Growing brands in the Philippines

Hey there! I'm James Fernando, Brand Manager at a fast-growing brand aggregator in the Asia Pacific region.

Background: 9 years as an ecommerce practicioner - specializing on full-stack marketing, web store development, channel management and campaigns. 12 years as an entrepreneur - with experience on traditional and web 2.0 retail.

I am passionate about helping Direct-to-consumer brands grow through strategies and tactics deployed by DTC practicioners worldwide.

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

  • Leads the growth of portfolio brands (brand A - 1,300% / 13x in 6mo; brand B - 200% / 2x in 4mo; brand C - 200% / 2x in 6mo) by overseeing performance marketing, marketplaces (Lazada, Shopee, Zalora & TikTok Shop), brand building, multimedia design, ux / ui design, and static / video content creation

  • Leads, recruits and builds a high-performing commercial team to achieve brand targets

  • Builds and runs the commercial playbook and strategy for all brands

  • Responsible for topline growth, bottomline growth and overall brand P&L

  • Contributes to M&A of new brands in APAC

  • Conceptualizes and leads the execution of high-performing paid social ad formats unique to each brand e.g. candy ad, sandbox ad, blog post ad, what's inside ad, collage ad, and more (2014-2020)

Founder / Managing Partner

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

  • led strategy, performance marketing, lifecycle marketing, CRM, content, merchant acquisition & success, sales programs, customer service, product development & CRO

  • led an ecommerce team of 22 with an in-house logistics fleet

  • grew GMV by 7x from $60k to $420k in a year

  • developed a Shopify-built marketplace from scratch with 200+ merchants

  • achieved a Return on and spend of 7x EBITDA while scaling media spending

  • raised funding from a venture capital fund based in Sydney, Australia

  • worked with COO on warehousing, production & delivery supply chain

Ecommerce Manager

exclusive distributor of Nespresso in the Philippine market

  • led the ecommerce business unit in achieving sales KPIs (DTC, Lazada & Shopee)

  • led all product development efforts from website enhancements to Magento revamp

  • directly contributed to project management, performance marketing, CRM, campaigns, sales programs, order fulfilment, customer service & CRO

  • created ad hoc campaigns; launched the first double digit campaign of the DTC channel

  • developed people in associate, specialist and supervisory roles

Edamama (2021-2022)

Campaign Manager

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

  • provided support in the ideation, planning and execution of sitewide campaigns

Side-projects (Previous co-owner)

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

  • generated 4,071 orders on Shopify in 8 months - from launch to exit

  • executed branding and webstore assets from ideation to Go Live

  • launched prospecting and retargeting fb/ig ads for shopify sales

  • monitored performance with bi-weekly optimizations

  • provided CRM and retention & lifecycle marketing services

  • executed single digit and ad hoc online campaigns

  • introduced third-party personnel and service providers

Animo Nation (Previous co-owner)

official university apparel brand of De La Salle University

  • As a college student, grew a t-shirt project to the accredited university apparel brand of De La Salle University generating approximately 5,000+ orders in a span of 4 years

  • Ran micro retail operations that catered to a network of La Salle alumni stores and UAAP events

  • Exited and sold shares to my co-owner

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

  • launched prospecting and retargeting fb/ig ads for shopify sales

  • launched engagement fb/ig ads for live chat sales

  • provided email marketing services

  • monitored performance with bi-weekly optimizations

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

  • provided overall ecommerce and digital marketing consultancy

  • explored and opened business development opportunities

  • provided support on fb/ig audience targeting

  • provided support on customer reactivation campaigns

By Abimer

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

  • managed webstore development project

  • introduced and worked with third-party vendors

  • provided web master services

  • provided IG growth services

Bloom & Topiary

thoughtfully-made skincare solutions crafted with nature

  • launched prospecting and retargeting fb/ig ads for shopify sales

  • executed single digit and ad hoc online campaigns

  • monitored performance with bi-weekly optimizations

  • provided support on audience targeting


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