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Manager Marketing

Bacoor, Cavite, Philippines
January 01, 2020

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Block * Lot ** Avida Settings,

Molino 4, Bacoor Cavite PH



Mission-oriented, highly creative sales and marketing leader with over 20 years of solid experience in providing end to end solutions for both trade and end consumers. Talent for coaching and mentoring team members in order to provide opportunities for personal and professional growth. Detailed-oriented project manager, able to handle multiple activities while maintaining quality and deadlines. Flexible and comfortable around people in different levels of the organization. SKILL HIGHLIGHTS

Events Management

Concept Development

Presentation Skills

Copywriting & Art direction

Project Management

Public Speaking



24th Floor SM Corporate Tower, Mckinley Taguig

SPT/ E-Commerce Pillar Head, May 2007 to present

SPT Pillar Head is responsible for the Philippines long term sales strategy for Royal Canin Philippines, This multi-faceted role is accountable for the roadmap to deliver the accelerated growth required to achieve objectives.


Successfully grew channel contributions to total business from 47% in 2016 to 53% by 2019 YE

Grew distribution points by 19% vs LY via out of the box saturation drives.

Mounting of The Great Shih Tzu Walk, a Guinness World Record attempt for the largest dog walk of a single breed. Results: 12.5M worth of mainstream media exposure; 1000++ participants and guests

Creation of The Royal Canin Starter Hub: a unique new pet owner recruitment platform in two pet centers in Metro Manila. Results: 1408 recruits YTD; 16% redemption on second purchase; +22% tonnage and +50% in NSV YTD

Spearheaded industry’s firsts business relationship building activities such as RC Academy, Pets Shop University, among others

Launched within 3 months Shop in Shop in two market places.

Increase of 42% on team Gallup engagement scores vs LY


Time Management



B2C Marketing

Develops of 360 campaigns per quarter based on global initiatives and local priorities

Supervises brand activations and sets up relevant conversion KPIs to guarantee ROI

Drives consumer engagement thru online content curation and direct mail calendar outline

Enhances consumer shopping experience through picture of success deployment per customer category

B2B Marketing

Development of trade acceleration programs to achieve growth targets

Facilitation of quarterly business reviews for key accounts

Creation of joint business plans and trade terms for key accounts based on growth levers

Provides pricing recommendation of products based consistency tool and competitor’s current price points

Drive store staff education to increase prescription through product seminars, cluster trainings

Optimizes margins by building strong product portfolio and healthy product mix at the point of sale via the Must Have List

Oversees deployment of in store communication and monitors partner compliance

Management of yearly trade expense plus advertising & promotions budget

Develops programs for new accounts to push off takes and guarantee periodic activity

E-Distributor management for market place shop in shop

Eukanuba brand management

People Management

Manages 7 direct reports (5 sales associates; 1 trade marketing ; 1 ecommerce and digital marketing manager )

Develops team growth through individualized development plans

Provides timely feedback and coaching through 1:1 catch up sessions

Encourages development by assigning champion project per direct report and monitoring progress periodically

Drive engagement by celebrating big/ small wins

Other Functions

Periodic forecasting based on historical, bottom up and growth levers

Manages and measures work via periodic dashboards MARKETINGWORX

LPL Building, LP Leviste St.., Salcedo Village, Makati Managing Director, January 1 999 to May 2007

Marketingworx was a marketing communications company that focused on events management and brand activations. As Managing Director/Proprietor, I was in charge of over-all business management which included but not limited to account acquisition & development, production, creative direction, staffing & hiring. Clientele included Asia Brewery, RFM. Henkel Philippines, Sun Cellular, Plan Philippines, Royal Canin Philippines, Bank of the Philippine Islands, Cook Magazine, among others. HIGHLIGHTS:

Sun Cellular nationwide POSM deployment during its launch phase.

RFM Manpower deployment

Henkel Distribution Drive

Summit Water’s Kaya ng Pinay Send Off Party

Department of Health’s Garantisadong Pambata Awarding Ceremonies

Microtel (MOA) Launch with His Excellency President Benigno Aquino OTHER RELEVANT WORK EXPERIENCE

SLG Advertising/ Account Manager, 1999

Reader’s Digest / Account Manager, 1997-1999

The Manila Times/ Advertising Sales Executive, 1996 EDUCATION

John Clements Executive MBA

Stepping Up to Management, 2015

DLSU– Space

Certificate in Events Management, 1997

Philippine Women’s University

AB Mass Communication, 1996

Perfect Workshop Visit/ Whole Brain Training, 2018 Negotiation Training/ The Gap Partnership, 2018

Line Manager 2 Training/Mars University, 2017

Line Manager 1 Training/Mars University, 2016


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