Asia-Pacific Power List 2024: David Beal, Jollibee

David Beal 

Group chief marketing officer
Jollibee Foods Corporation
Singapore
New member

David’s inclusion in the 2024 Campaign Asia-Pacific Power List for the first time is a testament to his strategic marketing expertise and track record of making a positive impact on society.

With an illustrious career spanning eleven years at Starbucks Coffee Company in various key roles in the Greater Seattle Area, Beal transitioned to Singapore about a year ago as the global chief marketing officer of Jollibee Foods Corporation (JFC).

As the founding Global Lead for Starbucks' Customer Digital Programs international expansion, Beal extended digital initiatives across 86 countries, fostering a loyal customer base exceeding 30 million members. He also played a pivotal role in managing the US$4 billion Starbucks Card international payment platform and spearheading core marketing functions internationally. His expertise in brand development and digital marketing was further refined through roles at media agency MEC in Singapore, Ogilvy & Mather in Hong Kong, and Ogilvy Healthworld in the UK.

At Jollibee, Beal oversees marketing strategies for one of the world's fastest-growing restaurant companies, managing a diverse portfolio of 18 brands across 6,800 stores in 34 countries. His responsibilities include leading teams in brand management, store design, marketing effectiveness, digital retail experiences, product innovation, public relations, and consumer analytics.

Under Beal’s leadership, Jollibee has experienced remarkable growth, ranking as the second fastest-growing and fifth-strongest restaurant brand globally. Notably, Jollibee's brand value surged by 51% last year, according to Brand Finance, the world's leading independent brand valuation agency. Moreover, in 2023, the Jollibee Group delivered its strongest performance yet, propelled by the success of its global brands: Jollibee, The Coffee Bean and Tea Leaf, Tim Ho Wan, and Smashburger.

David is dedicated to mentoring the next generation of marketing talent, volunteering as a mentor for the MarkProf Class of 2023. This program selects promising undergraduate marketing leaders in the Philippines. David's commitment to guiding and empowering these emerging professionals reflects his passion for fostering growth and excellence in the industry.

Beyond corporate success, Beal is deeply committed to nurturing the next generation of marketing talent. He volunteers as a mentor for the MarkProf Class of 2023, a program dedicated to grooming promising undergraduate marketing leaders in the Philippines. Beal's dedication to guiding and empowering emerging professionals underscores his fervour for fostering growth and excellence in the industry.

Additionally, Beal actively supports the creative arts community. Since 2017, he has served on the executive board of the Allied Arts Foundation, championing artistic expression and cultural enrichment. As chair of the Robert Jackson Block Awards, Beal plays a pivotal role in recognising and celebrating the achievements of young creatives across various disciplines, furthering his impact in promoting creativity and innovation.

In 2023, Beal spearheaded the successful implementation of a Responsible Marketing policy as part of the brand’s "Joy for Tomorrow" programme, which aimed to make positive contributions to communities. This policy significantly contributed to Jollibee’s elevation to a BBB rating in global ESG rankings.

Beal also serves as a senior sponsor for the Jollibee Group Foundation's flagship Farmer Entrepreneurship Programs and Jollibee Food Aid initiatives, showcasing his dedication to driving impactful change. Through his involvement in transformative initiatives, Beal embodies the ethos of leadership by example and leaves a trail of compassion and social responsibility. A fervent advocate for societal betterment, Beal's dedication to giving back resonates deeply within the marketing industry and beyond.