About
Joseph Carl R. Briones
Marketing Strategist · Community Platform Builder · Multicultural Media Professional · Los Angeles, CA
20+ years building meaningful connections between brands, audiences, and communities — across broadcast media, major advertising agencies, and digital platforms. Award-winning. Bilingual. Now building the infrastructure for Filipino-American community discovery online.
Career Narrative
The Broadcast Media & Agency Years
Before relocating, I'd already built a career in corporate advertising in the Philippines — including managing the McDonald's account at Starcom Media Agency in Manila, where our team won Agency of the Year — Best in Media two years running. After I migrated to the United States in 2008, my career in the US started at Universal McCann Los Angeles, where I served as Senior Planner, planning and buying media for Sony Pictures Entertainment across seven film releases. From there, a decade at ABS-CBN International / The Filipino Channel shaped everything. Over 10 years as an Account Executive, Advertising Sales, I built campaigns and partnerships for marquee brands including McDonald's, AT&T, Verizon, Toyota, Walmart, U.S. Bank, Sony Pictures, and Remitly — connecting them with the millions of Filipino-Americans who called TFC their cultural home. A 3AF Digital Campaign of the Year award, an MVP award for ASAP Live in New York, and two "Walk on Water" awards — ABS-CBN's internal recognition for Creative Breakthrough in Events — marked the decade's high points.
The Entrepreneurial Chapter
In 2019, I founded JCB Strategic Media LLC and began serving clients directly as a marketing strategist and media consultant — leading integrated campaigns for The Baker's Son by Valerio's (brand launch), Goldilocks USA (national media buy), and Martin Purefoods Corporation, plus partnership work with The Filipino Channel and WorldRemit, among others. Even as a boutique agency, I was trusted with brands that carried real weight in their markets — top Filipino-American companies and an international remittance leader alike. During the COVID-19 pandemic, I took on a public service role as a U.S. Census Bureau Enumerator — an experience that deepened my appreciation for multilingual community outreach, federal compliance, and civic data integrity.
The Builder Chapter
Since 2024, I've run a marketing and technology consulting practice, helping small businesses and organizations — in property management, tax resolution, music production, and professional services — sharpen their marketing strategy and modernize their digital operations. In 2025, I began building FilipinoFoodNearMe.org and FilipinoEventsNearMe.org from scratch, launching both in January 2026. The platforms now serve 1,239+ business listings and 150+ events across the U.S., on the same Next.js / Vercel / Sentry production stack used by professional engineering teams. I didn't have a formal CS degree. I had strategy, curiosity, and AI-assisted development workflows. The platforms grew because the need was real and the community responded. That's how I build everything: with audience insight first, technology second.
Experience
Freelance Marketing & Technology Consultant
Founder — FilipinoFoodNearMe.org & FilipinoEventsNearMe.org
Los Angeles, CA
- Provides marketing, digital strategy, and technology consulting to small businesses, emerging ventures, and community-centered platforms across professional services, music production, property management, and multicultural markets.
- Built and maintain michaelwernecke.com for a property management client — handling site architecture, content strategy, and ongoing digital presence using AI-assisted development workflows.
- Develop and maintain two national community platforms, FilipinoFoodNearMe.org and FilipinoEventsNearMe.org, independently managing content structure, UX, SEO, and growth strategy.
- Support property management operations with technology consulting, surveillance systems, workflow digitization, and hardware/software troubleshooting.
Founder | Principal Partner
JCB Strategic Media LLC
Los Angeles, CA
- Led integrated campaigns for The Baker’s Son by Valerio’s (brand launch + broadcast), Goldilocks USA (national media buy), and Martin Purefoods (campaign management).
- Executed digital strategy for Westates Automotive Group, including digital ad placements and regional audience targeting.
- Managed media budgets across linear TV, out-of-home, and digital channels for multicultural-focused campaigns.
- Leveraged AI-assisted workflows and platform development tools to deliver strategic value at reduced cost vs. traditional agency models.
Account Director
Westates Marketing & Automotive Promotions
Los Angeles, CA
- Led direct mail marketing strategy for automotive and non-automotive sales prospecting, managing targeted, geo-based outreach campaigns built for measurable response and conversion.
- Managed key client accounts, translating prospecting goals into structured direct-response campaigns within a performance-driven sales environment.
Enumerator
U.S. Census Bureau
Los Angeles, CA
- Conducted in-person household data collection for the 2020 Decennial Census across Los Angeles during COVID-19 restrictions and heightened public hesitancy.
- Built trust with residents across diverse cultural, linguistic, and socioeconomic backgrounds, including historically undercounted communities.
- Maintained strict adherence to federal confidentiality protocols while documenting cases accurately under mandated timelines.
Account Executive, Advertising Sales
ABS-CBN International / The Filipino Channel (TFC)
Greater Los Angeles Area
10 years, 4 months
- Managed advertising sales across TFC’s entertainment, news, variety, and digital/OTT platforms, building integrated media packages for national and federal advertisers including AT&T, DirecTV, EVA Air, McDonald’s, MoneyGram, Remitly, Toyota, U.S. Bank, U.S. Census Bureau (2010 Census outreach), Verizon, and Yakult.
- Served as a trusted advisor to leading Asian-American advertising agencies handling these corporate and federal accounts, translating audience insight and cultural nuance into media recommendations that held up commercially for both agency and client.
- Recognized with the 3AF Digital Campaign of the Year award for measurable digital campaign performance.
- Served as Head of Sponsorship & Ad Sales Logistics for ASAP in New York at Barclays Center, an MVP-recognized 12,000-capacity event.
- Coordinated sponsorship and campaign logistics across the U.S., Canada, and the Philippines for major tentpole events and national sponsorship programs.
Senior Planner
Universal McCann, Los Angeles
Greater Los Angeles Area
- Contributed to media strategy and planning for Sony Pictures Entertainment, the agency’s largest account.
- Supported high-profile theatrical campaigns including The House Bunny, Seven Pounds, Pink Panther 2, Lakeview Terrace, Mardi Gras, The International, and Underworld: Rise of the Lycans.
Selected JCB Strategic Media Clients
Core Competencies
Education
San Beda University · Manila, Philippines
Bachelor of Science in Management · 1996
WES International Academic Credential Evaluation
World Education Services (WES) · November 2024
WES-evaluated equivalent to a bachelor's degree from a regionally accredited U.S. institution. Reference #6631434/lwd · November 2024.
Consulting & Freelance Work
Available for marketing strategy, campaign coordination, digital presence, and multicultural outreach projects. Serving small to mid-size businesses, startups, community organizations, and brands reaching Filipino-American & Asian-American audiences.
michaelwernecke.com
2024 – PresentBrand Architecture · Content Strategy · Digital Presence
Principal consultant for Michael Wernecke's personal brand site — brand architecture, content strategy, and full digital presence development.
Visit siteJCB Strategic Media Engagements — 2019–2023
Brand launch campaigns, national media buys, and integrated digital campaigns for The Baker's Son by Valerio's, Goldilocks USA, Martin Purefoods, and Westates Automotive Group.
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