Bringing Chickenjoy to the world. Nico Reyes, Jollibee EMEAA Regional Marketing Head, was among those recognized in this year’s Young Market Masters Awards for Marketing Management by Mansmith and Fielders, Inc.

Jollibee Group continues to celebrate young talents who are instrumental in the company’s growth and success throughout the years.

Dominic Rowell “Nico” Reyes, Head of Regional Marketing for Europe, Middle East, Asia and Australia (EMEAA), has been recognized as one of the winners at the 2024 Mansmith Young Market Masters Awards (YMMA). Nico leads the marketing organization in 14 EMEAA markets including overseeing strategy development and execution.

“The past five years of spreading (Chicken) joy to mainstream customers around EMEAA have been so career-defining and fulfilling at the same time. I’m so grateful for the opportunity to bring a brand from the Philippines to international success,” Reyes said. “The work we do in EMEAA has given purpose and meaning to my career as a marketer; and this award is the ultimate cherry on top.”

YMMA named Reyes as an awardee in Marketing Management, highlighting his trailblazing contributions to Jollibee Group, including “adapting Jollibee to be relevant to local customers in key growth markets, driving stellar business results even during the pandemic, and unlocking best practices across the marketing mix that were eventually rolled out globally.”

As the former Head of Marketing for Jollibee UK, he led the development of the Brand, Product, and Restaurant (BPR) strategy that resulted to a revamped brand expression, elevated restaurant design, menu innovations, more profitable pricing strategy, blockbuster campaigns, and strategic local partnerships. By utilizing the BPR strategy, Jollibee UK attained record-breaking sales growth and highest-ever mainstream patronage. Today, over 80% of customers in the UK are locals and 100% of Jollibee outlets have four stars or higher ratings on Google.

“At the end of the day, our customers matter most. In every market we’re in, it is our responsibility to cater to their needs and make our brand relevant to them,” he added.

A world-class reputation for the Philippines

Aligned with his advocacy of building a world-class reputation for the Philippines in the international arena, Reyes remains committed to helping the Jollibee brand achieve continuous global mainstream success and sustainable growth in the future.

“In my career journey, I’ve learned that Jollibee is a powerful, word-class brand with so much potential not just among Filipinos but also to customers from all over the world. Similarly, I realized it’s not just the Jollibee brand that is world-class, but Filipino talents as well!,” Reyes added.

YMMA is organized by Mansmith and Fielders, Inc., a leading training and consultancy company in the country. It honors young achievers who excel in marketing, sales, and entrepreneurship; and whose achievements inspire young people to be excellent entrepreneurs and outstanding brand builders.