Marketing technology & growth leadership
Based in Manila. Working globally.
I connect customer insight, marketing strategy, and technology to build growth that lasts.
Built through
hands-on experience at
The person behind the work
I’m Fernando. For 16 years, I’ve helped teams turn customer understanding into better marketing across fintech, SaaS, telecom, healthtech, and eCommerce.
I work across the whole system: the strategy, the data, the journeys, and the people who run it. Today, I lead marketing technology at Globe and build Phronetos, my practice in marketing technology governance.
Selected work
From enterprise customer engagement
to a growing independent business.
Led engagement strategy for a $50K MRR portfolio of fintech and healthtech brands, including GCash, Singlife, KonsultaMD, and mWell.
Combined segmentation, lifecycle messaging, and campaign optimization to improve performance and keep clients growing.
Advised a $66K MRR portfolio of fintech brands, including GoTyme, Tonik, and Home Credit Philippines.
Helped teams improve acquisition and retention campaigns through omnichannel strategy, executive roadmaps, and hands-on optimization.
Delivered full-stack digital marketing for North American clients through Concertina Teams, covering content, social, email, and performance.
Grew C&S Cabinets’ social following from 500 to 9,600 in six months with consistent content and channel execution.
Results from my professional experience. Each reflects its own client, portfolio, or campaign context.
Where I make a difference
Make the stack work as one system. I lead tool evaluation, vendor governance, technology strategy, and adoption planning. At Globe, that means connecting technology investment to marketing outcomes.
MarTech strategy / Vendor evaluation / AI adoption / Measurement
Design what happens after acquisition. My work spans onboarding, activation, retention, and re-engagement. At MetaMask, I built Braze journeys connected to Segment, Mixpanel, and BigQuery.
Braze / Netcore / MoEngage / HubSpot / Audience segmentation
Turn a clear story into a reason to act. I build positioning, content programs, email funnels, paid campaigns, and eCommerce experiences for teams serving local and international markets.
Content strategy / Email marketing / Google & Meta Ads / eCommerce
Give teams more capacity to do meaningful work. I build practical AI workflows, automate repeatable tasks, and define the playbooks, ownership, and measures needed to run them.
Claude / ChatGPT / n8n / Make / Zapier / KPI frameworks
Make complex work understandable. I have taught digital marketing at CIIT, led distributed teams, and delivered customer engagement masterclasses. I bring the same clarity to workshops, executive reviews, and day-to-day collaboration.
Training / Executive communication / Curriculum / Team development
Technology should
bring you closer
to your customers.
The journey so far
Religious and nonprofit leadership shaped how I develop people, communicate across cultures, and improve how teams work. I bring that foundation to customer engagement and enterprise technology.
View my résuméMarketing Technology Manager
Marketing technology strategy, vendor governance, tool evaluation, and AI adoption for a major Philippine telecommunications brand.
Lifecycle & Growth Marketing Consultant
Onboarding, activation, and retention journeys. Braze campaigns and audience strategy in partnership with global product and growth teams.
Customer Success Manager
Enterprise engagement strategy, campaign optimization, and executive business reviews across fintech and healthtech.
Customer Success Manager
Omnichannel strategy and customer engagement for emerging fintech leaders. Recognized as a Customer Success Rockstar.
Founder & Principal Consultant
Built a marketing consultancy serving 10+ clients. Led brand, growth, and eCommerce delivery, with team playbooks that improved efficiency by 25%.
Full Stack Digital Marketer
Content, social, email funnels, and performance marketing for North American clients.
Adjunct Faculty, Digital Marketing
Designed and taught a curriculum covering content strategy, campaigns, and marketing automation.
Marketing Strategist
Growth strategy, audience segmentation, and technology selection for U.S. clients.
Marketing Manager
Led a distributed team managing 20+ social accounts. Standardized workflows raised team productivity by 25%.
People, communications & organizational operations
Led teams and volunteer networks across cultures. Strengthened communications, developed people through training, and improved operational processes. This work built a broad foundation in stakeholder relationships, resource stewardship, and coordinated delivery.
Business school education
My education at AIM, UCD, and FGV connects marketing leadership with digital transformation and customer-centered innovation.
Manila, Philippines
2025
2022
Business judgment and strategic marketing leadership.
Dublin, Ireland
Graduate Business School
Global Network Week, 2025
Connecting technology decisions with organizational change.
São Paulo, Brazil
São Paulo School of Business Administration
GNAM course, 2025
Customer insight, innovation, and measurable business value.
A foundation in communication
Bachelor of Arts in Journalism
Master’s coursework completed. Thesis unfinished.
Communication theory and research, social and pastoral communication, and communication theology. These studies inform how I research audiences, interpret context, and communicate across communities.
Learning applied to the work
Professional qualifications and continued study strengthen how I connect strategy, customer insight, technology, and execution.
Define useful KPIs, assess customer lifetime value, and use experiments, attribution, and financial context to evaluate marketing performance.
Connect segmentation, lifecycle planning, storytelling, and content with email, search, and paid media to support acquisition, engagement, and retention.
Interpret and visualize data, communicate findings clearly, and assess where AI agents and automation can support the work.
Develop teams, ask better questions, improve processes, and connect day-to-day delivery with customer value and business priorities.
My grounding in digital marketing includes the AMA’s PCM and the Digital Marketing Institute’s CDMP qualifications. Continued study spans customer value, marketing analytics, experimentation, data analysis, cloud AI, management, and process improvement. Together, these disciplines inform how I make decisions and lead delivery.
View qualifications on LinkedInNotes from the work
Why the people who run a stack matter as much as the tools inside it.
Fix the definitions before you try to rationalize the technology.
Activity tells you someone showed up. Value tells you why they will stay.
What I’m building
Marketing technology governance for teams ready to make clear decisions about what to keep, improve, consolidate, or retire.
Have a challenge worth solving?
Manila, PhilippinesStrategy, consulting, leadership,
and conversations that lead somewhere.