In this role, Francis will not only cover the Philippine market but also the coffeehouse chain’s expansion to Mexico as it continues to gear up for international expansion.

As a marketing veteran, Flores brings nearly three decades of sales and marketing leadership across the FMCG, QSR, and telecommunications sectors. Prior to PICUP COFFEE, he served as senior vice president and business unit head for SMART Communications’ mobile and consumer wireless division, where he oversaw revenue growth, market share expansion, brand equity development, customer experience, and profitability targets.

Prior to joining SMART Communications, he spent 14 years at Jollibee Food Corporation (JFC), holding various marketing leadership positions for several of the company’s restaurant brands, including Chowking and Greenwich, along with other regional assignments. He later served six years as JFC’s global brand and chief marketing officer, while also leading marketing efforts for JFC Philippines as its country marketing head.

In a previous conversation with MARKETECH APAC, Flores stated that he joined PICKUP COFFEE to build a brand that resonated deeply with Filipinos by offering exceptional coffee at an accessible price point.

“We aim to expand our footprint strategically across the country, leveraging data-driven insights to optimise our store locations and operational efficiencies. Embracing tech innovations, like our app for convenient ordering and loyalty rewards, will also be key in enhancing the overall customer experience” he stated.

Established in 2022, PICKUP COFFEE secured Series A1 funding from a group of investors across Southeast Asia, and by April 2023, the company’s valuation had reached US$130 million (₱7.18 billion). Few months later, they ventured into Mexico for the opening of their first store in the Central American country.

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In an exclusive conversation with MARKETECH APAC, he stated that his role will focus on driving PICKUP Coffee’s brand equity by emphasising value-for-money offerings without compromising quality.

He also added that the goal is to build a brand that resonates deeply with Filipinos by offering exceptional coffee at an accessible price point.

“We aim to expand our footprint strategically across the country, leveraging data-driven insights to optimise our store locations and operational efficiencies. Embracing tech innovations, like our app for convenient ordering and loyalty rewards, will also be key in enhancing the overall customer experience” he stated.

Blending sales and marketing leadership to boost growth

Flores is no stranger to said roles, as he has around 27 years of sales and marketing leadership experience spanning FMCG, QSR, and telco industries. He was most recently the senior vice president and business unit head for mobile and consumer wireless business at SMART Communications, where he was responsible for achieving revenue, market share, brand equity, CX, and profit targets for the company.

Before SMART Communications, Flores spent 14 years with Jollibee Food Corporation (JFC) where he held multiple marketing leadership roles for some of the company’s restaurant brands including Chowking and Greenwich and other regional roles. He then spent six years as the global brand and chief marketing officer for JFC, as well as as JFC Philippines’ country marketing head.

He had also a decade of experience at Unilever where he first started his career journey. At the company, he served in manager-level roles for the Philippines until he was named the regional brand director for Unilever’s deodorant brand for males–Axe–in Asia.

“My extensive experience in sales and marketing at Unilever has given me a deep understanding of consumer behaviour and brand management, which I’m leveraging to strengthen PICKUP Coffee’s market positioning. Additionally, my leadership roles as President of Dunkin in China and Highlands Coffee in Vietnam have provided me with invaluable insights into scaling businesses in diverse and competitive markets,” he explained.

He added, “My experience leading consumer-centric campaigns at Jollibee and SMART has also given me a deep understanding of how to connect with the Filipino market on an emotional level. These experiences enable me to approach PICKUP Coffee’s growth with a strong strategic foundation, ensuring that we can expand rapidly while maintaining brand experience and operational excellence.”

Flores also remarked how the key learning that he brings to the company is an obsession with delivering an exceptional customer experience. For him, he witnessed during his time at Jollibee how putting the customer at the heart of every decision drives loyalty and growth. Meanwhile, during his time at SMART, he learned the importance of leveraging technology to create seamless and enjoyable customer interactions. 

“These experiences taught me that a relentless focus on customer satisfaction is crucial. At PICKUP Coffee, I’m implementing these principles by ensuring we’re not just offering coffee, but creating moments that delight our customers every day,” he said.

Navigating F&B industry challenges as a marketing leader

For Flores, one major challenge in the industry is the evolving consumer behaviour post-pandemic, where there’s a heightened focus on value and convenience. Moreover, he opportunity lies in tapping into the digital transformation that has accelerated in the F&B industry. 

“Brands that can effectively use digital platforms to enhance customer engagement, streamline operations, and offer personalised experiences will stand out. For PICKUP Coffee, this means enhancing our digital presence and creating more touchpoints for customer interaction,” he said.

When asked about trends in the F&B scene this year and beyond, he stated that in 2024, they will see consumers becoming more conscious and discerning about their purchasing decisions, with a greater emphasis on the value they receive. 

“There will be a growing demand for transparency, quality, and personalised experiences. At PICKUP Coffee, we’re focused on meeting these expectations by offering high-quality coffee at an accessible price point, ensuring consistency across all our outlets, and leveraging digital platforms to provide personalised, convenient experiences. By doing so, we aim to build strong, lasting relationships with our customers,” he concluded.

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