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Work Background
Getz Pharma PhilippinesDirector Business
Jun. 2024 - Nov. 2024Philippines, Pasig CityCommercial Head for Getz Life Consumer Healthcare at Getz Pharmaceutical. Managing the marketing, sales and field force teams to achieve topline and bottomline business objectives, while sizing up opportunities to deliver long term growth for the OTC and Nutrition business.
Fonterra Brands PhilippinesSenior Marketing Manager
Jul. 2018 - Jun. 2024NCR - National Capital Region, PhilippinesMarketing Head for Anlene Adult Milk category
Head of Ecommerce for total company
Head of Medical Marketing
Pfizer Consumer HealthcareMarketing & Innovation Director APAC
Jan. 2016 - Mar. 2017Manila, PhilippinesRegional Director in Asia Pacific (APAC) for Marketing and Innovations of the Consumer OTC Health Franchise (Pain Management, Respiratory, Digestive Well-being) and Personal Care category (Lip Care). Regional brand owner and single point-of-contact for both Global and Local Affiliate brand marketers on brand strategy, best practice sharing, market-level advertising, new product innovations, packaging & merchandising initiatives. Handled and grew global and regional brands such as Advil, Robitussin, Nexium, Chapstick and Pediatric brands through above-the-line, below-the-line and digital. Scope of responsibilities include overseeing brands in key Asia Pacific markets such as Australia, China, Philippines, Korea and Taiwan as well as other growing markets of the Health Portfolio such as Thailand, HK, Malaysia & Singapore. Member of Regional Leadership Team composed of Country General Managers and Key Regional Functional Leaders
Pfizer Consumer HealthcareMarketing Manager / Associate Director
Aug. 2012 - Jan. 2016Health franchise lead for the Philippine market, handling respiratory care, pain management, pediatrics and personal care. In charge of overseeing growth and development of 35% of the division’s business for global and local brands such as Robitussin, Advil, Chapstick and Pediatric health & wellness line (Advil for Children, Loviscol, Dimetapp, Incremin and Clusivol Kids) doing brand development and activations (advertising campaigns, digital initiatives, BTL efforts & professional ethical marketing) and new product innovations Directly responsible for topline revenue and brand profitability of the assigned business franchise, managing A&P budget for the categories assigned, as well as departmental OPEX lead for marketing
Kronographs ProductionsChief Creative Director
Jan. 2010 - Dec. 2013Sole Proprietor of Kronographs Photo & Video Productions, established in 2010. Managing the company as Chief Photographer and Creative Director, doing advertising, wedding, fashion, portraits, commercial and lifestyle photography. List of corporate companies and advertising agencies include Johnson & Johnson Philippines, Chevron Philippines, Abbott, SMART, Samsung, Smile Train, BBDO, JWT, Brand Ideas, PUSH Associates, Mega Publishing, Summit Media
Johnson & Johnson International (Regional Operating HeadquartersSenior Brand Manager
Mar. 2007 - Jun. 2010Managed several market leader OTC medical brands under Digestive Care (Bonamine, Lomotil, Imodium, Combantrin & Quantrel), Skin Care (Trosyd and Nizoral Shampoo), Smoking Cessation (Nicorette)
Supervised a Brand Manager handling Digestive and Skin Care Assisted marketing manager in managing total franchise A&P budgets, sales & marketing operations, regional market share reporting and franchise strategic planning
Pfizer ConsumerProduct Manager
Oct. 2003 - Feb. 2007Managed Bonamine, Combantrin, Quantrel and Bengay from 2003 to 2005
Managed Bonamine and new brands Lomotil and Nicorette in 2006 Key Highlights:
Launched new 2009 communications campaigns for digestive health brands (Lomotil and Imodium)
Launched new 2008 TVC campaign for skin care line (Trosyd) and strengthened market leadership
Launched new brands Nicorette and Lomotil in 2006 with above-the-line advertising and below-the-line support. Lomotil has acquired the number 3 position in the anti-diarrhea category with 14% market share in 2008. Reversed sales decline for motion sickness business (Bonamine), the 3rd largest business of the division, and grew the brand by 4% in 2005 and 14% in 2006 despite decline in A&P budgets.
Launched new advertising and PR campaigns for Bonamine such as the award-winning "Biyahe Tayo!" Travel Advocacy campaign, thematic TVC and tactical radio/print efforts in 2003-2005 2005 Grand Anvil Winner for "Biyahe Tayo!", Press Relations Society of the Philippines
2004 Innovation Finalist, "Biyahe Tayo!", Pfizer Consumer Healthcare, New York
Launched new advertising radio campaigns for Combantrin in 2005
Monde Nissin CorporationSenior Brand Associate
Apr. 2001 - Oct. 2003
Monde NissinBrand Associate
Oct. 1998 - Mar. 2001Developed marketing plans for Lucky Me! Supreme, Fastbreak and U&I no-cook instant noodles encompassing above-the-line and below-the-line programs Key Highlights:
Grew sales of Lucky Me! Bowl noodles from P450M ($9M) to P1B ($20M) from 1998-2003
Reversed market share decline and achieved leadership from 37% to 57% share in 2003
Launched new products such as Supreme Sotanghon, Wok noodles, Supreme Chicken Mami, Supreme Special Beef and Supreme Mini-cup variants. NPDs were supported with extensive tri-media advertising budgets.
Championed nationwide consumer promotions and tie-ups with Jollibee Foods Inc. and Coca-Cola Bottlers that helped achieve share and sales objectives
GilletteAsst. Product Manager
Feb. 1997 - Jul. 1997Developed marketing plans for Gillette Disposable Razors, specifically Gillette Rubie II, Blue II Plus and Daisy Plus for Women
Responsible for sales, shares and profitability objectives of brands handled
Managed budgets for advertising, research, merchandising and trade programs Key Highlight:
Launched Blue II Plus Sensitive, new product variant
Globe TelecommunicationsProduct Manager
Dec. 1995 - Feb. 1997Managed marketing plans and programs for Globe Handyphone handsets including forecasting, advertising, merchandising, promotions and distribution
Liaised directly with handset suppliers like Nokia, Ericsson, Motorola and Siemens for supply and pricing requirements, new product launches, advertising and promotions Conducted product training and handset orientation for sales managers, sales training officers and customer service personnel
Handled sim card management. Scope of work included forecasting, inventory management, coordination and negotiation with sim card suppliers Key Highlights
Launched NPDs of Nokia, Ericsson and Motorola
Implemented free phone nationwide promo for Nokia
Designed new application systems for new phone subscriptions & plan upgrades
Colgate-PalmolivePurchasing Specialist
May. 1993 - Nov. 1995Handled sourcing and production planning of raw and packing materials for the Soap Category (Palmolive, Tender Care and Protex) covering both importation, local sourcing and inventory management
Managed purchasing requirements for merchandising and marketing promotional materials and new product launches for all brand categories Handled purchasing of miscellaneous products for HRD, Finance and other departments
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