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Sales Manager

October 24, 2019

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My sincere warmest greetings!

I would like to apply for the position advertised on Enclosed with this application is my resume for your kind perusal. I see a better opportunity in your company to continue my career and I believe that my strong experience and education will make me a very competitive candidate for the position I am applying for.. The key strength that I possess for success in the position include: I strive for continued excellence. I provide exceptional contributions to customer service. My job application is to crave for excellence, nothing less. Just like separating the chaff from the grain, I feel that I am a grain myself seasoned for the position in SALES & MARKETING, RETAIL OPERATIONS, MANAGEMENT OF DISTRIBUTORS, BUSINESS DEVELOPMENT, and GENERAL SALES MANAGEMENT.

My qualifications fit those you outlined for the job. I am thrilled to be a part of the Company. Your trust in me to deliver positive results, meeting company standards, contributing to the growth and profitability of the company are the fundamental desires in my system’s menu that I wish to share with you.

I have had extensive experiences and valuable trainings in all organizational business processes particularly in evaluating and enhancing administration, finance and accounting, sales and marketing, warehouse and logistics to improve systems efficiency and productivity Likewise, on accounts and receivables management; brand management and advertising; business development; management of trade stores, institutional and corporate accounts; management of product distribution; I have established rapport and excellent regular service to department stores, supermarkets and other traditional stores nationwide. Performed other equally-important related human resources training function and administration in multi-transnational as well as in domestic corporations.

I contributed concretely to the further growth and profitability of other companies I worked before in terms of bigger revenues and volume, and in all CANDOR and HUMILITY, I believe I can also do the same for your company and I can meet all the challenges of the job should you consider me..

I graduated with a degree in Bachelor of Science in Commerce major in Marketing at the Colegio de San Juan de Letran. You can depend upon my working intelligently and diligently and I am in excellent health. Attached to this letter is a concise information about my work experience for your perusal.

It is my pleasure to impart my sincere interest in the company and I desire to becoming an active member of the management team and a contributor to accomplishing the company’s MISSION and upholding your VISION.

Thank you very much.


Name: Florencio M. Dela Cruz, Jr.

Home Address: 2293-A Mayon Street, Sta.Ana, Manila, Philippines 1009

Place of Birth: Manila, Philippines

Contact Number: 093*-*******, 091*-*******, 094*-*******

Email Address: /



B. S. Commerce Colegio de San Juan de Letran, Manila 1977-1979 Graduate Athletic Scholar

San Beda College, Manila 1976-1977

Tertiary Education Holy Angel College, Angeles City, Pampanga 1973-1975 Transferee Athletic Scholar

Secondary Education St. Francis School, Manila 1969-1973 Graduate Salutatorian

Elementary Education Paco Catholic School, Manila 1963-1969 Graduate Honor Student



1973-1979 Letran College - Athletic Scholar

Letran Marketing Association - Press Relations Officer

Holy Angel College and San Beda College – Athletic Scholar

1969-1973 St. Francis School - Salutatorian

Franciscan Academic Society - Press Relations Officer, Orator and Scout Master

St. Francis School Student Body - Vice-President

1967-1969 Paco Catholic School Glee Club - Group Leader


Spouse: Ma. Antoinette Silverio-Dela Cruz

Date of Birth: June 2, 1961

Occupation: Private Tutor (formerly Executive Assistant of Preciosa Soliven of O.B. Montessori Center, Greenhills, San Juan City)

Contact Number: +63 2-092*-*******

No. of Children: Four (4)


Frederick Emmanuel S. Dela Cruz 36 years old Technical Support Specialist Full Potential, Inc.

Criseklda Pearl S. Dela Cruz 33 years old Territory Manager Wyeth Philippines, Inc.

Ma.Victoria “Jubilee” S. Dela Cruz 26 years old Human Resource Specialist CGI International, Inc.

Francis Zion S. Dela Cruz 23 years old Music Producer/DJ Tune Kitchen Collective


Federico M. Schenkel (Half Brother) 67 years old President (Retired) Warner-Lambert Philippines, Inc.

(Now Pfizer, Inc.)

Norma DC. Flores 65 years old Teacher (Retired) San Angelo Elementary School

Antonio M. Dela Cruz 63 years old Sales Manager (Retired) SC Johnson, Ontario, Canada

Evangeline DC. Diaz 59 years old Businesswoman General Merchandise


Father: Florencio Reyes Dela Cruz Deceased

Mother: Pacita Morales Dela Cruz Deceased


To be able to apply my extensive training and valuable experiences in Sales and Marketing in a company involved in Manufacturing, Marketing and Distribution of Consumer products, Garments, Pharmaceuticals, Industrial, Construction or in a company involved in Retail Sales and Service Business particularly in areas of Sales & Marketing Management, Business Operations, Product and Business Development.

GENERAL DETAILED SUMMARY OF FUNCTIONS: (Process & Business Program Development, Training Delivery, People Management, Functional Department Coordination)


Responsible for the overall direction, operation and supervision of the Sales and Marketing Departments, which involves marketing, sales, distribution and collection as well as product development and diversification, aimed towards a maximum sales profitability as specified by the company’s business plan.

In charge to increasing sales revenues by developing new systems and methods for all market channels by which sales effort can achieve maximum profitability with minimum overhead cost.

Recommended and implemented necessary sales plan or promotions to meet competition, increase purchase orders and improve customer service.

Reported to the company Presidents and/or Owners, directly. Subordinates under my control and supervision were: Sales Supervisors, Sales Representatives, Brand Associates, Graphic Artist, Order& Credit Processing Assistants, Sales Staff in Vis-Min areas, Promo Coordinators and more than 250 Promo girls / merchandisers nationwide

Directed and supervised the Sales Personnel in the following areas, namely:

(a) Trained Sales Supervisors and Executives on a continuing basis to upgrade skills on selling techniques.

(b) Monitored daily activities, i.e., sales calls, store checks, liquidation, collection, sales bookings.

(c) Guided Sales Supervisors and Executives on their itinerary schedules and territorial boundaries.

(d) Planned sales calls to important or critical accounts that need follow-up and special handling.

(e) Checked sales calls/store visits made by the Sales Supervisors and Executives on a daily basis and proposed solutions to problems

encountered by them during their sales calls. Ensured that signatures of the customers on the call cards are authentic and complete.

(f) Assisted the Sales Executives in handling customer complaints.

(g) Ensured that required reports from the Sales Supervisors and Executives are accomplished fully and are submitted on time.

(h) Ensured that company’s policies and procedures are strictly enforced and followed.

(i) Saw to it that liquidations are done properly and customer receipts are secured immediately.

(j) Monitored and would follow-up collection of outstanding accounts receivables and ensured turn-over of collected

cheques / cash immediately to the company.

(k) Checked and initially approved the cash advances and expense reports of sales personnel.

Performed other duties as may be assigned by the Presidents and/or Owners.


I am an experienced marketing professional with more than 10 years in FMCG marketing and more than 5 years in management functions. I have handled and orchestrated marketing activities in brand management and product categories in the FMCG, Pharmaceutical, Plastics, Undergarment, Advertising, Coffee industries and have achieved success across multiple business scenarios:

1. Turning around a declining brand that is the smallest player in the company's portfolio – Hartman undergarments.

2. Revive and drive exponential growth for the premium segment of a market leading brand – Pro Kids baby diapers, Hanford for Men


3. Sustain steady profitable growth for a market leading brand by innovating both commercial ideas and Go-to-Market capabilities – Jockey

& Hanford undergarments.

4. Defend market leadership, recover market share, and expand the portfolio to prevent future competitive launches – Jockey, Hanford &

Pro Kids diaper.

5. Establish and explode a premium segment for the market leader by tapping premium consumer segments – Jockey for Men / Hygeia

Lady’s undergarments, Hanford Boys.

6. Drive exponential growth of a newly launched brand by innovating on both Go-to-Market activities and communication ideas – Hanford

disposable briefs & panty, Hygeia Lady’s undergarments, Rocky Mountain Brewed Coffee products.

7. Establish a new Go-to-Market idea for a brand that drives profitable share growth – Globaltronics’ LED products and Digital Media


8. Drive share growth via base brand building/pure commercial innovation to attain shared market leadership despite a long established

market leader – Hanford, Jockey undergarments, Pro Kids diapers.

9. Establish the 1st end-to-end digital chassis that drives sales (offline and eCommerce) and rapidly grows market share – Globaltronics’

LED Boards & Digital Media Suite (Scala & Cisco).

10. Re-launched a legacy brand behind a new idea to gain rapid market share for the portfolio – Hartman & Boys ‘R Us undergarments.

11. In my latest job, I marketed licensed/branded character apparels in all department stores nationwide, e.g., Disney Frozen, Sofia, Dora

The Explorer, Hello Kitty, Sanrio Characters, Transformer, Dota 2, Justice League and other generic apparels.

12. Experienced in managing large multi-functional teams across geographies.

JOB ENGAGEMENTS: CAREER PATHING - (Entry Level to Middle Management to Upper & Senior Management Positions)


October, 1980 – March, 1981 Salesman Richardson-Vicks Corporation

(Now Procter & Gamble Philippines)

September, 1981 - November, 1982 Key Accounts Specialist Gillette (Philippines), Inc.,

(Now Procter & Gamble Philippines)

January, 1983 - April, 1987 Sales & Marketing Supervisor Alex Folley Plastics, Philippines., Inc.,

June, 1987 – March, 1988 Sales Executive Al-Zamil Plastic Factory, K. S. A.

May, 1988 - June, 1994 District Sales Manager Kao (Philippines), Inc.

August, 1994 - January, 1997 Marketing Manager Asian Advertising, Inc.

February, 1997 - July, 1997 National Sales Manager G. V. Cosmetics, Inc.

August, 1997 – December, 1998 National Sales Manager Uni-Trade Merchandise, Inc.

December, 1998 – August, 2000 Sales & Marketing Manager Mansfield International, Inc./Hanford

January, 2001 – May, 2002 Sr. National Sales Manager GTVL Manufacturing Industries,Inc./ Jockey International, Inc. /Hygeia

May, 2002 – February, 2010 Consultant/Family Business Walker, Inc./ PrivateTutorial Services

March, 2010 – June, 2011 Business Development Manager Globaltronics, Inc.,

July, 2011 –Sept., 2013 Marketing Manager Rocky Mountain Café, Inc.

April, 2013- October, 2014 Consultant-Operations Manager Screwtech Bolts & Nuts

October, 2014 – May, 2015 Consultant-Operations Manager Stronghold, Strongfix Bolts & Nuts Centers, Cavite Bolt Trading

October, 2015 – July, 2018 Sales & Marketing Manager Feline Apparel, Inc. / A-One Garments Print House, Inc.


Leadership Can lead, handle and manage sales, marketing and other staff members involved in the overall business operations of the company which focuses on instilling discipline, teamwork and professionalism to enhance personal growth and development beneficial for the company’s growth and profitability.

Training Can conduct field and classroom trainings which are focused on sales improvement plans and programs and where a system of participative management is applied as an effective tool to instill, mould and establish a solid unity and loyalty in all members involved in sales and marketing operations which is beneficial in achieving company’s objectives. Can perform critical analysis and evaluation on all individual performances of personnel involved in operations. Constantly and continuously address perceived weaknesses beneficial for the company’s sales growth and profitability.

Marketing / Brand Can perform marketing management studies for critical analyses and evaluation of sales

Management and product performances. Can conduct research studies where realistic and competitive recommendation(s) in developing promotions are made on projected market trend(s), new product launch, market needs, product off-take and competitions which will ultimately increase and sustain the company’s market share.

Computers My literacy is adequate on Micro Soft Windows (Word, Excel, Power Point)

Sports Can participate in lead-up games. Can coach teams in any indoor and outdoor

Sport competitions.

Driving Can drive four & six-wheel vehicles.


-Mr. Tino Razo, National Sales Manager, Gillette (Philippines), Inc..

-Mr. Danny Perez, President, Metro Pacific Corp.

-Mr. Victor Te, President, Hanford/Mansfield International, Inc.

-Mr. Nari Genomal, General Manager, Jockey International, Inc.

-Mr. Samuel Po, President, JS Uni-Trade, Inc.

-Mrs. Nancy Tan, Screwtech Bolts and Nuts

-Mrs. Karen C. Uy, Stronghold, Strongfix Bolts and Nuts Centers

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