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.”


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