Fermin to head PLDT's Home Business

MANILA, Philippines - PLDT president Napoleon L. Nazareno has announced the appointment of Isaias Ariel P. Fermin as EVP and head for Home Business Segment of PLDT and Smart Communications, effective Jan. 1, 2012. “Ariel joins us at an opportune moment and will lead the PLDT Group’s efforts to bring innovation and quality service to the home segment,” Nazareno said.

Prior to joining the PLDT Group, Fermin was the President of Greenwich and Chowking of the Jollibee Foods Corp. (JFC). Under his leadership, Greenwich posted the highest sales growth performance among the JFC brands.

He was able to secure market and thought leadership for Greenwich with a well-positioned brand program anchored on friendship. Currently, the brand is widely acknowledged to drive pop culture with its award-winning campaigns (“Overload”, “Sobrang Cheesy”, “Level Up”).

As the president of Chowking, he has led the process of re-engineering its business model, a first for Chowking and the whole JFC.

His track record in his previous companies also speaks of significant contributions to the achievement of top-line and bottom-line growth. As country director for Nike Philippines from 2005-2008, the company posted double-digit growth in both revenues and net income for 2006 and 2007.

It was during Fermin’s stint that world-class athletes like Kobe Bryant and Manny Pacquiao were brought into Nike Philippines’ business agenda.

Prior to his general management position in Nike, Ariel handled various posts in Unilever as senior executive for sales, marketing, media, and innovation process management from 1998 to 2005. He likewise worked in the Coca-Cola Co. as Category Manager for New Brands and Non-Carbonated Beverages, highlighted by the launch of Powerade during the 1996 Olympics.

Ariel is an avid sportsman, is married and has two children.