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Work Background
CDO FOODSPHERE, INC.Sales Group Head for Luzon Distribution FPM
Aug. 2018 - Apr. 2019• In dual function as head of Trade Marketing
• Managed all distributors for total Luzon from Region 1 to Bicol
• Established and unified directions for all sales teams per area
• Enforced performance metrics per distributor such as brand placement, retail performance stand standards, sales objectives, account receivables and channelized census
• Ensured that execution standards are met in implementing promotions and trade activities
• Prompted consistent engagement between sales teams and trade customers to ensure timely incorporation of trends and market insights in sales plans
• Managed promotions and display allowance budgets for the entire team
• Conceptualized area or customer specific activations and initiatives that would impact long term volume performance
• Established and implemented merchandising initiatives in accordance to agreed brand priorities
• Implemented major trade programs and ensured completion within timelines for maximum volume and brand awareness impact • Conducted business reviews with distributor owners and sales teams to identify business opportunities and plans
• Enhanced existing business processes and protocols to ensure sales routine efficiency and maximize trade servicing
• Standardized trade check protocols to maximize learnings from customer engagements • Managed a training program that complimented current skill set of team members. Training requirement is also based on the growth opportunities of the team and the current direction of the company
• Implemented new product pipeline and placement directions in all significant trade channels
CDO FOODSPHERE, INC.National Trade Marketing Manager
Nov. 2010 - May. 2020PhilippinesHead of Trade Marketing (November 2010 – April 2020) • Reorganized entire Trade Marketing Group to ensure better efficiency for both internal and external customers • Established systems and procedures for all trade marketing sub groups: Category, Merchandising and Events • Collaborated with the training team in presenting to Distributors and CDO salesmen to enhance sales proficiency and execution
• Spearheaded unique sales programs for nationwide roll out
• Established budget tracking and reporting system for monitoring and analysis of Business Development spending • Established CDO Retail Performance Standards (RPS) for all channels
• Established planogram standards for all categories to ensure refilling efficiency and maximum visibility of CDO brands at the point of purchase
• Provided Pipeline Volume forecast for new products to Brand Marketing to ensure sufficient stocks for all outlets across all channels
• Implemented cost-efficient and effective Business Development programs that help achieve sales objectives
• Managed Outdoor merchandising projects such as Point of purchase dress ups and store signage enhancement projects
• Ensured communication efficiency from management to TPA through agency coordinators and merchandisers
• Worked with brand marketing to ensure that brand and sales directions are aligned, enhancing communication and team output • Collaborated with internal CDO teams to develop new product protocols to achieve higher chances of success through road shows and product launches
• Managed CDO special events such as CDO Awards Night, Distributor Conference, Dealer’s Night and National Sales Conference
JS Unitrade MerchandiseTrade Marketing Manager
Mar. 2008 - Jun. 2010• Handled overall operations of the group
• Reported directly to the President • Instituted redirection of trade marketing group functions to maximize efficiency of the whole team
• Established merchandising standards that would further boost in-store presence of Unitrade brands
• Coordinated with other department heads to ensure that company directions are followed and executed well in the trade level
• Ensured that implemented programs achieve the desired company objective
• Managed the total budget and controls spending with consideration of cost to sales and total company expenses • Responsible for overall process of the department and all documentation functions
• Provided directions to counter competitor initiatives in the trade
• Coordinated closely with brand marketing and sales to ensure alignment of directions and strategies
United Laboratories, Inc.Trade Marketing - Category Representative
Sep. 2007 - Feb. 2008• Integrated and operationalized brand and distribution plans to achieve competitive advantage for Unilab products at the point of sale
• Traffic all marketing and trade initiatives to ensure cohesive and effective plans implementation
• Developed category sales plan
• Provided feedback on all marketing and trade initiatives
• Supported achievement of new product objectives. Provided recommendations with regard to sales targets, effective marketing programs, pricing, packaging, case packing and possible competitive reaction
• Provided business analysis for sales, off take and inventory levels to better understand brand performance
Universal Robina CorporationSenior Category Specialist
May. 2004 - Sep. 2007• Worked with brand marketing in sustaining category leadership for the snacks segment
• Developed, facilitated and implemented specific projects to support sales goals and long term account development
• Closely interfaced with the category manager and brand marketing in the development of category directions and strategies
• Planned and implemented business building programs for all snack brands in both key accounts and general trade channels
• Managed viable and effective programs for all regional distributors
• Analyzed snacks foods market situation on a per channel basis to enable conceptualization of trade programs that would maximize returns while minimizing costs
• Provided analytical support for accurate demand forecasting
• Worked with logistics department to ensure on-time delivery and proper inventory at regional distributors’ warehouses of stocks and merchandising materials during promo duration
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