The Game Changer

FROM PURSUING HIS PROFESSIONAL ASPIRATIONS TO TURNING THE TIDES OF LOCAL GOVERNANCE IN THE CITY, SAN JUAN CITY MAYOR FRANCISCO JAVIER “FRANCIS” M. ZAMORA EXEMPLIFIES HOW STRIVING FOR A GREATER PURPOSE CAN DRIVE HISTORY-MAKING CHANGES THAT POSITIVELY IMPACT THE LIVES OF OVER 100,000 RESIDENTS.

From a young age, San Juan City Mayor Francis Zamora dreamed of becoming a professional basketball player. Public service wasn’t initially part of his plans, yet politics was always in the background, largely due to the influence of his father, Ronaldo Zamora, a long-time congressman of San Juan City. With his father’s impressive 44-year career dedicated to serving the city, it was almost inevitable that Francis would eventually follow in the seasoned politician’s footsteps.

Despite his father's political legacy, Francis Zamora carved his own path in sports. He started playing basketball at La Salle Greenhills and later joined De La Salle University's men’s basketball team in 1995. For four years, he played for the De La Salle University Green Archers in the UAAP and he served as team captain during the 1998 and 1999 back-to-back championships.

Despite his promising early success, Zamora’s basketball journey was far from the smooth ascent he had envisioned. With ambitions to join the Philippine Basketball Association (PBA), he first made his mark in the Philippine Basketball League (PBL), which was then a feeder for the PBA. Even before graduating from university with a degree in Psychology, Zamora was already making his mark in the PBL and eventually secured two championships during his playing years in the league. In 1999, he played for BLU Detergent and became part of the back-to-back and 3-peat championship teams of Welcoat Paints in 1999 and 2000. In 2001, his persistence paid off when he was drafted by the PBA’s Sta. Lucia Realtors under the guidance of Coach Norman Black. Just before finalizing the deal, Zamora’s coach asked him to hold off, hinting at a potential trade with another player. Zamora agreed and continued his rigorous training for another month, only to discover that the trade would not push through. Instead, he returned to the PBL where he played for the Montaña Pawnshop under Coach Leo Isaac. “Coach Leo gave me the biggest break of my basketball career. By halftime, I would already achieve double digits in both points and rebounds because he gave me the confidence which paved the way for me to play the best basketball of my life,” Zamora shares.

Within a month, Purefoods Head Coach Ryan Gregorio called Zamora and asked if he had an escape clause in his contract. “When I received that call, I told myself that this would be the culmination of all my hard work and that I would finally reach my PBA dream. But I also knew that without the big break Coach Leo gave me, Purefoods would have not called me. I thus decided to politely turn down the offer because I could not leave Coach Leo,” Zamora reflects.

"In a sudden twist of fate, Coach Leo was replaced, new players joined, and I was removed from the rotation," Zamora recalls. "I reached out to Coach Ryan Gregorio to see if Purefoods' offer still stood, but they had already signed someone else. Looking back, I'd make the same choice; I guess the PBA wasn’t my destiny." Zamora went on to play one final conference with the ICTSI Archers, a team mostly composed of DLSU players, before retiring in 2002.

NEW HOPES BEYOND THE HOOPS

After setting aside his PBA aspirations, Zamora turned his attention to family and post-graduate education. Following his marriage and the birth of his first child, he pursued a business and entrepreneurship program at New York University in 2003. Three years later, in 2006, he earned a Master’s in Public Administration from the National College of Public Administration and Governance at the University of the Philippines Diliman. In 2015, he completed an Executive Education Program at the John F. Kennedy School of Government in Harvard University.

Zamora’s master’s degree, business program, and Executive Education Program provided a strong foundation for a public service career that naturally followed in his father’s monumental footsteps. The senior Zamora was a magna cum laude graduate in both Political Science and Law from the University of the Philippines, earning these distinctions in 1965 and 1969, respectively, and then topped the bar exams. His rise was swift, serving as Chief of the Presidential Economic Staff under President Marcos Sr., and even writing Marcos’s First 100 Days speech while still in law school—a testament to his intellect. Named one of the Ten Outstanding Young Men of the Philippines in 1972, he went on to serve as assemblyman and later as congressman for San Juan and Mandaluyong, his political career spanning multiple terms from 1987 to 2022. His legacy set a high standard, one that his son would seek to uphold in his own path of public service.

Throughout his extensive congressional tenure, Zamora’s father held key leadership roles, including House Majority and Minority Floor Leader, then chaired the Commission on Appointments from 2016 to 2022. He also served as Executive Secretary to the President from 1998-2001.

“My father has been a congressman since 1978. In fact, my first taste of campaigning came in 1984 when I was just six years old,” Zamora recalls. “I was part of his campaigns again in 1987 and 1992, until I stepped away to focus on basketball and my studies.”

In 2004, a year after coming back from studies in New York, Zamora immersed himself once again during the election campaign of his father that year, a pivotal moment that sparked his own desire for public service. “Helping him again in 2004 reignited something in me,” Zamora shares. “After years away, I felt a renewed passion to pursue something more meaningful than basketball. That experience made me realize I wanted to do more. It was then when I approached my father and told him that campaigning for him again had inspired me to run for city councilor.” Zamora’s father initially expressed reluctance, warning him about the political arena, describing it as rife with intrigue and mudslinging, and cautioning that he might not find it to his liking.

Determined to prove his readiness for public service, Zamora, guided by values instilled by his mother, Rose, pursued a Master’s in Public Administration and headed his father’s congressional district office. There, he engaged with constituents, collaborated with barangay and city officials, and managed social services, including medical, hospital, burial, livelihood, and financial aid programs. This hands-on experience, combined with his academic background, underscored his commitment and prepared him for the demands of public service.

Zamora officially launched his public service career in 2007 as City Councilor for San Juan City’s 2nd District, a move he pursued despite his father’s initial hesitation. Yet, his father quickly became his strongest supporter. “He was my biggest cheerleader during my basketball years and remained my staunchest ally in my campaigns,” Zamora recalls. “He still proudly shares that I was team captain of the 1998 and 1999 UAAP back-to-back championship teams and later became Mayor of San Juan City.”

Zamora reflects on his father’s aspirations: “My father always wanted me to be a lawyer. From my basketball career to my time as city councilor, vice mayor, and mayor, he never missed a chance to remind me of that wish of his instead of that dream. Yet, despite not pursuing law, I know he takes pride in the public servant and leader I’ve become.”

END OF AN ERA

After serving as City Councilor of the 2nd District of San Juan, Zamora successfully ran for vice mayor in 2010, securing a second term when he ran unopposed in 2013. By 2016, he set his sights on the mayoral seat, challenging then-incumbent Mayor Guia Gomez. His candidacy marked a pivotal moment in San Juan’s political history, marking a call for change, laying the groundwork for what would become a reshaping of the city’s political landscape.

Despite his tireless efforts to earn the trust of San Juan’s residents and establish himself as the city’s local chief executive, Zamora narrowly lost his first mayoral bid by just a little over 1,000 votes. He describes the defeat as both a setback and a testament to the strength of the campaign he had waged. “Kung mahina ang loob ko (If I were faint-hearted), I would have given up after that defeat. But I pushed myself to run again in 2019,” Zamora shares.

While both elections saw him facing incumbent officials, a mayor and vice mayor respectively, he acknowledges that his second attempt was far more challenging. In 2019, no longer holding public office, he once again challenged the entrenched family that had produced a Philippine president, senators, and other high-ranking officials. Facing such a powerful dynasty for the second time meant Zamora had to elevate his campaign to an entirely new level.

“It was the overwhelming desire to transform San Juan that drove me to push harder the second time around,” Zamora reflects. “After losing the first race in 2016, I made a promise to myself that I would come back stronger. When I saw that 49% of San Juan’s voters had placed their trust in me, I was inspired to keep fighting for change. That trust fueled my perseverance, determination, and resilience in fulfilling our dream for a Makabagong San Juan.”

Running under the PDP-Laban, Zamora faced then-incumbent Vice Mayor Janella Ejercito-Estrada, daughter of Senate President Pro Tempore, Senator Jinggoy Estrada. With a decisive margin of 10,247 votes, Zamora secured the mayoralty, ending the Ejercito-Estrada clan’s 50-year reign over San Juan. This accomplishment placed him in a distinguished league of leaders who have successfully reshaped their city’s political landscape against formidable dynasties.

AGAINST CHALLENGING TIDES

Zamora’s 2019 victory was hailed as a turning point for San Juan, signaling a new era for the city. Yet, behind the celebration, few were aware of the personal struggles he and his four children, Amanda, Rocco, Nicolas and Noah, quietly endured. In February 2019, just a month before the campaign began, his wife, Keri Lynn Neri Zamora, was diagnosed with breast cancer. Despite the emotional toll, the couple chose to keep her diagnosis private, even from his line up of candidates, campaign team, and supporters. It wasn’t until the victory party that they finally revealed the battle his family had been facing in silence.

“It was incredibly difficult,” Zamora reveals, “I was juggling campaigning while caring for my wife. During stretches of days and weeks, she underwent chemotherapy, and I was by her side for every session. Right after, I’d head straight to the campaign trail. At night, I’d return home, sit with her, sometimes cry for hours, then wake up the next day to do it all over again.”

He continues, “Everyone around me was in full ‘election mode,’ but my wife didn’t want her illness to affect the campaign. Her decision to keep it private made things even harder for me. I had to maintain a strong front, smiling for the cameras and my team, all while carrying the weight of her diagnosis. It was one of the toughest parts— honoring her wish to keep it within the family until the race was over; she wanted to face her battle quietly, but people had already begun asking why she wasn't attending campaign events.”

Months after Zamora’s election victory, his wife was declared cancerfree. The experience inspired the creation of The Caring Keri Foundation, which focuses on helping cancer patients and the general welfare of San Juaneño women and children. Founded and led by his wife, who serves as its president, the foundation embodies her enduring spirit and commitment to helping others.

Beyond Zamora’s personal struggles, his first term as mayor began with an immediate and daunting challenge. On March 2, 2020, a security guard named Alchie Paray held 55 people hostage at the Greenhills shopping mall complex, thrusting Zamora into a high-stakes crisis that would test his leadership. Paray indicated that his primary motivation for the hostage-taking was related to internal disputes with his security agency.

During tense negotiations, Zamora promised Paray safety in exchange for the hostages’ release and agreed to engage him face-to-face. Armed only with courage and a bulletproof vest, Zamora succeeded in securing the safe release of all hostages.

The Philippine National Police (PNP) gave Zamora arrival honors at the National Capital Regional Police Office (NCRPO) in Camp Bagong Diwa and awarded him the PNP Heroism Medal for his efforts.

NAVIGATING A HEALTH CRISIS

The hostage crisis was just the beginning of the challenges Zamora would face in his initial months as mayor. On March 6, 2020, the Department of Health – National Capital Region (DOH-NCR) officials met privately with Zamora to deliver urgent, classified information: the Philippines had confirmed its first local COVID-19 transmission—a Filipino from outside Metro Manila who frequently visited Greenhills Mall in San Juan City. In response, Zamora swiftly ordered the immediate disinfection, sanitation, and closure of the mall to protect public health.

On March 16, 2020, President Duterte declared a state of calamity, thrusting Zamora into the complexities of governing San Juan during the COVID-19 pandemic. Under his leadership, the city became a model of effective governance, prioritizing transmission prevention, strengthening healthcare systems, and vaccination efforts. By June 2021, San Juan was the first local government unit in the Philippines to achieve herd immunity, leading the way for a quicker return to normalcy just over a year after the nation’s first local transmission.

Zamora’s response went beyond vaccinations. San Juan also launched the country’s first public-private quarantine facility, the Kalinga Kontra Korona Center, converting the San Juan Science High School into a 100-bed isolation facility. Additionally, the city’s digital education program, which provided students with tablets, laptops, and internet access, earned San Juan the Galing Pook Foundation’s Best Pandemic Response Award in 2021. Despite a challenging start, Zamora led San Juan through one of the most difficult periods in recent history.

NCR'S FIRST-EVER CITY WITH 100% OF ITS BARANGAYS DRUG-CLEARED

One of Zamora’s most significant accomplishments as mayor was guiding San Juan City to become the first LGU in Metro Manila to have 100% of its barangays declared drug-cleared, a distinction awarded by the Philippine Drug Enforcement Agency (PDEA) in February 2023. This milestone meant all 21 barangays in San Juan were officially free from illegal drugs.

As Chairman of both the City Anti-Drug Abuse Council (CADAC) and the Regional Peace and Order Council (RPOC), Zamora spearheaded efforts with city and barangay officials to rehabilitate and reintegrate persons who use drugs (PWUDs). This initiative included the establishment of the Balay Silangan, a dedicated drug rehabilitation center, emphasizing not only enforcement but also the long-term recovery and successful reintegration of affected individuals into the community.

The mayor attributes the city’s remarkable success to his strong partnership with the PNP and PDEA. Zamora personally took part in drug raids and buy-bust operations, while also overseeing the distribution of livelihood packages to hundreds of PWUDs, including both current participants and graduates of the Balay Silangan rehabilitation program.

“Our commitment to fighting drug use is reflected in the strong support from our residents,” says Zamora. “Being the only LGU in Metro Manila wherein 100% of our barangays have been declared drug-cleared, we now have the lowest crime volume in Metro Manila, rising property values, and increased investor confidence. People are happier and safer in our Makabagong San Juan—these are the true benefits of a drugfree community.”

“AFTER LOSING THE FIRST RACE IN 2016, I MADE A PROMISE TO MYSELF THAT I WOULD COME BACK STRONGER. WHEN I SAW THAT 49% OF SAN JUAN’S VOTERS HAD PLACED THEIR TRUST IN ME, I WAS INSPIRED TO KEEP FIGHTING FOR CHANGE. THAT TRUST FUELED MY PERSEVERANCE, DETERMINATION, AND RESILIENCE IN FULFILLING OUR DREAM FOR A MAKABAGONG SAN JUAN.”

“OUR COMMITMENT TO FIGHTING DRUG USE IS REFLECTED IN THE STRONG SUPPORT FROM OUR RESIDENTS,” SAYS ZAMORA. “WITH A DRUG-CLEARED CITY, WE NOW HAVE THE LOWEST CRIME VOLUME IN METRO MANILA, RISING PROPERTY VALUES, AND INCREASED INVESTOR CONFIDENCE. PEOPLE ARE HAPPIER AND SAFER IN OUR MAKABAGONG SAN JUAN—THESE ARE THE TRUE BENEFITS OF A DRUG-FREE COMMUNITY.”

EASING TRAFFIC CONDITIONS

Traffic congestion remains a significant challenge for San Juaneños and Metro Manila residents, worsened by illegal parking, frequent violations, and inconsistent enforcement. To ease congestion and improve traffic flow, Zamora eliminated street pay parking across the city just three weeks into his term.

As President of the Metro Manila Council, Zamora introduced the Single Ticketing System (STS), a streamlined approach to handling the region's 20 most common traffic violations. With full backing from all Metro Manila mayors and the Metro Manila Development Authority (MMDA) Chairman, the STS standardized fines and eliminated license confiscation, thus simplifying enforcement. Drivers can now pay fines on the spot via digital payment channels.

By implementing this system, Zamora improved traffic enforcement and eased congestion, contributing to smoother commutes and a more organized urban environment.

To fully implement the Single Ticketing System (STS), Mayor Zamora had to make some strategic compromises. “To standardize the fines, I had to set a good example by lowering those in San Juan City,” he explained. “The system was eventually replicated in other cities as well. We utilized every available technology to bring the STS to life.”

Zamora saw this as an opportunity to set a precedent for other Metro Manila mayors. “The STS had been in the works for 28 years, but it was challenging to roll out due to the differences in fines and penalties across cities. Finally, we found a way to make it happen,” he shares.

NO STUDENT LEFT BEHIND

Education has been a key priority in Zamora’s administration. Through their Digital Education Program, every public school student in San Juan received a device, transforming education delivery in partnership with the Department of Information and Communications Technology (DICT).

Originally launched before the pandemic, the program became vital when students and teachers shifted to distance learning. The city distributed tablets, laptops, and pocket Wi-Fi to over 13,000 K-12 students, ensuring that their education remains uninterrupted.

San Juan’s initiative earned top honors from the Department of the Interior and Local Government (DILG) for having the best digital education program during COVID-19. More recently, Zamora upgraded classrooms and homes of the public school students with fiber-optic internet and 55-inch smart TVs, while also launching initiatives to provide free school and P.E. uniforms and customized rubber shoes to ease families’ financial burdens. Zamora is confident that any parent or public school student in San Juan would speak positively about the city’s education initiatives. “I’m certain they would say they’re happy,” he remarks, reflecting on the widespread approval of the local government’s efforts. He hopes that these initiatives will inspire students to keep studying hard and doing their best in school. We empower our students because we believe that a good education paves the way for a bright future,” says Zamora. “Our public school teachers are fully supported as well as they all have laptops to use and regularly receive financial assistance. I take immense pride in our public education system.”

BETTER HOUSING FOR SAN JUANEÑOS

Zamora’s vision for San Juan goes beyond improving infrastructure; it’s about providing quality, affordable housing for residents. In 2019, he partnered with his father, Congressman Ronny Zamora, to secure funding from the Department of Public Works and Highways (DPWH) for the city’s high-rise, in-city, socialized public housing project, the first of its kind in the Philippines. Building on this, he worked with the National Housing Authority (NHA) General Manager Joeben Tai to develop a second 23-storey public housing building. The third initiative, under the Department of Human Settlements and Urban Development (DHSUD) with Secretary Jerry Acuzar, is part of the Pambansang Pabahay Para sa Pilipino Program (4PH). This involves constructing highrise buildings with thousands of units, offering a rent-to-own scheme with flexible 25 to 30-year payment terms. The same scheme applies to the DPWH and NHA projects.

To maximize the impact of the 4PH Program, Zamora has committed to making all available LGU-owned lots suitable for public housing projects utilizable for development. This proactive approach ensures that the program benefits as many San Juaneños as possible.

Zamora’s commitment to addressing the housing needs of his constituents is evident in his statement: “Based on testimonials, a vast number of San Juan residents rent their homes. They don’t own property in San Juan. My vision is to change that by giving San Juaneños decent housing. These said housing projects offer a more flexible path to ownership,” he added.

LEADING THE WAY IN METRO MANILA

As president of the Metro Manila Council and chairman of the Regional Peace and Order Council, Zamora is dedicated to implementing and sharing best practices across the country.

He credits the significant change in San Juan to building strong relationships with fellow mayors and continuously learning about effective governance.

“I firmly believe that the lessons we learn and the recognition we receive should be shared,” he asserts. “If best practices are shared and adopted nationwide, our country will thrive.” He adds, “If these have been proven effective in San Juan, I have no doubt they will work in other LGUs as well.”

Reflecting on his projects, awards, and challenges, Zamora acknowledges the significant transformation in San Juan's political landscape in the short time since he took office. Optimistic about the future, he asserts that San Juan is back on the map of the Philippines and he believes his vision of a "Makabagong San Juan" will continue to drive the city's growth and overcome any challenges ahead.

“When I ran again in the 2022 elections, our slate won 15-0 from mayor, congresswoman, vice mayor, and all councilors. If my first term wasn’t a success, then why do the statistics suggest otherwise? This shows that the people have confidence in us and that we have done something right., both the first and second time around,” he asserts. “This shows how much our people trust and support our Makabagong San Juan administration and the projects we’re putting in place. We’re just getting started—there’s so much more we can and will achieve for the city. If the people of San Juan grant me another term, I’ll work tirelessly until June 30, 2028, to build a legacy of good governance and genuine public service for future generations to experience.”

By 2028, Zamora is confident that San Juaneños will fully appreciate the impact of his nine-year tenure as mayor. He envisions this as the culmination of the "Makabagong San Juan Legacy," with all his flagship projects in place to make a lasting difference in the community.

“I want the people of San Juan to look back and say, ‘I made the right choice!’ when they supported me, I have an ambitious checklist of goals to tackle during my nine years in office, and every day, I push myself to ensure we achieve all of these.” Zamora shares.

“I don’t consider my being mayor a job. It is a passion that I truly love,” Zamora shares. “I want to finish my 9 years strong and be able to tell myself that I have no regrets because I was able to implement everything that I had envisioned for a Makabagong San Juan” he adds.