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Sales Manager

Manila, Philippines
December 20, 2019

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*A Goldland Plaza Condominium

* ********** **. ********** *** Juan,1504



Seeking a marketing/sales/business development position to apply my knowledge, skills and abilities in my profession in achieving the organization’s goals and objectives. To advance into a major management responsibility within the firm’s revenue function.


1.Purefoods Hormel Co., Inc. (PHC)

ADB Ave. Pasig City July 2018 to Present

Group Product Manager – Food Service


Overall in charge of sales volume and revenue targets thru monitoring of profit and loss;

Execute and Performs marketing strategy;

Spearhead Business Development initiatives and leads cross-functional business team with Sales, Product Development Team & Line Managers

Research and Develop new product concepts, improvements and innovations based on market opportunities or as client’s requirements

Works in close coordination with Sales Directors for Institutional Chain accounts and Retail / Distributor Sales Operations for business building and penetration drives to promote PHC retail and Food Service portfolio

Conceptualization and Development of Franchise projects with complete business plan, product offerings, marketing strategy and promotional campaign for new and existing product concepts t to optimize manufacturing plant(s) capacity

Handle other special projects under the office of the Division President like e-commerce platform development, synergy projects with other subsidiaries companies

2.San Miguel Foods Inc. September 2015 to June 2018

San Miguel Integrated Sales (SMIS), ADB Ave. Pasig City

Support Sales Manager – National


Administrator of all SMIS Installations, FLEET (service vehicles and company owned trucking units) and all Trade Assets like freezers, chillers, food service equipment, seasonal and customized display modules for Branded Business Cluster of San Miguel Pure Foods Co., Inc.

Restructured Trade Asset Management to enable asset geo-tagging and proper recording / monitoring and updating of trade asset movements to ensure no assets are lost or “misplaced”

Implementation of quarterly reconciliation and scorecard assessment for all service providers and contract haulers

Project lead for P300Million Channel Partner Rehabilitation Program to enhance and improve customer shopping experience

3.San Miguel Foods Inc. January 2011 to August 2015

San Miguel Integrated Sales (SMIS), San Antonio Vill. Pasig City

Trade Marketing Manager – National


Responsible for management and control of over PhP 3.5 Billion in budget for trade support investment for both Modern and General Trade channels

Procurement of merchandising and dealer aid materials, third party merchandisers, brand alliances and special events activations of the various branded foods business units of the company

Spearheads Multi-Functional Task Force for trade investment policy design and Brand-Channel – Customer strategy alignment across the different categories of the Branded Foods Group

Identify New Channel opportunities and strategize for overall improvement of Brand distribution and visibility.

Lead negotiator in Brand Alliance programs with the different Channel partners

Process champion for system enhancements and work simplification in terms of Channel program implementation, monitoring and control and trade spend budget reconciliation

4.San Miguel Foods Inc. September 2009 to January 2011

San Miguel Integrated Sales (SMIS), San Antonio Vill. Pasig City

Area Sales Director - Visayas


Orchestrate and oversee VISAYAS Sales Operations for both Modern and General Trade

Channels across all principals and categories for National Sales Volume Targets, Revenues and Profitability

Strategizes and implements Business and Market development plans and programs for the Visayas region

Identify, design, enhance and effectively manage Trade Distribution structure for Total Visayas

5.San Miguel Foods Inc. May 2009 to August 2009

San Miguel Integrated Sales (SMIS), San Antonio Vill. Pasig City

Selling Systems and Training Development Manager


Reviewed, analyzed and redesigned organizational structure for the merger of San Miguel Corp. Corporate Key Accounts Group (CKAG) and San Miguel Purefoods Corp. Integrated Food Sales (IFS).

Spearheads cross-functional task force for the process validation of business models, operational and functional blueprints, systems and policies of both CKAG and IFS for standardized implementation to improve operational efficiencies under SMIS

Tasked to conceptualize and design incentive programs for the sales force as well as for distributor and selective trade partners to stretch business volumes, motivate performance and increase profit/income potential of distributors and sales force.

Responsible for design and set-up of re-aligned Distributor territories and coverage boundaries.

Works in close coordination with HR and Training Consultants to establish Training Curriculum and calendar for SMIS Field Sales personnel and functional support units.

6.San Miguel Pure Foods Co. April 2007 to August 2009

Integrated Food Sales Division, Brgy. Ugong Pasig City

Business Development Selling Systems and Training Manager


Tasked to handle Business Development Projects and Selling Systems Enhancement programs for all branded Food Business Units of San Miguel Pure Foods Company (SMPFC)

Leads Project Teams in conceptualizing, formulating, developing new programs to further improve operational productivity / efficiencies.

Strategize and implement channel specific brand push initiatives for struggling / developmental brands / categories.

Conceptualized and designed complimentary Distribution program to improve PORTFOLIO Distribution in the tertiary and open trade channels.

Spearheads negotiation and program alignment betweem SMPFC Principals, distributors and Major Financial Institutions for Alternative Credit Facility to transition SMPFC Distributorship to cash on delivery payment platform

Assists and coordinates with other Business Support Units in setting standards and procedures for Sales Force implementation

Conducts study on other Distribution Models / Best practices across other businesses both internal and external of SMC and varied industries for possible application / enhancement of current systems and policies

Develops and monitor execution of sales training programs for internal and external sales forces (distributors) to improve selling skills / competencies

7.San Miguel Mills, Inc. (SMMI) January 2005 to April 2007

JMT Building, Ortigas Center Pasig City

Trade Channel Distribution and Business Development Manager


Tasked to handle National Sales operations for San Miguel Foods Division expansion into Snack Foods, Biscuits, Instant Noodles and Branded Commodity products under SMMI Branded Foods Business Unit

Developed and designed SMMI Branded Sales Distribution Model to efficiently manage trade channels and control flow of goods working in synergy with allied SMC Business Units to capitalize on SMC Beverage strength in downscale distribution and effectively penetrate Tertiary and Open Trade channels

Integrated Trade Marketing and basic Selling / Distributor management functions to Re-Orient Sales Organization from traditional selling and distribution focus and shift to Field Marketing and Business Development perspective

8.Asia Brewery, Incorporated (ABI) January 2004 to December 2004

Ayala Ave., Makati City

Regional Sales Manager - Mindanao


Oversee total sales operations for ABI in Mindanao region with focus on supply chain coordination as well as organizational restructure and strategy formulation / program execution to expand operations, generate substantial volume increments and improve overall market performance for ABI brands

Conceptualize local promotional programs to maximize brand potential and improve on brand availability and visibility in the downscale sector as well as in on-premise outlets in the key cities; worked with local suppliers, third party agencies and media networks for Special Events sponsorships and other PR programs to strengthen brand franchise in the provincial areas and improve on brand Image in the urban areas.

Coordinate with legal retainers for Receivables and Labor related issues in behalf of the marketing offices ( exclusive distributors ) across the region as well as point person working with affiliate company representatives for other Mindanao project requirements of the Parent Holdings company

9.Universal Robina Corporation (URC) July 2002 to December 2003

Bagong Ilog, Pasig City

Group Product Manager: Non-snack Foods


In charge of advertising & promotion activities as well as product development for all Non-Snack Food brands under instant noodles, sauces / flavorings, pasta categories

Coordinate with technical / R&D groups on product formulation and product development as well as cost and margin analysis for existing and new products / product concepts

Spearhead business team for downscale distribution program on development of push / priority brands in coordination with Sales management team and URC Distributor network

Business unit head for profitability improvement programs relative to all NSF brands

10.Universal Robina Corporation (URC) August 1999 to June 2002

Bagong Ilog, Pasig City

Regional Sales Manager: Corporate Key Accounts


In charge of URC Sales Operations for Metro Manila Key Accounts with focus on business development and establishing strategic alliances with Mega Wholesale and Convenience Store Channels

Spearheaded business team selling concept to Pilipinas Makro, Inc; collaborated on IT systems interface, supply chain coordination and category stewardship ( snack foods ) to establish URC as the number 1 food / grocery supplier to Pilipinas Makro, Inc.

Worked with mobile wholesale channel to improve overall merchandising and downscale distribution levels for developmental brands / SKUs

Initiated franchise building / volume generating business programs with partner accounts for snack foods, instant ( cup ) noodles and confectioneries to accelerate turnover and enhance partnership to secure preferred supplier status

Emphasized on training of field sales personnel to improve overall quality of performance, service and operational efficiencies

11.Universal Robina Corporation (URC) January 1995 to July 1999

E. Rosriguez, Quezon City

Corporate District Sales Manager : Southern Mindanao


In Charge of URC Grocery Division and Dairy Products sales operations for Southern and Western Mindanao comprising of Davao City and Provinces, SOCSARGEN, North Cotabato, Cotabato City, the ARMM, Misamis Occidental and Zamboanga provinces including Zamboanga City up to Basilan, Jolo and Tawi-Tawi islands

Responsible for sales forecasting and analyses, budget preparation and control, policy / procedural / systems review as well as coordination with third party agencies for promotional drives and special events for the region.

Training and conducting seminars for territory and key account management and developing tactical support and long-term partnership programs with identified trade partners across territory



Taft Avenue, Manila

Bachelor of Science in Commerce

Major in Marketing Management



Ortigas Ave., Mandaluyong City



Taft Ave., Manila



Born in Manila on August 29, 1966. Filipino citizen of ethnic Chinese descent, and speaks English, Tagalog, Visayan and Fookien fluently. Computer literate and familiar with Microsoft Office. Interests include all kinds of sports activities, music, movies, reading books as well as scale modeling and figure painting.


Available upon request

I hereby certify that the above information are true and correct to the best of my knowledge and belief.


Contact this candidate