Profile

An accomplished business development, sales, operations and marketing executive with broad retail and food service experience in customer engagement, operations, strategic planning, franchising, site selection, sales & promotions, merchandising and call center set up. Committed to excellence and innovation. Worked for the Leading Brands: Haagen-Dazs, Coca-Cola, Walls, Hershey’s, Pillsbury, McDonald’s, Pizza Hut, Jollibee, Greenwich, Chowking and SM.

Experience

CONSULTANT 2019 - Present

Provides sales, marketing and business development services

• Consultant of a company that provides high resolution digital applications for protection of banknotes, legal documents and security products against fraudulent reproduction.

• Business development thru marketing and merchant acquisition for a payment platform similar to GCash and PayMaya that can transfer, withdraw, send money peer 2 peer, works online and offline.

• Set up an agri-business company for production, management and export of agricultural products.

• Coordinating with various government institutions on agricultural programs such as cocoa, corn, cattle, rubber, dragonfruit and rice import

SIERRA MADRE COCOA COMPANY, Sales Director 2018 - Present A family owned enterprise engaged in cocoa production and trading of cocoa and other farm products; providing market linkages to farmers in Calabarzon and Davao. Have signed up agreement with one of the leading traders of cocoa in the world.

SM MART INC., AVP Customer Engagement 2015 - 2018

In charge of developing the Omni-Channel strategy of SM Department Store to increase customer engagement that will drive frequency of visit both digital and brick & mortar approach

• Developed the operating guidelines and design of the LAZADA On Line business with SM; worked with 3rd party in setting up central warehouse for On Line in SM Cubao.

• Set up call center for The SM Store Customer Care operation from building the infrastructure, hiring and training of customer service representative, setting up the CRM and knowledge base for the agents in coordination with all SM companies and divisions.

• Launched the SM Delivery program powered by 2GO and FedEx.

• Launched the MOBER, the On Demand Delivery App

+639**-*******

adboc5@r.postjobfree.com

Unit 402 Diamond Building,

Rosewood Pointe Residences, Acacia

Estates, Taguig City. ZIP 1632

BASIL BOLINAO

PROPERTY OF FRIENDS, Consultant 2014 - 2015

Developed and organized the In House / Corporate Sales Force of ProFriends.

• Launched the Home-ownership program targeted to selected industries and channels for 6 key cities.

• Started with 10 sales agents. Today, more than 100 agents are engaged in the business. JFC - FRESH N’ FAMOUS FOODS INC., Head of National Business Channels 2008 - 2014 Director of the National Business Channels, in-charge of developing and implementing the non-traditional and off premise segments business of the company, reporting directly to the president.

• Introduced the concept of National Business Channels operation in Jollibee Food Corporation which became a new Division in all Strategic Business Units of JFC - Jollibee, Chowking, Greenwich, Mang Inasal, Red Ribbon, Burger King.

• Relaunched Chowking Delivery Program in 2009. Defined the Box Economics of a profitable delivery operation; drive improvements in On Time delivery and reduce customer complaints.

• Set Up call center operations that significantly improved customer service level and developed on line, real-time reporting.

• Pilot test of Kiosk Operations in selected high traffic areas and developed the operating system.

• Developed and implemented the Big Orders (catering) business with a 30% annual growth. This includes training, merchandising, incentive program and sales rallies. GENERAL MILLS FOODS INC., Senior Business Manager 2000 - 2008 Head of Häagen-Dazs business after its acquisition from former local partner and in charge of the Bakeries & Foodservice business of General Mills Philippines Inc.

• Developed and implemented retail & foodservice growth strategy for Häagen-Dazs Philippines resulting to 96% growth in year 1 and 90% in year 2. Institutionalized the Standard Booking Mix per channel; Plan-O-Gram per channel and account type; Full-To-The-Brim system and channel merchandising.

• Built and opened the 1st company owned Häagen-Dazs Shoppe in SM Mall of Asia.

• Built outstanding relationships with the Sy family to merit the acquisition of the best site for the Shoppe in SM Mall of Asia.

• Streamlined products and accounts resulting to better profitability. Contributed only 25% to top-line sales but with more than 55 % profit contribution to the company.

• Pioneered the establishment and operations of a frozen dough plant for Pillsbury’s bakery and foodservice business. Developed direct accounts such as SM, McDonald’s, Kenny Rogers, Mister Donut, etc.

SELECTA WALLS - UNILEVER, Customer Development Manager 1994 - 2000 The No.1 ice cream brand in the Philippines with 72% market share. Formerly known as Selecta Dairy Products, Inc. under the RFM Group.

Quadrupled the convenience stores and non-traditional sales of the company through various business- building strategies.

• Introduced a new ice cream category, ice lolly (Ice Buko, product innovation) that gained market share from 15% to 35% in 1996. Old concept with New Execution focused on value, clean, safe and branded ice cream. Spearheaded consumer research on market scanning.

• Launched cart business for ice cream vendors using salt & ice mixture that saved the company P25 million in 1995, allowing the company to re-channel this fund to marketing to create trial and awareness.

• Launched the Scoop Shop business of the company thus expanding a cost-effective trial and awareness program for the brand when market share was only 7%.

• Launched the 1st branded cone in the Philippines.

• Launched Cornetto in malls with changed the rules of the game in the ice cream industry.

• Ice Cream Category Captain with key accounts such as SM and 7-Eleven resulting to brand rationalization. Successfully negotiated to take out other ice cream brands such as Presto and Coney Island even if we do not have a commanding share in the market.

• Pioneered the 1st and the fastest ice cream delivery system through the creation of a small tele-sales team, account supervisors and category management.

• Improved Ordering and Warehousing system resulting to saving P 50 million in having the right product at the right time at the right location. Streamlined and “profitably” cleaned up non-moving inventory of the brand.

• Business Manager for Hershey’s entry into convenience stores and worked with local distributor handling SM Supermarket, Robinson’s, Landmark, etc.

COCA-COLA BOTTLERS PHILS. Marketing Services 1992 - 1994 Developed and implemented local and national promotions covering different channels. Converted accounts to Coca-Cola by acting as consultants to key accounts with the need to “turnaround” their business.

• Prepared strategic marketing programs for half of the 19 plants of Coca-Cola Philippines. This involves merchandising, promotions, providing local store marketing seminars and assisted Account Managers in negotiations in acquiring new accounts.

• Conducted seminars for “troubled” companies resulting to a quick turnaround of the business such as Cindy’s, Pancake House*, Burger Machine, etc.

• Developed innovative packaging design for non-traditional channels way ahead of its time. JOLLIBEE FOODS CORPORATION, International Franchising Manager 1990 - 1992 Country Development Manager In charge of international franchising and operations for Jollibee

• Worked with foreign legal advisers in registering the Jollibee trademarks worldwide.

• Franchisee selection, site Identification, site selection and site negotiation for Brunei, Indonesia and Saudi Arabia.

• Set up local operations in Indonesia. Sourcing of local manpower, ad agency, suppliers of food and packaging materials. Coordinated with various departments in providing support to Indonesia in construction, marketing, product developments and operations/training.

• Assisted local & international franchising conventions and merchandising materials.

• Launched the Jollibee Express Delivery System.

PIZZA HUT PHILIPPINES, Special Projects Manager 1986 - 1990 Developed and launched Pizza Hut Delivery in 1989 which is now the leader in Pizza delivery in the country. Matched market share of Shakey’s (100 stores vs 10 Pizza Hut) through cost-effective Delco Operations.

• Site identification for the next 100 stores, selection and negotiation.

• Developed the first program for data-based food cost analysis.

• Conducted feasibility studies for Castleburger, a potential US franchise.

• Started as a Manager Trainee and moved to Assistant Manager and acting Store Manager.

• Launched Pizza Hut Delivery Program that sets the new standard of food delivery in the country. McDONALD’S PHILIPPINES, Assistant Manager 1983 to 1986 Started as a pioneer crew; part-time House Artist; promoted to Crew Chief; accepted as a Manager Trainee and promoted to Assistant Manager position in less than one year.

• In charge of manpower planning and scheduling.

• Performed over all store management including profit and loss statement, inventory, training, equipment maintenance, store operations, cash handling, etc. OTHER RELATED WORK EXPERIENCE

Worked in the Fast Food Industry and Fast Moving Consumer Goods

• Racks Restaurant Business Partner 1992

Education

University of he Philippines, Diliman, Quezon City — BA Philosophy 1985 Software

Mac/IOS - Pages, Keynote

Microsoft - Excel, Powerpoint, Projects, Word

References

• John Marie Concepcion President Selecta Walls Inc. adboc5@r.postjobfree.com. mobile +639*********

• Ravi Sivaraman Regional CFO Sitel

adboc5@r.postjobfree.com mobile +639*********

• Annabelle Narciso RBU Head JFC / Fresh N’ Famous adboc5@r.postjobfree.com mobile +639*********

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