Ep. 03: Evolve for the Customer: Timeless Marketing with Joaquin “Jonjon” San Agustin

September 17, 2026

Show Notes

In this episode, host Ibarra Villaseran sits down with marketing veteran Jonjon San Agustin, Head of Marketing at SM Supermalls. Jonjon shares insights from his nearly four-decade marketing journey spanning FMCG (Colgate-Palmolive), Telecoms (PLDT/Piltel), and Retail (SM Supermalls). He discusses the critical necessity of mastering core marketing fundamentals, turning around struggling brands during the Telco Wars, launching broadband in the Philippines, and why market-leading brands must evolve for their customers rather than just with them.

Key Topics Discussed:

Career Background & Foundational Philosophy
Brand Turnarounds & The Launch of Talk ‘N Text
Introduction to Digital & Evolving For the Customer
SM Supermalls’ Core Digital Marketing Strategy
Evolving Demographics & Competitive Landscape
Campaign Case Study: “Gala to the Max”
Key Takeaways & Outlook on AI

Featured Guest

Jonjon San AgustinSM Supermalls

Joaquin "Jonjon" L. San Agustin’s 30-year mastery of marketing finds its genesis in the Fast-Moving Consumer Goods industry, with his expertise being honed in the mass market segment. Presently, he lends his expertise to retail giant and leading Philippine mall chain, SM Supermalls. Serving as its Executive Vice President for Marketing, he leads strategies spanning digital, advertising, corporate marketing, media, mall marketing, and crisis management.