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Work Background
Dragon Edge GroupSales Director
Mar. 2024 - Jun. 2024Philippines, Quezon City Appointed 2 distributors in 2 months time for MDC and Cebu which were both strategic in nature.
Changed the MDC RTM model which led to increase in distribution and aims to triple business by end 2024.
Appointment of new Cebu distributor whose capacity to service more channels like HORECA and Islands which aimed to grow Cebu business by 16% (inclusive of +7% operational efficiencies with current accounts)
Recommended changes in Sales Org structure which aimed to focus on the strategic channels/accounts while also developing future leaders in the sales team (this structure is currently implemented)
Revised distributor contracts to protect both DEG and Distributor partner’s interests.
Laid down and documented process improvements for the sales team (Distributor Management & KPIs, NPD process and KPIs, Merchandising Practices and KPIs, etc.)
People retention via decrease in sales team resignations.
Freelance, self-employedManagement and Sales Consultant
Jan. 2024Philippines, Makati City Management, Business Development and Sales Projects (FMCG, E-Com, Agri and Real Estate Industries)
NielsenIQDirector, Retail Sales
Apr. 2022 - Feb. 2023Philippines, Makati City Worked on strategy and approach to win back lapsed clients like Nestle & Clorox.
Was able to prevent cancellation of a subscription of P&G by mediating and leading the collaboration between P&G and NIQ Data Science team.
Led the commercialization of a new instrument to drive white spaces (Drugstore Channel)
Increased revenue of accounts handled through new category subscriptions and back data orders.
Transitioned accounts from legacy pricing to current industry pricing which helped in overall P&L.
Established good working relations with accounts handled despite many concerns raised with NIQ products by clients.
Mars, Inc.Customer Development Head Modern Trade
Nov. 2019 - Nov. 2021Philippines, Makati City Contributed to P&L achievement by reducing trade spend by cutting display allowances in big specific accounts due to the pandemic.
Retention of 1 direct report who transferred to my team (he was supposed to be redundated and was on PIP) through coaching, mentoring and clear deliverables and next steps with specific time frames.
Strategically streamlined some accounts, brands and SKUs to focus on the SKUs that mattered during pandemic keeping in mind profitability and business continuity.
Collaborated with trade marketing the conceptualization and implementation of e-com campaigns, tie-ups and programs.
Collaborated with trade marketing and conceptualized effective bundle packs which focused on current behavior of consumers during pandemic which centralized on “rewarding yourself/others” and “staying in focus” (for chocs and gums respectively)
Led the development and execution of the channels’ short and long term strategies which optimized profitability and sales revenue and achieved company, category and customer objectives.
Helped develop accurate and timely forecasts using a variety of inputs from both offtake and shipment perspective, adopted a continuous improvement mind-set.
SC JohnsonModern Trade Branch Operations Head/ Drugstore Lead
Jan. 2017 - Oct. 2019Philippines Handled a team of 6 MT branch operations sales associates who are assigned per area covering all MT branches; we mainly focused on in store executions, share of shelf, securing extra displays, ensuring planogram compliance where applicable, building relationships with the stores and making sure the right assortment is present in stores.
Accomplishments include developing clear cut MBO/KPI parameters of the team; improving SOS measuring process, improving displays by standardizing display rentals in SM Group, Rustan’s and Robinsons, improved process on how we track promotions in stores which we heavily invest on
through the use of the HQ Workplan Template and Audit Report.
Transitioned Mercury Drug distributors swiftly based on agreed KPIs and successfully managed business continuity.
SC JohnsonArea Sales Manager/ MT HQ Lead
Jan. 2015 - Dec. 2016Philippines Modern Trade HQ Lead for RSCI Group, Waltermart and Grand Union). In charge of head office negotiations, account plans & programs, JBPs, trade spend management
and overall directions for the group of accounts
Accomplishments include successful implementations of planograms in Rustan’s banner – a growth of 9% was seen in the banner after we implemented the planograms; solution center implementation for Pest, Air and Home cleaning in Rustan’s Makati; shopper insights study done in Shopwise (to find out why they are declining); year on year growth of Waltermart (8% in 2015 & 15% in 2016)
SC JohnsonCategory Customer Marketing Manager
Jul. 2012 - Dec. 2014Philippines, Makati City Handled Total Home Cleaning and Shoe Care Categories. Developed POP mats for all brands for the home care category (Mr. Muscle, Pledge, Duck) and
Kiwi Shoe; developed nationwide bundling promotions; developed trade programs; manages
spaceman/catman programs; developed planograms; manages packaging transitions & inventory
rundown; co-managed trade launches of new items; managed listing fee monies and the whole
category’s promo budget; provided weighted distribution analysis information to sales; coordinates
information between marketing and sales; leads shopper insight studies in tandem with 3rd party
agencies.
Grew the Kiwi Brand (new acquisition) by 30% amidst a declining market through a holistic program
which targeted the consumers (Groom To Shine Program) , retailers (Merchandising & Planogram), shoe care practitioners (Shoe Shine Stations & Mr. Quickie Partnership)
Assumed marketing role while marketing counterpart was on ML- successfully launched Mr. Muscle Stick On 1 Strip, Stick on Pine by 3s & new packaging of Muscle APC.
SC JohnsonKey Accounts Manager
Jul. 2007 - Jun. 2012Philippines, Makati City Handled the sales distribution team of Monheim, our exclusive distributor for GMA.
Started handling General Trade team in 2010. Manages accounts like Cherry, Ever, Hi Top, Sta
Lucia, Tropiocal, Ultramega, 711, Ministop, DIY in close coordination with the distributor salesmen.
Handled distribution team from 2007- 2009.
Consistently increased total buying accounts year on year and maintains average of 30 productive
calls through numerous value pack offerings and other conceptualized and implemented promos.
Consistently grew top 10 accounts of sector.
Improved distribution of Raid from 122 buying accounts to 1,052 b.a through a special promo using Baygon EMK.
Sales Lead in the development of the Gas Con Channel (Petron Treats, Shell Select, Caltex
Starmart). Developed and grew the business by 108% through the following:
o Appointment of a sub-distributor who specializes in the channel.
o Opened Caltex Starmart.
o Was able to have Glade Sport on Shell Select Shelves through a Special Car Kit offering (Ambipur has a worldwide exclusivity contract with Shell Select)
o Conceptualization and implementation of various Air Care activities (Glade Sport Swapping, Glade Car Gel + FREE refill, Special Glade Merchandising Program for Petron
and Caltex, Car Kit offering for Select, partnership with Lakbay Alalay)
Sales Lead of ADIS-2 project and successfully tested the compatibility of ADIS-2 with the current
sales booking set-up and made recommendations for the improvement of the booking system using
the positive points of both the ADIS system and the current system.
Successfully conceptualized and implemented a wholesaler program for 33 selected accounts who have peddling businesses (Sub-d):
o Increased Baygon Coil sales by 136%
o Increased other lines (Off!, Baygon Insect Spray, Baygon Aerosols, Plexon, Johnson Paste Wax) sales by 112%
GMA Sales Lead for Project Queensland>platform based distribution business model project, the Philippines has been chosen for the pilot run.
Other duties and responsibilities include forecasting, management of sell-in and sell-out and inventory management.
Splash CorporationNational Account Manager
May. 2006 - Jun. 2007Philippines, Quezon City(August 2006- June 2007)
Handled all negotiations and transactions for Watson’s and Mercury
Supervised one Key Account Specialist and one Key Account Supervisor for Mercury.
Duties and responsibilities include business & relationship building with the accounts.
(May- July 2006)
Handled all negotiations and transactions for SVI and Super SM.
Spearheaded Solution Center for SM Hypermarket North Edsa in partnership with Colgate
Palmolive.
Duties and responsibilities include giving suggested orders, forecasting, conceptualization and
implementation of promos and launches, regular store visits, supervising merchandisers, ensuring
that stocks are adequate at all times, supervision of collection, inventory management and tracking
for accounts handled, devising plan-o-gram for accounts, SKU analysis and rationalization, business reviews and implementation of CATMAN projects.
Splash Pharmaceutical CorporationCustomer & Channel Development Manager
Jul. 2005 - May. 2006Philippines, Quezon City Was part of the Pioneer Team of Splash Pharmaceutical Corporation
Opened & handled SVI, Super SM, Watsons and Robinsons
Opened other accounts like Landmark Supermarket & Dept Store
Made Theraherb VCO the leading brand in SVI, Super SM, Watsons & Robinsons
Received Nutraceutical Brand of the year award for Theraherb in Watsons
IDS Marketing (Gillette)Key Account Manager
Apr. 2004 - Jul. 2005Philippines Handled all negotiations and transactions between IDS Marketing (Gillette) and the following
accounts- Rustans, Shopwise, Landmark, Daily and Metro.
Handled five sub-distributors for the Oral B Professional Line. Point person of Rustan Account for the whole IDS Rustan Team (including Multi-lines & Ovaltine
Exclusive).
Duties and responsibilities include giving suggested orders, forecasting, conceptualization and
implementation of promos and launches, regular store visits, supervising merchandisers, ensuring
that stocks are adequate at all times, supervision of collection, inventory management and tracking
for accounts handled, devising plan-o-gram for accounts, SKU analysis and rationalization, business reviews and implementation of CATMAN projects.
Achievements:
Was able to successfully implement CATMAN projects (Men’s Grooming Centers & Oral Care
Centers) last 2004 in Rustans Shangrila and Landmark
Was able to simplify process of ordering in Shopwise for Gillette & Oral-B
Was able to grow the OB Prof sector during time handled
Consistent performer Was awarded and recognized by Gillette SEA for attaining 103% of Blades & Razors quota for
calendar year 2004
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