James Fernando's Linkedin Analytics

I’m an e-commerce marketer and builder with over 10 years of experience in growing brands, managing channels, and running paid media campaigns. I love the challenge of scaling high-potential businesses and building teams that get things done. Right now, I’m the Chief Commercial Officer at Armada Brands, where I lead an amazing commercial team to hit our portfolio brands’ goals. Armada Brands builds direct-to-consumer (DTC) brands for the Philippines, focusing on creating popular and exciting consumer brands in the nutrition space. We develop products in the food supplement and F&B markets, addressing underserved demands, and launch them under new, proprietary brands with a digital-first, omni-channel approach. Before stepping into this role, I worked as a Brand Manager, where I managed channels, spearheaded marketing efforts, and contributed to product development. During my time at Armada, I helped grow the fashion brand Nuprene by 26x in GMV and a health and wellness brand, Goodies Nutrition, by 20x. I’m also excited to launch more exciting DTC brands under the nutrition space in the coming years. Before Armada, I founded shirt.ly, a print-on-demand e-commerce platform for content creators inspired by my t-shirt business in university. We raised pre-seed funding, scaled private-label brands to thousands of monthly unit sales, and created merch brands for celebrities and influencers. While we had to close the business during the pandemic, it remains one of my most rewarding entrepreneurial experiences, teaching me invaluable lessons in resilience and growth. I’m also an angel investor in Cocopan, a modern bakery chain with over 60 stores across Metro Manila and Calabarzon. I look forward to investing in more F&B and DTC brands in the future.