About Us

Our Management

The Board of Profriends Group Inc. collectively hold extensive operational and management experience in real estate development, housing finance, and mortgage and investment banking. The Board has responsibility for establishing broad corporate policies, and setting strategic direction of all the Companies under the Group.

  • The Board

  • Guillermo C. Choa
    Guillermo Choa

    Mr. Guillermo Choa is the Chairman and President of the Profriends Group Inc. and concurrently serves as Chairman of PRO-FRIENDS. Prior to assuming the position of Chairman of PRO-FRIENDS three years ago, he served as its President since 1999. A seasoned real estate developer, he was President of CONFED Properties, Inc. and was previously affiliated with Six Alps Corporation, Grandeur Realty Specialists, Inc., Gold Palm Properties, Inc., and Carnation Realty and Development Corporation. He is also a former Director of Regent Pearl Homes, Inc., Treasurer of Multi- Dealers, Inc., and Vice-President of Tri-B Construction and Industrial Products, Inc. Mr. Choa also served as President of the Subdivision and Housing Developers Association and Director of the Chamber of Real Estate and Builders Association. Mr. Choa obtained his Master’s Degree in Business Economics from the University of Asia and the Pacific and Bachelor’s Degree in Commerce, Major in Marketing from De La Salle University. He recently completed the Advanced Management Program of the IESE Business School in partnership with the University of Asia and the Pacific.

  • Catherine S. Choa
    Catherine S. Choa

    Ms. Catherine Choa is a director of the Issuer and was the past Chair and past Treasurer of PRO-FRIENDS. She worked at PRO-FRIENDS from 1999 until 2011.  Prior to these, she was Corporate Secretary of CONFED Properties, Inc., Multi-Dealers, Inc. and Carnation Realty and Development Corporation. She also served as Vice President of Banwood Construction Center Inc. and Treasurer of Flexi WoodWorks Inc. Ms. Choa graduated from the Philippine School of Business Administration with a degree in Accountancy.


  • Kathleen Joy S. Choa
    Kathleen Choa

    Ms. Kathleen Choa is a director of the Issuer and concurrently manages Business Unit 1 which focuses on Lancaster New City at PRO-FRIENDS with the rank of Vice President. She joined PRO-FRIENDS in 2008 as an associate in the Business Process Re-engineering Unit of the Management Information Systems Issuer and later appointed as Head of the Client Relations Group. Prior to PRO-FRIENDS, Ms. Choa worked at Ernst & Young as part of the Mergers and Acquisitions Unit of Transactions Advisory Services. Ms. Choa graduated magna cum laude from De La Salle University with a Bachelor of Science degree in Applied Economics and Marketing Management. She also completed additional studies in Urban Planning from the University of New South Wales in Australia and, just recently, the International Housing Finance Program of the Wharton School, University of Pennsylvania.

  • Carina S. Choa
    Carina Choa

    Ms. Carina Choa is a director and corporate secretary of the Issuer. She is also the Senior Project Director of PRO-FRIENDS’ Business Unit 4 for Vertical and Pocket Developments. She joined PRO-FRIENDS in 2009 as an associate in the Special Projects Division, moved on to become a Corporate Finance Officer and concurrent corporate secretary. Prior to joining PRO-FRIENDS, she worked as an associate in the Financial Services Risk Management unit for Financial Institutions of SGV & Co. Ms. Choa graduated magna cum laude from De La Salle University with a Bachelor of Science degree in Management of Financial Institutions. She recently completed the Advanced Management Program of the IESE Business School in partnership with the University of Asia and the Pacific as well as the International Housing Finance Program of the Wharton School, University of Pennsylvania.

  • Monico V. Jacob
    Monico V. Jacob

    Atty. Monico Jacob is an independent director. He is currently President of STI Education Systems Holdings, Inc., which is the parent company of the STI network of colleges and educational centers (STI), the Philippine Women's University, Jose Abad Santos Memorial School, West Negros University (WNU), Information and Communications Technology Academy, Inc. (iACADEMY), and the De Los Santos-STI College of Health Professions (DLS-STI). He is also the concurrent President and Chief Executive Officer of STI and WNU; the Chairman of the Executive Committee of PWU; a member of the Board of Governors of iACADEMY; a director of DLS-STI, Jollibee, Asian Terminals, the 2Go Group, Phoenix Petroleum Philippines, and Century Properties; and Chairman of PhilPlans, PhilLife, Total Consolidated Asset Management, Inc., and Ateneo de Naga University. Prior to his current engagements, Mr. Jacob was the Chairman and CEO of Petron Corporation and was also a senior executive at the Philippine National Oil Company, the National Housing Authority, and the Home Development Mutual Fund or PAG-IBIG Fund. Mr. Jacob obtained his Bachelor of Arts degree, Major in Liberal Arts, from the Ateneo de Naga University in 1966 and his Bachelor of Laws degree from the Ateneo de Manila University in 1971.

  • Zorayda Amelia C. Alonzo 
    Zorayda Amelia C. Alonzo 

    Ms. Zorayda Amelia Alonzo is an independent director.  Since 2011, she has been serving as Board Member of the Bases Conversion Development Authority (BCDA), BCDA Management and Holdings, Inc. and Fort Bonifacio Development Corporation.  Prior to her appointment, she served as Chair and CEO of the Small Business Guarantee and Finance Corporation (SBGFC); Undersecretary of the Philippine Department of Trade and Industry (DTI) for SME Development; and CEO and President of the Home Development Mutual Fund (Pag-IBIG Fund).  Ms. Alonzo has over 30 years of financial management experience, with 24 years in top management positions, both in the private and public sectors, covering  credit analysis, investment banking, airline finance, real estate finance and mortgage market development. Ms. Alonzo finished her BA Economics degree from the Philippine Women's University and her MA in Economics from the Universidad de Madrid in Spain and the University of the Philippines. She likewise attended courses in Global Social Security Crises and Core Course in Housing Finance in the Harvard Institute of International Development, Harvard University and the Wharton School of Finance, University of Pennsylvania, respectively. 

  • Joey A. Bermudez
    Joey A. Bermudez

    Mr. Joey A. Bermudez is a director of the Issuer. He is the founding Chairman and CEO of Maybridge Financial Group, which is composed of Maybridge Finance and Leasing, Inc., Maybridge Financial (Canada), Inc. and Maybridge (Asia), Inc. and currently president of Philippine Veterans Bank. Mr. Bermudez is a certified public accountant and has thirty-two years of experience in banking and finance – as President and Chief Executive Officer of Chinatrust (Philippines) Commercial Bank Corporation, Senior Executive Vice President and Chief Operating Officer of Philippine Savings Bank, Executive Vice President and Retail Banking Head of Solidbank Corporation, Country Consumer Banking Head of Standard Chartered Bank, and Senior Vice President and Retail Banking Head of Philippine Commercial International Bank (PCIBank). Mr. Bermudez is an active supporter of Gawad Kalinga, a member of the Finance Sub-Committee of the PinoyME Foundation, a Fellow of the Institute of Corporate Directors, a member of the Canadian Chamber of Commerce of the Philippines, and former President of the Management Association of the Philippines (MAP). He is a part-time educator at the University of Asia and the Pacific’s various management programs and a member of the Board of Advisers of the Business Management and Organization Department of De La Salle University. Mr. Bermudez is an alumnus of the Pacific Rim Bankers Program of the University of Washington and holds a master’s degree in Business Economics and Business Administration as well as a Bachelor’s degree in Commerce, major in Accountancy from the University of Santo Tomas.

  • Senior Management & Corporate Officers

  • Joseph M. Dolina
    Joseph Dolina

    Mr. Joseph M. Dolina is the Issuer's Treasurer and Chief Finance Officer with the rank of Senior Vice President.  Prior to joining Profriends Group Inc. in 2014, he worked with Mr. Choa on separate undertakings from 2012 and, earlier, as Vice President of Argosy Advisers, Inc. and Argosy Partners, Inc. in the areas of Corporate Finance and Private Equity Advisory.  While with Argosy, Mr. Dolina concurrently served during different years as the Chief Finance Officer of Davies Energy Systems, Inc.; Executive Vice President of Home Funding (SPC), Inc.; and Treasurer of Testech Inc. and Device Dynamics Asia.  Before joining Argosy, Mr. Dolina was a Senior Vice President at the publicly listed firm iPeople, Inc.  He started his career in corporate finance and investment banking with Northstar Capital, Inc., before moving on to Sapphire Securities, Inc. and then RCBC Capital Corp.  Mr. Dolina obtained his Master's degree in Business Administration in 1990 from the KatholiekeUniversiteit Leuven in Belgium. He graduated from the Ateneo De Manila University with a Bachelor of Science degree in Management Engineering. 

  • Clarissa G. de Joya
    Clarissa de Joya

    Ms. Clarissa G. de Joya is the Issuer's Investor Relations Officer with the rank of Vice President.  Prior to joining Profriends Group Inc. in 2014, she worked with Mr, Choa on separate undertakings in 2013 and, earlier, at Chinatrust (Philippines) Commercial Bank Corporation for thirteen years, holding various positions such as Executive Officer to the President, HR Recruitment and Employee Relations Head, Marketing Services Head, Treasury Marketing Officer, Product Officer and OFW Remittances Head.  She likewise worked at the former PCIBank as Merchandising and PR/Publicity Unit Head and Remittance Product Manager.  Ms. de Joya graduated from De La Salle University with a Bachelor of Science in Commerce degree in Business Management.  She also attended the Wharton Executive Education program. 

  • Jocelyn L. Guzman
    Jocelyn Guzman

    Ms. Jocelyn Guzman is a director of PRO-FRIENDS and also its President and Chief Executive Officer. She joined the PRO-FRIENDS in 2005 as Senior Vice-President of the Funds Management Group. Prior to joining PRO-FRIENDS, she was Vice President for marketing operations of ACM Landholdings, Inc. and held key officer positions at the Home Development Mutual Fund (better known as Pag-IBIG Fund) in the areas of branch operations, corporate executive support and management services. Ms. Guzman holds a Master’s degree in Business and Public Administration from De La Salle University and a Bachelor of Science degree in Management and Industrial Engineering from the Mapua Institute of Technology. She completed a Certificate Course in Housing Finance from the Wharton School of Pennsylvania in 2008.

  • Augusto G. Leonardo, Jr.
    Augusto G. Leonardo, Jr.

    Mr. Augusto G. Leonardo joined PRO-FRIENDS in 1999 as Chief Operating Officer and later appointed to Williamton as President. Prior to joining PRO-FRIENDS, he held key positions at CONFED Properties, Inc. and Grandeur Realty Specialists, Inc.; was a marketing consultant of Milflora Properties, Inc., Bay Development Corporation, Italia Country Club, Inc.; the Executive Assistant to the President at Aptech Builders, Inc. and Aptech Manufacturing Corporation; technical consultant of Land and Housing Management Corp.; and held various positions in Javeline Enterprises, Inc., Sta. Elena Mining Exploration and Development Co., Kaimito Media Issuer Inc., Mondo Etnika (filipinas), Human Settlements Development Corp., Bathala Marketing Corporation, Floro Enterprises, Inc., Polaroid Sunglasses, Victan and Company, and Floro Blue Printing Co. He graduated from the University of the Philippines with a Bachelor of Science degree in Business Administration major in Marketing and Masters in Business Administration from the same university.

  • Erlaster C. Sotto
    Erlaster C. Sotto

    Mr. Erlaster C. Sotto joined Williamton Holdings Inc. in November 2014 as Managing Director. Prior to joining PRO-FRIENDS, Mr. Sotto held key positions at the former PCIBank Group and now BDO Unibank – as President of BDO Securities, Chief Operations Officer of BDO Capital and Investment Corporation, President and CEO of both PCI Capital Corporation and PCIB Securities Corporation, among others - to comprise his over 30 years of experience in banking and finance. Until his retirement from banking in 2013, he was director of the Investment House Association of the Philippines and trustee of PSE Foundation, Inc. He is currently a director and corporate secretary of Royale Homes Holdings Inc. Mr. Sotto graduated with a degree in Political Science from Ateneo de Manila University and also completed his Bachelor of Laws at the same school. He is likewise a graduate of the Senior Business Economic Program of the University of Asia and the Pacific.

  • Vince Lawrence L. Abejo
    Lawrence Abejo

    Mr. Vince Lawrence L. Abejo is the Group Marketing and Analytics Head with the rank of Senior Vice President of Williamton, seconded to Profriends Group Inc.  He joined PRO-FRIENDS in 2010 as Vice President for Sales and Marketing, worked for Mr. Choa on separate undertakings in 2011, moved to Straits Network as Consultant from 2013 to 2014, and returned to the Group in June 2014 to hold his current position.  Throughout his career, Mr. Abejo held key leadership positions in marketing, sales and corporate affairs having responsibility over international, regional and local operations of various institutions, namely: St. Luke's Medical Center, Cemex, Sun Cellular, Philip Morris International and Unilever.  Mr. Abejo graduated from the University of the Philippines with a Bachelor of Science degree in Business Administration and serves as its part time senior lecturer.  He also completed the Advanced Management Program of Harvard Business School. 

  • Cindy C. Gutierrez
    Cindy C. Gutierrez

    Ms. Cindy C. Gutierrez is the Group Business Strategy Head with the rank of Senior Vice President of Williamton, seconded to Profriends Group Inc.  Before her appointment at Profriends Group Inc. in 2014, she was with PRO-FRIENDS as Investment Product Development Officer from 2008 and consultant to Mr. Choa from 2011.  She also worked at Chinatrust (Philippines) Commercial Bank Corporation, initially as Mortgage Banking Account Officer, Treasury Marketing Officer and Branch Head, Product Development Officer, Mortgage Banking and Small Business Lending Division Head, and as head of Cash Management Services for Remittance.  Her other positions include Mortgage Banking Account Officer of PSBank, Marketing Assistant at Solidbank, and Finance, Procurement, and Human Resources Admin officer of Bethlehem Manufacturing Inc./First Dominion Resources Corp.  Ms. Gutierrez holds a master's degree in Business Administration from the Ateneo Graduate School of Business and graduated with a Bachelor of Science degree in Psychology from the University of Santo Tomas.  She, likewise, completed the Advanced Management Program of The Wharton School of the University of Pennsylvania in July 2012 as well as the Strategic Business Economics Program of the University of Asia & the Pacific in 2011. 

  • Jose Nerio A. Salamillas
    Jose Nerio A. Salamillas

    Atty. Jose Nerio A. Salamillas joined Williamton in November 2014 as Senior Vice President and Controller. Prior to joining Williamton in November 2014, he held the following positions: Head of Bank Operations and Comptrollership Group of Philippine Veterans Bank, President of Maybridge Financial Group, Chief Finance Officer of then Chinatrust (Philippines) Commercial Bank Corporation, Tax Division Director at Sycip, Gorres, Velayo & Co. (Ernst & Young), Tax Compliance Officer of Citibank N.A., Senior Tax Auditor at SGV & Co., and Audit Examiner at the former Far East Bank and Trust Co. He graduated magna cum laude from the University of the East with a Bachelor of Science degree in Business Administration-Accounting and earned his juris doctor from the Ateneo de Manila University School of Law.

  • Manuel C. Crisostomo
    Manuel C. Crisostomo

    Mr. Manuel Crisostomo is a Senior Vice President of PRO-FRIENDS and head of the Strategic Business Unit on Regional Development. He also holds the position of President of Firm Builders Realty Development Co. (Firm Builders). He also served as President and Chief Executive Officer of the Home Development Mutual Fund or Pag-IBIG Fund, where he rose from the ranks. His 26 –year experience in the housing sector earned him the position of President, then Chairman, of the Subdivision and Housing Developers Association, after he left Pag-IBIG Fund in 2001. He graduated from the University of the Philippines with a Bachelor’s degree in Industrial Engineering and completed training courses on housing finance at the Wharton School in Pennsylvania and Rio de Janeiro in Brazil under the sponsorship of the World Bank.

  • Crisanto V. Hilario
    Crisanto Hilario

    Mr. Crisanto Hilario is PRO-FRIENDS’ Business Development Head with the rank of Senior Vice President. Prior to his current assignment, he was in charge of Commercial and Industrial Property Investments. Before joining PRO-FRIENDS, he was Business Planning and Development Manager of AVON Cosmetics, Inc., National Supply Chain Manager of Monterey Foods Corporation, Business Planning and Information Manager for the agroindustrial cluster of San Miguel Purefoods, Senior Change Management Consultant of Accenture in Asia; and Corporate Planning Head of ORIX Metro Leasing and Finance Corporation. He obtained his Bachelor of Science degree (cum laude) in Economics from the University of the Philippines and his master’s degree in Business Administration from the Ateneo de Manila Graduate School of Business.

  • Susana M. So
    Susana M. So

    Ms. Susana M. So is PRO-FRIENDS’ Senior Vice President in charge of Developmental Projects. A veteran executive with vast experience in the field of business development, marketing, banking, finance and accounting, she served as the Executive Vice President of Optimum Bank prior to joining PRO-FRIENDS. She also held the position of First Vice President at the Housing Finance Department of Planters Development Bank and rose up the ranks as Account Manager for Mortgage at Union Bank of the Philippines, where she started her banking career. She gained different awards for marketing excellence and outstanding performances in banking and finance. Ms. So holds a degree of Bachelor of Science in Commerce from the University of Sto. Tomas.

  • Richard G. Tay
    Richard Tay

    Mr. Richard Tay is PRO-FRIENDS’ head for Strategic Business Unit on Affordable Development (SBU2) with the rank of Vice President. Prior to this, he was the Sales and Marketing Group Head. Mr. Tay is a seasoned marketing executive with extensive experience in the fields of brand management and product development. He was Marketing Manager of Unilever Philippines, Inc.; worked with Fonterra Brands as Marketing Manager for Asia and the Middle East; with Alberto Culver South Asia regional Office; and with Selecta Dairy Products, Inc. He holds Bachelor’s degrees in Science (Commerce) and the Arts (Psychology) from De La Salle University.

  • Marilyn S. Oblena
    Marilyn S. Oblena

    Ms. Marilyn S. Oblena is the Controller and Vice President of PRO-FRIENDS. Having passed the CPA board examination in October 2002, she started her eight-year career at Sycip, Gorres, Velayo and Co. (SGV) to become a Director, focusing on the audit of businesses engaged in real estate, construction, mining, utilities, power and restaurant, among others. Ms. Oblena holds a degree in Bachelor of Science in Commerce major in Accounting from the University of Santo Tomas.