Staff Reporters
Jun 19, 2022

Francis Flores has quit as global brand CMO of Jollibee

Fifteen-year veteran of Filipino fast food company has become head of consumer business, individual mobile wireless, for telecom operator Smart.

Francis Flores has quit as global brand CMO of Jollibee

Francis Flores, the former global brand CMO of Jollibee, a fast food business based in The Philippines, has quit and become head of telecom operator Smart's consumer business. Flores started with his new role on June 16. He suceeded Jane Basas, who was appointed as president and CEO of MediaQuest Holdings. 

He confirmed his move in a LinkedIn post. 

Flores worked across different roles at the company, and at the time of his departure he was also responsible for brand strategy, marketing plans and portfolio management of other Jollibee Foods brands throughout the Philippines, including include Burger King, Chowking, Greenwich Pizza, Red Ribbon, Mang Inasal and others.

Jollibee hasn't named a replacement yet. After nearly 11 years with Unilever, Flores started with Jollibee as marketing director for Greenwich Pizza, had a stint as VP of international operations, and was head of Dunkin Donuts China and head of international mainstream markets, before ascending to the global brand CMO position. He was also country marketing head for JFC Philippines. 

Flores was a member of Campaign Asia-Pacific's Power List since 2018. 

Recently, as Jollibee Philippines marketing head, Flores led the development of marketing and ‘brand love’ campaigns that have helped Jollibee pivot in the pandemic. The brand's campaigns shifted to promoting off-site channels and addressing new customer needs. For example, an 3D animated ad promoted the launch of Jollibee’s new app enabling pre-ordering, tracking and scheduled deliveries.

Flores and his teams worked with BBH Singapore and award-winning director Law Chen to produce the brand’s first global campaign, set in New York, highlighting how family love can sometimes be most evident by going through hardships together.


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