Brand & Product Marketing
Resume:
CYNTHIA JOCELYN DR DAVID
Sales, Marketing, Brand, Product & Business
Development
About Me
Professional Experience
Trainings & Certifications
Dedicated and results-driven professional with extensive 16- year experience in Marketing, Sales, Merchandising, Business Development, Brand, and Product Management. Proven track record in successfully managing and growing business operations, developing strategic partnerships, and driving revenue growth. As an individual who thrives in dynamic environments, I am always seeking opportunities to leverage my skills and contribute to the achievement of both personal and organizational goals. I believe that my diverse experience and passion for innovation make me a valuable asset to any team. Skills
Sales & Marketing
Business Development
Brand Management
Product Management
Design
Copywriting
Content Creation
Media Management
Social Media Platforms
Budgeting & Cost Control
Sourcing & Supplier Management
Strategic Planning
Project Planning and Management
Ads & Promotions
Event Management
Pricing
Account Management
Coaching & Mentoring
Education Background
BS Industrial Design (1993 - 2001)
High School (1989 - 1993)
Elementary (1983 - 1989)
Mapua Institute of Technology, Intramuros, Manila
St. Mary's College, Quezon City
Eastern Valley School, Rodriguez, Rizal
My Contact
ad5vuf@r.postjobfree.com
1649C Antonio Rivera St. Tondo,
Manila, Philippines 1012
Coordinated with various clients in accordance with prescribed project specifications, particularly in the field of marketing.
Created project presentations for approval and
implementation, ensuring accuracy and specificity to the project requirements.
Conducted research on clients' businesses, industries, and requirements to identify relevant topics and craft content that addressed their questions and concerns.
Maintained accurate records of completed work.
Provided regular updates, reports, and feedback to clients. Actively participated in client meetings, workshops, and conferences as required.
Successfully completed projects including Imbayah
International Photo Awards - DOT; World of Warships Legends Mobile Philippines Launch - Wargaming (Japan); Barbie: You Can Be Anything Launch Campaign - Barbie PH; Heroes For Better Campaign - Western Union; World Bazaar Festival 2016 - World Bazaar; Prestone 90 Launch - Prestone; Mars Ravelo Reinterpreted PR - Ravelo Family; National Integrated Waste Management Exhibition PR; GIGCO PR & Content - Gigco (Singapore); Simon Says 123 PR & Content - Simon Says 123 (Singapore); Nikon Cameras Relaunch - ThinkDharma, Datacolor APAC Content & PR - Datacolor (HongKong)
Freelancer
2020, Ricky Lee: Secrets to Storytelling, ESME.ph
2020, Social Media Marketing, Escils Certification 2019, International Design Conference: Design Futures, Design Center of the Philippines, Green Sun Hotel
2007, Integrated Marketing Communications, (School of Professional & Continuing Education – DLSU College of St Benilde) 2006, IMPAC Management Engineer/
Productivity Specialist Certification (IMPAC Distance Learning Program)
1996, Chris Alviar IBM Product Design Seminar
1995, Model Making (Product Development & Design
Center of the Philippines)
1995, Forum Workshop on Animation Trends (Asian
Animators) EDSA Shangri-La Plaza
Ensured seamless business operations and maintained compliance with local regulations and guidelines. Sustained a positive company image and reputation throughout all interactions. Conducted extensive research on local policies, trends, and markets to strategically inform decision-making. Developed, implemented, and evaluated effective operational, sales, and marketing strategies to drive company growth and ensure consistency.
Generated comprehensive progress reports encompassing budgets, sales performance, new business leads, marketing initiatives, and promotions.
Built and strengthened the company's brand through the creation of impactful advertising and promotional plans for market positioning and development.
Collaborated with management and the local team to successfully implement marketing and promotional strategies, resulting in increased market share.
Enhanced visibility through targeted online and public relations activities and the creation of market-specific campaigns. Oversaw the recruitment, training, and evaluation of staff, actively participating in the selection and development process. Cultivated and maintained professional relationships with staff and partners to contribute to the ongoing success of the organization.
Notable projects: Successfully achieved 2021 targets; Executed a new product campaign, "Chupa Chups x MLBB x UniPin Back to School" with exceptional results. Launched various campaigns with esteemed partners such as Smart, Globe, DITO, GCash, 7-Eleven, DragonPay, Eplayment, GrabPay, PLDT, POSIBLE, Moonton, Mihoyo, NetEase, Tencent, and other game publishers.
Develop in consultation with senior management on the annual marketing strategy taking into account key product launches and relevant initiatives.
Identifying long and short-range issues and developing relevant marketing campaigns including media buying. Work with General Manager and Community Manager to implement games’ marketing and promotional strategies and grow market share.
Grow the company’s and games’ visibility through relevant public relations activities and develop market-specific press releases.
Lead the company’s social media and content development strategy to create engaging content and grow its audience. Engage relevant social media influencers to grow the profile of our games. Assist in Business Development activities.
Achievements include Best Regional PR, Biggest Hearthstone Fireside Gathering in PH, Hearthstone Global Card Reveal Participations (first time for PH)
Oversee and manage all marketing operations across a diverse range of countries in APAC & Oceania, including Australia, New Zealand, Japan, Korea, China, Hong Kong, Taiwan, India, Bangladesh, Philippines, Thailand, Singapore, Malaysia, and Vietnam.
Responsibilities encompass a wide spectrum of tasks, including target setting, comprehensive planning and allocation of marketing and communications budgets, and strategizing effective campaigns and content creation. Ensure seamless implementation of marketing initiatives across both digital and traditional media channels, catering to the unique preferences and characteristics of each market.
Take charge of promotions, media relations, and the utilization of online selling platforms to maximize brand visibility and market reach. Additionally, actively seek co-branding opportunities and strategic partnerships to further enhance brand presence and capture new business opportunities.
Proactively engaging in business development activities, to contribute to the overall growth and expansion of the organization in the targeted regions.
Commitment to excellence and an innovative approach to marketing has led to successful outcomes, driving substantial business growth and market recognition in the mentioned countries. Consistently hitting target sales per country, launched online platforms such as TaoBao, TMall, JD.com. Amazon JP, and Lazada. Relaunched DATACOLOR in Japan, spearheaded the regional ambassador program, created all Social media accounts for the region, and contributed to newsletter content and regional PR.
UNIPIN PHILIPPINES, Feb 2021 - Sept 2022
Unit 3 2nd Flr. Elena-Bldg. Alabang-Zapote Rd. Pamplona 3, Las Pinas City 1740 Level 15(A1), Main Office Tower, Financial Park Labuan, Jalan Merdeka, Federal Territory of Labuan, 87000, Malaysia Country Manager
AKG GAMES, Feb - Nov 2020
Wisma 46, Lantai 36 Jl. Jend. Sudirman Kav 1, Jakarta, Indonesaia 10220 Marketing & PR Manager
DATACOLOR ASIA PACIFIC (HK) LIMITED, Nov 2016 - Feb 2018 Unit E, 15/Floor, Billion Plaza 2, No. 10 Cheung Yue Street, Cheung Sha Wan, Kowloon, Hong Kong Regional Marketing Manager
Spearheaded the creation, development, and implementation of an innovative business model. The multifaceted role encompassed a wide array of responsibilities, spanning marketing strategy development, brand marketing, business planning, budget management, merchandising, sales, client development, and deal closing. Prepared comprehensive reports covering all aspects of the business, providing valuable insights and data-driven recommendations.
Overseeing the entire product introduction process in the Philippines, managing every aspect from forecasting to target setting, ordering, shipment, and product pricing. Skillfully coordinated sampling, distribution presentations, and offers, ensuring seamless store merchandise allocation and establishing strategic partnerships and co-branding opportunities to enhance market presence.
As the driving force behind successful product launches, effectively orchestrated press releases, curated eye-catching modules and displays, and orchestrated impactful events. Managed the creation of captivating marketing collaterals, seamless after-sales support, and the implementation of point-of-purchase (POP) Demonstrated unwavering dedication to achieving outstanding results and surpassing targets, launched several product collections, maximized media, and imaging community relations, developed various workshops, launched e-commerce channels, and partnered with various local distributors. The role encompasses merchandising, marketing, planning, promotions, and sales. Managed principal/supplier relations to secure the best trade negotiations, maximizing profitability while ensuring timely product delivery. Diligently monitoring purchase orders, shipments, and inventory, effectively maintaining seamless operations. Managed and oversaw all aspects of product introductions in the Philippines. From forecasting and target setting to ordering, sampling, and product pricing, Orchestrated well-coordinated distribution presentations, compelling offers, and strategic store merchandise allocations. Formed partnerships and implemented co-branding initiatives to bolster market presence and drive brand recognition. The successful launch of press releases, captivating modules & displays, and impactful events further solidified the brands' positions in the market. Generated comprehensive reports for sales, inventory, competitor activities, market forecasts, and emerging trends. In addition to my role in managing the Polaroid and Vitec brands, I actively contributed to the company's growth and success by aiding in the creation, development, and implementation of a new business model tailored to the Philippine market. My involvement extended across marketing strategy development, brand marketing, business planning, budget management, merchandising, sales, client development, and deal closing. An exceptional achievement included the successful re-launch of Manfrotto, Gitzo, Kata, and National Geographic brands. My involvement encompassed ordering, pricing, merchandising, trade marketing, sales, and establishing fruitful partnerships with dealers, media, and other brands. I skillfully managed channel operations, identified new business development opportunities, and contributed to creative marketing and branding initiatives, including impactful social media campaigns.
Conceptualized, implemented, and managed numerous high-profile events and partnerships, such as FPPF Photoworld Asia, National Geographic Channel Earth Day Run, and the Philippine Toys, Hobbies & Collectibles Convention (TOYCON). Collaborated with renowned camera clubs, including Cebu Images Camera Club and Wedding & Portrait Photographers of the Philippines, fostering strong relationships within the photography community. Spearheaded the Vitec Endorser Program Engaged in various festivals and events such as Cebu Sinulog Festival, Baguio Panagbenga Festival, and Davao Kadayawan Festival, leveraging these platforms to showcase and promote products. Overall, the individual played a pivotal role in expanding the brands' presence and reach, forming strategic alliances with partners, and making significant contributions to the growth and success of the company. Responsible for various aspects of design and presentation. Creating appealing presentations for potential dealers and contractors, incorporating designs, images, and graphics adhering to guidelines, and considering factors like logos, Pantones, ergonomics, and anthropometrics.
Actively engage in revising designs based on feedback from dealers and the Design Team, overseeing the production process to ensure quality and timely completion. Conduct extensive research on lifestyle and design trends to cater designs to the target audience effectively.
MANFROTTO DISTRIBUTION HONG KONG LTD., Jul 2014 – Nov 2016 Room 2005B, 20F Exchange Tower, No. 33 Wang Chiu Road, Kowloon Bay, Kowloon, Hong Kong Business Development Manager
COLUMBIA DIGITAL STAR CORP., Oct 2012 – Nov 2013
129 G. Roxas St., Brgy Manresa, San Francisco Del Monte, Quezon City Vitec Product Manager
COSMIC TECHNOLOGIES INC – CHERRY MOBILE, Mar - Sept 2012 Unit 1002 Pearl of the Orient Tower, 1240 Roxas Blvd, Manila Visual Merchandise Manager / Trade Marketing & Franchising Head VISUAL MERCHANDISE MANAGER
Sketches designs and develop floor plans, optimizing available space while sourcing materials, props, lighting, and suppliers as needed. Prepare visual merchandising packs for consistent displays across stores, including plans and photographs.
Handle the installation and dismantling of displays and visit branches to train and brief staff on arranging displays effectively. Overall, responsible for a wide range of design-related tasks, ensuring captivating and engaging displays that leave a lasting impression on customers and contribute to the company's success. Effectively managing and monitoring Trade Marketing Investments and ensuring the successful implementation of various initiatives.
To align with the Company's overall goals and objectives, to actively contribute to improving market share, customer satisfaction, and overall productivity performance. Crafting a comprehensive trade promotional plan, collaborating closely with key customers and channels to maximize impact. Prioritize seamless alignment between Sales and Marketing teams, understanding field sales needs, and integrating marketing initiatives effectively.
Evaluating and fine-tuning trade promotion levels to achieve optimal returns, ensuring our efforts yield the highest possible outcomes.
Leads the team to build new stores/channels of distribution and to conduct periodic maintenance on existing Oversee the establishment of new stores/channels and the maintenance of existing ones. Responsible for project planning, resource mobilization, management, reporting, and documentation throughout the construction process. Actively manage and supervise local artisans and supervisors on a day-to-day basis to ensure adherence to quality, cost, and schedule requirements. Ensure that all Store Guidelines are met and executed, ensuring that designs align with established standards.
Accountable for all regular construction duties and administrative tasks. Keeping meticulous records, Maintaining up-to- date data on all channels of distribution.
Launched the Android Phones (especially the W900 model) for the company, which sold 10,000 units. Conceptualized and implemented the company’s most successful Product Launch Caravan, which is the W900 Android Phone launch. Established the company’s: Visual Merchandise and Design guidelines, Store ID database, Store inspection guidelines, and Marketing materials inventory management Designed the following: Android Kiosks, Free Standing Stores, Regular Kiosks, Tablet & Phone boxes, Marketing & POP Materials Responsible for the merchandising, marketing, planning, promotion, and sales of all Qplus products in the Philippines, the role involves various aspects of product development, including concept ideation, research, presentation, sourcing materials and manufacturers, sampling, production, ordering, testing, packaging, pricing, promotion, and display. Manage and maintain strong relations with principals and suppliers, negotiating trade deals effectively while monitoring purchase orders, shipments, and inventory.
Oversee all aspects of product introductions in the Philippines, from forecasting and target setting to ordering, sampling, and pricing. Collaborate on distribution presentations, offers, store merchandise allocation, and co-branding opportunities, as well as handle press releases, modules, and displays, and organize events. Generating regular reports to efficiently track sales, inventory, marketing activities, competitor insights, market forecasts, and trends.
Work closely with partner companies from global offices on product development and implementation. I hold a key position as a member of the Global Product Committee, responsible for overseeing all products. Designing spaces for proper product display and managing all aspects of the showroom layout. Took charge of designing the company website, www.qplus.net, including mapping, content creation, and creative elements. Conceptualized and managed the local products, Moringa Kid and Vital CORE, contributing to the company's diverse product portfolio. Played an instrumental role in launching various Qplus products, such as Ole, Amezcua, Bio Disc2, Chi Pendant, Swiss E- Learning, Bio-Silver, Home Pure, and Physio Radiance. Notably, successfully launched Qplus in collaboration with the Direct Selling Association of the Philippines.
Planned, create, implement, and oversee the Corporate Social Responsibility (CSR) plans for the entire company, including its 5 subsidiaries. This involves preparing budgets, sourcing partnerships with individuals or organizations, and securing funding and donations to support partner entities. Prioritize the well-being and management of stakeholders, employees, donors, and beneficiaries, ensuring they are taken care of throughout the CSR initiatives. Timely submission of reports, evaluation reports, and articles to the RYTHM foundation, the mother foundation, is also part of the role. TRADE MARKETING HEAD
FRANCHISING HEAD
QPLUS PHILIPPINES INC., Dec 2010 - Mar 2012
20/F One Corporate Center, Julia Vargas Avenue cor Meralco Ave, Ortigas Center, Pasig City 1605 Product Development Officer / Corporate Social Responsibility Coordinator PRODUCT DEVELOPMENT OFFICER
CORPORATE SOCIAL RESPONSIBILITY COORDINATOR
Successfully established and managed the Corporate Social Responsibility programs in the Philippines, which are recognized as the most active among Asian regions. Additionally, my creative writing article was recognized as one of the top 5 global entries from employees.
Through my efforts, I aim to foster a positive impact on communities and individuals while promoting a strong commitment to social responsibility within the company and its subsidiaries. In charge of merchandising and marketing, handled various fragrance brands, including Gap, Banana Republic, Bebe, Van Cleef & Arpels, ST Dupont, Jimmy Choo, Beyonce, and Juicy Couture. My role involves managing principal/supplier relationships to achieve favorable trade negotiations, maximizing profitability, and meeting product and delivery timelines. Efficiently generating reports allows for effective tracking of sales, inventory, and marketing data, both in the Philippines and for the principal. I take charge of all aspects of introducing brands to the Philippine market, from ordering and sampling to product pricing, store merchandise allocation, marketing collaterals, and point-of-purchase (POP) displays, while implementing comprehensive marketing plans.
Negotiating with principals/suppliers for favorable pricing and terms, monitoring purchase orders, and overseeing order shipment are part of my responsibilities. Additionally, I conduct market research to analyze forecasts and trends, ensuring informed decision-making.
I am adept at project, exhibition, PR, and event management, contributing to the successful launch of Bebe, Jimmy Choo, and Beyonce in the country, with the latter being the company's most significant launch for the year. Accountable for expanding distribution channels, my primary focus lies in establishing new retail-level channels for the company. Additionally, I took on the role of conceptualizing the company's Multibrand store, handling various aspects such as store design, presentation, store concept, merchandising, and strategic positioning. Responsible for Akari Lighting & Electrical products, my role encompasses various essential tasks. I handle merchandising, marketing, planning, promotion, and sales to drive the brand's success in the market. Taking charge of the entire product introduction process in the Philippines, I manage forecasting, target setting, ordering, sampling, product pricing, and distribution presentations. I also oversee store merchandise allocation, partnerships, co- branding efforts, press releases, modules & displays, projects, events, marketing collaterals, after-sales support, and point- of purchase (POP) displays, ensuring a comprehensive implementation of the marketing plan. To facilitate informed decision-making and performance assessment, I generate detailed reports that efficiently track sales, inventory, marketing activities, competitor insights, market forecasts, and trends. Handled project, exhibition, PR, and event management, exemplified by the successful launch of the LED lighting category at WORLDBEX, the country's most significant construction trade fair. Established a significant partnership with MERALCO, the country's national power supplier, to enhance Akari's market reach and brand presence. Responsible for the merchandising, marketing, planning, promotion, and sales of several stores, including THE TRAVEL CLUB, BRAT PACK, THE NORTH FACE, and TUMI. Additionally, I manage the merchandising and marketing of various brands, such as LA Gear (Bags), Tagger (Bags), Eagle Creek (Luggage, bags & travel accessories), Timbuk2 (Bags & accessories), Aigle (Footwear, bags & apparel), Sea To Summit (travel accessories), and Mountainsmith (Bags & travel accessories).
Key aspects of my role include maintaining strong principal/supplier relationships to achieve favorable trade negotiations and meet profitability and product/delivery timelines. I work closely with partner companies from the ASEAN region, handling purchase orders, shipments, and related documentation. Efficiently generating reports enables me to track sales, inventory, and marketing data both in the Philippines and for the principal brands. Furthermore, I manage all aspects of brand introductions in the Philippines, covering ordering, sampling, product pricing, store merchandise allocation, marketing collaterals, and point-of-purchase (POP) displays, ensuring a successful marketing plan implementation.
I actively negotiate with principals/suppliers to secure the best prices and terms, while closely monitoring purchase orders and order shipments. To stay well-informed, I conduct market research on forecasts and trends. PRESTIGE BRANDS PHILIPPINES INC., Jul - Dec 2010
The Prestige @ Makati, 1779 N. Garcia St, San Miguel Village, Makati City Sr. Brand Executive / Business Development Officer SR. BRAND EXECUTIVE
BUSINESS DEVELOPMENT OFFICER
CARLSON CORPORATION – AKARI LIGHTING & ELECTRICAL, Jan - Mar 2010 97 Tomas Arguelles St cor Bayani St. Dona Imelda, Quezon City Brand Manager - Akari Lighting & Electrical
PRIMER GROUP OF COMPANIES – UNIGLOBE TRAVELWARE CO. INC., Jun 2006 - Jan 2010 2286 Primer Star, Leon Guinto St., Malate, Manila City Brand Associate / Trade & Marketing
A key focus of my role is to expand distribution channels for the brands, contributing to their market reach and visibility.
In addition to my responsibilities, I also handle project, exhibition, event, and PR management, ensuring successful executions of various initiatives and enhancing brand presence in the market. Responsible for developing and executing product sourcing and marketing strategies to meet client's needs and increase market share. Oversee the entire product development process, from vendor sourcing and product sampling to final product development.
Negotiates with vendors in Europe and Asia to secure favorable prices and terms for clients, ensuring timely sample deliveries for buyer approval. Generating reports to track product development and production, ensuring on-time deliveries to clients.
Conduct market research on forecasts and trends to stay informed and make data-driven decisions. Maintaining strong supplier relations in obtaining the best trade negotiations to achieve profitability goals and meet the product/delivery timeline for buyers and clients.
Manage, perform, and oversee all aspects of product sourcing and development, starting from vendor selection, product sourcing, sampling, and product pricing, all the way to final product development. The goal is to ensure product quality, cost competitiveness, and timely deliveries while adhering to factory and social compliances. Maintain open communication with buyers/clients throughout product transactions, keeping them informed of the progress and updates.
Generating reports allows for efficient tracking of product development and production, ensuring on-time deliveries to clients.
Actively support trade partners/buyers during their visits to the Philippines or other countries (China and Hong Kong), assisting with local trade shows, hotel accommodations, local travel arrangements, vendor appointments, and factory visits.
Provide clients with shipment schedules for their orders, along with the necessary shipping documents such as packing lists and invoices, if required. I also handle government papers when necessary and prepare price lists, including retail and wholesale/discounted prices, as requested by clients/buyers. Maintaining strong supplier relations is crucial in achieving the best trade negotiations to meet profitability goals and product/delivery timelines for buyers/clients
Develop innovative designs tailored to the needs of existing and new clients, including specific requests from buyers. Oversee and manage the entire product development process, from supplier and material sourcing to sampling and final product development, ensuring full-sizing is considered. Source reliable and credible suppliers for lamp bases and lampshades to ensure top-notch product quality, competitive pricing, and timely delivery.
Identify and select specialized manufacturers for various lighting materials such as polyresin, fabric, wood, paper, leather, and metal from multiple markets.
Provide accurate and timely samples to meet clients' requirements. Conduct thorough product quality inspections on raw parts, samples, and products during production, ensuring adherence to client specifications.
Maintain inventory of samples.
Design and arrange product displays for optimal showcasing, taking charge of showroom layout and presentation. Keep abreast of market research and trends updates to stay current with industry developments. Contributed to various notable projects, including Allders, Argos, British Home Stores, Home Base, Natural World, Scimax-Taiwan, Target & Wal-Mart Canada, as well as the Todd Oldham Dorm Room project in 2002. ACHBERGER GmbH & CoKG, Jan 2004 - Jul 2005
Lauenbühlstraße 59, 88161 Lindenberg im Allgäu, Germany Asst. Import/Export Manager
CHANNELS INTERNATIONAL INC., Nov 2002 - Dec 2003
8C Edcel Street, Fairview Park, Quezon City, 1118
Sr. Merchandiser
HOMESTYLE LTD., Jun - Nov 2002
2A Power Pacific Centre, 216-218 Hennessy Road, Wanchai, Hong Kong 3F SLK Bldg, Sha Pu Wei Village, Industrial Zone 1, Songgang, Baoan Guangdong, China Industrial Designer
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