Eileen Araneta

  • Vice President – Brand Development, Unilever Global (Southeast Asia)

  • Marketing Director, Unilever Personal Care

  • Management Development Manager – HR, Unilever Philippines

  • Deputy Strategic Planning Director, J Walter Thompson Advertising Agency

  • Marketing Manager, Unilever Philippines 

Cherish Canizares-Tupaz

  • Vice President – Brand Development, Unilever Global (Southeast Asia)

  • Marketing Director, Unilever Personal Care

  • Management Development Manager – HR, Unilever Philippines

  • Deputy Strategic Planning Director, J Walter Thompson Advertising Agency

  • Marketing Manager, Unilever Philippines 

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Pauline Fermin is Acumen's Managing Director and  head of the Business Transformation practice area.

Nadine Cariño heads Acumen's Capability Building practice area.

Chelet Tanjuatco heads Acumen's Strategic Brand Building practice area.





Blending data into relevant, value-adding and actionable insights and strategies hinged on a deep customer and industry understanding




Coffee Blends

Demystifying where opportunities knock and building the right door for expansion 




Del Monte

Breaking out of the usual silos and developing solutions based on real customer life needs – because the best products and services are rarely the most familiar.


Gokongwei Group

Conglomerate planning, planning for the parent of a group of diversified businesses


Cebu Pacific

Large company, highly regulated, and in a fast-moving industry



The COVID-19 pandemic has massively disrupted the lives of Filipino consumers and businesses. Consumer lifestyles have been altered and business models and organizational resiliency have been tested. As businesses enter the renewed reality and relaunch their organizations with the singular goal of recovery, the way forward is filled with uncertainty.

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Founded on proprietary research on Filipino consumers and businesses during the COVID pandemic, Acumen Navigate provides businesses with customized solutions tailored to the unique needs of businesses during this period. Acumen Advance leverages fresh insights, proprietary frameworks & tools, proven methodologies, and our consultants’ decades of experience to guide businesses through this challenging period as they restore their businesses and unlock their full potential on the road to recovery.

Contact us to  learn more about 



Based on our research into the state of consumers and businesses today, Acumen’s roadmap to recovery outlines a three-pronged approach:

Revisit your Ps  to drive sustainable demand

Innovate to build brand relevance and develop an agile business and marketing plan by understanding enduring consumer behaviors and unlocking what is core to the Filipino culture

Re-examine your brand from all angles with Brand Path

Realign your business to match today’s market dynamics

Strategically invest with an agile strategic plan that recasts go-to-market strategies through deep consumer understanding and move business and operations online with a digital transformation roadmap

Re-examine your brand from all angles with Brand Path

Retool your organization   to adapt for sustainable success

Revisit organizational foundations: redefine critical skills and competencies, develop digital expertise and learn how to build a brand with agility

Re-examine your brand from all angles with Brand Path



Restore your business with solutions grounded on in-depth knowledge of the Filipino consumer market

Joben Ilagan

Joben Ilagan is the Co-Program Director of the Information Technology Entrepreneurship Program under the John Gokongwei School of Management of the Ateneo de Manila University Loyola Schools.


He also serves as a technology advisor to large enterprises in the country on matters involving applications architecture and development, cloud computing, and data management.


Joben Ilagan was Co-Founder and President of Seer Technologies, a 17-Year Old software consultancy, design, development, and managed services company focused on mobile, cloud, and data technologies. Among Seer’s clients are large corporations in Telecommunications, Banking, Energy, Transportation and Logistics, Media, and Technology


Before founding Seer, Joben spent close to 10 years in Oracle Philippines, handling various roles such as Solutions Architecture, Software Development, Education, Technology Pre-sales, and Consulting for some of Oracle’s largest customers in the country.

Nik Laming

Nik has over 20 years of global experience in CRM and loyalty providing him with a detailed understanding of the inner workings of loyalty programs, including strategy, economics, technology, mobile app and digital, operations, rewards, partnerships, communications and data analytics.

Most recently he designed and built a coalition lifestyle rewards program for Cebu Pacific Air, an LCC and the largest airline in the Philippines. Prior to Cebu Pacific Nik was SVP Asia Pacific at Aimia between 2006 and 2014 leading the expansion of the Asia business into India and Japan while managing and driving growth across the region. 


Nik also has extensive experience in digital and financial services loyalty having developed a digital first lifestyle rewards program and award winning cobrand payment cards, new forms of payment and other financial products.

Anny Oliveros

Anny Oliveros heads Acumen’s Knowledge Center and has served as a Senior Strategist for many of Acumen’s landmark projects in the areas of Customer Experience and Service Redesign, Digital Transformation, Retail Segmentation and Strategy, Corporate Strategic Planning and Market Entry across multiple industries. She is also an Agile Certified Practitioner and a Certified Project Manager.


Prior to Acumen, Anny headed the successful loyalty program Del Monte Kitchenomics, successfully growing the member base and increasing customer lifetime value through targeted engagement programs. She also led the development of a loyalty program and helped define market innovation priorities for Asia and the Middle East for Fonterra Brands during her assignment in the regional office.


Anny is a seasoned business and marketing professional with experience handling and growing multiple brands and businesses both locally as well as for Asia and the Middle East and is certified in both traditional and Agile Project Management.