For more than 15 years, Emirosco “Michael” Sena has played a central role in shaping the brand and marketing evolution of Cebuana Lhuillier, one of the Philippines’ most recognised financial services brands under PJ Lhuillier Group of Companies.
Now serving as First Vice President (FVP) and Chief Marketing and Communications Officer (CMO), Sena has been instrumental in transforming the brand’s perception—from being known primarily as a pawnshop network into a broader financial ecosystem supporting millions of Filipinos.
Since joining the company in 2011, Sena has helped steer marketing beyond traditional promotion into a strategic business function—one that blends storytelling, data, and purpose to strengthen both brand trust and financial inclusion.
Looking back on his journey, Sena reflects on the milestones that shaped Cebuana Lhuillier’s transformation and the role marketing continues to play in expanding access to financial services in the Philippines.
Changing the perception of pawnshops into trusted financial partners
When Sena first joined Cebuana Lhuillier, the brand was already widely recognised across the country. However, he saw an opportunity to reshape how people perceived pawnshops and expand the brand’s role in Filipinos’ financial lives.
“When I joined Cebuana Lhuillier in 2011, it was already a strong brand, but mostly seen as a pawnshop. We knew it could be more,” Sena said.
At the time, pawnshops were often associated with hesitation or stigma. Sena and his team set out to shift this perception by making branches feel more welcoming and accessible.
“A big focus was changing how people saw pawnshops. Before, there was hesitation, even embarrassment, in walking into a branch. We worked to shift that, making it feel normal, practical, and even empowering. Over time, Cebuana became a place where people felt comfortable and respected, no different from going to a bank,” he explained.
At the same time, the brand began expanding its services—from pawning and remittance to loans, insurance, MSME support, and investment products.
“We repositioned the brand from ‘just a pawnshop’ to a trusted financial partner. As we expanded from pawning and remittance to loans, insurance, MSME support, and investment products, we stayed anchored on one thing: giving Filipinos accessible, dignified ways to manage and grow their money,” Sena added.
For Sena, marketing’s role was to unify these services into a single narrative.
“Marketing’s role was to bring this all together into one clear story, how Cebuana supports Filipinos at every stage of their financial journey.”
“In the end, it wasn’t about moving away from our roots, but building on them, using trust to show we can grow with our customers, wherever they are in life.”
Marking the transformation from pawnshop chain to financial ecosystem
One of the most significant shifts during Sena’s tenure was moving Cebuana Lhuillier’s marketing approach away from product promotion and toward storytelling rooted in real Filipino experiences.
“One of our biggest shifts was moving from product-led messaging to purpose-driven storytelling. Instead of just talking about services, we started telling real Filipino stories, their goals, struggles, and wins. That’s what moved us from transactions to real connection and trust,” Sena said.
This approach became particularly visible during key milestones in the company’s expansion. Sena cited the launch of microsavings in 2019 and the development of the brand’s insurance offerings as examples.
“Microsavings in 2019 wasn’t just a product; it opened doors for the underbanked, and the storytelling helped drive adoption. Same with our insurance company in 2020, it wasn’t just a rename, it clarified our role in making protection more accessible.”
Campaigns such as “Pasasalamat”, “Iponventure”, and “Buwis Buhay” played a crucial role in translating financial services into human stories.
“Our campaigns brought this to life. Pasasalamat built trust through real stories, Iponventure made saving feel exciting, and Buwis Buhay made microinsurance real and urgent. These weren’t just ads, they made our services feel human and relevant,” he said.
The storytelling approach also extended to the brand’s broader platforms, celebrating Filipino resilience.
“We carried that into how we show up everywhere, from more story-driven TVCs to platforms like Happiest Pinoy that celebrate Filipino resilience. It all ladders up to one thing: making the brand feel closer to people’s lives.”
At the same time, the company leaned heavily into digital channels to strengthen engagement.
“At the same time, we leaned into digital to build real brand love, not just reach. Today, Cebuana is the most followed financial services brand in the country, with billions of impressions and strong engagement across platforms. But more than the numbers, it shows we’ve become a brand people don’t just use, they actually connect with.”
“In the end, what really drove the transformation was aligning storytelling, innovation, and purpose, turning Cebuana from a pawnshop into a full financial ecosystem that grows with Filipinos.”
Why purpose-driven storytelling matters in financial services
For Sena, storytelling has become one of the most powerful tools in financial services marketing—particularly in a category where trust is critical.
“In financial services, trust is everything, but it doesn’t come from product features alone. It comes from being relevant and actually understanding people,” he said.
Purpose-driven storytelling allows brands to focus on the real-life meaning behind financial decisions rather than just the technical features of a product.
“That’s where purpose-driven storytelling comes in. It shifts the focus from what a product does to why it matters in real life, especially in a market like the Philippines, where every financial decision involves trade-offs.”
Campaigns such as “Pasasalamat” and “Buwis Buhay” were built around insights into how Filipinos think and feel about money.
“Campaigns like Pasasalamat and Buwis Buhay work because they’re rooted in real insight. One builds trust by honouring the meaning behind every transaction, the other makes risk relatable through humour and everyday situations. They tap into how people really think and feel about money, not just what they do.”
For Sena, the strategy also serves as a differentiator in a competitive financial services landscape.
“Strategically, this also sets the brand apart. In a category where products can feel the same, meaning is what differentiates.”
“At the end of the day, it’s not about being emotional for the sake of it. It’s about being clearer, more relevant, and more trusted. And that’s what drives real growth.”
Balancing creativity and strategy within marketing teams
Despite the emphasis on creativity, Sena believes strong strategy and discipline remain essential to producing impactful marketing work.
“Creativity and discipline aren’t opposites. They actually make each other better. The best ideas come from having clear strategic guardrails that keep creativity focused,” he said.
His team begins every campaign with a clear understanding of the audience and behavioural objectives.
“We start with real insight: who we’re talking to, what behaviour we want to shift, and the role the brand should play. That clarity gives the team room to explore, but with direction.”
Collaboration across departments also plays a key role in ensuring marketing efforts remain grounded in real customer experiences.
“We also don’t work in silos. Strong ideas come from collaborating across product groups, ops, and frontline teams, so what we say is grounded in real customer experience.”
For Sena, progress often comes from constant refinement rather than one-off breakthroughs.
“And we keep testing and refining. Not everything has to be a big breakthrough; progress often comes from small, consistent improvements. That balance is key. Discipline makes sure creativity doesn’t just look good—it actually works.”
Turning marketing into a growth engine for the business
Reflecting on his 15-year journey with Cebuana Lhuillier, Sena says one of his most defining milestones has been transforming marketing into a strategic growth driver within the organisation.
“One of the biggest milestones has been turning marketing into a true growth engine, not just a support function,” he said.
“When I joined, it was mostly about promoting services. Now, marketing shapes how the business grows, how products are positioned, journeys designed, and the brand shows up across touchpoints.”
Insights generated from marketing initiatives now help guide product development as well.
“Insights even guide new product development, making sure what we build hits real customer needs.”
The marketing team has also focused on combining creativity with data and technology to improve the customer journey.
“We’ve balanced creativity with data, culture, and measurable impact, expanding our digital ecosystem and creating smoother end-to-end experiences.”
While awards and industry recognition are appreciated, Sena emphasises that the true measure of success lies in impact.
“Awards are nice, they are very important markers, and we are grateful for the recognition from industry leaders, and it validates our efforts. But impact matters more, how marketing helps Filipinos access, understand, and feel empowered by financial services.”
“What I value most is seeing the team operate with clarity and purpose, moving from execution to shaping differentiation and long-term value.”
Building the next milestones for a digital financial future
As financial services continue to digitise, Sena believes the next chapter for Cebuana Lhuillier lies in bridging physical and digital experiences.
“As financial services go digital, it’s not just about keeping up, it’s about making access real for more Filipinos,” he said.
The company’s strong nationwide branch network remains a key advantage in enabling this transition.
“A key focus has been linking our strong on-the-ground presence with seamless digital experiences, so moving across channels is effortless.”
At the same time, evolving customer expectations around convenience and personalisation are shaping future strategies.
“We’re also staying relevant as behaviours shift, speed, simplicity, and personalisation matter more than ever. At the same time, inclusion is core: digital should open doors, not create barriers.”
Ultimately, Sena hopes Cebuana Lhuillier will continue to be a trusted partner in Filipinos’ financial journeys.
“The goal? Be trusted, clear, and relevant everywhere, while helping Filipinos move forward with confidence,” he concluded.
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Under his leadership, storytelling, purpose, and innovation have helped redefine what the brand stands for—moving beyond transactions to become a trusted partner in Filipinos’ financial lives.
As the company continues to expand its ecosystem under the broader vision of PJ Lhuillier Group of Companies, Sena’s focus remains clear: ensuring that every new milestone strengthens not only the brand’s growth but also its mission of making financial access more inclusive, human, and empowering for millions of Filipinos.
