For the second year in a row, PJ Lhuillier Inc. (PJLI)’s First Vice President and Chief Marketing and Communications Officer, Emirosco Michael Sena, has been named Gold winnerfor Marketing Executive of the Yearat the prestigious Globee® Awards for Innovation. The back-to-back recognition celebrates his forward-thinking leadership and transformative contributions to Cebuana Lhuillier—redefining how the brand connects with millions of Filipinos and cementing its position as a champion of financial inclusion.
TheGlobee® Awards, one of the world’s premier business honors, spotlight leaders, innovators, and organizations that set benchmarks of excellence across industries. By securing his second consecutive Gold, Sena now joins an elite roster of executives worldwide whose work has driven meaningful change, further establishing his role as a trailblazer in marketing and communications.
For Sena, the recognition is more than a professional milestone—it reflects a journey of reshaping perceptions, expanding reach, and creating programs that resonate with real people. Under his leadership, Cebuana Lhuillier has evolved from its traditional identity as a pawnshop into a trusted partner in building a holistic financial ecosystem—empowering communities and deepening connections across the Philippines.
Sena’s vision has consistently transformed bold ideas into groundbreaking campaigns:
- Money Guro turned financial literacy into a digital-first movement, making money concepts simple and actionable.
- Iponventure reimagined the act of saving through gamification, transforming a financial habit into an engaging challenge.
- Pasasalamat celebrated Cebuana Lhuillier’s loyal clients nationwide, strengthening bonds through gratitude.
- KaNegosyo Center empowered thousands of MSMEs by equipping them with tools and mentorship to succeed.
Collectively, these initiatives—recognized both locally and globally—demonstrate how Sena has redefined Cebuana Lhuillier’s role as aninnovator and champion of financial inclusion.
“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,” said Sena.
Jean Henri Lhuillier, President and CEO of PJLI, echoed the pride in Sena’s achievement:
“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.”
With this second consecutive Gold Globee® win, Sena reaffirms its commitment to innovation and excellence in marketing and communications. As Cebuana Lhuillier continues to expand its services and strengthen its brand, the company remains focused on delivering impactful solutions that empower Filipinos and advance financial inclusion nationwide.
