Max’s taps Fermin to head key brands
Former PLDT executive vice president and head of consumer business Ariel Fermin is moving to Max’s Group Inc. (MGI) to serve as the new chief operating officer of Max’s Restaurant, Max’s Corner Bakery and Krispy Kreme.
Fermin will also take on the post of chief innovation officer to strengthen MGI’s leadership position in the industry and accelerate the company’s growth momentum, the company said in a statement.
“As the country’s largest casual dining restaurant group, giving our guests delightful experiences is at the core of our business. Ariel brings with him decades of marketing and thought leadership experience that will strengthen MGI’s touch points from our brands to our products and on to our stores,” chief executive officer Robert Trota said.
In a disclosure to the Philippine Stock Exchange yesterday, MGI said the company recognizes the evolving changes in the consumer and business landscapes, making Fermin’s entry into the organization vital in strengthening the brand’s leadership core.
Fermin is expected to be involved in leading various teams across the organization to improve execution efficiencies.
According to MGI, Fermin will be undergoing an immersion program with the various business units in the company from Jan. 16 to April 30 this year before joining the company full- time starting May 1, 2017.
“MGI brands carry with them the warmth, familiarity and excitement that Filipinos naturally gravitate to, and that is why I’m excited to explore opportunities where I can further take the brands. I look forward to working with the hardworking team of MGI to execute our strategic plans and to continue to delight more generations,” Fermin said.
Prior to joining MGI, Fermin was the executive vice president and head of consumer business of PLDT for five years, where he spearheaded innovative home and mobile solution programs.
Fermin also served as the concurrent president of Greenwich and Chowking, two of the country’s biggest Filipino fastfood chains, from 2008 to 2011.
Fermin also has experience in the retail industry as he served as country director for Nike Philippines and as South East Asia category head for basketball from 2005 to 2008.