin has designed and relaunched large-scale loyalty programs that doubled active membership bases, implemented automation systems to streamline retention campaigns, and driven measurable improvements in engagement and basket spend. Beyond industry, he has served as a marketing professor and continues to mentor future marketers in digital and retail strategy.

His expertise sits at the intersection of loyalty economics, behavioral data, and commercial performance — translating customer engagement into sustained revenue growth.