Pauline Fermin
President & Chief Executive Officer
Strategic advisor who helps companies clarify direction, drive growth, and embark on a sustainable transformation.
ACUMEN WINS
Led the 2019-20 Transformation Program engagement with the Gokongwei Group which involved the crafting of the conglomerate's Purpose, Values, Corporate Center redesign, and 5 year strategy roadmap for the holding company and the corporate center. Feedback from senior executives who were involved in the engagement: " (Acumen brings) clarity of thought and process, with outstanding facilitation", "A value adding partner we needed to lay down the foundations of our transformation program. We needed an objective third party to assess and help us chart our way forward.", "Pauline ably handled sensitive issues"
Lead the team who designed, facilitated and guided the 5-year strategic planning process among leaders of various clients to ensure they translated their bold ambitions into clear, actionable and aligned plans across all business units and departments. The structured and highly engaged process ensured that all leaders have bought in and have committed to the goals and plans. These clients include EastWest Bank (2023), Cebu Pacific (2019), URC (2020), Robinsons Bank (2019), Robinsons Land (2019), and DAVI (2022).
Led several Commercial Strategy engagements including a 2016-17 Customer Service redesign engagement with Cebu Pacific that provided the foundations for their customer centricity transformation that led to a turnaround of their NPS, a 2024 Customer Segmentation and Value Proposition engagement with EastWest Bank, and a 2017 Market Entry engagement with Nutresa where Acumen developed the brand and positioning strategy for Culture Blends.
EXPERIENCE
- Director for Strategic Planning, BPW Asia (Coca-Cola and Nestle JV) & Coca-Cola Philippines
- Business Development Director, Beverage Partners Worldwide Asia (Bangkok)
- Director for Strategic Marketing Presearch, Research and Trends, Coca-Cola Philippines
- Brand Manager, Procter & Gamble Philippines
INDUSTRY EXPERTISE
FMCG (Fast-Moving Consumer Goods), Food and Beverage, Banking & Financial Services, Conglomerates
CORE SKILLS
- Corporate Strategy Development
- Business Transformation
- Leadership Alignment
- Customer Strategy
WHAT SHE BRINGS
Pauline brings over 20 years of leadership and consulting experience. She combines analytical rigor with facilitation expertise to guide top teams toward bold, aligned decisions and lasting growth.
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our work
We help businesses scale with clarity, understand customers, empower teams, and build future-ready leaders.
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Acumen enables companies to win in the market by sharpening their value propositions, how to enter or expand in the market, and rethinking their customer experiences – unlocking step-change, sustainable revenue growth.
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Acumen creates clarity, confidence, and alignment among leadership teams — enabling them to define a clear ambition, make focused choices on where to play and how to win, and translate strategy into executable initiatives that deliver long-term growth.
Organizational Alignment
We help leaders of family businesses and complex organizations create a winning people strategy, build governance structures, plan for succession, shift mindsets, sync culture, and rally leaders so that the organization can deliver the company’s business ambitions, and transform its most important asset – its people.
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