A leader shaped by the hard work of ordinary Filipino families is preparing to take on a major role in one of the country's leading digital platforms. CJ Lacsican, who grew up in Dumaguete City watching her father manage a tricycle business and her grandmother run a small grocery store, is set to become the new Country Managing Director of Grab Philippines on December 1, 2026. Her appointment highlights the importance of bringing digital opportunities, livelihood support, and financial services closer to Filipino communities across the country.
A Leadership Journey Rooted in Filipino Livelihoods
Lacsican's understanding of entrepreneurship began at home, where she witnessed the dedication required to keep small businesses running. Her experiences shaped her perspective on the needs of drivers, riders, and local merchants—the very communities that form an important part of Grab's operations. Before her upcoming appointment, she held several leadership roles at Grab Philippines, including overseeing Central Operations, Cities, Grab Financial Group, and Mobility and Operations teams. She also spent 17 years working overseas in Hong Kong, Japan, the Netherlands, and Hungary before returning to the Philippines to pursue work that connects her professional experience with her commitment to local communities.
Bringing More Filipino Businesses Into the Digital Economy
One of Lacsican's priorities is to help more micro, small, and medium enterprises (MSMEs) participate in the growing digital economy. She envisions a future where businesses in provincial cities, including Dumaguete, can access the same digital opportunities available to merchants in Metro Manila. Grab has pledged to help create 500,000 livelihood opportunities across at least 200 cities by 2028. Lacsican emphasized that achieving this goal requires strong partnerships with local government units, drivers, merchants, and communities. Through wider access to digital platforms, she hopes more local entrepreneurs can reach customers, expand their businesses, and benefit from new economic opportunities.
Expanding Opportunities Beyond Transportation
Under Lacsican's leadership, Grab Philippines also aims to strengthen support for driver-partners and merchant-partners beyond their existing livelihoods. She believes drivers should have opportunities to explore other ventures, such as starting a food business through GrabFood, while merchants can benefit from tools that help them grow.
Another priority is widening access to financial services, particularly for Filipinos who are beginning to enter the formal financial system and establish credit histories. With her experience in Grab Financial Group, Lacsican hopes to make services such as loans and insurance more accessible to people who need them. As she prepares to lead Grab Philippines, her story reflects how experiences within ordinary Filipino households can help shape leadership with a broader purpose. By focusing on local partnerships, digital inclusion, and livelihood opportunities, Lacsican aims to help more Filipinos participate in the country's growing digital economy.
