ABS-CBN Names Joseph Arnie Garcia as new Managing Director for Europe,Middle East and Africa, Luis Bariuan as Country Manager for Europe

ABS-CBN Global has named Joseph Arnie Garcia as Managing Director for Europe, Middle East and Africa (EMEA) and Luis Bariuan as Country Manager for Europe.  The global company oversees all international subsidiaries of ABS-CBN Corporation, the largest Filipino media and entertainment company in the world.  Bariuan is based in London reporting to Garcia, while Garcia is based in Dubai reporting to ABS-CBN Global Chief Operating Officer Olivia de Jesus.


“EMEA is in good hands with Arnie and Luis,” said De Jesus. “Their expertise and years spent gaining deep insights on the overseas Filipino market in the Middle East and Europe respectively, will contribute to the continued growth of TFC and our other ABS-CBN Global brands in the region.”

As Managing Director for EMEA, Garcia is responsible for leading the development and growth of market penetration strategies and for ensuring profitability across Europe, Middle East and Africa.  Directly overseeing the Middle East, he is also responsible for exploring business development opportunities in untapped or underserved markets across the entire region. 

Prior to his new appointment, Garcia was Acting Managing Director for ABS-CBN Middle East and Africa starting in 2016.  He also served previously as ABS-CBN Head of Sales and Operations for EMEA and Head of Sales and Distribution of Middle East.  He was instrumental in significantly growing the subscriber base of ABS-CBN in the Middle East through establishment of sound and cost-effective distribution processes and systems, including network acquisition and expansion, thus enabling TFC – the flagship product of ABS-CBN Global – to retain its market leadership position.  Garcia was also played a key role during the execution of the ABS-CBN and OSN partnership that led to the expansion of the content portfolio currently enjoyed by its subscriber base.

Before he joined ABS-CBN, Garcia was a Distribution Manager at Philips Philippines. He earned both his Bachelor of Science in Business Economics and Master in Business Administration (MBA) from the University of the Philippines.

Bariuan, on the other hand, as ABS-CBN Country Manager of Europe, is directly responsible for leading strategy execution, business operations and profitability in Europe.  Prior to his new role, he served as Sales and Marketing Director, Marketing Strategist for EMEA, Sales and Distribution Head, Sales and Operations Head, Remittance and Ancillary for Europe, and Acting Managing Director for Europe. 

Before joining ABS-CBN Global, Bariuan was Channel Marketing Manager for Modern Trade and Customer Marketing Director and National Consumer Marketing Director for Non-Beverages for The Coca-Cola Export Corporation.  He also served in managerial positions in Bristol Myers Squibb MeadJohnson Philippines.

Bariuan earned his Bachelor of Science in Business Management from Ateneo de Manila University.


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