Fernando Academia Jr., CDMP, PCM

Full Stack Marketer | Digital Marketing Instructor | Speaker/Trainer

I solve marketing technology challenges for mid-market companies ($5M-$50M revenue) across FinTech, HealthTech, and E-commerce.

Build and optimize marketing technology ecosystems driving measurable outcomes:

→22x-31x ROI improvements through platform optimization
→100% client retention across $50K-$66K MRR portfolios
→12-40% performance gains in customer acquisition and retention
→Email engagement improvements from 12% to 40% through AI-powered automation

📌 My MarTech Expertise

Platform Strategy & Implementation
Marketing automation (Netcore Cloud, MoEngage, Salesforce, CleverTap), CRM systems (HubSpot, Odoo, Pipedrive), analytics platforms (Tableau, Looker Studio, Power BI)

AI-Powered Optimization
Customer segmentation, predictive analytics, campaign automation, personalization at scale

Integration Architecture
Connect marketing platforms with CRM, data lakes, e-commerce systems, and enterprise applications

Team Development
Build marketing technology capabilities through training, process design, and change management

📌 Experience Highlights

Previous Leadership:

• Strategic advisor managing portfolios for top 3 digital banks, largest telemedicine platform, international e-commerce brands, and 90M+ user digital wallet
• Marketing strategist for US-based growth consultancy serving 5-10 clients
• Instructor at CIIT Philippines, teaching digital marketing to 80%+ student satisfaction

📌 Education & Executive Training
Executive MBA, Asian Institute of Management (2025)

Executive Education:

‣ Digital Transformation (Global Network for Advanced Management, Dublin)
‣ Customer-Centric Innovation & Metrics (FGV EAESP, São Paulo)
‣ CMO Leadership Program (Asian Institute of Management)

🤝Fractional CMO Services
Available for select engagements helping companies:

→Audit and optimize marketing technology stacks
→Implement AI-powered customer engagement platforms
→Build customer data and segmentation strategies
→Develop marketing performance measurement frameworks
→Train teams on marketing automation and analytics

🚀 Current Venture
Building SukiNomics, a networked, gamification-powered loyalty platform transforming customer engagement for Philippine MSMEs.

Open to: Fractional CMO roles, advisory positions, and strategic partnerships with growth-stage companies needing marketing technology leadership.

Not available for: Direct competitors to telecommunications industry.

Member

Fernando Academia Jr., CDMP, PCM, CSSWB

Time to doubt if you’re really customer-centric…
Hear me out…

Just got this a few days back… My completion certificate for the Customer-Centric Innovation, Disruption and Metrics program with FGV EAESP  in São Paulo.

Three insights I am applying immediately that I see applicable to most enterprises in the Philippines:

1️⃣Customer value chains (not the Porter’s Value Chain) reveal where disruption happens.

Professor Thales Teixeira #decoupling framework shows that startups win by breaking apart activities incumbents bundle together.

The threat comes from unhappy customers, not new technology.

2️⃣Firm-side synergies are different from customer-side synergies.

Most companies optimize for their own efficiency. The winners optimize for customer convenience. 

Magazine Luiza’s transformation proved this works even in traditional retail.

3️⃣ Growth metrics must follow customer behavior.

Measuring what matters to the company is easy. Measuring what matters to customers requires discipline.

The gap between these two measurements signals opportunity or vulnerability.

Knowing this now, would you still say you have a customer-centric orientation?

OR are you inherently firm-centric trying to appear customer-focused?

Thank you to Professor Leandro Guissoni, Ph.D.  and the FGV team for an awesome learning experience.

Fernando Academia Jr, EMBA, CDMP, PCM

Marketing Technology and Digital Transformation Leader | Building SukiNomics | 15+ Years helping eCommerce/SaaS/FinTech scale with MarTech & Strategy

You bought the tools. You hired the people. You scheduled the meetings.

Why does nothing move?

Here is the uncomfortable truth:

Organizations invest in tools. They invest in campaigns. They invest in talent.

But nobody invests in the person who connects it all.

Look around your company right now.

Everyone attends meetings. Everyone brainstorms. Everyone operates within their own system.

But nobody owns active governance.

Nobody targets the silos. Nobody bridges the gaps between teams. Nobody connects the dots across sporadic efforts.

This is “the thing that no one owns.”

And it is killing your results.

Systems thinking calls this policy resistance. Multiple actors pull in different directions. Each resists changes made by others. Massive effort maintains a state nobody wants.

The data confirms it.

McKinsey found that martech is often used in isolation with little support, ownership, or visibility from senior leadership or the broader enterprise. 

Gartner reports that only 33% of martech capabilities are being used today. That number dropped from 58% in 2020 to 42% in 2022 to its current level. 

Read that again.

Two-thirds of what you paid for sits unused.

The problem is not that the tools lack power. Organizations lack the infrastructure, proficiencies, governance and integration to make use of them. 

47% of martech decision-makers cite stack complexity and integration challenges as key blockers that prevent them from getting value from their tools. 

So what is actually missing?

Someone needs to connect Marketing campaign data to IT infrastructure. Someone needs to align Brand messaging with Customer Experience touchpoints. Someone needs to feed Customer Support insights back into Product roadmaps. Someone needs to translate what Analytics discovered into what Operations can execute. Someone needs to ensure Customer Success metrics inform Marketing’s next move.

In systems thinking, this is the highest leverage point: information flows. Who knows what. Where data goes. What gets measured and reported. Missing feedback is one of the most common causes of system malfunction.

Here is the problem.

That role requires focus. That role requires authority. That role rarely exists on org charts.

Without cross-functional buy-in or visibility, every team tries to solve their problems their own way, leading to redundancy. 

So companies accumulate 75 tools on average. They tolerate overlapping functions. They accept data sitting in silos.

They resource everything except the integration layer.

The outcome gap is not a capability problem. It is a governance problem.

If you want enterprise outcomes, prioritize enterprise coordination.

No alternative text description for this image

Channel handoffs are where revenue goes to die. This breakdown from NRF 2026 shows how to fix it with two real examples. Read full post below 👇 

This matches what I see in enterprise environments.

Fragmented architectures where customer context resets at every channel switch.

The cost shows up in abandoned journeys and manual workarounds.

The critical shift: manage omnichannel as a business capability, not as separate channel initiatives.

Read more below 👇

SVP Latam | Global Executive & Board Member | P&L & Business Transformation | Bridging AI, Strategy & Behavioral Science for Sustainable Growth

Omnicanalidade e Agentic Commerce 

Operar uma única jornada, com continuidade de contexto, dados e execução, foi um dos pontos que destaquei na NRF 2026 ao discutir a evolução para Agentic Commerce.

Omnicanalidade sem fricção acontece quando essa jornada deixa de reiniciar a cada troca de canal e passa a ser operada de forma contínua entre digital e loja. Do contrário, o impacto aparece em abandono, queda de produtividade, exceções operacionais e aumento de custos.

Essa capacidade exige integração de canais, estoque e dados, garantindo reconhecimento do cliente em todos os pontos de contato. 

Isso viabiliza decisões mais rápidas, com governança, e sustenta a evolução para Agentic Commerce, quando decisões antes manuais passam a ser orquestradas por sistemas e agentes, sob regras claras de risco, serviço e custo.

Para mostrar a execução, compartilhei dois exemplos reais da Thoughtworks: 

↳ transformação do fluxo de venda em loja com um app que leva contexto e conclusão para a ponta; 
↳ e Click and Collect tratado como decisão dinâmica para melhorar previsibilidade, produtividade e cumprimento da promessa e uso de IA e Agentes no processo.

Para a agenda executiva, isso precisa ser tratado como capacidade de negócio, não como projeto de canal. 

Na sua operação, omnicanalidade é iniciativa por canal ou capacidade ponta a ponta com governança e evolução clara rumo a Agentic Commerce?
___

English Version:

Operating a single journey with continuous context, data, and execution was one of the points I highlighted at NRF 2026 when discussing the evolution toward Agentic Commerce.

Frictionless omnichannel happens when the journey no longer resets at every channel change and is instead operated continuously across digital and physical touchpoints. 

When it does reset, the impact shows up in abandonment, lower productivity, operational exceptions, and higher costs.

This capability depends on integrating channels, inventory, and data, ensuring consistent customer recognition across touchpoints.

That enables faster, governed decisions and supports the shift toward Agentic Commerce, where previously manual decisions are orchestrated by systems and agents under clear constraints around risk, service, and cost.

To illustrate execution, I shared two real Thoughtworks examples: 

↳ transforming in-store sales with an app that brings context and completion to the frontline; 
​​↳ and Click and Collect treated as a dynamic decision to improve predictability, productivity, and promise-keeping ( AI and Agents embedded in the operation).

From an executive perspective, this must be managed as a business capability, not a channel project. 

In your organization, is omnichannel managed by channel initiatives or as an end-to-end capability with a clear path toward Agentic Commerce?

Fear sat at my table for years.
I burned through it. This is what remained.

I managed 5 concurrent jobs at one point.

I delivered well enough to win awards.

3 career resets. Each one compounded.

I learned...
...in classrooms,
...in masterminds
...in conversations
...through certifications,
...through YouTube,
...and through execution.

Solo. With teams. In chaos. In structure.
Follower. Connector. Leader

In abundance. In famine.

I performed when resources were plentiful.
I performed when there was nothing left but willpower.

But none of that mattered until I dealt with fear.
↳Fear of office politics and its unspoken rules.
↳Fear of being overlooked.
↳Fear of being misunderstood.
↳Fear of being seen as arrogant.
↳Fear of being stuck in environments that do not match my pace.

Fear had a seat at my table for years.

I processed all of it.
Extracted the signal from the noise.
Kept what served me.

I no longer carry those fears.

What remains:
↳ Clear intentions about what I am building
↳ The resets. The repetitions. Enough to trust myself to lead.
↳ Freedom to choose the mission. Not just the job.
↳ Directness without tiptoeing around egos
↳ Genuine care for people and outcomes
↳ Comfort with mistakes. I course-correct fast.
↳ Relentless drive. A sense of urgency that moves before the room is ready.

BUT fear does not disappear on its own.

You burn through it until it stops controlling you.
What remains is who you actually are.

That clarity is the signal. Fear was the noise.

CEO & Founder @CoderFarm | Insurance to Your Project's Success by Providing Specialized Developers & Dedicated Support | React JS & Node JS Resource Augmentation

👋 Hi, I’m Dheeraj — Founder | Builder | Hiring Optimist

The Mission: I am building Coderfarm – A reputation-based hiring platform where startups hire Developers based on Trust & Skills, not just Resumes.

The Backstory (Why I built this): My journey wasn't straight. 🎓 2013: At 19, I lost my father. That grief made me fearless. I promised to build something that mattered. 💼 The Struggle: over the next few years, I worked at 17 different companies. I was searching for a team I aligned with, but I never found it. The hiring system was broken—obsessed with keywords, devoid of human connection.

The Experiment: In 2019, I started my own agency (from a mud-walled, nature-filled office!). We worked with clients like Canva and IIT Roorkee. But I saw the same problem again: Resume Obsession & Misaligned Teams. Hiring is Broken. We are Fixing it. 

The Solution: I stopped complaining and started building. Coderfarm is no longer an idea. It is LIVE. 🟢

We have engineered a Reputation Score system where: ✅ Startups find developers who align with their mission (Culture-fit > Keywords). ✅ Developers prove their skills through real work, not just claims.

What We Offer:

- Verified Trust Scores.

- Purpose-driven matches.

- A bridge between Talent and Opportunity.

The platform is ready. If you are a Founder tired of bad hires, or a Developer tired of being ignored—join us.

Check your Reputation Score here: https://www.coderfarm.in/

Dheeraj Khandare

Is 900 views a failure or a warm-up? 📉

It is Day 6 of building Coderfarm in public. In the last week, we posted 5 videos. The total reach across all platforms? Around 900 views.

For a new creator, that is a lot. For a business, it looks small. But today, Abhilasha asked me the real question: "Views are fine, but do we have traffic on the portal?"

I showed her our Google Analytics. The graph is completely uneven.

And honestly? I am happy about it. Why? Because this is our Baseline. We have done ZERO marketing. No cold calls. No emails. No ads.

We are recording this silence today so that when we switch on the Sales Engine next week, we can measure the real impact.

We are not building for vanity metrics. We are building to prove that Skill > Network.

Take a screenshot of this flat graph. We are just getting started. 🚀
Follow Dheeraj Khandare for the daily climb.

#BuildingInPublic #StartupIndia #FounderLife #GrowthMindset #Coderfarm #Day6 #Entrepreneurship

Founder @ Coderfarm | I help Companies hire Developers who don’t fake their resumes | Building India’s Most Trusted Talent Pool - 100% Pre-Vetted & Verified Talent

The hardest part of building a startup isn't the code—it's the trade-offs.

On Day 7 of building Coderfarm, I hit a wall. I fed my financial data into an AI agent to get clarity, but instead, I got anxiety. Seeing the numbers in black and white made me feel like I was moving incredibly slow.

Here is what derailed my day:
The "Perfect" Job Description: I saw a video explaining that candidates look for future growth, not just a task list. I couldn't stop myself from rewriting our JDs to reflect that, even though I had other priorities.

The Quality Trap: We upgraded our camera gear to improve production value. 

The result? Technical glitches forced us to re-shoot an entire day's video, doubling the workload.

I am constantly fighting the balance between Speed, Quantity, and Quality.
When you are bootstrapping, how do you decide when "good enough" is actually enough?

#BuildingInPublic #Startup #Founders #Hiring #Coderfarm #Productivity

I built a product for users, but forgot the buyers. 📉

Day 4/365 of building Coderfarm.
I looked at my landing page today and realized I made a classic Founder mistake.

I built the page for the people I relate to most: Developers
.
But developers don’t pay me. Companies do. And Universities partner with us.

My landing page was a "mess (a mix) of information. It tried to talk to everyone, and as a result, it spoke to no one.
So today, I tore it down and rebuilt the architecture.

We now have three separate doors:
1️⃣ For Talent: Showcasing skills, not resumes.
2️⃣ For Founders: The hiring solution.
3️⃣ For Institutes: The placement partner.

I also rewrote the HTML semantics from scratch. Because if Google’s bots can’t understand the structure (SEO), a human client definitely won’t find us
.
The lesson? Clarity converts. Confusion kills.

#BuildingInPublic #StartupIndia #UXDesign #SEO #WebDevelopment #FounderJourney #Coderfarm #Indore

The "Experience Paradox" in Tech Hiring: Why are we stuck?

We recently welcomed Rohit Nagar to the Coderfarm team to dive deep into Sales and Marketing. He brought up some critical observations about the current state of IT hiring that every founder and HR leader is grappling with.

Rohit breaks down the major friction points we are seeing today:
1. The Skill vs. Application Gap: Candidates list skills on paper but struggle with real-world execution.
2. The "AI Threat": With AI handling entry-level automation, the bar for "junior" talent has skyrocketed.
3. The Training Cost: Startups are finding it harder to compete with MNCs on salary while absorbing the high cost of training new joiners who might job-hop quickly.

It creates a vicious loop: Graduates can't get jobs without experience, and companies fear hiring without it.

At Coderfarm, we are building solutions to bridge this specific gap—verifying skills so talent meets opportunity faster.

Founders & HR: How are you handling the training vs. hiring dilemma in 2026?

#Hiring #TechIndustry #StartupIndia #HumanResources #Coderfarm #TalentAcquisition #FutureOfWork

I almost broke my streak today.

It’s Day 3 of documenting my journey building Coderfarm, and honestly, I was close to not recording. But I made a promise to show up every day.

Since I couldn't focus on traditional marketing today, I decided to do Engineering as Marketing.

The Problem: Candidates upload resumes, but they have no idea what the ATS (Applicant Tracking System) actually "sees." The Solution: I built a free ATS Parser tool.

Candidates can upload their PDF, see exactly how an ATS reads their data, and get a keyword gap analysis. It helps them, and it acts as a powerful lead magnet for us. Win-win.

We are deploying this soon. Would you try a tool like this to check your resume score?

#BuildingInPublic #Startup #EngineeringAsMarketing #Coderfarm #Hiring #ATS #TechFounder

Building a team is harder than building a product.

We are a small team of 3—Me, Abhilasha, and now, Rohit. When you are a bootstrapped startup with limited runway, you can't offer big corporate perks. You can only offer one thing:

I asked Rohit to share his honest experience working at Coderfarm. I didn't give him a script. I just asked him what he felt.

His answer hit me hard: "Work feels different when there is a purpose."

We aren't just writing code here. We are trying to fix a broken hiring industry. We are trying to prove that Skill beats Network.

When your team believes in the mission as much as you do, the anxiety of the "unknown" gets a little easier to handle.

Here is Rohit on what it means to solve real problems. 👇

#BuildingInPublic #StartupLife #Coderfarm #TeamCulture #Hiring

When you are a Soldier, you just march. But when you are a General, you have to give the direction. 🧭

It's Day 8 of building Coderfarm. Today, I woke up in panic. I opened LinkedIn and saw I’ve been working on this for 7 years. I opened Instagram and saw 19-year-olds making crores.

Comparison is the thief of joy, and today it stole mine. 📉

I quit my job to find freedom. I thought freedom meant "No Boss". But today I learned the hard truth: Freedom is harder than a job. In a job, someone else takes the blame when things break. In freedom, when the server crashes (like it did today when I moved from Vercel to AWS), or when a user complains about a bug... there is no one else to blame but ME.

I am fixing bugs on code that was working yesterday. I am confused about the direction. But I realized one thing: I asked for this freedom. Now I have to own the responsibility that comes with it.

To all the founders fighting their own mind today: You are the General. The confusion is part of the job description.

#FounderLife #Entrepreneurship #MentalHealth #BuildingInPublic #Startup #Coderfarm #Day8 #Leadership

Hiring Full Stack Developer Intern | Learn AI Coding | Coderfarm

We are looking for a dedicated and passionate Full Stack Developer Intern to join the Coderfarm team immediately. This is a unique opportunity to work on real-world projects and get hands-on training in AI-assisted coding.

🚀 What You Will Learn & Do:
1. Work on Full Stack development projects.
2. Learn how to integrate AI tools into coding workflows (huge career benefit).
3. Collaborate with the core team to build scalable features.

✅ Requirements:
1. Basic knowledge of Full Stack technologies (MERN stack preferred).
2. Willingness to dedicate 8 hours/day.
3. Serious attitude towards learning and delivery.

💼 Internship Details:
1. Duration: 4 Months
2. Stipend: ₹5,000/month (Subject to performance and dedication).
3. Schedule: 6 Days a week | 8 Hours a day.
4. Location: https://lnkd.in/dGpVaADe
5. Perks: Experience Certificate + AI Coding Training.

Note: The stipend and certificate will be awarded strictly based on your dedication, skill application, and successful completion of tasks.

📩 How to Apply: Send your resume and GitHub portfolio to hr@coderfarm.in.

Open article: Coder Farm Pvt Ltd · Indore, Madhya Pradesh, India by share.google

Coder Farm Pvt Ltd · Indore, Madhya Pradesh, India

The hardest part of running a startup isn't writing the code. It's choosing what NOT to do. 📉
It’s Day 5 of my 'Building in Public' journey with Coderfarm.
While the product is stable and the team (Abhilasha, Rohit, and I) is executing fast—fixing bugs on the spot and managing 40K data points—my strategy mind is stuck.
I have 3 paths, but limited bandwidth. I need your help to pick one:
1️⃣ SEO: We need organic growth. But can a bootstrapped team wait 6 months for results?
2️⃣ Viral Tool (Gemini API): Build a free 'Resume Health Check' tool and market it via Reels. High traffic potential, but distracts from the main product.
3️⃣ Direct Outreach: Create a killer 'Demo Video' and send it to Institutes before cold calling. High conversion, lower volume.
If you were in my shoes today, what would you prioritize?
Please drop a 1, 2, or 3 in the comments. I’m reading every suggestion. 👇
#BuildingInPublic #StartupIndia #FounderLife #SaaS #MarketingStrategy #Coderfarm #IndoreStartups

Content Creator & Video Editor Intern | Internship + PPO Opportunity | Coderfarm

Are you a creative storyteller who loves editing? Coderfarm is hiring a Content Creator & Video Editor Intern who can edit high-quality videos and help us grow our brand.

🚀 Key Responsibilities:
1. Edit engaging videos for social media (Instagram/YouTube).
2. Brainstorm content ideas and execute shoots (if applicable).
3. Maintain high quality and storytelling standards.

✅ Requirements:
1. Proficiency in video editing software (Premiere Pro, DaVinci, or CapCut).
2. Creative mindset and attention to detail.
3. Ability to work 8 hours/day with dedication.

💼 Internship Details:
1. Stipend: ₹5,000/month (Performance-based).
2. Future Scope: High chance of a Full-Time Job Offer (PPO) after the internship based on performance.
3. Schedule: 6 Days a week | 8 Hours a day.
4. Location: https://lnkd.in/dagnPZCY

Note: We are looking for serious candidates only. Stipend and Certificate are contingent upon quality work and commitment.

📩 How to Apply: Send your portfolio/best edits to hr@coderfarm.in

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Dheeraj Khandare

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