ZENAIDA CUISON MAGLAYA

Consumer Welfare and MSMEs Development Expert

Ms. Zenaida Cuison Maglaya is a Senior Adviser in Consumer Welfare and MSMEs (Micro, Small and Medium Enterprises) Development with over four decades of public service with the Department of Trade and Industry (DTI). The Civil Service Commission recognized her dedication and leadership and conferred to her the highest honors of the Presidential Lingkod Bayan Award. 

Upon her start with the DTI, she assisted micro, small, and medium entrepreneurs in preparing feasibility studies to gain access to financing to grow their businesses. Then, as Director of the Bureau of Domestic Trade Promotion, her leadership steered the National  Trade Fair revitalizing micro and small businesses to showcase local products and receive marketing assistance and product development, matching MSMEs with institutional and retail buyers.  She also led the DTI-Regional Operations Group (ROG) overseeing field operations with the Department’s 15 regional offices, over 80 provincial offices nationwide.  The ROG is vital to the sustainable development of MSMEs through programs such as Shared Services Facilities (SSF), SME Roving Academy, OTOP (One Town, One Product), Kapatid Mentor Me Program and other Services Delivery Programs such as the Negosyo Centers.  MSMEs’ participation in the global value chain was likewise bridged within intervention areas of regional economic cooperation of the Asia Pacific Economic Cooperation (APEC) and the Association of Southeast Asian Nations (ASEAN), such as in entrepreneurship, innovation and the internet, and digital economy.

On Consumer Welfare and Protection, she led the Department’s banner programs on effective response on consumer complaints - the DTI Direct and the recognition of fair trade enterprises - through the DTI Bagwis Program.  Her steadfast campaign on the rights of the consumer helped raise consumer awareness in the Philippines with the inclusion of consumer rights in school curriculum.  She co-hosted via mainstream TV and radio channels the program - Konsyumer at Iba Pa which gained her recognition by the Kapisanan ng Mga Brodkasters ng Pilipinas with The Golden Dove Award for Best Radio Service Program Host.

She holds Masters in Business Administration degree at the University of the Philippines – Diliman and Bachelor of Arts in Economics, Summa cum Laude, at the Ateneo de Davao University.