From Booking Agent to Self-Made CEO of a Global Logistics Powerhouse: CEO Awards Honoree Rosemarie Rafael
The Business Manual celebrates Airspeed Group Chairperson and CEO Rosemarie Rafael’s innovative contributions, in its second CEO Awards
In a field traditionally dominated by men, Airspeed’s CEO Rosemarie Rafael, has not only shattered glass ceilings but has also redefined what it means to lead with purpose. She has built a logistics empire rooted in innovation, inclusivity, and sustainability: passionately supports and promotes micro enterprises, and advocates for the advancement and empowerment of all women.
The Early Years: Finding Purpose in the Midst of Challenges
Rosemarie Rafael began her career as a ticketing agent in the airline industry, a job she was not particularly fond of but embraced nonetheless, knowing that it was something she had to learn to climb up the ranks.
Though not keen on sales, she treated her work as a way to serve and deliver a need to customers, instead of a means to merely make commissions. This commitment and mindset, soon caught the attention of a client who offered her a job in their freight company. The opportunity opened the door to logistics—a field she would later dominate.
In 1985, at a time of political and economic instability in the Philippines, Rafael founded Airspeed with just six employees and a single delivery van. Despite the challenging conditions of the time, Airspeed grew rapidly and in just five years, became a leading logistics provider recognized by the International Air Transport Association (IATA).
Building a Logistics Empire
Today, Airspeed employs over 1,000 people, operates in more than 90 countries, and offers a comprehensive range of services, including freight forwarding, warehousing, distribution, and an e-commerce platform. Rafael’s innovative leadership has kept Airspeed ahead of the curve, even during challenging times like the COVID-19 pandemic.
When commercial flights were grounded, Rafael made the bold decision to charter flights, ensuring uninterrupted service. This decisive action not only sustained the business but also demonstrated her commitment to her employees and stakeholders.
Innovation and Adaptation
Always evolving, Rafael expanded the business to include digital platforms, including an international shipping service called Unbox Me, that services the United States, United Arab Emirates, and Hong Kong; Pinaspeed, an online pick-up and delivery service for microenterprises in the country; SpeedGifts, an online nationwide gifting platform; and Kahanga-hangang Pilipinas an online shopping platform that offers proudly Philippine-made products made by micro businesses.
These products attest to Rafael’s passion and commitment in supporting micro enterprises, giving them access and exposure to a broader market.
Breaking the Glass Ceiling
Rafael has shattered the glass ceiling in a male-dominated industry, becoming the first female president of Air Cargo Forwarders of the Philippines. But it was not an easy ascent. In an earlier talk, she recalled the struggle of working in a predominantly male industry.
“I was not taken seriously,” she recalled. “And you know when you’re not taken seriously what do you do? You have to work harder, you have to be stronger, you have to be resilient and you have to adapt.”
Believing that women are critical in community building, Airspeed has also shaped up to be a women-led organization, with majority of its employees and 70% of top executives being women. This has likewise influenced the company’s culture to be nurturing and family oriented. It offers a flexible work schedule and promotes a positive work environment that emphasizes diversity, equality, and inclusion (DEI).
The Perfect Partnership
In 2022, Airspeed’s excellent management and industry leadership encouraged SM Investments Corporation to take a majority stake in the company. SMIC paid Php 405.8 million to increase its equity in Airspeed to a majority share of 51%, from an existing 35%– a testament to the leading Philippine conglomerate’s confidence in the company.
Rafael considers the deal one of her best decisions, because of their similar missions and values.
A Legacy of Purposeful Leadership
But Rafael’s leadership extends beyond Airspeed. As president of the Women Business Council Philippines and a member of the ASEAN Women Entrepreneurs Network, she advocates for women’s economic empowerment and leadership. Her accolades, including recognition from the Asia CEO Awards and ASEAN Business Awards, highlight her influence as a transformative leader.
Her focus on sustainability is equally commendable. Under her guidance, Airspeed has implemented environmental, social, and governance (ESG) initiatives, such as using electric vehicles and recycling packaging materials.
Looking Ahead
With a focus on regional expansion and workforce development, Rafael is committed to standardizing logistics processes and enhancing the Philippines’ competitiveness within the ASEAN region. Her vision, she says, is not only to strengthen the company and create value for its stakeholders but also to ensure that the benefits extend meaningfully to the communities they serve.
Rosemarie Rafael’s journey from a ticketing agent to an inspiring CEO is more than just a success story—it’s an empowering narrative of overcoming challenges, carving new paths, and driving meaningful change.
The Business Manual CEO Awards 2025: Honoring Industry Disruptors
The Business Manual is proud to hold its second CEO Awards. With the theme “Honoring Industry Disruptors,” this year’s The CEO Awards honors visionary leaders who are reshaping business landscapes, pushing boundaries, challenging the norm, and setting new standards of success.
Criteria for Excellence
This year’s awardees have been selected from a pool of nominations that include business leaders from both startups and industry giants. Each nomination has been carefully assessed in order to determine if the nominee exhibits the following qualifications in order to be considered for the award:
Innovation, Adaptability, and Disruptive Leadership
- Measures the CEO’s ability to drive innovation, adapt to market changes, and lead the company like industry disruptors who challenge norms and leave a lasting impact.
Effective Management and Strategic Governance
- Assesses the candidate’s business achievements. This includes how the CEO steers the company toward revenue growth and how he or she scales the business (both locally and internationally).
Brand Influence and Recognition in their Industry
- Considers how the CEO has built the credibility and reputation of the company. It gauges how known and recognizable the company is and whether it has attained brand awareness within a wide range of audiences.
Personal Image and Credibility
- Evaluates the CEO’s reputation and how well he or she is perceived by business partners, employees, stakeholders, and consumers. This also includes how he or she applies ethics as a leader, as well as how his or her image contributes to both brand and company representation.
Contribution to Society
- Determines how a CEO has effectively led his or her company and its overall contribution—not just to its respective industry, but to society as a whole. This includes how he or she has implemented corporate social responsibility (CSR) programs or social causes, attained local and/or international recognition, partnered with government initiatives, or exerted efforts for the country.
For this year, The Business Manual’s esteemed panel of judges include:
- Eric Pike Caeg (International Council for Small Business)
- Jay Fajardo (Ideaspace Ventures)
- Mina Akram (Go Negosyo)
- Rhoda Castro-Caliwara (Women Business Council)
- Ronn Astillas (Philippine LGBT Chamber of Commerce)
- Consul Sergio Ortiz Luis (Philippine Chamber of Commerce and Industry)
Stay updated with the full coverage of The Business Manual CEO Awards 2025 via The Business Manual’s official website, Facebook, Instagram, and LinkedIn pages.