Jollibee marketing VP moves to Greenwich

Jollibee Foods Corporation (JFC) has promoted Albert Cuadrante as general manager of sister pizza brand Greenwich, effective 1 April.

Cuadrante moves from his position as Jollibee's vice president and head of marketing to replace Francis Flores, who was also promoted as head of international mainstream markets for venture interests in China, Vietnam and Indonesia.

Harvey Ong, formerly the marketing director of dairy giant Fonterra Brands Philippines, was hired to take over Cuadrante's role in Jollibee.

Prior to his 3-year role in the fast-food chain, Cuadrante served as the marketing director of Red Ribbon Bakeshop, another JFC brand. Before that, he was with consumer goods giant Procter & Gamble as the senior brand manager for its global laundry brands.

Speaking with Marketing, Cristina Cabrera, PR and Corporate Affairs Manager for Greenwich, said the appointment was "in recognition of his contributions to the strong performance of Jollibee during his term as Jollibee's Vice President and Head of Marketing."

"His experience in growing a brand leader, despite an intensely competitive environment, will play a critical role in ensuring that Greenwich, which is already the country's no. 1 pizza and pasta chain, realizes its ambitious medium to long-term goals," she adds.

Cuadrante is also the founder and director of Acumen Strategic Consulting, a marketing consultancy firm, and a part-time professor of advertising and marketing at his alma mater Ateneo de Manila University.