Marketing Chief Mike Sena Reframes Cebuana Lhuillier as Holistic Financial Partner

In the Philippines, where millions of ordinary families have long carried their jewelry to pawnshops not out of shame but out of necessity, Cebuana Lhuillier is quietly rewriting what that act means. Under the marketing leadership of Mike Sena, the company has spent years transforming a 70-year-old pawnshop identity into a full-spectrum financial partner — one that speaks to mothers sending remittances, small vendors seeking capital, and young people learning to save. The work is less about advertising than about translation: making the language of finance feel like the language of everyday Fi