CEO Insights Magazine

In today's dynamic landscape, effective leadership, particularly in the role of Chief Human Resources Officer (CHRO), is essential for steering organizations through change. Felix Dan Lopez, with over two decades of HR experience across major conglomerates, currently serves as CHRO at Cebu Pacific Air. Amidst industry challenges, his leadership has been pivotal, guiding the company through transformative initiatives, notably during the pandemic. With a steadfast commitment to employee well-being and strategic goals, Felix embodies authenticity, resilience, and empathy. Under his stewardship, Cebu Pacific continues to innovate, placing a strong emphasis on digitalization and diversity, ensuring sustained success and employee satisfaction. Let’s read.

Could you provide a concise summary of your professional background and past experiences?

In my more than 20-year HR career, I've been integral to two major Philippine conglomerates: San Miguel Corporation and JG Summit Holdings. Within JG Summit, I've navigated various roles, starting at Universal Robina Corporation for 2 years, then moving to JG Summit Corporate for 11 years, and currently serving as the Chief Human Resources Officer (CHRO) for Cebu Pacific for the past 5 years. My ascent within JG Summit—from Manager in 2006 to Director in 2010, then to Vice President at the corporate level in 2016, and eventually as Vice President leading the Cebu Pacific business unit in 2019, before my promotion to CHRO in January 2023—reflects a consistent track record of exceptional performance, highlighted by annual appraisals consistently rated as 'Exceeds Expectations' or 'Significantly Exceeds Expectations.'

As CHRO of Cebu Pacific, I've steered the company through unprecedented challenges, notably the pandemic, by embracing my role as a catalyst for change. This has entailed confronting difficult issues transparently, articulating the rationale behind changes, igniting enthusiasm to drive change strategies, and advocating for employees while maintaining a focus on organizational imperatives. My leadership underscores a commitment to excellence and resilience in the face of adversity, ensuring both employee well-being and organizational success remain paramount priorities.

What drives and motivates you in your daily activities?

My daily drive stems from the desire to be consistent in achieving excellent outcomes. Known for my adeptness in communication across all levels of the organization, I serve as a trusted advisor to the CEO and advocate for integrating rational and emotional appeals in engaging employees. Whether interacting with peers, leaders, subordinates, union representatives, and the general employee population, I prioritize empathetic understanding, ensuring decisions resonate with both intellect and emotion, fostering a sense of relevance, fairness, and inclusivity among employees.

How do you characterize Cebu Pacific Air as a company and its current standing within the market?

Cebu Pacific is the leading airline in the Philippines, commanding a 53 percent domestic market share and serving 35 domestic and 25 international destinations across 108 routes with 2,750 weekly flights. Since its establishment in 1996, it has transported over 200 million passengers. Notably, it ranked as the 3rd strongest brand in the Philippines in 2023 and maintains one of the world's youngest fleets, averaging 5.2 years in age. Cebu Pacific's commitment to affordable pricing is supported by innovative strategies. Recognized for its safety measures during the pandemic, it earned a 7/7-star rating from Airline Ratings. The airline's customer-centric initiatives include its pioneering Customer Command Center, ensuring timely assistance through social monitoring and engagement tools. Additionally, Cebu Pacific's environmental efforts are highlighted by its operation of the eco-friendly A330NEO aircraft, aligning with global sustainability goals.

Describe your leadership style. What principles or strategies do you adhere to as a leader?

As CHRO, I perceive my role as the organization's conscience, a catalyst of change, and a strategic partner to the CEO and leadership team. I champion employees while remaining cognizant of the organization's needs, striving to lead teams effectively and deliver impactful results that resonate within the workforce, their families, and communities. Central to my approach are my '3 Es' principles, which guide both my personal and professional life. Firstly, ENERGY drives relentless pursuit of outcomes, with a focus on influencing rather than adapting in any given context. Secondly, ELOQUENCE entails expressing the rationale behind decisions with conviction, emphasizing the 'why' over the 'what' and 'how.' Finally, EMPATHY is paramount, as it involves meeting people where they are and journeying with them, recognizing that genuine care fosters trust and collaboration. These principles are instrumental in navigating tough decisions at Cebu Pacific, affirming my belief that effective leadership requires both intellect and heart.

What methods do you employ to stay abreast of current industry trends, ensuring your organization is well-positioned for the future?

As a CHRO, staying current with industry trends is vital for guiding CEB's future direction. I consistently engage with aviation, HR, and leadership publications to stay informed. Additionally, I actively network by participating in industry groups, conferences, and events to connect with peers and leaders. Continuous learning and development, whether through company-sponsored programs or self-initiated efforts, are priorities for personal growth. I also stay abreast of market research, consumer trends, and competitive intelligence in the airline industry to understand customer preferences, technological advancements, and regulatory shifts.

What future destination are you aiming for, and based on your extensive industry experience, what advice would you offer to emerging leaders?

If by destination you mean a travel destination, I plan to fly to Cebu Pacific's latest international route to Da Nang, Vietnam. This destination offers a tapestry of scenic beauty, cultural richness, culinary delights, and well-established hospitality and tourism infrastructure. If career future destination, it is about continual growth and impact. I am aiming to further contribute to the evolution of the people practice, whether through executive HR leadership, or a general management role where I can drive the organization’s vision from a customer-first perspective. As for advice to budding industry leaders, I emphasize the importance of embodying the 4Rs: being Real, Radical, Resilient, and Relentless. Being authentic and caring, having strong convictions to drive agenda, bouncing back from challenges swiftly, and maintaining unwavering determination even in the face of uncertainty are essential qualities for success in HR leadership.

Felix Dan Lopez, CHRO, Cebu Pacific Air

Felix, a seasoned HR executive, leads Cebu Pacific's HR strategies, emphasizing employee engagement and digitalization. He champions ‘moments that matter’ initiatives, ensuring alignment with the company's goals and values.