The Business Manual CEO Awards 2025 Honors Martha Sazon

The Business Manual celebrates the contributions of Mynt (Globe Fintech Innovations, Inc.) CEO and President Martha Sazon in its CEO Awards 2025.

Martha Sazon, President and CEO of Mynt (Globe Fintech Innovations, Inc.), is the driving force behind G-Cash, the Philippines’ pioneer and foremost digital wallet. The Business Manual honors her in the CEO Awards 2025, a celebration of visionary leaders who are reshaping business landscapes by pushing boundaries and setting new standards of success.

Purpose-Driven Leadership

Sazon’s unique brand of leadership was honed by her over twenty years of corporate experience navigating various industries. She exhibits the value of aligning organizational goals with a larger purpose and at G-Cash, this means running a successful digital venture while making financial inclusion possible for Filipinos everywhere and using innovation for good to make Filipinos’ lives easier. This clear sense of purpose resonates with her team and customers, ensuring loyalty.

Building a Strong Brand

According to Sazon, building a strong brand entails ensuring your product works and being able to deliver on a promise. This was how G-Cash expanded its market share during the pandemic–by allowing Filipinos to discover the ease and convenience of digital payments at a time of need.

Putting Customers at the Center of Everything You Do

A hallmark of Sazon’s leadership is her innate ability to understand and address customer needs. GCash has championed financial inclusion, striving to make financial services accessible to all Filipinos, especially those underserved by traditional banking systems. A genuine desire to help people send funds to loved ones or those in need and to enable cashless transactions for those putting up businesses–regardless of scale–has allowed G-Cash to provide efficient and sustainable fintech solutions.

Agility and Innovation

In the fintech industry, staying ahead requires an unrelenting focus on consumer needs and wants. Sazon has made this the cornerstone of GCash’s strategy. She led the organization in launching services like GSave, GInvest, and GInsure, giving Filipinos access to financial tools previously out of reach for many.

Sazon’s customer-centric and agile approach to innovation, however, goes beyond the ability to produce in-demand products. It also revolves around crafting seamless, intuitive experiences.

Sazon’s decisions are deeply rooted in leveraging data and insights to drive strategy, highlighting the importance of being informed by real-time analytics and market trends to stay ahead of the competition. Her ability to combine data-driven decision-making with empathy for customer needs has led to an indelible path to growth.

The Power of Grit

Sazon is known for her grit and persistent determination. These have brought her to where she is today and enabled her to lead the organization to continuous profitability and expand its market share despite obstacles and competition. Sazon believes that having knowledge and skills doesn’t always guarantee success, but grit does.

Martha Sazon’s journey as a leader showcases the transformative power of purpose, innovation, and people-centered strategy. She has proven that fintech can be a catalyst for empowerment, and that leadership, when guided by empathy and vision, can transform challenges into lasting opportunities.

For today’s leaders, Sazon offers a blueprint for navigating disruption: stay true to your mission, listen to your customers, empower your team, and never lose sight of the broader impact you can create. She is truly a worthy recipient of the CEO Awards.

The Business Manual CEO Awards 2025: Honoring Industry Disruptors

The Business Manual is proud to hold its second The Business Manual 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: