Mandaluyong
City, Philippines — In many companies, the Chief Financial Officer (CFO) is
known for numbers, forecasts, and bottom lines. At Ascendra, CFO Francesca
Fugen is known for something more. She is a financial leader guided not only by
strategy and discipline, but by compassion, advocacy, and a clear sense of
purpose.
Fugen
represents what colleagues describe as “a new kind of CFO.” Her leadership
blends financial expertise with values that put people, products, and community
at the center of business decisions.
Product
First, People First
In an
industry often driven by sales targets and commissions, Fugen takes a different
stance. For her, credibility begins with the product.
“Our
products should transform lives before commissions follow,” she says.
This
mindset has shaped how Ascendra positions itself in the multi-level marketing space.
Fugen pushes for product integrity, real customer value, and benefits that can
be experienced in everyday life. She emphasizes that Ascendra’s products are
pharma-grade and supported by clinical studies, reinforcing her belief that
what the company offers must be grounded in quality and evidence. By focusing
on what the product can genuinely do for people, she believes long-term trust
naturally follows.
It is a
position that may seem rare in the industry, but it has helped strengthen the
company’s reputation and deepen customer confidence.
Wellness
Beyond the Physical
Fugen’s
advocacy goes beyond business performance. She is a strong voice for mental
health and emotional well-being, especially within the Ascendra community.
For her,
wellness is not limited to physical health. It includes emotional resilience,
supportive relationships, and a culture where members feel valued and heard.
“Ascendra
is not just selling — it’s building healthier, happier humans,” she explains.
She supports programs and conversations that encourage members to care for their mental and emotional state while pursuing their livelihood. This approach has helped build a more supportive and empowering environment within the organization.
A Heart
for Survivors and the Vulnerable
Deeply
committed to mental health awareness, Fugen also advocates for survivors of
abuse and domestic violence. She believes companies have a role to play in
offering emotional and psychological support to those in need.
“Leadership
isn’t just about results, it’s about responsibility,” she shares. “We have the
capacity to create change, not just in business, but in people’s lives.”
Her advocacy has influenced how Ascendra views its role in the community — not just as a business, but as a platform that can contribute to healing and empowerment.
Compassion
That Extends to Animals
Outside
the office, Fugen is a proud pet lover and active supporter of animal welfare.
Her compassion for animals has also opened doors for Ascendra to explore
corporate social responsibility efforts related to humane care and advocacy.
“A leader
who cares deeply. For people, for pets, for purpose,” is how some describe her.
This personal passion adds a relatable and human side to her leadership, showing that compassion in business can extend to many forms of care and responsibility.
Empowering
Women, Uplifting Communities
Fugen is
also a strong advocate for women empowerment. She believes empowerment is not
about recruitment numbers, but about real upliftment.
“When
women rise, families and communities rise with them,” she says.
Her work aligns Ascendra with ethical entrepreneurship and inclusivity, especially for women seeking alternative career paths and financial independence. Through mentorship, encouragement, and example, she promotes economic participation that is dignified and sustainable.
Leadership
With Meaning
For
Francesca Fugen, financial leadership is not separate from social
responsibility. It is deeply connected. Her values influence how she leads, how
she decides, and how she envisions the company’s future.
Under her
guidance, Ascendra’s financial direction is paired with a clear message:
business success should go hand in hand with improving lives.
In a role
often defined by numbers, Fugen has proven that heart, purpose, and advocacy
can be just as powerful as financial expertise.
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