Brand · Commercial · AI Transformation
Mig Molina
Brand, Digital & AI Transformation Leader
Twenty-plus years building, fixing, and scaling brands — from a Swiss global HQ boardroom to retail at scale across the Philippines.
Years in brand, commercial & digital
Live AI products shipped solo
CRM return on ad spend
Store retail network led
Who I Am
A brand builder who shines in any industry
At my core is a genuine fascination with consumers, customers, and brands. Brand-building fundamentals are universal — what changes is the audience and the context, and I learn those fast. That is why my edge isn’t one category; it’s range. Mass-market to super-premium, local to global, the smallest challenger brands to some of the biggest brands in the world.
General Management
Commercial leadership across marketing, sales, and digital — owning strategy end to end and turning it into results.
Brand & Strategy
Brand turnarounds, portfolio and pricing architecture, and go-to-market across FMCG, spirits, pharma, and retail.
Digital & eCommerce
Building eCommerce from zero, omnichannel CRM, performance marketing, and marketplace growth.
AI & Data
The bridge between IT capability and business strategy — turning dormant data and AI tools into commercial outcomes.
Highlights
Proof, not adjectives
The pattern across twenty years: I take on hard mandates, make them profitable, and learn a new industry fast enough to lead it.
Turnaround, built from scratch
Rebuilt a three-banner pharmacy group from the ground up — a total rebrand run on Brand Building the Nestlé Way (BBNW) — into two straight years of double-digit growth.
Runs businesses profitably
Every eCommerce business I led turned a profit — TGP, Rose Pharmacy, Nestlé, Coca-Cola, Don Papa. Lifted total category margins at TGP, and engineered better B2B products at lower cost for Nestlé Professional.
Assimilates into new industries fast
Fluent quickly wherever I land: pharmacological categories, molecules, and market movements; premium spirits read through packaging, ageing, and marketing. The proof — grew ice cream as the tropical challenger, built house pharma brands against Big Pharma, helped build Don Papa against global giants.
An eCommerce, digital & AI pioneer
Built eCommerce from zero at multiple companies, and ran AI cascades across business units before it was mainstream.
Experience
Two decades across the world’s biggest brands and the Philippines’ boldest challengers
2026 – Present
Founder & Principal Consultant
Millwright & Co.
Advisory and training practice for founders, CEOs, and CMOs — brand strategy, digital and AI transformation, leadership and strategic-planning workshops. Also the home of my writing and a portfolio of AI-built products.
2021 – 2026
Head of Brand & Communications / Marketing & eCommerce
Robinsons Retail — Pharmacy Group (TGP, Rose Pharmacy, Southstar)
Led a three-banner pharmacy brand transformation across a 3,000+ store network. Drove a turnaround to consecutive years of double-digit growth, grew house-brand share against branded pharma, and built the group’s top-performing CRM program — ranked #1–2 by return on ad spend across all business units, at roughly 9.6× ROAS.
2021
Digital Brand & eCommerce Manager
Coca-Cola Bottlers Philippines
Digital brand building and eCommerce across one of the country’s largest beverage portfolios.
2019 – 2021
Global Brand Manager
Don Papa Rum — Bleeding Heart Rum Co.
Global brand and packaging stewardship for a fast-growing premium Philippine rum, with award-winning design and strong direct-to-consumer eCommerce growth.
2016 – 2018
Digital Commerce & eBusiness Head
Nestlé Philippines
Built eCommerce from zero, launched a direct grocery platform, and multiplied online sales — establishing the digital-commerce foundation for the country’s largest food and beverage company.
2016
Global Digital Acceleration Executive
Nestlé HQ — Vevey, Switzerland
Led NESCAFÉ global social listening and presented a brand study to the Nestlé global board.
2007 – 2015
Consumer Marketing & Category Management
Nestlé Philippines — Ice Cream & Chilled Dairy
Grew brands through consumer marketing and category leadership, earning industry recognition for marketing effectiveness and digital excellence. Earlier roles spanned sales, trade marketing, and field activation — the full commercial foundation.
AI-Enabled Leadership
The bridge between IT and strategy — the moat people don’t see
Data and technology are useless until you know what to look for. The tech exists, but IT owns it while strategy sits separately. I provide both — the translator who asks the right business questions of the data, and ships. I ran my first AI cascade across multiple business units before it was mainstream, mentored leaders and peers on adoption, and led AI pilots in partnership with IT.
I’ve conceived, designed, and launched 10 live AI products solo — with AI as the development team — across web tools, civic-data analysis, digital communities, and content machinery. Proof that an AI-enabled leader is no longer a claim, but something you can click.
Konteksto
Philippine economic data in context — automated feeds and a weekly fuel-price forecast with a public accuracy track record.
Pumasok Ba?
A Senate accountability tracker, every number source-traced to official journals.
Ako Lang Ba?
An anonymous community product built with full trust-and-safety scaffolding.
…and more
A growing portfolio of civic-data tools, digital communities, and content machinery — built and shipped end to end.
Bridging Generations
The leader who connects the boardroom and the group chat
I’ve led teams that span four generations — from executives who built the playbook to Gen Z talent rewriting it. The work I’m proudest of sits in that gap: translating between the wisdom of experience and the instincts of the digital-native, so a team actually moves as one. It’s the same bridge as the AI work — fluent on both sides, loyal to neither orthodoxy.
It’s a throughline in how I lead, and it spills into my writing and speaking — on leadership, brand, and the changing workplace at The Desk, and from the stage.
Where I lead the conversation
Brands I’ve Built
Where the work has happened
Global HQ to national retail at scale — the brands and businesses I’ve led, fixed, and scaled.
Nestlé
NESCAFÉ
Mövenpick
Coca-Cola
Don Papa
Rose Pharmacy
Southstar Drug
TGP
DDI
Recognition
Awarded across marketing, design & digital
At a Glance
The essentials
- 20+ years in brand, commercial, and digital leadership
- FMCG · spirits · healthcare retail · pharma · eCommerce · beverages
- Global HQ to national retail at scale
- BS Management, Major in Management of Information Systems — Ateneo de Manila University
- CliftonStrengths: Ideation · Strategic · Self-Assurance · Activator · Relator
- Writer at desk.migmol.com · published children’s book author
Let’s talk
Looking for someone to lead it?
Brand, commercial, digital, or AI transformation — if you need a leader who has done it across industries, I’d love to hear about the role.
[email protected]Looking to engage Millwright & Co for consulting, advisory, or a talk instead? See the studio profile →