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Work Background
SandozSenior Manager, Marketing
Mar. 2022 - Mar. 2025Makati, National Capital Region, PhilippinesManaged the Anti-Infectives franchise, including Zinnat, Zinacef, Fortum, Azyth, and Mycamine. Developed and executed strategic marketing plans to drive brand growth and market performance. - Surpassed the 2024 launch target of Mycamine, achieving 124% attainment by building a high-performing medrep/key account hybrid team and executing a targeted launch campaign tailored for infectious disease specialists.
- Accelerated sellout growth of the Anti-Infectives franchise by 22%, spearheaded by flagship brands Zinnat and Zinacef, culminating in a 38% cumulative increase in 2023. - Recovered and surpassed pre-pandemic market share for Zinnat and Zinacef, increasing from 22% to 25% in 2022 through strategic market re-engagement and competitive positioning.
- Boosted Zinnat and Zinacef prescriptions by 40% in 2022 by optimizing primary care engagement and targeting high-potential specialties based on relevant indications.
- Led multi-franchise CME campaigns for primary care physicians across GMA and regional chapters, achieving over 100 high-impact touchpoints per execution.
MENARINI GroupSenior Brand Manager
Mar. 2018 - Mar. 2022Bonifacio Global CityManaged the brand Arcoxia (Etoricoxib) and responsible for the annual marketing plans. Executed programs and conducted market analysis. Simultaneously handled other brands.
- Expanded Arcoxia's market share from 46% to 49% in 2020, despite pandemic challenges, by strategically transitioning to digital marketing while addressing physicians' evolving needs through tailored engagement strategies.
- Exceeded 100% of target attendance in CME activities by adopting online platforms, exploring relevant topics beyond COVID-19, and executing engaging and innovative materials.
- Partnered with medical societies and key opinion leaders, helping steer the company toward full adoption of digital marketing initiatives.
ExeltisGroup Product Manager
Jul. 2012 - Mar. 2018Makati CityOversaw the gynecological portfolio, including the brand Neo-Penotran and Micotran. Developed annual marketing plans, programs, and CMEs.
- Maintained leadership by further increased market share to 46% in 2017, through to a well-rounded campaign focusing on different gynecological stages from early adulthood, prenatal, and menopause.
- Launched the company’s Oral Contraceptive line composed of four brands, Cybelle, Liza, Lizelle and Minipil through a series of nationwide symposiums to gain brand recognition.
- Cultivated a strong set of Key Opinion Leaders in ObGyne specializing in Reproductive, Infections, and Climacteric Medicine.
SunStar PhilippinesHead of Circulation and Affiliates
Jul. 2006 - Jul. 2012Cebu CityDirected the circulation department, including daily sales and distribution of the company’s daily publications and monthly magazines. At the same time managed the operations of subsidiaries.
- Grew the overall circulation by 6%, maintaining a 75% market share by analyzing customer insights and incorporating marketing principles into operations.
- Reduced logistics expenses by 20% by partnering with distributors and establishing incentive programs to increase volume while reducing drop-off points.
- Led the execution of corporate branding in all six affiliate companies, including adopting a standardized brand logo, layout, and featured articles in all publications.
PT Gelora DjayaGroup Product Manager
Jan. 2005 - Jan. 2006IndonesiaManaged the filtered cigarettes category, including the brands Diplomat and Mil-day Cigarette.
- Grew sales by 5.4% in spite of an overall 2.2% decrease in the cigarette industry by executing a multi-channel campaign across the country.
- Increased brand awareness from 15% to 60% in 2005 by conceptualizing a tri-media campaign supported by strong below-the-line activities implemented nationwide.
- Launched new cigarette brands in separate regions of Indonesia, achieving a 15% trial rate and 55% repeat purchases from retail outlets through below-the-line trade activities.
- Spearheaded a successful tri-media campaign for Diplomat Cigarette in Indonesia, resulting in a 45% increase in brand awareness in 2005. Organized a national off-road competition, securing partnerships with major television networks and newspapers, the campaign won the Malaysian Video Awards and the Asia Image Apollo Award.
Destileria LimtuacoMarketing Manager
Oct. 2001 - Dec. 2004Quezon CityLed the imported and local Liquor portfolio including brand as Jack Daniel’s, Southern Comfort, Napoleon Brandy, White Castle Whisky and Marcia Clara Sangria
- Increased market share from 15% to 20% in the brandy category through the execution of tri media campaigns including the Ping Lacson endorsement and the “Nakatikim ka na ba ng Kinse Anos” campaign.
- Successfully executed the on premise “Black Jack” campaign for Jack Daniel’s which won the regional activation promotion.
- Overhauled the branding of Maria Clara Sangria through label redesign, print campaign and below-the-line promotions. Attained a 34% growth for 2004.
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