Summary
Overview
Work History
Education
Skills
Affiliations
Timeline
Generic

JOSE MANUEL S FERNANDO

Ayala Alabang, Muntinlupa,Metro Manila

Summary

Seasoned executive with over 30 years of leadership experience in integrated marketing, digital transformation, and mobile telecommunications. Proven track record in driving business growth, leading operational transformation, and spearheading product and campaign innovation. Delivered measurable impact through marketing and advertising initiatives across a wide range of industries, including Real Estate, Retail, Finance, Insurance, Energy, FMCG, and Logistics.

Overview

30
30
years of professional experience
3994
3994
years of post-secondary education

Work History

Chief Experience Officer

McCann Worldgroup Philippines
Taguig
02.2014 - 01.2025
  • Spearheaded McCann's digital transformation by integrating technology, media, and data analytics into creative services, building performance-driven marketing capabilities that deliver measurable business outcomes
  • Increased agency revenue through strategic upselling of performance marketing solutions, maximizing value from existing accounts
  • Expanded agency service offerings with CRM, Media, Lead Generation, SEO/SEM, and Technology solutions to meet evolving client needs
  • Actively served on the Executive Board, driving governance and compliance for ESG and DEI initiatives
  • Appointed as Digital Privacy Officer, overseeing adherence to GDPR standards and the National Privacy Law
  • Industry leadership roles include several jury membership assignments for numerous engagements in IMMAP/Boomerang, 4As Philippines and PANA
  • Led cross-functional teams to develop and execute customer experience initiatives, resulting in increased brand loyalty.
  • Implemented data-driven decision-making processes, ensuring alignment of business goals with customer needs.
  • Advised executive leadership on emerging technologies in the CX space, enabling informed investment decisions toward cutting-edge solutions.

Managing Partner

MRM//McCann Manila
Taguig
05.2013 - 01.2025
  • Led MRM to win Campaign Asia's Digital Agency of the Year for five consecutive years (2012-2016)
  • Secured the first-ever Marketing Edge Agency of the Year award in 2022 for a leading multinational FMCG client
  • Achieved multiple creative and effectiveness awards, including Effies, WARC, Kidlat, Tambuli, Smarties and Boomerang
  • Established Social Media Centers of Excellence for clients like Coca-Cola, AyalaMalls and Philippine Airlines, enabling real-time insights, crisis management, and data-driven decisions
  • Marketing Committee Head for the 1st Digicon: The Power of X, celebrating the Internet and Mobile Marketing Association of the Philippines' (IMMAP's) 10th anniversary
  • Spearheaded successful client engagements resulting in repeat business and positive referrals from satisfied clients.
  • Oversaw financial management of the business unit, including budgeting, forecasting, and analysis, ensuring fiscal responsibility and profitability.

Group Digital Strategist

Inquirer Group of Companies
Makati
08.2012 - 04.2013
  • Developed the digital marketing framework that enhanced the group's positioning as an integrated multimedia organization
  • Spearheaded key initiatives in strategy formulation, market analysis, and audience engagement, significantly boosting cross-media portfolio offerings
  • Innovated mobile advertising packages that drove business expansion
  • Managed cross-functional teams to successfully execute multi-channel digital marketing projects on time and within budget.
  • Analyzed competitors'' digital strategies to identify opportunities for growth and differentiation in the market landscape.

President/CEO

MegaMobile Inc.
Makati
04.2008 - 04.2013
  • Led the 70% acquisition of MegaMobile by the Inquirer Group, transitioning the company from tech development to an end-to-end mobile solutions provider
  • Directed operations focusing on integrated digital content and application development for brands and advertising agencies
  • Elected President of the Internet and Mobile Marketing Association (IMMAP) in 2012, reinforcing the organization's industry leadership
  • Inspired innovation by creating an environment that encouraged creative thinking and problem-solving capabilities
  • Drove revenue growth by expanding product offerings and identifying new market opportunities
  • Enhanced company performance by implementing strategic plans and overseeing daily operations

Vice President, Value Added Services

IP Ventures Group Corp.
Makati
05.2007 - 12.2009
  • Managed technology-related ventures as part of the management committee, driving the group's entry into the growing mobile business sector
  • Led the acquisition of MegaMobile Inc., expanding the group's mobile service offerings
  • Collaborated with senior management to develop strategic initiatives and long term goals
  • Spearheaded organizational restructuring initiatives, streamlining operations and reducing overhead costs

Senior Vice President/COO

Wireless Services Asia Inc.
Makati
12.2002 - 04.2007
  • Led business operations in South East Asia, pioneering mobile value-added entertainment services
  • Spearheaded R&D, business planning and establishing strategic commercial partnerships to launch innovative mobile services across the region
  • Established WSA Pte. Ltd. Regional Office in Singapore, identifying and managing key relationships with telecom operators and media companies across the region
  • Championed innovation by encouraging cross-functional teams to pursue creative solutions to complex challenges
  • Secured vital partnerships with industry leaders, enhancing company reputation and expanding market reach
  • Developed and executed strategic initiatives to drive business growth, resulting in higher revenues and market share expansion
  • Collaborated with executive leadership team members on long-term strategic planning that ensured sustainable success for the company
  • Represented organization at industry conferences and events
  • Established and maintained strong relationships with customers, vendors and strategic partners
  • Collaborated with cross-functional departments to optimize workflow and enhance communication channels

Sales Manager, South East Asia

Sendo International Ltd.
11.2001 - 11.2002
  • Led the sales and marketing across key Southeast Asian countries, significantly contributing to regional brand growth for mobile phone business
  • Developed the sales distribution and after market customer service support across different markets in the region
  • Handled customer relations issues, enabling quick resolution, and client satisfaction
  • Managed key accounts with strategic planning and relationship building

Regional Director, Business Development

Wireless Services Asia Inc.
Alabang
10.2000 - 10.2001
  • Pioneered the launch of premium SMS entertainment services in the Philippines, creating the foundation for premium OTT services for mobile carriers
  • Formed strategic alliances with global content providers including Warner Brothers, Disney, Sony, EMI, and Universal Records
  • Collaborated with cross-functional teams to develop new products and services, meeting customer demands while driving revenue growth.
  • Represented company at various national and global events.
  • Oversaw successful launch of new product lines, closely monitoring performance to adjust strategies as necessary

Country Manager/Director, Consumer Products

Ericsson Telecommunications Inc.
Mandaluyong
11.1998 - 08.1999
  • Drove GSM handset business to 2nd in market share in the Philippines, leading product strategy and P&L management
  • Analyzed market trends and competitor activities to inform strategic decision making
  • Verified appropriately priced products and services to secure competitive advantage and desired returns
  • Managed budgets, financial planning, and forecasting to optimize profitability for the country operations
  • Established strong relationships with mobile telecommunication carriers and key distributors for business growth and expansion.
  • Managed cross-functional teams to ensure seamless operations and drive business objectives

Department Manager, Product Management

Ericsson Telecommunications Inc.
Mandaluyong
01.1998 - 10.1998
  • Oversaw sales and marketing activities for GSM operators, major distributors, and service centers
  • Member of the Asia-Pacific product development team for GSM mobile phones
  • Advised upper management on key decisions based on thorough analysis of sales trends, market conditions, and competitor activities
  • Oversaw departmental budgets to ensure financial efficiency, leading to significant reduction in unnecessary expenditures
  • Conducted competitive analysis to identify market trends, informing strategic planning and decision-making

Senior Product Manager

Ericsson Telecommunications Inc.
Mandaluyong
09.1997 - 12.1997
  • Conducted market research on the local growth of digital communications in the country
  • Managed product roadmaps, aligning with company goals and ensuring timely delivery of key features.
  • Assessed forecast demand and competitive analysis
  • Developed and executed marketing strategies to promote mobile phone products
  • Drove go-to-market plans for product releases, coordinating marketing efforts to raise brand awareness and generate leads
  • Managed product demonstrations and testimonials for performance evaluation

Sales and Marketing Officer, Mobile Division

Isla Communications Inc.
Makati
11.1994 - 08.1997
  • Core team member that successfully launch of the Philippines' first GSM wireless service, resulting in significant sales growth and market entry
  • Developed a comprehensive Nationwide Sales Training and Trade Marketing toolkit for customer centers and distribution partners to support the launch of the GSM service
  • Increased sales revenue by developing and implementing strategic marketing plans and sales initiatives
  • Collaborated with cross-functional teams for product launches, resulting in higher market penetration and brand awareness
  • Cultivated and maintained strategic alliances with key partners and vendors
  • Collaborated with advertising group to create uniformity between advertising messages and retail incentives

Education

Master in International Management (MBA) - International Business Management

Thunderbird, The American Graduate School of International Management
Phoenix, Arizona
07-2000

Bachelor of Science - Business Management

Ateneo De Manila University
Quezon City, Metro Manila, Philippines
03-1993

Skills

Design thinking

Client relationship management

Digital marketing

Leadership and people development

Strategic planning and execution

Organizational development

Brand strategy development

Product management

Cross functional leadership

Digital transformation

Content strategy

Strategic visioning

Social media strategy

Design thinking

Affiliations

  • Founding Member and 2012 President, Internet and Mobile Marketing Association of the Philippines (IMMAP)
  • Past Member, Financial Executives Institute of the Philippines (FINEX)

Timeline

Chief Experience Officer

McCann Worldgroup Philippines
02.2014 - 01.2025

Managing Partner

MRM//McCann Manila
05.2013 - 01.2025

Group Digital Strategist

Inquirer Group of Companies
08.2012 - 04.2013

President/CEO

MegaMobile Inc.
04.2008 - 04.2013

Vice President, Value Added Services

IP Ventures Group Corp.
05.2007 - 12.2009

Senior Vice President/COO

Wireless Services Asia Inc.
12.2002 - 04.2007

Sales Manager, South East Asia

Sendo International Ltd.
11.2001 - 11.2002

Regional Director, Business Development

Wireless Services Asia Inc.
10.2000 - 10.2001

Country Manager/Director, Consumer Products

Ericsson Telecommunications Inc.
11.1998 - 08.1999

Department Manager, Product Management

Ericsson Telecommunications Inc.
01.1998 - 10.1998

Senior Product Manager

Ericsson Telecommunications Inc.
09.1997 - 12.1997

Sales and Marketing Officer, Mobile Division

Isla Communications Inc.
11.1994 - 08.1997

Master in International Management (MBA) - International Business Management

Thunderbird, The American Graduate School of International Management

Bachelor of Science - Business Management

Ateneo De Manila University

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JOSE MANUEL S FERNANDO