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Sales Manager

Santo Domingo, Pasig, 1900, Philippines
December 25, 2019

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Salesmaster General Merchandising,

F.P. Felix Avenue, Cainta, Rizal, 1900

E-Mail Address:

Mobile Phone Number: +639**-*******


Visionary & professional leader in strategic marketing, trade marketing, sales, distribution, business development, export, retail & supply chain operation. Categories managed include fast moving consumer goods, i.e. food, personal & health care, construction & building materials, luxury goods amongst others.


ScanAsia Overseas, Inc.

Head of Supply Chain Operations Jun 2017 – Feb 2018

Hired & deployed as Change Management Leader following its recent acquisition:

Streamlined demand planning, procurement, operation, sales order processing, warehousing, delivery & after-sale service departments.

Optimized Working Capital, reduced monthly inventory by +/-P170M, faster retrieval of proof of delivery to shorten trade receivable turnaround time.

Sharpened SKU replenishment, product freshness level, storage, pick/pack, transport & BO management to optimize cost to serve.

Improved performance of principals (P&G, Wyeth, Nestle, Fonterra) KPIs on demand planning accuracy, delivery in full on-time, share of shelves, quick retrieval of bad orders & weekly operation update.

Developed "Project Cluster" to align Sales Teams’ Master Coverage to Transport Route Plan, which immediately reduced truck hire by 25%.

Belrewmond Trading Inc.

Director for Brands & Marketing Feb 2016 – May 2017

Responsible in managing Marketing, Brand, Supply Chain & operation of 120+ retail brand stores for timepiece, jewelry, musical instruments, footwear/bags, luggage/travel & stationery products, along with 300+ mixed brands department stores, appliance stores, bookstores & on-line sales channel.

Increased Crescendo Audio & Music Depot revenue by +40% with full range of products, product knowledge/operation trainings, marketing & added 4 new stores to now 31.

Launched Q4 raffle promo, that generated 300,000+ customer contact list, via print, radio, digital, social media & in-store merchandising thus promoting cross category selling.

Strengthen brand equities of Suunto, Garmin, Nautical & Festina which contributed to 25% of watch revenue, from prior year’s 10%.

Grew Cole Haan by 29% via improved in-store look/feel, optimal pricing vs on-line, salesmanship & product trainings and equity building campaigns thru print, out of home, visual merchandising, PR, mobile/digital advertising. Opened 5 new branches.

Spearhead Casio, G-Shock & Epiphone entry into e-commerce (Lazada), which generated P80M sales in its maiden year (May 2016 to Apr 2017).

Optimized inventory management, procurement & replenishment of over 3,000 SKUs.

Century Pacific Food, Inc.

General Director for Vietnam & Indochina Operations and

International Business Development – USA and Canada Nov 2013 – Jul 2015

Responsible in the development of products, packages, distribution, logistics & marketing plan aimed at enhancing the overall equity of the company’s brands in the international market, specifically:

Developed & implemented Vietnam 2-year recovery plan through consumer study, new products & streamlined sales organization that reduced CY 01 loss by P 24M.

Launched 3 new products behind thorough consumer research & product development.

Developed channel distribution leads for Cambodia, Myanmar and Laos, until resignation.

Launched Argentina, Century & 555 brands of packaged food in the USA & Canada.

The Pacific Meat Co., Inc., Century Canning Corporation

Marketing Manager, Frozen Meat Business Sep 2009 – Oct 2013

Marketing Manager, Canned Meat Business Apr 2006 – Aug 2009

Responsible for the achievement of volume, revenue, profit & market shares of assigned brands:

Set up Canned & Frozen Meat Marketing departments that consist of 10 personnel.

Grew Argentina brand sales from P3.4B in 2007 to P8.0B by end 2013.

Increased corned beef share from 43% to 55% via product fortification & integrated marketing communication campaign.

Increased meat loaf share from 2007’s 63% to 74% in 2013, & Beef Loaf from 33% to 36%.

Grew vienna sausage market share from 14% to 23% with minimal marketing support.

Introduced Wow Ulam and obtained +/- 80% volume share shortly after 5 years.

Spearhead strategic diversification into frozen processed meat/fish market in 2010 as the company’s growth driver, which led to the brand extension of Argentina & Century.

Set up fully functional marketing, trade marketing, modern trade & wet market sales teams, cold storage & delivery logistics for said business diversification.

Penned Asset Brand Purchase of Swift brand in 2012 to strengthen company's position in the frozen processed meat market.

Philsteel Holdings Corporation

Corporate Marketing Head, and International Business Head Apr 2004 – Dec 2004

Corporate Marketing Division Head Dec 2002– Mar 2004

Set-up functional Brand Management, New Product Development, Market Research, Marketing Services & Export Sales Departments.

Submitted 12-year LRP plan to creditor banks with firm marketing plan for initial 2-years to ensure sustainable local leadership & presence in international market.

Strengthened Galvalume 55 brand superiority & relegated Galvabond to compete in the price sensitive retail market, ending 2004 & 2003 with 24 & 32% growth versus prior year.

Reallocated limited raw materials to high margin Building Products (roll formed-long span-pre-painted) market, resulting to 32% & 25% growth in 2004 & 2003, respectively.

Grew the Industrial Market’s business by 18% & 40% in 2004 & 2003, versus prior year.

Re-staged Galvacolor pre-painted GI to optimize manufacturing capacity, improve margin & volume shares as key account management & trade marketing were streamlined.

Spearheaded export market development from P210M sales (2003) to P1.7B in 2004.

Global Brands Co., Inc., formerly W. Brown & Co., Inc.

Director for Business Development, Corporate Apr 2002 – Aug 2002

Sales & Marketing Director, Consumer Products Division (CPD) Mar 2000 – Mar 2002

Sales & Marketing Director, Chemical Formulations Division & CPD Mar 1999 – Feb 2000

Planned & implemented the initial 3-years marketing program to improved shareholders’ equity through export sales, distribution of complementary products & toll manufacturing as deemed strategic.

Submits monthly Board Management Report to the President/CEO based in Hong Kong.

Redirected CFD sales from dealers to direct accounts, saving P7M+ rebates & strengthened CPD sales coverage plan & trade inventory management.

In 1999, CFD grew P120M driven by Super Vulcaseal’s reposition as all-around adhesive while Rugby was re-launched with anti-sniffing agent.

CPD, awarded Loacker’s Best in Sales Growth, beating 50+ countries vying for the plum global recognition. Extended Freshies, Fino, Drypers & Moments brands to deliver P70M incremental sales in 2001.

Reduced P2M merchandising budget per month by optimizing coverage plan, rationalizing display rentals & better negotiation with merchandising agencies.

Inglenook Foods Corporation & Global Market Link, Inc., 1997

Assistant Vice-President for Marketing Aug 1996 – Feb 1999

Marketing Manager Aug 1995 – Jul 1996

Assigned to head the company’s Corporate Planning Department, which led to the following achievements:

Rationalized 6 plants down to 4, by leasing one to local brand manufacturer of canned seafood & shut down of the other with long standing labor issues.

Set up PhilTuna in the USA as processor of intermediate goods for lower customer import tax, thus enabling the produce to be priced more competitively in the USA market.

Set up GMLI to ensure profitable stand-alone domestic operation. Oversees management of sales, marketing, merchandising, storage & delivery logistics.

Re-launched Lone Star canned meat to include consumer-relevant variants & size packs.

Pioneered industry 100g corned beef size, which today accounts for 30%+ of the volume.

LTS Philippines. Corporation & FoodBarn Products, Inc.

Group Product Manager, Consumer Products Division Sep 1992 – Jul 1995

Senior Product Manager, Consumer Products Division Feb 1991 – Aug 1992

Product Manager, Consumer Products Division Jan 1990 – Jan 1991

Product Manager, Personal Collection, Direct Sales Division Feb 1989 – Dec 1989

Tasked to oversee Brand Management, New Product Development & Creative Services to ensure sustainable growth & improved profitability.

Re-launched Nature’s Way shampoo behind thicker hair story, +40% volume growth.

Set up a Marketing Research section after series of launch failures due to apparent lack of extensive consumer use tests prior to product introduction.

Regained lost market share of Check 2-in-1 health & Beauty soap after re-launch.

Set up FBPI in 1992, launched Jellatinee jelly fun snack & Quali-Sweet sugar substitute, which jointly contributed P26M annual sales during its maiden year.

Set up Institutional Sales Division to service hotels & restaurants' personal & housekeeping products, which posted 167% growth over maiden year operation.

Assisted Management in the set -up of a real estate company that markets cost efficient Quadruplex bungalow houses, where each unit shares a common 3 faced walls.

Successfully re-launch PC Tuff home care & fresheners behind product improvement.

Fine-tune dealer recruitment, training & recognition programs, which resulted in the rapid growth of a highly motivated sales network, until reassignment to CPD.

Chic Centre Corporation, a subsidiary of CFC Corporation

Assistant Product Manager, Trade Sales Division Sep 1988 – Jan 1989

Senior Brand Assistant, Trade Sales Division Dec 1987 – Aug 1988

Brand Assistant, Trade Sales Division Sep 1986 – Nov 1987

Brand Trainee, Direct Sales Division Feb 1986 – Aug 1986

Promoted to APM but later moved in anticipation of acquiring extensive training & experience of P&G discipline & perspective.

Launched No Sweat! anti-perspirant deodorant & Soft Skin facial/skin care products.

Spearheaded the industry use of versatile, colorful yet cost-efficient plastic material for outdoor streamers/banners, which then limits the use of coco-cloth to short-run banners.

Set up the merchandising team 3 months after the completion of on-the-job sales & merchandising trainings from sister companies CFC & URC.

Assisted Brand Manager in Bobbie hair & body care product marketing plans, with emphasis on promo & merchandising activities, until reassignment to the other division.

Rizal Integrated Steel Mill Corporation

General Assistant Jun 1984 – Aug 1985

Acquired administrative training, where discipline of time management was honed while being a full time working student.

Assisted the Sales Admin Manager in forecasting, processing orders & trade collection.

Cross-trained by Production Manager in ordering, monitoring arrivals of raw materials, weekly production planning & coordinating deliveries to customers.


De La Salle University SY 1988 – 1993

MBA with triple majors on Corporate Planning, Marketing & Financial Management. Candidate for Silver Medal Award for Academic Excellence. Elected 1991-1992 Public Relations Director to the Student Forum. Official delegate to the 6th Canadian Graduate Business Conference, Ontario, Canada, March 1993.

De La Salle University SY 1982 - 1985

Bachelor of Science in Business & Economics, major in Marketing Management. Organizational leadership in Student Council, Green & White ‘85, Junior Entrepreneur’s Marketing Association, Center of Social Concerns & Action and a Certified Peer Counselor.

Hope Christian High School SY 1978 –1982

Graduated with a Loyalty Award, received 11 major & 2 minor merits. Official delegate to the 1979 Boy Scout International Goodwill Jamboree held in Taipei.


Born on January 16, 1965. Fluent in English, Pilipino, Mandarin & Fookien,. Hobbies include traveling to explore new places, cultures, study consumer buying behaviors, new product ideas & monitoring international retail trade market developments. Elected-PANAF Board of Trustees for 3 consecutive years from CY 2012 to 2015.

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