Emirosco Michael Sena, First Vice-President and Chief Marketing and Communications Officer of PJ Lhuillier Inc. (PJLI), ranked 2nd globally and was honored with a Bronze Stevie Award for Communications, Investor Relations, or PR Executive of the Year at the recent Stevie International Business Awards. The award recognizes his outstanding leadership in spearheading Cebuana Lhuillier’s most celebrated marketing and PR campaigns in 2024.
Under Sena’s expertise, his Integrated Marketing and Communications Group (IMCG) translated the strategic directions of the business units of Cebuana Lhuillier into award-winning communications campaigns that elevated the brand’s identity and engaged both customers and employees nationwide.
Award-Winning Campaigns Led by Mike Sena:
- Gold – Best House Organ (For Employees): Cebuana News Ngayon: Celebrating internal communications that engage and inspire Cebuana Lhuillier’s 12,000+ employees.
- Gold – PR Campaign of the Year (Social Media Focused): Money Guro, a digital financial education platform empowering Filipinos to save and invest wisely.
- Gold – PR Campaign of the Year (Marketing- Business-to-Business): Kanegosyo Center: Cebuana Lhuillier’s nationwide movement to empower MSMEs, backed by the support of President Ferdinand R. Marcos Jr.
- Silver – Content Marketing Campaign: Money Guro, recognized again for content that simplifies financial literacy.
- Silver – Customer Engagement Event: Pasasalamat, a heartfelt nationwide campaign celebrating client loyalty.
- Bronze – CSR Program of the Year: Iponventure, a gamified savings challenge promoting financial discipline.
- Bronze – New Product/Service Launch PR Campaign: Cebuana Lhuillier Gold, a new product making gold investing accessible and meaningful.
- Bronze – Viral Marketing Campaign & Small-Budget Marketing Campaign: Buwis Buhay, a bold and relatable take on the importance of life insurance.
“I am truly honored to receive this Stevie Award,” said Mike Sena. “This recognition is not just a personal achievement but a testament to the hard work, collaboration, and passion of the different business units and the members of my IMCG team to whom I’ve had the privilege to work with. It motivates me to continue striving for excellence and to keep creating meaningful impact in everything I do.”
Sena’s approach has turned Cebuana Lhuillier’s marketing and PR into a powerful storytelling engine. From marketing and PR campaigns that resonates to Cebuana Lhuillier’s clients, to digital marketing efforts that placed the company among the top five brands on all major social media platforms, to internal publications that foster connection across 3,500 branches, Sena has redefined engagement within the organization and with the public.
Jean Henri Lhuillier, President and CEO of PJLI, commended the achievement:
“Mike’s leadership has elevated our brand communications to new heights. Campaigns like Money Guro, Iponventure, and Buwis Buhay reflect our mission to promote financial inclusion with creativity and sincerity. I’m proud of his accomplishments and how he brought our brand closer to the people we serve.”
As Cebuana Lhuillier continues to grow, it celebrates the impact of its marketing and communications team. Through strategic storytelling and a deep understanding of the Filipino audience, Mike Sena is proving that meaningful, purpose-led communication drives both recognition and real-world change.
