Max’s Group, Inc. welcomes business innovator Ariel Fermin as new COO

MANILA – Max’s Group, Inc. (MGI) has announced the appointment of Ariel Fermin as Chief Operating Officer of Max’s Restaurant, Max’s Corner Bakery and Krispy Kreme. Fermin will be undergoing an immersion program with the various business units in the company from January 16 to April 30, 2017 before joining the company full-time effective May 1, 2017. Reporting to MGI CEO Robert F. Trota, Fermin will also take on the post of Chief Innovation Officer to strengthen MGI’s leadership position in the industry.

As MGI recognizes the evolving changes in the consumer and business landscapes, Fermin’s entry into the organization strengthens the brand’s leadership core. He will be involved in leading various teams across the organization to improve execution efficiencies in keeping with MGI’s vision to build loved brands.

“We are pleased to welcome Ariel to the MGI leadership team,” shares Mr. Trota. “As the country’s largest casual dining restaurant group, giving our guests delightful experiences is at the core of our business. Ariel brings with him decades of marketing and thought leadership experience that will strengthen MGI’s touch points from our brands to our products and on to our stores.”


Prior to joining MGI, Fermin has been leading world-class companies and award-winning campaigns. Fermin was the Executive Vice President and Head of Consumer Business of PLDT for five years, where he spearheaded innovative home and mobile solution programs. No stranger to food brands, Fermin was the concurrent President of Greenwich and Chowking, two of the country’s biggest Filipino fast food chains from 2008 to 2011. Fermin also ventured into retail as the Country Director for Nike Philippines and South East Asia Category Head for Basketball of Nike from 2005 to 2008. He also held various marketing and sales positions in Coca-Cola and Unilever, and product development roles in Procter & Gamble.

“MGI brands carry with them the warmth, familiarity, and excitement that Filipinos naturally gravitate to, and that is why I’m excited to explore opportunities where I can further take the brands. I look forward to working with the hardworking team of MGI to execute our strategic plans and to continue to delight more generations,” enthuses Fermin.

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