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Work Background
RLC ResidencesGroup Head - Global Sales Operations
Oct. 2024ManilaLeads the strategic and operational direction of RLC Residencesโ international sales division, steering growth and transformation across multiple global markets. Oversees a 360+ member multicultural sales organization, aligning diverse regions with corporate priorities, governance standards, and long-term strategic goals. Guides market repositioning efforts that have elevated previously underperforming territories into top revenue contributors through targeted deployment, strengthened partner networks, and improved operational efficiency. Delivered measurable gains in sales quality and productivity while reducing cost-to-sales exposure and annual deployment expenses by double-digit percentages. Champions leadership development as a core growth driver, promoting over 20 team members into senior roles and embedding a culture of accountability, collaboration, and succession. Initiatives have improved retention and created a stronger, more agile leadership bench. Introduced operational reforms that reduced account attrition, streamlined budget utilization, and enhanced stakeholder alignment across marketing, HR, finance, and business development. These changes have preserved full market coverage during workforce rightsizing while sustaining year-on-year performance improvements.
RLC ResidencesChannel Head - International Marketing
Jan. 2022 - Oct. 2024Directed international marketing and sales for RLC Residences, leading regional heads and sales teams across North America, Europe, MENA, Asia Pacific, and Oceania. Oversaw market entry plans, P&L performance, and partner network growth to strengthen revenue and brand presence in competitive real estate markets. Drove strategic redeployment of sales resources, shifting focus from saturated areas to high-potential regions, which boosted conversion rates and overall sales results. Introduced structured governance processes to improve forecasting, ensure compliance, and keep international operations aligned with corporate growth plans. Built strong, lasting relationships with key partners, brokers, and executives to maintain brand consistency and respond quickly to market needs across different regions. Invested in leadership development by mentoring regional leaders, building a talent pipeline, and creating standardized training programs, shortening ramp-up time for new market launches and improving team readiness.
Robinsons Properties Marketing Management CorporationSenior Sales Director - International Marketing
Jul. 2012 - Jan. 2023NCR - National Capital Region, PhilippinesPart of leadership team that develops and directs short to long-term competitive business strategies to support sales channels and streamline operations in ๐๐๐ถ๐ฎ ๐ฃ๐ฎ๐ฐ๐ถ๐ณ๐ถ๐ฐ & ๐ข๐ฐ๐ฒ๐ฎ๐ป๐ถ๐ฎ, ๐ก๐ผ๐ฟ๐๐ต ๐๐บ๐ฒ๐ฟ๐ถ๐ฐ๐ฎ, ๐๐๐ฟ๐ผ๐ฝ๐ฒ, and ๐ ๐ถ๐ฑ๐ฑ๐น๐ฒ ๐๐ฎ๐๐. Networks and collaborates with industry managers and partners to drive ๐ฟ๐ฒ๐ฐ๐ผ๐ฟ๐ฑ-๐ฏ๐ฟ๐ฒ๐ฎ๐ธ๐ถ๐ป๐ด ๐๐ฎ๐น๐ฒ๐. Co-created ๐ฟ๐ฒ๐ฐ๐ฟ๐๐ถ๐๐บ๐ฒ๐ป๐, ๐๐ฟ๐ฎ๐ถ๐ป๐ถ๐ป๐ด, and ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ถ๐ผ๐ป ๐ฝ๐ฟ๐ผ๐ด๐ฟ๐ฎ๐บ๐ that foster high-caliber homegrown talent of professionals. Manages team of ๐ฎ๐ฑ direct reports. ๐๐๐ฎ ๐ผ๐๐๐๐๐ซ๐๐ข๐๐ฃ๐ฉ๐จ:
๐บ Awarded ๐ง๐ผ๐ฝ ๐๐ฟ๐ผ๐๐ฝ ๐ถ๐ป ๐ฎ๐ฌ๐ฎ๐ฌ for being the only group to deliver more than ๐ฃ๐ต๐ฃ ๐ญ ๐๐ถ๐ผ ๐ด๐ฟ๐ผ๐๐ ๐๐ฎ๐น๐ฒ๐ despite the pandemic and bleak economic outlook.
๐บ From 2018 to 2020, highly praised as being the ๐ผ๐ป๐น๐ ๐๐ฒ๐ฎ๐บ to consistently hit at least ๐ฃ๐ต๐ฃ ๐ญ ๐๐ถ๐ผ in sales and maintain a cost-to-sale ratio of less than ๐ฎ%.
๐บ Achieved ๐ฟ๐ฒ๐ฐ๐ผ๐ฟ๐ฑ-๐ฏ๐ฟ๐ฒ๐ฎ๐ธ๐ถ๐ป๐ด ๐๐ฎ๐น๐ฒ๐ in International Marketing by being the ๐ณ๐ถ๐ฟ๐๐ ๐๐ฒ๐ฎ๐บ to ever breach ๐ฃ๐ต๐ฃ ๐ณ๐ฌ๐ฌ ๐ ๐ถ๐ผ in 2013 and ๐ฃ๐ต๐ฃ ๐ญ ๐๐ถ๐ผ in 2014, and subsequently appointed as ๐๐ฒ๐๐ ๐๐ฟ๐ผ๐๐ฝ in the whole Robinsons Residential Sales Division for both years.
๐บ Lauded in 2019 and 2020 as being the ๐ผ๐ป๐น๐ ๐ฅ๐๐ ๐ถ๐ป๐๐ฒ๐ฟ๐ป๐ฎ๐๐ถ๐ผ๐ป๐ฎ๐น ๐๐ฒ๐ฎ๐บ able to sell the luxury joint venture development between Robinsons and Shangri-la, valued at PhP 500k per square meter.
๐บ Co-pioneered and implemented a ๐ฆ๐๐๐๐ฒ๐บ ๐ผ๐ณ ๐ข๐ฝ๐ฒ๐ฟ๐ฎ๐๐ถ๐ผ๐ป๐ that comprise industry and personal best practices in International Marketing. This is still being used to date. ๐บ Helped expand International Marketingโs organization from ๐ฐ to ๐ฒ regional managers, from ๐ฏ๐ฎ to ๐ผ๐๐ฒ๐ฟ ๐ญ๐ฌ๐ฌ ๐ฎ๐ฟ๐ฒ๐ฎ ๐บ๐ฎ๐ป๐ฎ๐ด๐ฒ๐ฟ๐, and from ๐ญ๐ฌ to ๐บ๐ผ๐ฟ๐ฒ ๐๐ต๐ฎ๐ป ๐ฎ๐ฑ ๐ฐ๐ผ๐๐ป๐๐ฟ๐ถ๐ฒ๐ ๐ฐ๐ผ๐๐ฒ๐ฟ๐ฒ๐ฑ within a span of 2 years (2015 - 2017).
NEW SAN JOSE BUILDER'S, INCProject Director - Macro Sales Division
Aug. 2011 - Jun. 2012Quezon CityDirected business development functions including pricing, cash flows, incentives, profit margins, and product design. Managed sales force with manpower complement of ๐ฏ๐ฎ account managers and ๐ฐ sales managers. ๐๐๐ฎ ๐ผ๐๐๐๐๐ซ๐๐ข๐๐ฃ๐ฉ๐จ:
๐บ Established and implemented a ๐ฝ๐ฒ๐ฟ๐ณ๐ผ๐ฟ๐บ๐ฎ๐ป๐ฐ๐ฒ-๐ฏ๐ฎ๐๐ฒ๐ฑ ๐๐๐๐๐ฒ๐บ of checks and balances still being used to date.
๐บ ๐๐ฒ๐ฐ๐ฟ๐ฒ๐ฎ๐๐ฒ๐ฑ ๐ฎ๐ฐ๐ฐ๐ผ๐๐ป๐ ๐ฎ๐๐๐ฟ๐ถ๐๐ถ๐ผ๐ป ๐ฟ๐ฎ๐๐ฒ from ๐ฑ๐ฌ% to ๐ฎ๐ฌ%, grew sales by +๐ญ๐ฌ๐ฌ% from previous year, and sold ๐ฏ๐ฌ% of dormant inventory worth ๐ฃ๐ต๐ฝ ๐ฒ ๐๐ถ๐ผ within 1 year.
๐บ Facilitated promotion of ๐ด personnel from founding sellers to team leaders, and subsequently to project directors.
Century Properties Inc.International Marketing Director
Jan. 2011 - Aug. 2011Makati City, PhilippinesCo-piloted one of Century Properties start up groupsโ maiden deployment to Singapore and sold ๐ฃ๐ต๐ฃ ๐ฏ๐ฌ๐ ๐ถ๐ผ in the first and second tours. Executed company approved strategies, plans, and itinerary, ensured prudent utilization of budget, and monitored compliance to company and government rules.
Globe Asiatique Realty Holdings Corp.Senior Area Manager
Nov. 2008 - Jan. 2011PhilippinesSingle-handedly set up Globe Asiatiqueโs local sales group, whilst complementing international sales initiatives. Laid groundwork for the department by recruiting, training, and facilitating accreditation of brokers and agents, creating several teaching modules focusing on product knowledge, selling, and networking techniques, and reporting and providing insightful market information relevant to the business. ๐๐๐ฎ ๐ผ๐๐๐๐๐ซ๐๐ข๐๐ฃ๐ฉ๐จ:
๐บ In less than a year, the local sales group contributed ๐ฎ๐ฌ% to total division.
๐บ Within two (2) years, expanded from selling predominantly to the Middle East to harnessing leads in the Asia Pacific.
๐บ Institutionalized ๐ช๐ฎ๐๐ ๐ผ๐ณ ๐ช๐ผ๐ฟ๐ธ๐ถ๐ป๐ด still being used today.
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