CEBU CITY — Cebu Landmasters, Inc. has appointed Senior Executive Vice President and Chief Operating Officer Jose Franco B. Soberano as its new president and chief executive officer. The appointment, approved during the company's annual stockholders' and organizational board meeting on June 5, 2026, marks a carefully planned generational transition. Founder Jose R. Soberano III will remain executive chairman, focusing on strategic direction and governance.
The younger Soberano joined CLI in 2010 and rose through the ranks to oversee acquisitions, business development, project planning, construction, sales, customer service, and property management. "Franco has played a critical role in shaping the company we are today and is well positioned to lead CLI through its next stage of growth," the elder Soberano told stockholders. The succession plan had been developed over several years as part of the company's long‑term governance strategy.
A Legacy Built Over Two Decades
Founded in 2003, CLI has grown from a regional developer into one of the country's largest, with projects spanning residential, office, hospitality, mixed‑use, and master‑planned communities. Under the leadership of both father and son, the company's project portfolio expanded from 12 developments to more than 130 projects across 21 cities and municipalities. The company reported record reservation sales of ₱24.6 billion in 2025, up 45 percent year on year.
The leadership transition comes as CLI accelerates its geographic expansion beyond its traditional Visayas‑Mindanao base. The company is preparing to launch its first residential mixed‑use project in Pasig City and recently acquired a 70‑hectare property in Dasmariñas, Cavite, for a township development. These moves signal that the new leadership intends to compete in Luzon's crowded property market while maintaining its dominance in the VisMin region.
A Vision for the Future
In his first address as president and CEO, Jose Franco expressed gratitude for the trust placed in him. "I humbly accept this responsibility with the deepest gratitude and with the highest respect for the legacy that Chairman Joe Soberano has built," he said. He called on CLI's 1,500‑strong workforce to build on the company's momentum under a renewed vision‑mission to be masterful, resilient, and generous.
The company also appointed Leonardo "Jun" D. Cuaresma Jr. as independent director, replacing Ma. Aurora "Boots" D. Geotina‑Garcia, who completed her term limit. Cuaresma formerly served as managing partner and chief operating officer of Punongbayan & Araullo. The board changes reflect a broader governance refresh aligned with the leadership transition and CLI's ambitions to grow beyond its regional origins into a truly national developer.
