The PFA Board of Trustees & Officers
2022-2023
Dr. Samie Lim, CFE
Chairman Emeritus
Director, International Relations
WFC Permanent Representative
(Blims Lifestyle Group)
Ms. Sherill R. Quintana, CFE
Chairman
Director for MSME/ Homegrown Franchises (Non-Food)
(Oryspa)
Mr. Sam Christopher Lim, CFE
President
Director for ASEAN/ Special Projects
(La Z Boy)
Mr. Jose Victor Paterno
Director for External Relations
(7-Eleven)
Mr. Richard V. Sanz, CFE
Director for Advocacy
(Bibingkinitan)
Dr. Carl Balita, CFE
Director for Education
(Dr. Carl Balita Review Center)
Dr. Ma. Alegria "Bing" S. Limjoco, CFE
Director for International Relations
APFC Permanent Representative
(Francorp)
Dr. Alan L. Escalona, CFE
Director for Governance and
Ethical Standards
(Fruit Magic)
Mr. Joseph Tanbuntiong
Director for Research and Information
(Jollibee)
Ms. Rebecca Bucad, CFE
Director for Membership
(K2 Pharmacy)
Mr. Robert F. Trota, CFE
Director for Filipino Global Brands
(Max's Group)
Mr. Jose Mari Del Rosario
Director for Foreign Franchises
(Non-Food)
(Microtel by Wyndham)
Ms. Alice Liu
Director for Marketing and Promotions
(Penshoppe)
Mr. Jose Magsaysay, Jr., CFE
Director for Homegrown Franchises (Food)
(Potato Corner)
Mr. Vicente Gregorio
Director for Digitalization
(Shakey's)
Mr. Joey Garcia, CFE
Director for Foreign Franchises (Food)
(Wendy's)
Ms. Yvette Pardo-Orbeta
Director for Products and Allied Services
(Asian Institute of Certified Franchise Executive, Inc.)
Corporate Secretaries
Atty. Reena Mitra-Ventanilla
Corporate Secretary
(Quisumbing Torres Law Office)
Atty. Samantha Rosales
Assistant Corporate Secretary
(Bengzon Negre Untalan Intellectual Property Attorneys)
Regional Directors
Mr. Joey Garcia, CFE
Director for Foreign Franchises (Food)
(Wendy's)
Mr. Francis Glenn Yu
Regional Director, North Luzon
(SEAOIL)
Mr. Francis Glenn Yu
Regional Director, North Luzon
(SEAOIL)
Mr. Marco Anotnio Soliman
Regional Director, South Luzon
(LT&G Credit Line)
Mr. Federico Moreno
Regional Director, NCR
(Xcess Salon)
Mr. Kenneth Lim
Regional Director, Visayas
(Dessert Factory)
Mr. Henry Albert Fadullon
Regional Director, Mindanao
(Phoenix Petroleum)
PFA Advisory Council
Mr. Jose T. Pardo
(Philippine Stock Exchange)
Mr. Joey Concepcion
(Philippine Center for Entrepreneurship)
Mr. Jose Teodoro Limcaoco
(BPI Family Savings Bank)
Mr. Robina Gokongwei
(Robinsons Retail Holdings Inc.)
Mr. Jorge Araneta
(Araneta Group)