As Cebuana Lhuillier continues to evolve beyond its legacy as a pawnshop, Emirosco Michael Sena, First Vice President and Chief Marketing and Communications Officer, has played a central role in shaping how the brand communicates this transformation to millions of Filipinos. His work has centered on making financial solutions more relevant to everyday life, connecting the company’s offerings, and positioning Cebuana Lhuillier as a partner across different stages of people’s financial lives.
“Mike has played a pivotal role in transforming how we build and communicate the Cebuana Lhuillier brand,” says Jean Henri Lhuillier, President and CEO of Cebuana Lhuillier. “He has brought together strategy, creativity, and a deep understanding of our customers to make marketing a meaningful driver of our business and financial inclusion agenda.”
Building a Financial Ecosystem Around Filipino Needs
Cebuana Lhuillier’s transformation reflects a broader evolution in how Filipinos engage with financial services. The company has expanded from its traditional pawnshop roots into an integrated portfolio spanning bridge financing through pawning, small loans, and money transfers, alongside savings, protection, entrepreneurial support through the Cebuana Lhuillier KaNegosyo Center, and wealth-building opportunities.
