About the founder
Hi, I’m Joshua Cruz — a brand builder, marketing strategist, and founder with a passion for building impactful brands and empowering communities through storytelling, strategy, and authenticity.
The Training Ground
The Startup
My journey began at Penbrothers, where I supported international startups and led community development for a thriving co-working space.
The International
I then moved to REVMedia, collaborating with global brands like Diageo and Nestlé as part of their business development and partnership team.
The Global
From there, I joined Heineken Philippines, where I managed territory growth in both Metro Manila and Cebu. I led market activations, modern trade partnerships, and festival campaigns like Sinulog, helping drive Heineken’s visibility and market share in key regions.
The Jump
The First Step
In 2020, I returned to my roots and built Pig Senyor! Authentic Cebu Lechon — a proudly homegrown brand now featured on TV, radio, and online media. I led the full marketing strategy, from social media and ad buying to SEO and PR, while also creating a thriving reseller program and forming partnerships with hotels and restaurants across the country.
The Passion Project
Building on this momentum, I launched Amigos Lifestyle, a startup-friendly digital marketing agency that provides outsourcing solutions in social media, strategy, and brand development. Under Amigos, I also founded:
Athletesure: an inclusive athleisure brand focused on movement and accessibility
OurDailyGrounds: a coffee brand supporting Filipino farmers and distributing premium beans to top-tier venues like golf clubs
Today, I help founders, startups, and SMEs bring their visions to life through strategy-driven marketing, genuine storytelling, and a community-first approach. Whether you’re launching a new brand, scaling your business, or just looking for someone who gets the grind, I’m here to build with you.
Let’s create something meaningful—together.