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Marketing Digital

Pasig, Philippines
February 27, 2020

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RESIDENCE: Metropolis Village 2

Pasig City

TELEPHONE NUMBER: +639*********



Seasoned Marketing Professional with a demonstrated history of working in various industries such as FMCG, FMCH, Food & Beverage, Cosmetics and Electronics. Skilled in Brand Management, Marketing Management, New Product Development, Advertising, Copywriting, Project Planning and Budgeting.


July 2018- February 2020


Brand Manager – Fern Flex, Fern Kiddimin, Fern-C Kidz, Fern Coffee

Responsible for the effective and efficient brand management which focuses on strategic planning and attainment of business objectives. This includes assessment of the market and business potential, competitive activities, price movements, trade performances, conceptualization and execution of integrated product plans.

Defines and communicates vision and proposition for each product. Ensures that all marketing campaigns and activities communicate them appropriately.

Manages the product life cycle from strategic planning to tactical activities

Conceptualizes Business / Marketing Plans for the products being handled.

Establishes and develops pricing and profit strategy.

Ensures and monitors that all product support activities are within budget and being implemented timely.

Manages the implementation of marketing activities in coordination with internal and external sources.

oWorks cross-functionally to develop and coordinate the many processes to implement consumer communications and promotions, category-building initiatives, advertising, digital and social media strategy.

oCrafts briefs for Creative Department or Advertising Agency in the development of communication strategies for ethical, retail and digital marketing activities.

oCrafts Promo Activity Workplans and liaise with Supply Chain, Purchasing Department, Finance Department, Trade Marketing, Sales, Suppliers and Third Party Agencies for timely and proper implementation of marketing requirement and activities.

Identifies market opportunities, assesses new product concepts. Analyzes and recommends new marketing / business opportunities.

Campaigns Launched:

oFernFlex: FlexyTime

oFern-C Kidz: Alagang Fern-C, Lakas ng Zinc

oFern Kiddimin: Fern Kiddiminute

May 2017- Present

RION PTE Limited

Product Description Writer (Part-time)– LUFFY PETS, SUNGROW, VILA, MERIC, RHINOX,

Responsible for writing a variety of Product Descriptions for items being sold in Luffy Pets ( and Amazon

Ensures content communicates unique selling propositions, clear benefits to users and defines & answers consumers’ pain points.

April 2016-July 2018




Develops and executes strategic plans to meet brand objectives which includes adherence to brand guidelines, sales, profits and inventory of International Cosmetic brands being distributed by the company

Monitors market dynamics to develop promotions and/or change strategic and tactical marketing plans if necessary

Works cross-functionally to develop and coordinate the many processesto implement consumer promotions, category-building initiatives, advertising, digital and social media strategy.

oCrafts briefs for Creative Department on Marketing Collateral requirements and Event Executions

oDevelops communication strategies for both in-store and digital marketing

Makes portfolio recommendations

oNew Product Introductions

oRange Rationalization



Planogram Development and Implementation

December 2014-July 2015

Wellmade Manufacturing Corp

Marketing Manager – Luzon

Responsible for the over-all plan, development and execution of marketing initiatives for the following brands:

oSpeed (detergent bar, detergent, powder, dishwashing liquid)

oBudget (detergent bar)

oWinrox (bleach)

oDolux (bleach)

oSelect (Soy Sauce & Vinegar)

Plans & oversees advertising (radio, OOH) and promotion activities (consumer promotions, raffle draw, trade events & conventions, below the line activations)

Responsible for New Product Development efforts in close coordination with research & development and production

Spearheaded development of new packaging design for Select and Speed (national)

August 2013-December 2014

Philippine Leading Infinite Logistics Inc

Brand Manager – Amigo Segurado Pasta & Sauces

Responsible for the overall plan, developed and executed marketing plans for products under Amigo Segurado brand: Pasta (Spaghetti and Macaroni) and Sauce (Tomato and Spaghetti Sauces (Italian & Sweet Blend)

●Established marketing goals to ensure share of market and profitability of products

●Developed and executed branding, positioning and messaging strategies consistent with the brand’s essence

Supported development of brand through brand extension into new categories, items, and product lines in close coordination with other departments such as research and development, sales and trade merchandising

Launched Amigo Segurado’s Sauce line

●Plans and oversees the brand’s advertising and consumer promotions

Responsible for execution of Amigo Segurado's “Speyyysyal” campaign (digital, ATL, BTL)

TVC “Speyyysyal”:


TVC “Speyyysyal Birthday”:


TVC “Speyyysyal Christmas”:


December 2011- August 2013

Monheim Group of Companies

Brand Manager – Vernel, Perwoll, Pril, Sil, Dutch

●Led brand building activities and production planning for MGC Homebrands' Henkel licensee products for laundry & home care portfolio namely Vernel Fabric Softener, Perwoll Liquid Detergent, Pril Dishwashing Liquid, Dutch Scrub Cleanser and Sil Spray Starch.

●Led the strategic planning process for the assigned brands based on key consumer insights to enhance current portfolio and improve communication with consumers.

●LaunchedVernel Fabric Softener’s “Bango, Hindi Over” campaign through ATL via TVC, BTL activities such as trade exhibitions, Sari-Sari Store Marketing Task Force and developed marketing collaterals for OOH advertisements and trade mass displays.

TVC “Mister”:

●Launched Perwoll Liquid Detergent’s “Defy Fabric Aging” campaign through ATL via Print Ad and developed marketing collaterals for OOH advertisements and trade mass displays.

●Launched Perwoll Baby Liquid Detergent’s “Protection from Clothes to Skin” through BTL activities such as Hospital Partnership and developed marketing collaterals such as banners and brochures.

●Spearheaded the development of 3 new sizes for the 3 variants of Perwoll Liquid Detergent (900 ml, 500 ml and 60 ml) and 2 new sizes for Pril Dishwashing Liquid (250 ml and 35 ml)

●Spearheaded development of new packaging designs for Vernel and Perwoll

●Led development & launch new variant of Perwoll Liquid Detergent, Brilliant White with 4 sizes

●Designed new pricing strategy in 2012 that improved total Henkel portfolio’s gross margin by at least 15%.

August 2008- December 2011

Advanced Nutritional Technologies, Inc (ANTECH Inc)

Marketing Coordinator

Major responsibilities include providing support to Medical Sales and Home Delivery Service by implementing various marketing activities for Dr.Edwards Sterilized Drinking Water.

oLaunched “Think Big, Save Big” Campaign of Dr.Edwards Sterilized Drinking Water when its bigger size was launched. Developed marketing collaterals such as brochures, t-shirt design and blitz materials for Hospital and Trade Push activities.

oLaunched “Fluoride Campaign” of Dr.Edwards Sterilized Drinking Water highlighting its Fluoride variant through Hospital sponsorship activities.

oDeveloped quarterly sales brochure for Home Delivery Service.

oDesigned product mix and literature of Hospital Kits.

oDeveloped the current label design

Involved in the implementation of marketing programs for other partners such as Nestle (Gerber &Cerelac), Nivea Baby, Naturale Lab Products (Cycles & Cradles) and MamyPoko.

Coordinated exhibitions and other marketing events such as sponsorships, presentations and hospital blitz.

Responsible for departmental weekly marketing report & measurement of promo effectiveness.

Other responsibilities include conceptualizing promotional ideas, designing of communication materials, coordination of press releases & advertisements with the ad agency, sourcing of corporate give-aways, maintaining and updating website and social networking sites, coordinating company events such as National Sales Conference, Christmas Party and Company Outing.

December 2004- July 2008

RS Components Limited

Marketing Officer

Major responsibilities include providing support to increase company’s monthly active customers through promotions and account development.

Responsible for acquiring new database, coordination of regional & local promotions to customer base and attending regional conferences for local communication of new regional directives.

Coordinated exhibitions and other marketing activities such as sponsorships and road show presentations.

Responsible for departmental budget tracking, prepares monthly marketing report & measurement of promo effectiveness.

Other responsibilities include maintaining database accuracy, conceptualizing promotional ideas, designing of communication materials, coordination of press releases & advertisement, sourcing of corporate give-aways and website testing prior to live production.

September 2000- December 2004

Canelle Food Corporation/ Cinnabon

Marketing Assistant

Sales and Marketing Department

Major responsibilities include working closely with the PR agency and coordinated various PR activities such as bar hosting, interviews, tie-ups and the like with concerned departments/ bakeries, monitored company's press releases and other media-related events, coordinated system wide promo -information to all bakeries and concerned departments, conducted regular shop visits in line with the department's requirements (promo monitoring, competitive check, promo collateral inspection, etc.).

Other responsibilities include designing promotional layouts, tent card displays, editing and proof-reading of to-be-released promotional designs, composing of memorandums and proposals.

Launched new flavor “Chocobon” through ATL via Print Advertisement and in-store promotions.

Opened 4 stores namely Shell NLEX, Shell SLEX, Shell Magallanes, SM Mega Mall.

Closely coordinated with CAFCO's Foreign Franchisor, American Franchisors Company Enterprises (AFCE) with Cinnabon's local marketing and promotional activities

November 1999- September 2000

Ciudad Fernandina Restaurant

Account Executive/Administration Officer

Sales and Marketing Department

Responsible for the accommodation of walk-in inquiries about the restaurant’s packages and features.

Handled corporate and social functions of the restaurant.

Prepared proposals and quotations.

Other responsibilities include composing memos to relay Marketing- related concerns to other departments of the restaurant.

Educational Attainment:

1995-1999 - College of the Holy Spirit

Bachelor of Fine Arts major in Advertising

1991-1995 - Saint Paul College of Pasig


1984-1991- Cainta Catholic School



Making an Impact in a Competitive and Potentially Disruptive Environment

MEPI Annual Pharmaceutical Marketing Conference

Edsa Shangri-la

November 22- 23 2018

Diploma in Digital Marketing


Practical Professional Online Education

March 08- April 09, 2016

Market Segmentation & Targeting


Marco Polo Hotel, Ortigas Center Pasig City

April 23, 2015

Advanced Leadership Course

Organizational Change Consultants International, Inc. (OCCI)

Emerald Building, Ortigas Center Pasig City

March 17-20, 2010

Foundations for Leadership Excellence (FLEX)

Organizational Change Consultants International, Inc. (OCCI)

Emerald Building, Ortigas Center Pasig City

February 12-13, 2010

Graphics and Web Design Training

New Field International

Timog Avenue, Quezon City

September – October 2009 (8 Saturdays)

People Handling Skills

Guthrie Jensen

Westin Philippine Plaza

September 12, 19, 27, 2001



Contact this candidate