Transforming Universal Robina Corporation into a Global Powerhouse:  CEO  Awards Honoree Irwin Lee

The Business Manual celebrates URC CEO Irwin Lee’s innovative contributions in its second CEO Awards.

Leading Universal Robina Corporation as the first non-family CEO, Irwin Lee’s mandate was to transform URC from a founder-led company into a sustainable, globally competitive enterprise that will endure for generations.

A Promising Start

Even as a student, Irwin Lee had always been an achiever. He graduated summa cum laude from De Lasalle University and placed third in his CPA board exams.  After graduation, he landed a job in Procter and Gamble, one of the top multinational consumer goods corporations in the world. Here, Lee steadily climbed the corporate ladder, eventually finding himself in regional assignments. Lee became CFO of P&G China, Japan, and Korea, and Managing Director for P&G United Kingdom, Ireland, and later for Northern Europe. Among his many achievements, was driving P&G’s laundry detergent business to market leadership, spearheading successful initiatives to connect businesses to communities during challenging economic times, and leading commercial operations across UK, Ireland, Sweden, Denmark, Norway and Finland.

After being away from the Philippines for more than two decades, Lee finally came home in 2016 and became CEO of Rustan’s Supercenters, before eventually taking on the challenge of being the first non-Gokongwei CEO of food conglomerate Universal Robina Corporation in 2018.

Leveraging Strengths and Tackling Challenges

From the outset, Lee recognized URC’s unique assets: a strong entrepreneurial spirit, deep technical expertise, and a robust portfolio of enduring brands like Great Taste coffee. But he also recognized areas for improvement, particularly in supply chain efficiency and employee empowerment. Under his leadership, URC underwent a major transformation including an overhaul of its supply chain and the adoption of digital tools to foster a more people-friendly and efficient workplace.

Driving Innovation and Sustainability

Under Lee’s stewardship, URC is aligned its objectives with global trends and consumer demands. The company’s “Better for You” platform emphasizes natural, healthy, and sustainable products, a response to consumers’ increase interest in wellness and environment-friendly practices. Lee is also spearheading initiatives to reduce URC’s carbon footprint and develop eco-friendly packaging, ensuring that the company remains a responsible corporate citizen.

Empowering People for Long-Term Success

Central to Lee’s vision is the empowerment of URC’s workforce. He believes in democratizing decision-making pushing decision-making and fostering a culture of excellence. By investing in digital tools and leadership development, Lee aims to unlock the full potential of URC’s employees, and ensure that they are not just participants, but active drivers of the company’s transformation.

The Road Ahead

As URC navigates the complexities of a rapidly changing world, Lee’s leadership offers a steady hand and a clear vision. With a focus on sustainability, innovation, and people-centric growth, he is steering URC’s growth and leadership in the country and beyond.

As a result, Asia Money has named URC top consumer staples firm for three straight years. In an earlier interview, Lee noted that the award reinforced URC’s commitment to become the “foremost sustainable food and beverage enterprise from the Philippines that delight consumers around the world with good food choices.”

Lee is charting a course that promises to position URC as a leading global enterprise and a source of pride for the Philippines.

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.