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About Acumen


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

We specialize in strategic advisory and capability building to ignite transformation and accelerate performance. ​

Advance with Clarity.

Act with Confidence.

Contact us to get the Acumen Advantage


Celebrating 20 years of propelling business success and team transformation made possible through​

  1. Unique and bespoke solutions tailored to address each client’s need​

  2. Powerhouse group of industry-experienced C-suite executives and team who bring global and local perspective​

  3. Deep market, business and people knowledge


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.

The Acumen Way


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.

Our Teams



Pauline Fermin

  • President & Chief Executive 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

  • Brand Manager, Procter & Gamble Phils


Nadine Cariño

  • Capability Building Practice Head, Acumen Strategy Consultants

  • 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

Chelet Tanjuatco

  • Marketing & Brand Strategy Practice Head, Acumen Strategy Consultants

  • 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


Cherry Tantoco-Daniels

  • Organization Transformation Practice Head, Acumen Strategy Consultants

  • Marketing Director for Malaysia and Singapore, Reckitt Benckiser Malaysia

  • Global Brand Marketing Manager, Reckitt Benckiser London

  • Assistant Brand Manager, Procter & Gamble Phils


Benjie Jimenez

  • Corporate Strategic Practice Head, Acumen Strategy Consultants

  • Professor – SCM, University of Asia and the Pacific

  • Marketing & Innovations Head, Holcim Philippines, Inc

  • Marketing Director & DA BU Head, Samsung Philippines

  • VP & BU Head - Nutritionals, Wyeth Philippines

  • SVP - Marketing, SM Supermalls

  • SVP & CMO, Asia Brewery & Tanduay Distillers

  • Marketing Director, Procter & Gamble


Anny Oliveros

  • Knowledge Center Head, Acumen Strategy Consultants

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

  • PMP & Agile PM Foundations Certified

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

  • Anlene Regional Brand Manager, Fonterra Brands Singapore

  • Segment Head, Universal Robina Corporation


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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Mila Lee

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

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

  • Global Shopper Marketing Director, Procter & Gamble

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

  • Various Marketing and Finance Roles, Procter & Gamble Asia including Philippines

Luc Miranda

  • Director of Strategic Marketing, Coca-Cola Philippines

  • Marketing Manager, Kraft Foods Philippines

  • Principal / Co-owner, Photokeeps Inc / Eurocolor Imaging Corp / True Colors Digital

  • Professorial Lecturer, Masters in Business Administration, University of the Philippines



Zinnia Rivera

  • President, Red Ribbon Bakeshop, Jollibee Foods Corp.

  • President, Johnson & Johnson Philippines

  • VP for Research & Development, Johnson & Johnson Asia Pacific

  • Section Head for Product Development, Procter & Gamble Asia Pacific

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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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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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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


  • Advertising Agency

  • Airlines

  • Beverages 

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

  • Healthcare OTC, Nutritionals, Retail

  • Infrastructure

  • Logistics

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

  • Pharmaceutical Infant Nutrition, OTC Medicine

  • Real Estate Residential, Commercial and Retail

  • Restaurant

  • Retail 
    Bookstore, Drugstore, Health Product and Service

  • Schools
    Basic, Tertiary

  • Telecommunications
    Cable services, Mobile, Data and Media



We never compromise data integrity, confidentiality and rigorous thinking. We say what needs to be said with objectivity, honesty and respect.


We are self-aware, we are willing to learn and we respect other people’s capabilities

Learning & Adventure

Every day, every project and every challenge is an opportunity to learn and grow. We are agile, always ready to adapt to change and to positively embrace VUCA

Holistic Wellness

We champion wellness in all aspects and we respect what is important to each team member. We enable everyone to have seamless integration of work and life.​

Teamwork & Collaboration

We treat our client’s business like ours, with the same concern and determination to see them succeed. We celebrate the uniqueness of each one, and this diversity contributes to achieve great team results. ​

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