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Work Background
Sinag Consultancy GroupSenior Brand Consultant
Feb. 2021Philippines · RemoteCurrently leading the consumer insight work for the launch of a new product development of a client's flagship brand that aims to expand its portfolio within frozen package and tap a new and exciting target market - Created the go-to-market strategy by identifying the most viable subcategory via market sizing using retail audit data, and the most lucrative consumer segment via qualitative immersion and consumer focused group discussions with various potential customer segments - Designed, executed and interpreted results for multi-level concept and product tests both qualitatively and quantitatively to arrive at a strong Minimum Viable Product (MVP) for launch Launched Goodest Cat Food in 2021, Goodest Dog Food in 2023 (pilot launcH) that aims to become the next market leader of pet foods in the Philippines in the next ten years. - Led the consumer insights work which involved designing, briefing and supervising the market research activities that involved incidence checks, qualitative focused group discussions, in-depth interviews with subject matter experts, trade visits, and retail audit data analysis to identify the minimum viable product design. - Crafted the brand and product offering which included the Brand DNA (Identity), portfolio strategy, go-to-market and target market definition for the new pet food brand. - Involved in executing the test market exercises to identify launch opportunities using the Agile Method, which included quantitative surveys to determine awareness and purchase journey and impact on consumer behavior as well as qualitative focused group discussions to deep dive on drivers to behavior. - Set-up the marketing launch plans including channel strategy, product bundling, and communication efforts.
Upon launch, Goodest Cat exceeded target launch sales via e-commerce launch which made it the number e-comm brand of Century Pacific, and a consistent part of top wet food brands in both Lazada and Shopee.
Self EmployedBrand Consultant
Apr. 2020Makati, National Capital Region, Philippines · RemoteFreelance marketing consultant for local and international clients with services ranging from end-to-end Market Research to Business, Product and Brand Design. Led several market research initiatives for Visum Ventures Inc. which involved qualitative studies for communications concept testing, product evaluation and consumer journey mapping to help the development of pipeline restaurant concepts which include Chinese hot pot, Italian restaurant, and gelato kiosk.
Conducted market research for an international insulated bottle brand’s entry to the Philippine market.
Provided guidance for an international startup company based in the Netherlands through consumer insight work to leapfrog product and experience design for a pipeline app. Led the business strategy, operations and digital marketing for a startup food enterprise that aims to converge different community sellers into one online store catering to broader local segment.
KantarSenior Research Manager
Nov. 2019 - Dec. 2019Mandaluyong, National Capital Region, Philippines
Sinag Consultancy GroupBrand Consultant
Mar. 2016 - Oct. 2019Served as brand consultant to client team covering end to end brand and marketing strategy (brand design, marketing communications plan, tracking for success) as well as innovation / product development. Led market research initiatives for consumer insights with the end-goal of building strategic direction for both business and brand development. Client coverage included FMCG (alcoholic and non-alcoholic beverages, cooking aids, and personal care) retail (footwear), services (telco), and real estate (residential, commercial, and hospitality) brands from local and international companies.
Rockwell Land CorporationMarketing Supervisor
May. 2015 - Feb. 2016Makati, National Capital Region, PhilippinesSupervised the conceptualization, development and execution of various market research studies
covering product concept, consumer insights and competitive landscape for the residential mid-market. Spearheaded brand strategy creation for Rockwell Primaries, ensuring consistency with parent-brand's heritage as its differentiator while staying relevant to the broad-
market segment. Supervised the conceptualization, planning and execution of marketing communication for Above the Line and Below the Line efforts for The Vantage at Kapitolyo, Rockwell Primaries' first high rise development. Worked with Business Development team in conducting studies relevant to future and
prospected properties for developments.
Millward BrownMarket Research Executive
Nov. 2012 - Mar. 2015Makati City, PhilippinesJourneyed with the brand team in growing the business by providing market insights on the brand's current market position and impact of their communication. Provided expert advice on the brand's direction and strategy with the help of gold standard tools and pioneering brand learning from the Millward Brown network. Handled a leading FMCG brand and worked on brand tracking and creative development evaluation--backed with a comprehensive background on global branded communication best practices.
SM SupermallsOperations Planning and Control Analyst
Mar. 2011 - May. 2012Pasay City, PhilippinesPart of the team reporting directly under the Office of the President, SM Supermalls and served as the think tank in planning, formulation and implementation of store operations policies and related procedures and other activities; monitoring and evaluation of branch performance and productivity—specific focus on operationalizing SM Supermalls’ Marketing initiatives on a nationwide scale. Conducted special studies on various areas or policies of store operations as initiated by OPC or other groups; formulated and documented necessary guidelines as Standard Operating Procedure across SM Supermalls.
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