Justine Malabanan representing the Philippines on the world stage
The Manila Times
22 June 2025
In a world increasingly defined by global movements, digital revolutions, and cultural exchange, some Filipinos manage to shine not through fanfare, but through quiet force. Justine Therese Malabanan is one of them.
A Harvard MBA graduate, a former brand manager at Procter & Gamble and consultant at Boston Consulting Group, and currently a senior deployment lead at a global AI startup, Malabanan has built an impressive career across continents. Yet amid the whirlwind of multinational meetings and AI innovations, she continues to hold fast to something deeply personal: her Filipino identity."When I'm given a project at work, I make sure to give it my best not just for myself or my family, but also because I know that I represent my country," said Malabanan. "We're a growing group of Filipinos in tech in the US, and I want to make sure that if my peers' interaction with me is one of their first with a Filipino, they remember that we're reliable teammates who show what bayanihan means."
The global track, the Filipino way
Malabanan's story is not a typical tale of international ascent. Raised in the Philippines and educated at Miriam College and Ateneo de Manila University, she rose through the ranks on the strength of her intellect, integrity, and cultural rootedness. Her achievements span various domains: business case competitions, AI deployment, radio hosting, and even intercultural arts. But at the heart of her accomplishments is a persistent drive to serve as an ambassador of Filipino excellence.
At Harvard, her Filipino perspective gave her unique contributions during classroom discussions.
"There were two cases during my MBA where I felt a strong urge to speak up," she recalled. "One was about small package sizes in Asia. The tingi culture isn't uncommon to Filipinos, especially with sari-sari stores. What some classmates saw as environmentally unsustainable, I explained as a necessity in communities where people buy only what they can afford daily."
In another case, she questioned the long-standing effects of colonization, raising the possibility that had colonized nations been allowed to develop freely, they could have achieved the same breakthroughs attributed to their colonizers.
"Both cases led to healthy debate," she added, "but more importantly, they led to broader and more empathetic mindsets."
From the Philippines to the world
Malabanan's international journey began long before Harvard. In high school and college, she wrote for Heliophon, a Los Angeles-based magazine promoting intercultural dialogue. She was also the youngest junior jock at Magic 89.9, hosting a children's show streamed worldwide. She participated in global essay contests, was active in student exchange tours, and competed in international business case competitions.
In her professional life, she has worked in consulting with Boston Consulting Group, marketing with Procter & Gamble, and now, artificial intelligence. At every stop, she's found ways to share her culture.
"I bring up the rich history of the Philippines in conversations with co-workers," she said. "I try to introduce Filipino cuisine by taking friends to restaurants in New York, or by bringing Filipino snacks to the office."
More than this, she has always focused on impact.
"Across all of my roles, it's been important to me that I can tie my work to societal good," she explained. "When I was a senior brand manager of Tide in the Philippines, I knew I was helping people stay clean and safe during the pandemic. I was also supporting local laundromats and labanderas whose livelihoods depended on access to quality products."
A mindset rooted in home
Behind her global success lies the quiet strength of a loving home. Her parents, Rex and Christa Malabanan, recall Malabanan's curiosity from a very young age.
"During her toddler years, she would browse magazines and ask about the places and people," said Christa. "There was always this eagerness to know—not just what something is, but why it is."
That spirit of inquiry, coupled with a tireless work ethic, shaped her foundation.
"She wants to do everything the best way possible. She works hard to reach her goals. And she doubles the effort if needed," Christa added.
Their parenting philosophy was deliberate but gentle: emphasize process over praise, presence over pressure. "We didn't give extreme praise for achievements," said Rex. "Instead, we celebrated hard work, passion, and dedication. We were always there — not to solve problems for her, but to guide her in solving them herself."
Staying grounded in the fast lane
Today, Malabanan finds herself at the forefront of the AI revolution, managing international accounts in a company with team members across India, the US, and the UK. Despite the fast pace and high stakes, she stays rooted by values she holds close.
"In high-pressure environments, it's easy to get blinded by competition and success," she said. "I always try to anchor myself on humility, faith, and kindness. Humility lets me stay open to learning. Faith helps me to let go and let God. Kindness reminds me to support my peers the way I'd want to be supported."
Outside of work, her life is vibrant and textured: she cooks international cuisine, sings, cycles, ice skates, and volunteers for children's organizations.
"She used to sell her artwork to relatives," her parents shared. "She enjoys the process of competing — whether it's school, work, or the arts. For her, just being in the game is already a win."
Passing the torch
Malabanan is well aware that her journey can serve as a path for others.
"Many young Filipinos dream of contributing globally but don't always know where to start," she said. "Start small. Share your passions online. Join global competitions. Learn new languages. Be a bridge for cultures."
Her advice to the next generation is both poetic and empowering: "My two favorite quotes are: 'If your dreams don't scare you, they're not big enough' and 'Life shrinks and expands in proportion to one's courage.' I hope they strive to shoot for the moon and have the courage to build the rocket ship to get there. We're not settling for the stars."
Her parents echo a message of faith and resilience for other Filipino families: "Growth in the international arena could be challenging, especially for Asian women. But Justine proved that with faith, skills, and values, you can earn the respect of the world."
"Equip your child with the right skills. Nourish them with the right values. Love them unconditionally," Christa concluded. "To champion in faith is the ultimate gift."
In a world that is loud and fast-moving, Justine Malabanan is a reminder that the quiet force of purpose, identity, and integrity can carry the Filipino voice far and wide — and make it heard by everyone everywhere.
