Asia-Pacific Power List 2020: Francis Flores, Jollibee

Francis Flores

Global brand CMO
Jollibee Foods
Philippines
Returning member

As Jollibee, the Philippines’ favourite fast ‘comfort food’ chain continues its to evolve into a truly global brand expanding through North America and the UK into 20+ markets worldwide, CMO Francis Flores has his hands full more than ever. While a steady stream of restaurant openings keeps the global brand ambassador engaged overseas, Flores is also leading the reinvention of the brand at home, with the recent launch of its Level-Up Joy stores with a new overall customer experience that incorporates real-time performance data on waiting times and service speeds and has launched a new foray into branded toy figures.

Jollibee is intrinsically part of Pinoy culture, and Flores has doubled down on its identity during almost five years at the helm, overseeing online campaigns like the now iconic “Kwentung Jollibee” series with its tens of millions of views, aimed as much at warming hearts as filling bellies. Last year, befitting its emergence as a global brand, Jollibee partnered with the Department of Tourism to launch “Eats. More Fun in the Philippines” campaign, positioning the country as a food travel destination for tourists and Filipinos alike. Meanwhile, events like the Jollibee Family Values Awards (now heading into its 10th year) further help to humanise the brand. 

Few might know, however, that Flores, last year’s Asia-Pacific chief marketing communication officer of the year at the Tambuli awards, also holds responsibility for the brand strategy, marketing plans and portfolio management of other Jollibee Foods brands in the Philippines. These include Burger King, Chowking, Greenwich, Mang Inasal and Red Ribbon, as well as franchised foreign brands PHO24 and Panda Express.

Before taking on his current role at Jollibee, Flores served as the president of Dunkin Donuts China and was the general manager and president of Greenwich Pizza & Pasta from 2011 to 2013, where he employed award-winning campaigns to help to position it among the top pizza chains in the country. Flores started out his professional career with Unilever, which culminated in him serving as regional brand director for Axe Asia.

Flores can be found on Twitter at: @francisflores76