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Work Background
Concepcion-Midea Inc.Retail Sales Director
Nov. 2023 - Sep. 2024Manila, National Capital Region, Philippines
CashaloSales Director
Sep. 2022 - Aug. 2023Quezon City, National Capital Region, Philippines- Head of Offline Sales, Merchant Acquisition and Key Accounts
- Monthly review of business unit's resources and productivity to effectively identify the most optimal strategy that will help reduce cost and drive productivity.
- Partners with Risk Management and Customer Service teams to identify red flags and potential scenarios that suggest fraud. Help mitigate such through regular coordination with partner merchants and store managers to disseminate info to the rest of the store personnel. - Streamlining of offline sales orgchart and review of manpower deployment to identify gaps and opportunity areas with regards to market coverage/presence, POS prioritization, and productivity improvement
- Review and re-assessment of merchant partners classification criteria to effectively allocate resources and investments, and ensure that major partners are closely managed.
- Review annual POS materials forecasting, allocation and deployment plan to cover more POSes and ensure visibility in partner stores, including pull-out of outdated materials and fixtures
- Provides weekly updates to Mancom and conducts monthly performance review to our regional colleagues.
- Ensures timely submission and approval of monthly operating targets, including cascade and signing of monthly goal sheets by the Sales Officers
- Reviews and approves monthly and quarterly sales incentive results, as well as merchant programs aimed at driving loyalty, collaboration and productivity.
- Reviews and approves new training modules and materials before these are cascaded to the sales network
- Conducts weekly, monthly and quarterly visits and performance reviews to key partner merchants and approves the onboarding of new merchants and partner POSes.
- Leads quarterly townhall meetings for the entire sales team to provide updates, recognize top performers, share knowledge and promote camaraderie and unity within the BU.
Samsung ElectronicsHead of Sales
Nov. 2020 - Mar. 2021Taguig, National Capital Region, Philippines- Responsible for driving sales growth, strategy development and implementation, channel expansion and activation for Samsung Mobile's B2C business in Greater Manila Area.
- Responsible for driving Joint Business Plans for major accounts with focus on driving revenue and market share as key metrics.
- Expansion of distribution coverage in the IT channel, and activation of non-buying accounts within the managed distributors’ channel universe.
- Daily, weekly and monthly alignment with the Leadership Team and other single business units (SBUs) for operational updates and monitoring of on-going projects.
Index 94 Lifestyle Solutions Inc. (Power Mac Center Group)General Manager
Aug. 2017 - Oct. 2020Pasig, National Capital Region, Philippines• Set up, over-all direction and strategy development of Power Mac Center’s distribution arm, Index 94 Lifestyle Solutions, Inc. – a company engaged in the distribution of premium lifestyle consumer electronic gadgets and accessories.
• Establish key operational (HR, Supply Chain, Logistics and Warehousing) & financial objectives and directions from the ground up, and lead the team in product and partner sourcing, channel mapping and engagement, and business development. • Drive key financial targets such as profitability, net sales, inventory, as well as procurement and supplier metrics with Finance department.
• Penetrate both traditional IT & telco channels, as well as explore partnerships with non-traditional channels targeting consumers with premium lifestyle preferences. • Drive digital readiness and execute presence thru PR and social media, corporate website and online store.
• Attend local and international consumer electronics conventions to tap prospective partners for distribution and study the latest markets trends and insights.
LenovoCountry Manager - Mobile Business Group
Aug. 2014 - May. 2017Taguig, National Capital Region, Philippines• Responsible for driving sales, business operations, strategy development, growth and profitability of Lenovo and Motorola smartphones in PH.
• Responsible for establishing and overseeing the end-to-end channel engagement strategy and execution, including account classification, personnel recruitment, target setting, and investment planning. • Responsible for retail marketing investment planning, analysis, execution and review • Responsible for field force management and evaluation, target setting, and training, as well as compliance to retail management mandatories such as merchandising materials production & deployment, E-Leader sell-out reporting and competitive activity monitoring & reporting.
• Conducts weekly sales review to ensure sell-out & sell-in objectives are on track, as well as to address operational matters such as inventory & supply issues, and promotional activities.
• Leads weekly operational alignment with regional HQ to review demand & sell-out forecast, supply, pricing, and promotional plans and initiatives.
• Acts as PH spokesperson for Lenovo and Motorola smartphones, answers to media/bloggers queries and represents the mobile business group in official PH functions.
SonySales Head - Distribution
Apr. 2012 - Aug. 2014Taguig, National Capital Region, Philippines• Expansion of Sony Mobile’s distribution through the growth of three national distribution partners covering key, secondary and developmental accounts. • Increase market share in carrier/operator business through the strategic ranging of handsets, negotiation of price points and marketing support funds and programs, and leveraging Sony’s user experience platform with its wide range of “connected” products.
• Selection and development of distribution partners for Sony’s TV, Home Audio-Video, Music Digital Receivers, Personal Audio, and Digital Imaging categories as well as mapping and execution of go-to-market strategies for developmental accounts, including SKU plotting, price negotiation and training of distributor sales forces.
• Conceptualization and execution of distributor and dealer programs to increase sell-out and sell-thru, cascade of dealer product roadshows, and screening and identification of key retail partners for concept shop expansions.
• Hiring, training and development of trade consultants handling various sales accounts.
• Management of and coordination with a 3rd party agency for the execution and monitoring of dealer and retail programs and merchandising efforts.
Sony Mobile CommunicationsNational Sales Manager
Jul. 2007 - Mar. 2012Taguig, National Capital Region, Philippines• Expansion of Sony Ericsson/Sony Mobile’s product portfolio and increase market share in carrier network partners through strategic handset ranging.
• Conceptualization and implementation of product launch programs and campaigns to support carrier partners’ subscriber acquisition and retention efforts. • Growth and expansion of national distribution partners to increase product retail availability and visibility, including opening of new dealer accounts and strategic dealer program execution.
• Cascade of dealer product roadshows, monitoring and audit of retail programs, including merchandising and consumer promotions initiatives.
• Training and development of distributor salesmen, including on-field and classroom training sessions.
Del Monte Philippines, Inc.Regional Sales Manager
Oct. 2006 - Jun. 2007• Responsible for the over-all management and KPI achievement of Del Monte’s operations in the Visayas region for key and distributor grocery accounts. Account coverage includes major supermarket & grocery accounts, convenience stores and market stalls, as well as sub-distributor operations catering to tertiary outlets.
• Screening and selection of distribution partners across the Visayas region (Cebu/Bohol, Iloilo, Bacolod, and Samar) in coordination with a 3rd party consultant. This includes setting of financial, logistical, manpower and best practices criteria as well as establishing distribution KPIs, guidelines and targets.
• Training, development and performance review of 4 key account managers, covering various distribution channels across the Visayas region, as well as 13 distributor salesmen covering secondary cities.
• Management of Leyte and Samar’s servicing transition to Cebu, following the close of Del Monte’s Tacloban warehouse.
• Coordination with 3rd party logistics provider for the warehousing and supply chain requirements of Visayas operations.
Del Monte Philippines, Inc.Trade Category Manager - Fruits & Beverages
Apr. 2002 - Sep. 2006Makati City• Responsible for the trade operations of Del Monte’s 2 major categories - Canned Fruits and Canned Juices. These two categories, combined, make up 65% of Del Monte’s local business. • Implementation of Category Management projects in key supermarket accounts. This includes analysis and approval of planogram lay-out, as well as presentation to and securing approval from key customers. • Coordination with brand management for the conceptualization and implementation of category promotions nationwide. Responsibilities include supplier sourcing and selection, review and production of point of sale materials, as well cascade to the sales team of program mechanics, allocations and sell-in guidelines.
• Hiring, training, development & performance review of Trade Marketing assistants.
• Key accomplishments include the launch of Del Monte Kitchenomics Solution Center, Del Monte Snack Cart, Product Information and Merchandising Manual, cross-merchandising initiatives for Fruits, Beverages and Salad Cream, and shopper marketing study in select key partners
NestléNational Key Account Manager
Oct. 2000 - Mar. 2002Makati, National Capital Region, Philippines• Team lead for the national sales account team, handling the Milks and Beverages categories. This includes Infant Nutrition, Growing Up Milk, Adult Milk and Energy Drinks, Cream, Coffee and Iced Tea.
• Propagated Nestle’s customer management best practices through the formation of strategic partnerships with the country’s top retail outlets such as Supervalue, Inc. (SM Supermarket), Robinsons Supermarket, & Big R Supercenter.
• Coordination and collaboration with Trade Marketing Group for the conceptualization and implementation of exclusive category promotions for Milks & Beverages in key supermarket accounts.
• Sales forecasting, inventory monitoring, and price and programs negotiations with key accounts to achieve sales targets.
• Presentation of high caliber business reviews to key decision makers to secure management approval and commitment of sales goals and targets. • 2001 Trade Partner of the Year – Supervalue, Inc. (SM Supermarket) and Robinson’s Supermarket
Del Monte Philippines, Inc.Key Account Specialist
Feb. 1997 - Nov. 1998Makati, National Capital Region, Philippines
Del Monte Philippines, Inc.Key Account Supervisor
Dec. 1988 - Sep. 2000Makati, National Capital Region, Philippines
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