Growing brands in the Philippines

Hey there! I'm James Fernando, a T-shaped e-commerce marketer and brand manager with 12 years of experience, specializing in direct response paid ads and ad creative experimentation. 

Previously, I was the founder of (closed in 2020), a funded apparel ecommerce platform for content creators (ala Printful / Threadless). 

My passion revolves around scaling high-potential e-commerce brands and building high-performing e-commerce teams. 

Strengthsfinder 2.0 Assessment - Activator, Maximizer, Futuristic, Learner, Individualization.


Armada Brands (2022-Present)

Brand Manager

first brand aggregator in the Philippines; invests in and builds direct-to-consumer (D2C) brands across Asia Pacific and offers a complete platform for growth, including growth capital, operations, tech-enabled backend, and more; backed by prominent investors in the region (2014-2020)

Founder / Managing Partner

ecommerce platform that helped content creators and online entrepreneurs sell merchandise without any capital nor operational requirements needed

Ecommerce Manager

exclusive distributor of Nespresso in the Philippine market

Edamama (2021-2022)

Campaign Manager

an e-commerce platform designed to simplify decision-making and bring joy in parenting. 

Side-projects (Previous co-owner)

classic bakery products and online channel of a bakery chain in Manila

Animo Nation (Previous co-owner)

official university apparel brand of De La Salle University

fresh and grown-up take on classic doughnuts by Chef Meg

remittance platform that allows OFWs to send products and services in PH

By Abimer

nonseasonal, runway-to-rack designer label by Abimer Atelier

Bloom & Topiary

thoughtfully-made skincare solutions crafted with nature


Maximizing E-commerce in your Sales Strategy (2020) - talk about ecommerce in the time of COVID

The Hustle of a Shirtpreneur (2019) - podcast episode about my 10-year journey of selling shirts

2020 Complete Merch Guide for Youtubers in PH (2020) - write up about merch selling for local content creators

Reflecting on my 7 years of Building (2021) - write up about my 7-year startup journey and joining the corporate world