Profile

Successfully launched upmarket footwear brands in Philippine market and developed them into formidable retail presences. Coached and developed talented, high-performing sales associates who exceeded benchmarks for customer service while delivering on bottomline goals. Helped craft compelling marketing strategies to keep brands top of mind – and executed plans with flair. A versatile, high-energy brand and marketing leader with a firm grasp of current trends and uncanny insights into the next big thing.

Professional Experience

Sales/Operations Assistant Manager, Rustan Commercial Corporation

November 2014 – present

Responsible in supervising floor sales and operations through the Sections Heads, Support Service Heads and Sales

•Responsible for management of properties, products stored and displayed and the people belonging to the floor assigned

•Analyzes sales records and trends to develop accurate sales forecast and directions

•Defines and manages monthly annual sales objectives for the entire floor

•Monitors sales performance per floor and sees to it that sales targets are achieved

•Implements sales strategies to establish customer retention and promote business growth

•Provides leadership, motivation, and assist in the performance reviews of sales personnel for high performance continuality

•Conducts behavioral development intervention, coaching, counselling, and mentoring of associates

•Responds to customer inquiries and assists in handling escalated customer issues

•Handles major customer complaints encountered at the floor for proper action

•Collaborates with Store Branch Manager in recommending security measures on the enforcement of security measures against employee pilferage, customer shoplifting and fire hazards

Q

Brand Manager, Naturalizer EP Lacarcel Justice for Girls

Retail Specialist, Inc. January 1997 – June 2014

Achievements:

•Led the introduction of the Justice for Girls brand in the Philippine market – participated in planning meetings in the USA, directed advertising campaigns, and led the launch of the first-ever runway show (participated by more than a hundred children) held to make a splash for the brand. Supervised openings of xx stores in two cities and took lead role in selecting and editing merchandise.

•In 2009-2011, increased profits by 10% in a highly competitive environment by developing and offering unprecedented levels of customer service for less price-sensitive customers. This eliminated the need to compete on price to secure new business.

•Improved and maintained staff skill sets by coordinating quarterly workshops and other professional development activities

•Created and executed effective promotional campaigns in collaboration with the marketing department, thereby exceeding annual sales and revenue targets in 2009 to 2011 and paving the way for the opening of new stores, from 4 branches to 18, in 6 cities throughout the Philippines.

•Built cohesive relationships with existing clients by going the extra mile. For example, personally handled a customer complaint which raised RSI’s standard for customer service excellence.

•Played a key role in the management of out-of-city trade show booths, which boosted the brands’ market profile.

Key Accountabilities:

Merchandising

•Leads quarterly buying expeditions, locally and abroad; chooses merchandise mix

•Analyzes market trends to address and anticipate business opportunities and issues, and to set the brands’ annual objectives, strategies, positioning, tactics and measures

•Monitors payment schedules and shipment of stocks

•Determines allocation of new stocks to all branches

•Leads efforts to develop new pricing/packaging initiatives

•Continuously improves stock mix and inventory productivity. Identifies non-moving stock and allocates space effectively

Organizing and Managing

•Initiates and implements staff and customer policies

•Develops strategic brand development plans

•Oversees all staff members and monitor for customer service responsibilities

•Plans and schedules work for the group, ensuring proper distribution of assignments and adequate staffing, space and facilities for performance of tasks

•Advises senior management of current support status and make recommendations for the resolution of internal problems

•Handles other personnel management tasks including hiring, performance appraisals, promotions and transfers

Marketing and Promotions

•Actively keeps up with upcoming promotions and sales to ensure optimal staffing and signage

•Ensures all marketing communications contain a consistent brand message

•Collaborates with marketing group to successfully stage marketing events and sponsorships

•Analyzes results of marketing initiatives and presents recommendations to upper management

Assistant Brand Manager, EP Lacarcel

Retail Specialist, Inc. January 1996 – January 1997

oManaged operations of EP Lacarcel

•Maintained high standards of customer service while achieving sales targets

•Trained sales staff to consistently deliver and even customer service expectations

Supervisor, Bossini

Retail Specialist, Inc. January 1995 – January 1996

•Managed in-stock position for the store, training staff on moving product optimally

•Scheduled staff effectively to maximize store productivity and labour laws compliance

•Controlled inventory, expenses, and shrinkage to meet budget

Department Head

Robinson’s Department Store – Galleria October 1991 – January 1995

•Arranged buyer visits, vendor seminars and workshops

•Led merchandise selection, timing, and forecasting

•Minimized shrinkage, maintained accurate records and ensured smooth processing of paperwork

•Assisted in designing department floor plans and display layouts

Professional Development and Training

Store Super Selling Workshop: Converting Store Visits to Actual Purchases, Ayala Malls

Neuro-Linguistic Program by Carelle Mangaliag, Makati City

Retail Store Operations, Ateneo de Manila, Makati City

15th National Retailers Conference & Stores Asia Expo: “Innovation in an Age of Complexities”

EDSA Shangri-la Hotel, Mandaluyong City

Loss Prevention Strategies for Retailers (PRA), EDSA Shangri-la Hotel, Mandaluyong City

Store Windows that Sell (PRA), Ortigas Center, Pasig

People Handling Skills (GuthrieJensen), Shangri-la Makati City

Merchandise Management Course (Certificate Program Course), College of St. Benilde-La Salle,

Manila

Inventory Management Program, Better People Inc., Pasay City

How to Hire the Right Person, University of Asia and Pacific, Pasig City

Retail Applications of Direct Marketing Seminar, Asian Institute of Management, Shangri-la Plaza, Mandaluyong City

Winning in Retail Series 4: Store Atmospherics, Revolutionary Training, Mandaluyong City

Education

Saint Louis University, Baguio City, 1991

Bachelor of Science in Nursing Passed Nursing Board Exam December 1991

References provided upon request

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