Emirosco Michael Sena, first vice president and chief Marketing and Communications officer at Cebuana Lhuillier, has been named Gold Awardee for Marketing Leader of the Year at the 2026 Marketing Excellence Awards Philippines.

The recognition comes as Cebuana Lhuillier continues to transition from its roots as a traditional pawnshop into a broader financial services provider. Under Sena's leadership, the company's Integrated Marketing and Communications Group also earned a Bronze award for Marketing Team of the Year.

Cebuana Lhuillier president and CEO Jean Henri Lhuillier credited Sena with reshaping how the brand interacts with consumers while advancing the company's financial inclusion goals.

"Mike has played a pivotal role in transforming how we build and communicate the Cebuana Lhuillier brand," Lhuillier said. "He has brought together strategy, creativity, and a deep understanding of our customers to make marketing a meaningful driver of our business and financial inclusion agenda."

As part of its portfolio expansion, the company now offers bridge financing through pawning, small loans, remittance services, savings, insurance, micro-business assistance through its KaNegosyo Center, and investment options.

A key element of Sena’s strategy involved reframing pawning as a practical financial management choice that unlocks existing asset value, rather than a service used solely during hardship. Integrated marketing campaigns, such as "CebuanaAmazing All-In," were launched to illustrate how these varied financial products work together for everyday consumers.

The strategy has contributed to a growing digital audience for the financial institution. Cebuana Lhuillier now maintains more than 10 million followers on Facebook, 528,000 on TikTok, and 531,000 on Instagram. Company data shows its 2025 campaigns generated 9.9 billion impressions and 3.6 billion engagements.

Sena said his ongoing focus is to keep financial services accessible and relevant to consumers at different stages of life, from short-term liquidity needs to long-term wealth management.