Former Mediacorp marketer Miguel Bernas joins Black Marketing as CMO-at-large
Miguel Bernas
Singapore-based LinkedIn marketing specialist Black Marketing has made several level hires at the senior management level.
Miguel Bernas who previously worked for Singtel, PayPal and Mediacorp has been appointed as ‘chief marketing officer-at-large’ with an Asia-Pacific wide mandate.
Bettina Nebermann has also joined as country manager for Switzerland and Germany, while Sheila Berman comes on board as the managing director of the recently launched ‘Rock Star Keynote Speaker’ arm of the business. Jon Jayo has joined too as general manager.
Speaking about the appointments, Black Marketing global CEO and founder Chris Reed told Mumbrella: “I have been after Miguel to join for a couple of years, before he took up the Mediacorp role.
“He is one of the first people I met when I came to Singapore. His style is very different to mine which will be one of the obvious benefits.”
Speaking about his expectations from Bernas, Reed said: “To be different to me. He is much more sophisticated and softer.”
Bernas left Mediacorp, where he was vice-president and lead of digital marketing, in 2018 to form his own consulting firm Timber Wolf Media. He will not have to give up this business, according to Reed who said: “That’s why he is CMO-at-large.
“His consultancy ties in very nicely with what we do. We don’t do anything other than LinkedIn, while he does content on Facebook, YouTube and Instagram.
“While he can sell the LinkedIn side of things to clients, I expect him to get business from our clients who have often asked us for other social media. These are very complementary businesses.
“He has done the big jobs and is more of an entrepreneur now.”
Commenting on his decision to join Black Marketing, Bernas told Mumbrella: “I’ve always been a big believer in LinkedIn as a platform, whether that’s to build a reputation for your company or your own personal career.
“I’ve also known Chris a long time and have always been impressed with the job they’ve done. BM’s expertise in LinkedIn marketing is pretty much unrivalled in the industry.
“So I look forward representing them, sharing my own experience with personal brand building through LinkedIn and offering that same success to new clients.”
Bettina Nebermann
Speaking about the appointment of Bettina Nebermann as country manager, Reed said: “She came recommended by the CMO of Zurich Insurance.
“She has worked for Unilever, WPP, Heineken, Pernod Ricard, Seagram, Philip Morris and Club Med. I needed someone who could speak German and Swiss German — I have no aptitude for languages. She is also very well connected in the CMO space and that saves me having to fly there every couple of months.”
Sheila Berman
On the appointment of Sheila Berman, Reed said: “The plan was always to have a woman speaker leading Rock Star. She is a very good woman speaker with a lot of contacts in the Women Speakers Association who we have teamed up in. It’s a global business.”
Jon Jayo
On appointing Jon Jayo, who has previous experience with Etihad and Qatar Airways, Reed said: “John has vast experience working with millennials. Ever since we’ve got him, we have not lost any staff.
“I admit I am terrible at managing people. He is great at managing me and keeping me away from the employees. He takes my shit and passes it on to them in a subtle manner, phrasing things in a way where they don’t get upset.
“A typical founder entrepreneur identifies his own weaknesses and replaces them with people who have those strengths, which is what I’ve done.”
With all the hires in place, Reed claimed he expected it to be a year of great growth for Black Marketing. He said: “I am hoping they increase our revenues and take it to the next level. 2019 going to be a very big year for us and our range of brands.”
Ravi is the editor at Mumbrella Asia. He has covered the marketing, advertising and media business for over two decades.
How embarrassing for [Edited under Mumbrella’s community guidelines]
Credibility. Gone.
ReplyLike attracts like. Birds of a feather flock together. This is going to be very entertaining to watch as they both value [Edited under Mumbrella’s community guidelines].
ReplySolid senior leaders do not cycle through [Edited under Mumbrella’s community guidelines]. Especially at the big businesses. There really isn’t much chance of this [Edited under Mumbrella’s community guidelines] for anyone involved.
ReplyGood lord. I looked at the people he’s hired and my first thought was “why would anyone [Edited under Mumbrella’s community guidelines]?!” Talk about a career and credibility [Edited under Mumbrella’s community guidelines].
Pass the popcorn!
ReplyWith only 12 subscribers to Miguel’s YouTube channel, 780 Twitter followers (vs. 11.5k tweets), 60 followers on FB and no Instagram to be seen I don’t think even Black Marketing is at any potential risk or reward from Timber Wolf Media. These are hardly the figures of a [Edited under Mumbrella’s community guidelines].
Best of luck. You are both going to need it.
ReplyThe language used by Reed is so [Edited under Mumbrella’s community guidelines], it’s astonishing – and these people [Edited under Mumbrella’s community guidelines] career suicide… “what were you thinking?” will be the first question they hear when they [Edited under Mumbrella’s community guidelines].
ReplyTowards the end of every civilization, mediocrity takes over and is rewarded.
Well done for turning all advertising into online direct marketing. A few years from now everyone in your building will start talking about branding and how to stand out from everything that works on percentage clicks.
Technocrats versus authenticity. Short term second hand lazy car salesmen money worshipers.
Reply… plays out in real time, def grabbing some sweet and salty.
ReplyActually, actually….he should hire [Edited under Mumbrella’s community guidelines].
ReplyDentsu: watch how low we can take it
Black Marketing: hold my beer
Rest of industry: this is a shit show that doesn’t even come close to Asia’s potential…
ReplyNice!
Replywhy does every post with this guy get 80+ comments?
Great, I just added one to it.
ReplyBecause no one else is daft enough to flog a dead horse the way this [Edited under Mumbrella’s community guidelines] and it’s quite funny to watch. More entertaining when he replies and gets all defensive. Bummer…he must be on holiday now.
Replygo back to your hole
ReplyBest company to work with for their expertise
Reply…
ReplyGuess what everyone, all of you were right. I have [Edited under Mumbrella’s community guidelines].
ReplyHave your say