About Acumen


We exist to enable organizations to transform themselves towards higher levels of performance.

Fueled by an equal passion for your business, we are your co-pilot in driving your business and bringing your organization to its desired position.


The Acumen Way is unique.  We commit to deliver Relevant, Value-adding, and Actionable (RVA™) solutions, delivered with a deep desire to see our clients’ businesses and teams succeed and by working collaboratively with them every step of the way.


Objective, Rigorous, Data-driven, Forthright, Respectful

We go through a rigorous discovery process to surface an objective diagnosis of the current state of the business and the organization.  This holistic context of your business, organization, market and consumer is  analyzed and distilled into the most critical insights and conclusions using proprietary Acumen tools.  Only then do we develop the right solutions for the business or the organization.  And we commit to say it as it is, objectively, honestly and respectfully.



Bespoke solutions, Treating each client’s business as our own

Each business, each team, each brand is unique and thus we customize our approach in every engagement.  This is founded on our underlying philosophy of embracing our client’s business as our own, and ultimately seeing them succeed is what drives us in pursuing excellence in our work.


Passion and commitment to empower and enable

We are deeply committed to enabling and empowering our client’s organizations to do what we do and to bring strategies we co-create with them to life.  Capability building is embedded in all our service solutions and in the way we collaborate with client teams.


Working with clients to co-create

We collaboratively co-create the right solutions for the business and organization. We do not work in black boxes and instead work side-by-side, hand-in-hand, shoulder-to-shoulder with clients. We treat clients - and reciprocally expect to be treated - as partners.


Relevant, Value-Adding, and Actionable

All these translate to our unique RVA™ brand of service which ultimately is the best and most effective path to achieving our Purpose of enabling others to transform.


Our project teams are led by experienced C-suite executives from multinationals and large local companies with regional or global experience.

We complement this senior-level expertise with a diverse team of seasoned strategists and analysts, enriching learning and enabling co-creation of solutions through collective intelligence.




Pauline Fermin

  • President & Chief Operating Officer, Acumen Strategy Consultants

  • Business Development Director, Beverage Partners Worldwide Asia (Bangkok)

  • Director for Strategic Planning, BPW Asia (Bangkok) & Coca-Cola Philippines

  • Director for Strategic Marketing Research, Research and Trends, Coca-Cola Philippines

  • Marketing Director, Isla Foods Corp.

  • Brand Manager, Procter & Gamble Phils

  • Adjust Professor for Marketing Effectiveness, University of Asia and the Pacific

Chelet Tanjuatco

  • Adjunct Professor – Brand Management and Human Insighting, University of Asia and the Pacific

  • Chief Marketing Officer, 24/7 International Kation Technologies

  • Business Process Consultant, Soluziona Phils (Indra)

  • Regional New Product Development Consultant, Fonterra Brands, Inc.

  • Marketing Manager – Anmum Maternal Milk, Anchor Milk & Dairy Foods


Nadine Cariño

  • Adjunct Professor – Human Insighting, University of Asia and the Pacific

  • Executive Program, Australia Graduate School of Management

  • Executive Program, Michigan University

  • Senior Vice-President / Chief Marketing Officer, Security Bank

  • Marketing Director, Mead Johnson Nutritionals Indonesia

  • Category Marketing Manager, Mead Johnson Nutritionals Philippines

  • Marketing Manager, Unilever Philippines

  • Brand Director, Coca-Cola

  • Account Manager, Ace Saatchi

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Joben Ilagan

  • Program Director, Information Technology Entrepreneurship Program, Ateneo de Manila University

  • Co-Founder and CEO, Seer Technologies, Inc.

  • Technology Consultant, Rappler

  • Technology Solutions Manager, Oracle Philippines Corporation


Cherry Tantoco-Daniels

  • Marketing Director for Malaysia and Singapore, Reckitt Benckiser Malaysia

  • Global Brand Marketing Manager, Reckitt Benckiser London


Benjie Jimenez

  • Adjunct Professor – Brand Analytics and Finance Effectiveness, University of Asia and the Pacific

  • Marketing & Innovations Head, LaFarge Holcim

  • Marketing Director – Corporate & Trade Marketing, Samsung

  • Vice President – Marketing & Sales (Nutritionals), Wyeth Philippines

  • Senior Vice President – Marketing, SM Supermalls

  • Senior Vice President & Senior Chief Marketing Officer, Asia Brewery & Tanduay Distillers

  • Marketing Director, Procter & Gamble


Anny Oliveros

  • Head of Knowledge Center & Sr. Strategist for Digital Transformation, Acumen Strategy Consultants

  • PMP & AgilePM Foundations Certified

  • Consumer Services , CRM and Loyalty Head, Del Monte Philippines

  • Anlene Regional Brand Manager, Fonterra Brands Singapore

  • Segment Head, Universal Robina Corporation

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Albert Cuadrante

  • President & CEO, Acumen Strategy Consultants

  • Head of Digital Commerce & Customer Loyalty, Jollibee Foods Corp.

  • President, Greenwich Pizza

  • VP for Marketing, Jollibee Foods Corp.

  • Marketing Director, Red Ribbon Bakeshop

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Mila Guerra-Lee

  • Independent Marketing Consultant, UK (Baccarat Crystal, Ayala Land UK, Philippine Embassy London)

  • Global Marketing Director, Corporate Strategy & Capability, Procter & Gamble US

  • Global Shopper Marketing Director, Procter & Gamble

  • Regional Marketing Director & Category Leader, Procter & Gamble Greater China

  • Various marketing and finance roles in Procter & Gamble Asia including Philippines

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Mon Pineda

  • Regional Manager, S&W Fine Foods International (A subsidiary of Del Monte Pacific Ltd)

  • Chief Marketing Officer, THP Group Vietnam

  • Head, Consumer Broadband Business Group, Globe Telecom

  • Vice President, Residential & Provincial Telco Markets, Bayan Telecommunications

  • Marketing Director/ Category Manager, Procter & Gamble Phils.

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Joaquin Franco

  • General Manager – Poland, Mead Johnson Nutrition 

  • Vice President – Global Innovation, Mead Johnson Nutrition 

  • Vice President – Global Marketing, Mead Johnson Nutrition 

  • General Manager, Mondelēz Indonesia 

  • Marketing Director, PepsiCo 

  • Marketing Director, Mondelez Philippines 

  • Market Development Manager – SEA, Mondelēz International 

  • Group Product Manager, Wrigley 

  • Brand Manager, Procter & Gamble


Glenn Glinoga

  • FVP Head of Marketing, Media5 Marketing Corporation

  • Head - Mobile Devices, Samsung Philippines

  • Marketing Director, Kimberly Clark

  • VP Regional New Business / Beer Division, San Miguel Corporation

  • Marketing Director, Procter & Gamble

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Luc Miranda

  • Principal/Co-owner, Eurocolour Imaging Corp

  • Deputy Division Marketing Director, The Coca-Cola Company

  • Director – Strategic Marketing, Pre-search,

  • Research, and Trends, The Coca-Cola Company

  • Marketing Manager, Kraft Foods Philippines 

  • Group Product Manager, Kraft Foods Philippines 


Barbara Young

  • Category Director, Diageo Asia Pacific

  • Marketing GM, Chevron Asia Pacific

  • CEO, Cohen's Lifestyle Centre Philippines

  • Marketing Director, Procter & Gamble Asean, Australia, India

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Liel Gonzalez-Biscoe

  • Founder/Managing Member, Manila Consulting Group LLC

  • Vice President/Cards Business and Marketing Head, Citibank Guam

  • Acting Asia Pacific Insurance In-Business Risk & Control Head, Citibank

  • Vice President/Marketing Communications Head, Citibank Philippines

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Gerry Amisola

  • CEO and Founder, Glyph Studios

  • Chief Technology Officer, Azalea Technology Investments Inc

  • Managing Director, Ayala Corporation

  • PhD, Materials Science, University of Connecticut

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Nik Laming

  • General Manager Loyalty, Cebu Pacific

  • Senior Vice President, Aimia Asia Pacific

  • Senior Vice President, Carlson Marketing, Asia Pacific

  • Business Management Director, Carlson Marketing Australia

  • Business Director, George Patterson Bates

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TJ Parpan

  • Managing Director, Thames International Business School

  • Owner & President, New Leaf Multimedia Outsourcing Inc.

  • Director For Innovation, NuWorks Interactive Labs

  • Director, Internet and Mobile Marketing Association of the Philippines

  • Co-founder & Managing Director, DentsuINDIO


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Onat Roldan

  • Chief Strategy Officer, Viva Communications, Inc.

  • President and CEO, AdSpark Philippines

  • Managing Director, Cheil Philippines, Inc.

  • VP for Activation, Ace Saatchi & Saatchi

  • Managing Partner and Executive Creative Director, Infinite Ideas/ E.X.C.I.T.E.

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Susan Rivera

  • Managing Director, TLC Solution 

  • Chief Human Resource Executive, Globe Telecom 

  • Country Manager & Client Business Developer for South East Asia, Hewitt Associates (now Aon)

  • SVP Human Resources & Administration, Retelcom Group



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Management Strategies Asia

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Paulton & Company


Glyph Studios

Partner for Digital E-Commerce and Marketing Solutions



Partner for Digital Logistics Solutions & Management


  • Advertising Agency

  • Beverages 

  • Financial Services
    Consumer Banking,  Investment and Insurance, Money Transfer Services

  • Packaged Goods
    Food, Home Care, Personal Care, Hardware


  • Pharmaceutical
    Infant Nutrition, OTC Medicine


  • Real Estate
    Commercial and Retail

  • Restaurant 

  • Retail
    Bookstore, Health Product and Service


  • Telecommunications
    Cable Services, Mobile, Data and Media



Do what is right and honest, always


Respect other people's capabilities


Inspire learning and  adventure

Holistic Wellness

Promote holistic wellness

Teamwork & Collaboration

Drive teamwork and    collaboration

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Our services are designed to guide and equip businesses in areas that are critical for growth and sustainability of performance—from top-down strategy, executional plans, all the way to embedding essential skills within teams and the organization.

Business Transformation Services

Marketing & Sales Strategy Services

Strategic Digital Transformation Services

Capability Building Services