Cebuana Lhuillier continues to shine on the global stage as PJ Lhuillier Inc. (PJLI)’s First Vice President and Chief Marketing and Communications Officer, Emirosco Michael Sena, has once again brought home the Gold at the prestigious Globee® Golden Bridge Awards for Innovation. Sena was named Marketing Executive of the Year, marking his second consecutive win at one of the world’s most respected business honors.
The Globee® Awards recognize outstanding achievements of leaders, innovators, and organizations across industries. Sena’s back-to-back recognition places him among an elite roster of global executives who have successfully transformed their organizations through forward-thinking strategies and impactful campaigns.
Under Sena’s leadership, Cebuana Lhuillier has evolved from being primarily known as a pawnshop into a comprehensive financial ecosystem, offering services that empower individuals and communities. His vision has reshaped how the brand connects with millions of Filipinos, cementing its reputation as a true champion of financial inclusion.
Key initiatives spearheaded by Sena include:
- Money Guro, a digital-first financial literacy movement simplifying money management concepts.
- Iponventure, a gamified savings program that encourages Filipinos to build healthy financial habits.
- Pasasalamat, a nationwide campaign celebrating client loyalty and strengthening customer relationships.
- KaNegosyo Center, a support platform that equips thousands of micro, small, and medium enterprises (MSMEs) with essential tools and mentorship.
These initiatives have gained both local and international recognition, showcasing Cebuana Lhuillier’s dedication to innovation and customer empowerment.
For Sena, the award is more than just a personal achievement. He emphasized that the recognition reflects the hard work and collaboration of the Integrated Marketing and Communications Group (IMCG) and the broader PJLI business units. “This recognition stands as more than a milestone for the year — it represents the culmination of many years of hard work, collaboration, and commitment that our team has poured into creating meaningful campaigns and driving real impact. It is a true celebration of the entire IMCG and the Business Units whose dedication and collective effort made it possible,” according to Sena.
PJLI President and CEO Jean Henri Lhuillier expressed his pride in Sena’s accomplishment, highlighting his colleague’s passion and creativity, “I’ve seen firsthand how Mike’s passion and creativity have elevated the way we tell our story at Cebuana Lhuillier. This recognition is not just about him, but about the years of dedication, innovation, and teamwork that have strengthened our mission of financial inclusion. I couldn’t be prouder to celebrate this milestone with him and with the entire PJLI family.”
Sena’s second consecutive Gold at the Globee® Golden Bridge Awards reinforces Cebuana Lhuillier’s commitment to delivering impactful marketing and communications strategies that resonate with everyday Filipinos. As the company expands its services, it remains steadfast in its mission to empower communities through financial literacy, accessibility, and inclusion.