In a sunlit room at the RCBC Plaza’s Case Room on Aug. 29, 2025, a mix of banking executives, retail strategists, and technology leaders will gather, not for another networking lunch, but to mark the launch of a program that could reshape how customer data drives business in the Philippines.

Insider, the world’s leading AI-native customer engagement platform, together with digital transformation consultancy Hungry Workhorse, will formally introduce CDP Champs, a four-week leadership initiative designed to certify the next generation of customer data platform (CDP) leaders. The program is ambitious in both scope and timing: it seeks to arm senior decision-makers with the technical mastery and strategic frameworks needed to transform customer data into tangible business outcomes.

“Businesses have no shortage of customer data,” remarked Kay Calpo-Lugtu, Chief Operating Officer of Hungry Workhorse, at the kickoff. “The challenge is operationalizing it, turning fragmented insights into action, and embedding that capability into leadership.”

The pitch is straightforward yet urgent. As consumer expectations rise in a hyper-personalized, AI-driven era, organizations in banking and retail can no longer afford to treat customer data as an afterthought. They need internal champions who can not only understand CDPs but can lead deployments, integrate insights into operations, and accelerate engagement across multiple touchpoints.

Insider, fresh from being ranked number one in its category on peer review platform G2, sees CDP Champs as a response to a widening capability gap. Despite billions of pesos poured into data infrastructure, many Philippine enterprises still struggle to activate data in ways that scale personalization and deepen loyalty.

The collaboration with Hungry Workhorse is designed to close that gap. With Insider providing the technology and Hungry Workhorse shaping the organizational playbooks, the program positions itself as more than just a training. It is pitched as a strategic investment in capability-building, producing leaders who can bridge the chasm between strategy and execution.

“Customer journeys today are non-linear,” according to Insider. “A purchase decision might start on a mobile app, stall on email, and resume weeks later through a messaging platform. Only when data is unified, activated, and intelligently orchestrated can a brand deliver the seamless experience that wins trust.”

The CDP Champs agenda is structured like a mini-MBA in data activation, unfolding over four weeks.

* Week 1 lays the foundation: a live kickoff, introductions to CDPs, use-case ideation, and self-paced modules on Insider fundamentals.

* Week 2 dives deeper into advanced personalization, analytics, and reporting, supported by online coaching.

* Week 3 moves into experimentation, teaching participants how to design recommender systems with generative AI, run A/B tests, and orchestrate multi-channel journeys.

* Week 4 culminates in a final project presentation before an expert panel, where participants showcase real-world implementations and receive certification.

The program is selective, targeting CTOs, CMOs, CRM leaders, marketing technology (martech) strategists, and digital growth specialists. “This is not a beginner’s course,” the organizers emphasized. “We’re bringing together those already grappling with data and customer experience challenges—people who are ready to lead internal transformation.”

The Insider–Hungry Workhorse partnership is pivotal to CDP Champs.

Insider brings its AI-native engagement platform, trusted by more than 1,500 enterprises worldwide, including local giants like Watsons and Cebu Pacific. Its strength lies in connecting disparate data sources, predicting behaviors with artificial intelligence, and activating campaigns across over a dozen channels—from SMS and email to messaging apps and mobile platforms. Its proprietary engine, Sirius AI, even allows marketers to generate advanced customer segments using natural language.

Hungry Workhorse, meanwhile, contributes its deep understanding of digital transformation in Philippine industries. Known for helping banks, retailers, and telcos bridge the gap between strategy and execution, the firm has built a reputation for aligning executive vision with operational change. Its consultants are not just advising but embedding themselves in the mechanics of transformation.

Together, the collaboration reflects a belief that technology alone is insufficient—what matters is the combination of cutting-edge tools and leaders who know how to wield them.

The mission of CDP Champs is clear: to develop data-literate, AI-fluent leaders who can transform information into impact. The vision extends beyond skill-building. It is about seeding a new wave of executives who see personalization not as a campaign tactic but as a core business strategy.

For participants, the stakes are high. Certification as a CDP Champion does not merely signal mastery of a platform—it positions them as change agents within their organizations, capable of leading cross-functional teams and advocating for customer-centric growth.

A larger shift in Philippine business

The launch of CDP Champs comes as Philippine businesses face a decisive moment. Regional competitors in Southeast Asia have begun scaling AI-driven personalization at speed, while many local firms remain hesitant. Programs like CDP Champs could mark a turning point—creating a cadre of executives equipped to compete in an environment where customer experience is the ultimate differentiator.

Industry observers note that while the Philippines has no shortage of data-savvy talent at the technical level, what’s often missing is leadership capacity. It is the senior leaders—those who can authorize budgets, shape culture, and integrate systems—who must now become conversant in data activation.

By the end of the four weeks, the first batch of participants will not just hold certificates; they will carry the weight of expectation from industries hungry for growth. Their success, and the success of CDP Champs itself, will be measured in whether customer data finally moves from dashboards to decisions, and from strategy decks to everyday execution.