Francorp - The Franchising Leader in the Philippines
Francorp - The Franchising Leader in the Philippines

Franchise Hotline : (+632) 8638.3149 to 50

Meet the Team

The Francorp team of franchise consultants have extensive experience and credentials that will help you to quickly meet your goals.


Chairman, International Franchise Corporation of the Philippines (FRANCORP)
  • “Father of Franchising in the Philippines”
  • Founding President and Chairman Emeritus, and current chair for International Relations, Philippine Franchise Association
  • Chairman, World Franchise Council (Meeting in Manila, September 2011 when the Philippines hosted the highly successful FRANCHISE ASIA 2011)
  • Immediate past chairman of the Asia Pacific Franchise Confederation (APFC) which successfully hosted Franchise Asia 2001 in Manila last September 12-16, 2001.
  • Chairman Emeritus, Philippine Retailers Association (PRA)
  • Former Chairman, Federation of Asian Retailers Association (FARA).
  • Former President, Philippine Chamber of Commerce and Industry (PCCI) 2007-2008
  • Private sector chair, Domestic Trade Development Council under the Office of the President 1998
  • In 1999, served the government as Undersecretary and General Manager of the National Development Company, the government’s premier investment arm under the Department of Trade and Industry (DTI).
  • One of the founding members of the Institute of Corporate Governance.
  • Educated at the Ateneo de Manila University where he graduated cum laude; completed the Top Management Program of the Asian Institute of Management (AIM) as well as the Masters in Business and Economic Program of the University of Asia & the Pacific (UA&P); had special training at the Sophia University in Tokyo, Japan, and at the Institute of International Studies and Training in Fujinomia, Japan; earned his Certified Franchise Executive (CFE) title in 2003.
  • President, Automatic Center, Blim’s Fine Furniture and Canadian Tourism and Hospitality Institute of the Philippines (CTHI).


Chief Executive Officer, Francorp
  • Vice Chairman of the Philippine Franchise Association (PFA); and Overall Chair of Franchise Asia 2011.
  • Two-termer president, PFA; chairperson, annual Philippine International Franchise Conference and Expo (PIFCE); overall chairperson, Franchise Asia 2001 held in Manila in September 2001.
  • First Asian and Filipino to earn the title – Certified Franchise Executive (CFE) after she took the Mini-MBA on Franchise Management at the University of St. Thomas in Minneapolis, USA and at the Asian Institute of Management (AIM) sponsored by PFA and the International Franchise Association (IFA) .
  • Vice President for Membership, Philippine Chamber of Commerce and Industry (PCCI), 1998-2004; Vice president for Corporate Social Responsibility, PCCI, 2006-2010.
  • In 2011, awarded the Filipina Starpreneur by the Philippine Center for Entrepreneurship – GoNegosyo; also conferred the Womanity Award for the Business Category by
  • 2012 Philippine Retailers Association (PRA) awardee “TEN MOST INFLUENTIAL FILIPINAS.”
  • 2004-2011 Governor, National Book Development Board (NBDB)
  • Graduate of A.B. Foreign Studies, St. Theresa’s College, and earned Certificate in Interior Design, New York School of Interior Design.



Managing Director, Francorp
  • Trained extensively in franchise development at the Francorp headquarters in Chicago, USA.
  • One of the first Philippine holders of a Certified Franchise Executive (CFE) title.
  • Worked as manager for the financial systems consulting practices of EXIS Consulting, an American software company based in New York City, and the Union Bank of Switzerland. He has also worked as Senior Consultant for the Manila office of SGV & Co. / Andersen Consulting.
  • Holds an MBA from the Carnegie Mellon University in Pittsburgh, Pennsylvania, with areas of specialization in Finance and Operations Research.
  • Earned the Gold Medal for Best Thesis in Industrial Management Engineering at the De La Salle University (DLSU), where he was a consistent dean’s lister.


Chief Marketing Officer (CMO), Francorp
  • Brings to Francorp a decade of global marketing experience from Bangkok, Shanghai, and London as former Senior Global Brand Manager for Unilever.
  • Concurrent president, U-franchise Sales and Management Inc., where he brings fresh perspectives in strategic marketing, international business, and franchise sales
  • Chairperson for ASEAN Integration, Philippine Franchise Association (PFA)
  • Graduated with distinction from Oxford University with a Post Graduate Diploma in Strategy and Innovation; awarded with the Young Market Masters Award.
  • Also studied in the National University of Singapore
  • Earned the highest award in Management Engineering, Ateneo de Manila University

Joselito G. Samson, CFE

Assistant Vice-President for Consultancy

His training and experience in the field of fast food operations cover 15 years, starting with McDonald’s, and moving up as store and training manager for companies like Carl’s Jr. and Jollibee. He also worked for a Japanese restaurant and was the Profit Center Manager for the Burger Machine chain, handling 70 to 100 outlets in various Metro Manila locations. Mr. Samson is a graduate of Business Administration of the University of the East. He is now a Certified Franchise Executive (CFE) having completed his Mini-Masters in Franchise Management under the auspices of the Institute of Certified Franchise Executive and the Philippine Franchise Association. Mr. Samson is also spearheading Francorp’s prime projects for operations manual development and services, and has guided many of our top clients in the field of quick-service food, retail and service operations. He is a certified Serv Safe Executive, having taken the Serv Safe Program of the University of Asia and the Pacific last May 2006. He also serves as one of Francorp’s top speakers on franchising and had represented Francorp as resource person for various local and international conferences and trade shows.


  • Ma. Laureana D. Cuneta

    Strategic Planning Consultant

    Ms. Ma. Laureana “Dana” Cuneta is one of Francorp Philippine’s Strategic Planning Franchise Consultants whose core competencies are on organizational development, planning, and project management. She has more than 25 years of experience handling the helm of the marketing, operations, and business development of SM Supermalls in Central Manila and South Metro, LLU International Food Corporation, and McDonald’s as well as the franchises and direct selling department of Manels Leathergoods Corporation.

    She graduated from the Colegio San Juan de Letran with the degree of Bachelor of Commerce, Major in Marketing, and earned some units in Industrial Engineering at the University of Sto. Tomas. Upon graduation, she garnered Special Awards from the Philippine Marketing Association (PMA) and the Philippine Association of National Advertising (PANA).

    At Francorp, her current portfolio of franchisor clients belong to the food and service industries. She represents Francorp in local and international conferences and franchise shows.

  • Chelo Q. Briones

    Strategic Planning Consultant

    Ms. Chelo Q. Briones is one of Francorp Philippines’s strategic planning franchise consultants responsible for the strategic planning and structuring of franchise programs for various clients in the food, retail, and service industries. A licensed pharmacist who earned her B.S. Industrial Pharmacy degree from the University of the Philippines, Chelo also brings to Francorp her wealth of experience as a pharmaceutical trade analyst at SGS Gulf Ltd. ROHQ in the Philippines and later, as an international trade valuation executive at the SGS Testing and Control Services PTE Ltd. in Singapore. Her latest stint was Operations and Marketing Director of WEEV London Limited in the United Kingdom.

    Chelo earned her Master in Business Administration (MBA) from the Cass Business School in London, England where she carried out a number of consulting projects in various industries like technology and innovation, management consulting, charitable organizations, among others.

  • Ilyn Bulanadi van Opstal

    Strategic Planning Consultant

    As one of the Strategic Planning Franchise Consultants of Francorp Philippines, Ms. Ilyn van Opstal handles portfolios in the food, retail, and service industries. Her expertise ranges from operations management to overall business forecasting and reporting, strategy-based planning, and advisory services.

    Lyn earned her M.B.A. in Global Business Administration, with a Certificate in Finance, at the Southern New Hampshire University in New Hampshire, USA. She completed her degree in International Business Administration at the Schiller International University in Florida, USA and in London, England.

    She brings to Francorp and our valued clients her wealth of experience culled from work stints here and abroad. She represents Francorp in local and international franchise shows.


  • Leilani F. Mendiola

    Associate Operations Consultant

    Engr. Leilani F. Mendiola is one of Francorp Philippine’s Operations Franchise Consultants handling accounts in the food, retail, and service industries. She brings to Francorp her extensive experience as a process consultant engaged with different standards and technologies such as Quality Management System (QMS), Environmental Management System (EMS), Information Service Management System (ISMA), and Capability Maturity Model Integration (QMMI) for top food companies, hotels, manufacturing giants, and government and private infrastructure projects.

    Lani worked for 10 years on different aspects of manufacturing processes such as on research and development, technical service, quality control, and production operations. She is a licensed chemical engineer as well as an International Register of Certificated Auditors of UK (IRCA) – certified Occupational Health and Safety Systems (OHSAS) lead auditor.

    She earned her Bachelor of Science in Chemical Engineering at the Adamson University and taught math, physics, and chemistry at the Technological Institute of the Philippines.

  • Brian S. Go

    Associate Operations Consultant

    Engr. Brian S. Go is one of Francorp Philippines’s associate operations franchise consultants assigned to handle franchise systems documentation of clients in the food, retail, and service industries.

    Brian brings to Francorp 11 years of experience gathered from past work stints as a QA inspector at an animal farm, as an operations manager of a marketing company in Baguio City as well as running his own coffee kiosk business. He speaks fluent Mandarin and Fookien, concocts his own coffee blends, and is into cooking.

    Graduating with top honors, Brian finished chemical engineering at the University of Sto. Tomas where he was a dean’s lister and a recipient of the Bank of the Philippine Islands (BPI) Science Award.

  • Jeanne Cathryn K. Espolong

    Associate Operations Consultant

    Jeanne Cathryn “JC” Espolong is one of Francorp’s associate operations franchise consultants. She is an experienced researcher and writer of corporate manuals and policies in the development of business processes, gained from her past stints in private companies and a government financial institution.

    She is a certified security professional conferred by the Philippine Society for Industrial Security (PSIS). She is also certified by the Philippine Red Cross in Standard First Aid, Cardio Pulmonary Resuscitation for Health Care Providers, and Intermediate Swimming Water Safety Training.

    On athletic scholarship, Jeanne earned her Bachelor of Science in Commerce from San Sebastian College, majoring in legal management. She is currently pursuing a degree in bachelor of Laws at the Lyceum of the Philippines University.

  • The Francorp team of franchise consultants have extensive experience and credentials that will help you to quickly meet your goals.


  • Christine S. Casanova, C.F.E.

    Senior Sales and Marketing Consultant

    Since 1998, she has been handling Francorp’s marketing strategy and lead generation program that helps many entrepreneurs understand the benefits of franchising and discover their franchise potential through Francorp’s franchise seminars, consultations, franchisability analysis, PR and information campaign, expos, and regional events. She is also involved in Francorp’s Franchise Sales and Marketing Program for clients, that includes developing franchise marketing plans, roll-out or launching plans, franchise brochures, organizing and conducting sales trainings, as well as mentoring clients on sales techniques and tools. Part of her client services work entails providing support services on IPO application, mall relations, strategic linkages; as well as researches. A Communications Arts graduate, Major in Communications Research, at the University of the Philippines, College of Mass Communications, where she was a consistent College Scholar and awarded Best Thesis for her batch, she pursued her MBA at the De La Salle University and completed her Certified Franchise Executive (CFE) title with Mini-MBA in Franchising in 2009 at the Asian Institute of Management under the CFE Program of the Philippine Franchise Association (PFA). She trained in Francorp, Chicago, USA on franchise sales and marketing in 2002, after joining the PFA delegation at the International Franchise Expo 2002 in New Orleans, USA on the same year. She was also part of the PFA delegation at the Franchise International Malaysia 2013 and Vietnam International Franchise Expo in 2009. As project manager of the Philippine Retailers Association (PRA). she handled PRA’s “Asia’s Next Shopping Capital” Project with the Department of Tourism, that generated the support of major shopping malls, top retailers and government. She took the SME Retail Store Management Seminar-Workshop in Indonesia in October, 2001 as PRA representative. Before joining Francorp, she’s had 25 years of work experience in the field of media, information and communication, including 8 years with Philippine Information Agency/NMPC/PTV-4, and international organizations such as UNICEF (Child and Maternal Care Program), Colombo Plan Staff College, APEC Media Bureau, Filipino-Canadian Community News, and NewsAsia, the English-arm of Daily Manila Shimbun and Kyodo News Service, noted Japanese media. She spearheaded Franchise Talk Magazine, a regular Francorp publication where she was involved with editorial and sales/marketing work. She was also an active part of the initial development of the firm’s selling arm – namely Global Franchise Marketing Inc., Franchise Link Asia and U-Franchise Sales and Management Inc.

  • Edna B. Samson

    Sales Manager

    Ms. Edna Samson is a graduate of Business Administration major in Management at Philippine School of Business Administration. She has years of experience as an events and project manager in a number of event organizing companies where she honed her potential for communication and coordination skills. She also has worked as a project officer at the Philippine Retailers Association. At Francorp, Ms. Samson is responsible for lead generation, marketing support, and sales training for clients.

  • Hazell D. Valenzuela

    Marketing Associate

    Specializing in creative and technical writing and market, economic and soci0-political research, Hazell Valenzuela, a graduate from Ateneo de Naga University handles research and marketing tasks at Francorp. Ms. Valenzuela finished her degree in Economics, Cum Laude, and has been a consistent Dean’s Lister, a student journalist and a student leader at the same time. She was the president of the Association of Economics Students in Ateneo de Naga University, Economics Society (ECOSOC) for two consecutive years (s/y2008-2010) as well as a writer/ senior researcher of the official student publication of the Ateneo de Naga University, The PILLARS, during her last two years in college.

  • Rosario N. Banzon

    Editor/Technical Writer

    Ms. Banzon is a product of the University of the Philippines in Diliman, Quezon City, where she earned her degree in Broadcast Communications as well as masteral units in Urban and Regional Planning. She has extensive experience in corporate communications, publications, audio-visual production and events management for government line agencies, non-government organizations, and the private sector. Her government stints include the Ministry of Human Settlements, Department of Environment and Natural Resources and the Technology and Livelihood Resource Center. She also worked as a copywriter for direct selling companies as well as with non-government organizations like the Philippine Children’s Television Foundation, the Communication Foundation for Asia and Japan Foundation Manila Office. Currently, she is a contributing writer to a medical magazine and an architectural magazine. At Francorp, she executes the company’s editorial policies and manuals of style pertaining to the operations manuals, structure reports, franchise agreements, and marketing plans, including brochures, press articles, proposals and correspondences. She also serves as Editor-in-Chief of Franchise Talk, a regular franchise publication of Francorp.