The Jimenez family: how faith strengthens their bond across generations

She tells her love story so softly, breaking into laughter now and then, her eyes sparkling through her glasses. She is definitely still the girl, from more than six decades ago, whose heart fluttered whenever she saw and was with the beau of her choice. She had other suitors, she says, but she liked the goodness she saw in his heart.

They journeyed together, solidifying their marriage and building a strong family unit; as one, they squarely faced challenges and trials that came their way. He rose to become a prominent name in business and industry, a prime mover of the economy; she would be the idiomatic wind beneath his wings every step of the way. Together, they were a force, fearless and undaunted, because their marriage was firmly anchored on solid ground by their strong faith. 

“Faith in God is our foundation. This faith translates to the Christ-like values of love, respect and kindness in all relationships; integrity in words and actions; service and generosity to others,” Kay defines the essence of the Jimenez family. 

The die was cast. Menardo and Kay nurtured their faith and shared it with their children, who received this with an open heart. Laurie, married to Matthew Westfall, recalls, “We grew up with weekly bible studies at home. We were asked to memorise bible verses and were taught that life comes with ups and downs and these verses will help us navigate life.” 

Menardo and Kay are convincing mentors about putting complete trust in the Lord, for they have encountered many trials themselves. When Menardo was bypassed for a promotion at the company where he was working, he felt deeply dejected. Kate asked her husband to resign. Taking charge, she worked two jobs: a technical assistant at the Central Bank and a professor of Economics at the Philippine Women’s University. Soon enough, the offer to join two others to put up GMA came about, and Menardo’s star began to shine—and soar.

Although he made successful ventures in many fields of business and industry, Menardo’s name shone brightest in the media. In 1974, he and two others (Gilberto Duavit, Sr and his brother-in-law, Atty Felipe Gozon) took over the American Broadcasting Company, which operated Channel 7. From a primarily American programming base, Channel 7 slowly built a reputation for objectivity in news reporting, recognised as the most trusted news brand in the country by the Reuters Institute for the Study of Journalism. It also focused on local stories and outstanding variety shows to rise to the number one spot today.

The steady ascent to the top occurred over a period of five decades. Notably, Menardo led the growth for 26 years as GMA president and CEO. This period would see a leadership that used the power of media for the public good, that did not cower in precarious times, that paved the way to the top, slowly but surely and without being No. 1 as the end-goal. 

“In the service of man, for the glory of God” were the words Menardo lived by in GMA. He received some criticisms for instituting programming that did not have profit as an end goal. But Laurie says that her dad “believed media is a public trust that shouldn’t be taken lightly because  it moulds peoples’ minds and shapes the next generation”.  So, he gave the public what they needed, not what they thought they wanted. Enter shows such as Agrisiete, giving farmers agriculture tips; Negosiete, with lessons on how to start small businesses; and Kapwa Ko, Mahal Ko, whose guest doctors provided free medical advice, and which maintained a space at the station where indigents could receive medical help. He added educational shows for children and late-night programming, as well as exciting talk shows that presented different perspectives on political and current social issues, alternating with Christian shows to help spiritually, mentally and emotionally.

“I was lucky to work side by side with my dad in GMA during this time seeing firsthand how he built the network’s solid foundation,” remembers Laurie, a CPA like her dad who headed GMA Finance & Strategic Planning and is now the CEO of the Jimenez Group of Companies. “Well, he is the same with our employees today, too.” 

And he is the same with his enemies, embracing them, forgiving them. In the 1987 coup attempt to overthrow the Aquino government, Channel 7 was taken over by 300 rebels led by Colonel Oscar Canlas. Menardo instructed the station to treat them well, feed them and pray with them. Eventually, the rebels peacefully left. But the story continued. 

In 1990, Menardo, who was involved with an organisation called Prison Fellowship International, was putting up the Philippine branch and remembered the colonel of the coup who had spent time in prison for his participation. He looked for Canlas, found him and told him that he holds no grudges, inviting him to be the executive director of the Prison Fellowship International-Philippines.

The beginning of the new millennium ushered in a new era for Menardo. He retired as president of GMA, where Joel now sits as chairman to the Excom and Laurie as board director.  After guiding GMA for 26 years, he returned to his roots: entrepreneurship and focusing on steering his children to becoming positive contributors to Philippine society.  

He is generous with his advice to his children and grandchildren. A few tips he shares are: “Put God first and work hard. You must always be aware of what is happening in your business. Try every opportunity; whether you succeed or fail, and  that is success in itself.”

Joel, married to Gidget Roceles, built his career in GMA. He cherishes an oxymoronic nugget his dad has given him: “Every luck comes from hard work.”

Carmen, married to Jay Ong, was inspired by watching her dad be a good steward and give back to others through the helpful programmes he showed on Channel 7. The CEO of property outfit Menarco Development, which built the Menarco Tower, tries to do the same. In the design process, she incorporated soft features—including ventilation, lighting and artwork that identified Menarco as a vertical museum. “If we build well, the tenants inside get to work well, the people become productive, and we can help the nation,” she says. 

The Jimenezes are a cohesive unit. Joel pegged it down to a tee. “If there is a word to describe us, I would say it is ‘togetherness’. It was quite often that I’d hear comments like, ‘Oh, those are the Jimenezes. They don’t need friends. They are always together.’” 

“When my dad asked me to help him with the building in 2010, I was having a baby,” narrates Carmen. “Why me?’ was my incredulous reaction!” Carmen is hardly the steel, iron, and cement kind of gal, but a wellness advocate, a Pilates instructor, a nonprofit volunteer, and an art lover. In short, more yin than a cold building’s yang. Before her father’s request, she had just helped him design his house and renovate his office. Yet, it seemed enough for her father, who assured her, “I see a promise in you.” 

Menardo was as tough with his eldest son, Butch, married to the singer Tricia Amper. “He put me in one of the family’s hardest businesses, a mango farm in Pangasinan. Insurgents infested the place. I had to learn how to deal with them while managing the farm,” his father’s namesake says. “And yes, I got my own share of death threats.” In the end, Butch, who is now the COO of telecom giant PLDT, was grateful for the “good learning experience”. 

It was not the end of the road after GMA. hard work and entrepreneurship continue. The family is involved in various business sectors. At 92 years, Menardo still goes to the office three times a week and is still on top of some of his ventures in property and agriculture, operating one of the largest poultry farms in the country; in food and beverage with the coffee chain Coffee Bean and Tea Leaf; even dabbling in health care via Lifeline, the country’s premier emergency ambulance service. He’s also been with San Miguel Corporation for 20 years now as a director. 

Many of his dreams have been realised. “I have already seen my dreams for my grandchildren come to fruition. They have studied at well-known universities both here and abroad [Brown, Yale, UPenn and others] because I believe that education is one of the greatest gifts we can give them. Some are still pursuing their studies, but I am confident that they will succeed, as they are all serious and dedicated,” he says.

Beside him still is the woman who stands as the custodian of the family’s values. “Our commitment to each other is to listen, encourage and forgive,” says Kay, who has published the inspirational book Recipes for Life. “For us to continue to grow as a family, we will keep learning, teaching and sharing wisdom. And for our future, we will build traditions, preserve our story and inspire generations.”

And yet, still, together, they pray for their growing family—four children with their spouse, 14 grandchildren, and two grandchildren-in-law—naming each one aloud, without skipping a beat. To those with the faith of the Jimenezes, there is no room in life to falter, to yield to indecision, not even to skip a beat.

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