Head of Trade Marketing, Senior Brand Manager

ROSED “Dimple” HUGO-REYES

********@*****.***

*B Hilltop Drive, Horseshoe Vill

Quezon City, 1112

Mobile No. 094********

Facebook: Rosed Dimple Hugo-Reyes

Instagram: @family_best_moments

** ***rs old Married

Nov. 12, 1979 Filipino

Employment Experience

Trade Marketing and Consumer Engagement Head

Emperador Distillers, Inc. (EDI) Philippines (June 2009-Present)

As Trade Marketing and Consumer Engagement (TCE) Head, my Two groups, Trade Marketing and Consumer Engagement, are responsible in the planning, implementation and evaluation of trade promotions and consumer engagement events of Emperador brands in Nationwide in coordination with brand teams and provincial field sales. We also handle several third party agencies (TPAs) nationwide which deploy merchandising materials and manpower requirements (such as merchandisers, promo girls, mass displays, posters, and other paper materials in Emperador trade accounts.

We partner with brand teams to enable them to achieve their marketing and branding objectives while we help the company’s sales team implement their activation campaign nationwide which enable them to achieve their sales quota.

Events and Activation Manager

Emperador Distillers, Inc. (EDI) Philippines (August 2008- June 2009)

As an Events and Activation Manager for one of Emperador's new brands, I do the following:

Develops, initiates planning, secures budgets, implements and evaluates promotion and merchandising schemes for consumer activation.

Conceptualizes, initiates planning, prepares and secures budgets and coordinates with event organizers re implementation and evaluation of public parties and special events.

Maintains a pool of reliable, cost effective and efficient merchandising and activation suppliers and agencies.

Develops monthly activation and events plan nationwide.

Prepares activity circulars, project networks and timetable per activation.

Approves sampling venues and merchandising arrangements with the bars owners.

Approves work related expenses per event/activation.

Manages events and activation groups personnel, vehicles, structures and materials.

Ensures that customer activations are implemented on-time through proper manpower training, monitoring and evaluation.

Analyses and submits promo evaluation per event.

Develops Events and Activation Personnel and Supervisors via training, event reviews and performance evaluation.

Helps Brand Management in achieving brand image and brands level of awareness by setting standards for merchandising and activation.

UNILEVER PHILIPPINES (August 2006-October 2007)

Area Activation Manager (Modern Trade)

As Area Activation Manager (AAM), I was responsible in the planning, implementation & evaluation of account specific merchandising and promotions that translated Unilever brands’ marketing and communication objectives at point-of-purchase. I also handled two area activation agencies (AAAs) which deploy merchandising materials and manpower requirements (such as merchandisers, promo girls, mass displays, testers and paper materials in modern trade accounts).

I identified opportunities within the area, analyze area reports (competitive reports, NPS data, evaluation of activities, on-shelf availability, brand trends in the area) and translate these reports to concrete action plans.

I set standards and targets for account-specific activations, secure budgets, initiate planning with Unilever field sales and approve promotion circulars, project networks and cost estimates submitted by the area coordinators.

I coordinated with the Key Customer Managers for various trade issues in the accounts, analyze market trends and consumer preferences and plan for next action steps that would address issues on trade.

I also worked together with Customer Marketing Department (Trade Marketing Group) in developing promo and merchandising schemes that will strengthen the brand and category role in modern trade accounts.

My team ensured that all modern trade accounts’ activities are implemented on-time through proper manpower training and monitoring.

My team also conducted trade checks with the area activation agencies (AAA) and ensure that activities are implemented according to the set standards.

I ensured that data in the promo evaluation submitted by area activation agencies (AAAs) provide sufficient feedback (both qualitative and quantitative) to the customer (trade) marketing and brand teams.

I optimized promo and merch resources within the area, by ensuring efficient and effective management of area activation agencies (AAAs).

I created new systems and ways of improving the operations of the area activation agencies (AAA) using the learnings and feedback on trade.

I also ensured minimal receivables of AAAs by regularly coordinating with Customer Operations Group (COG) billings team and accounting department.

I was also responsible in the development of AAAs via training, business reviews and regular visits.

UNILEVER PHILIPPINES (September 2001- July 2006)

Skin Customer Activation Executive (formerly BRG AE)

As Skin Customer Activation Executive (BRG AE), I was responsible in the business development efforts of Pond’s, Vaseline Lotion and Dove in assigned accounts by translating brand and channel strategies into in-store promotions and merchandising.

I developed skin category plans for Watsons, Mercury Drug, Robinsons & Landmark Dept. Stores, Personal Care Exchange (PCX), Shopwise, Waltermart & Ever Supermarkets, Sonic Sales and AcroTeam Distributors.

Together with the Key Customer Development Manager/Executive of assigned accounts, I jointly prepared year-long detailed customer skin activation calendar based on the customer business development plan and skin category plan.

I ensured that all activities are designed for ultimate business development of my assigned accounts following the category growth plans, channel strategies and brand objectives.

I prepared cost estimates, profitability analysis, project network/timetable and evaluation per account specific activity.

I also prepared briefing materials for the third party area development supervisors, modern trade account specialists, and beauty consultants prior to implementation of an activity.

I conducted training to the Pond’s, Dove and Vaseline Lotion beauty consultants regarding product benefits, basic selling and personal grooming.

Together with the KCDM/E, I implemented approved shelf planograms of skin products & do periodic store checks if implemented consistently.

Together with skin merchandising planner, and the creative services group, I conceptualized new, innovative merchandising materials to capture the interest of skin care shoppers in assigned BRG accounts while ensuring viability of production of these merchmats and consistency with the brand’s values and personality

From time-to-time I also led in the implementation of merchandising projects in BRG accounts, reporting on updates of implementation and evaluations of these projects

Sample Projects

Implementation of Clear merchandising highlight in modern trade accounts such as Watsons, Mercury Drug, Shopwise, Rustans, Robinsons, Waltermart, South and SM Supermarkets (2007)

Implementation of the Unilever and SM Supermarket’s “Greenbag” project which encouraged shoppers to used biodegradable “Greenbag” to reduce plastic usage (2007).

Implementation of the first-ever Skin Simple campaign with Watsons highlighting Pond’s beauty book (2006)

In-store implementation of Dove Campaign for Real Beauty in Mercury Drug Store, First Aid in Greenbelt 3, Robinsons Dept. Store and Landmark DS (2005)

Led the development of Pond’s Age Solution Early Defense Day and Night Cream merchandising structures which were deployed in Personal Care Stores and select supermarkets (2005)

Implementation of Pond’s Whitening Facial Wash, Vaseline Mark Minimizer, Pond’s Face Revolution, Dove Campaign for Real Beauty and Pond’s Whitening Toner window displays and customized promotions in PCX stores. (2004-2005)

Part of taskforce responsible for the implementation of Pond’s Guess the Guy and Dove Vote & Win mall merchandising and selling in Robinsons Malls (2004-2005)

Conceptualization and implementation of Pond’s scratch card promotions in:

*South Supermarket: Soft Skin, Silky Hair Scratch Card Promo (2003)

*Robinsons Supermarket: Pond’s Picture Perfect Scratch Card Promo (2004)

*Ever Sup.: Pond’s Back To School and Beautiful Scratch Card Promo (2004)

Conceptualization and implementation of Pond’s text-based promotions in:

*Robinsons Sup.: Health & Beauty Mania: Buy, Text and Win Promo (2005)

*Ever Supermarket: Pond’s Back To School Text Promo (2005)

STUDIO 5 DESIGNS INC. (March-June 2001)

Junior Account Manager

As a Junior Account Manager, I assisted in various account management activities including co-servicing accounts, preparation of contact reports, proposal and project timetable as well as opening of new accounts.

I co-serviced in doing the 2000 annual reports of Global Bank, Insular Life, Petron Corporation and in several print ads, logos and brochures such as Anchor Milk Chocolate, Little Bones and Anchor Butter

PARFUND, INC. (April-May 2000)

Summer Practicum

I became the public relations representative of the 1 and month funding campaign of PARFUND, Inc. As a public relations representative, my job was to meet with the organizers, logistics team, and advertising team to be able to inform the public and the management about the status of the campaign.

The project was successful and we managed to raise around 500,000 pesos in just 1 and month.

Education

DELA LASALLE UNIVERSTIY (2008-2013)

Master’s in Business Administration

ATENEO DE MANILA UNIVERSITY (1997-2001)

Bachelor of Science Major in Business Administration

Dean’s Lister, 1 Semester.

COLEGIO DE STA. ROSA (1993-1997)

Salutatorian (High School)

COLEGIO DE STA. ROSA (1987-1993)

Salutatorian (High School)

Interests

I am currently the chair for membership in The Rotary Club of Taguig which is a socio-civic organization that assists marginalized individuals and students in Brgy. Western Bicutan, Western Bicutan National Highschool, Tenement Elementary School and Camp Bagong Diwa in their basic education and literacy development among others.

I also help my husband in marketing for their family businesses INTEXPRO and 360 Logix Solutions Inc. where he is CIO.

I post family activities every week in our Instagram account (@family_best_moments) and Facebook page (family BEST moments)

I also love to drink gourmet coffee, eat specialty hams, drink wine and cocktails and hang-out with my friends.

I go to the spa for massages and watch movies, TV series and stage plays for relaxation.

Finally, I also conceptualized parties and events for friends and family members and love play with kids.

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