Manager Marketing

GERARD “Jojo” O. BATERNA

Paranaque, National Capital Region

Marketing professional with experience in both multinational & local industries. Has consistently provided notable deliverables in varied establishments including fast moving consumer goods, property, telco. Capable in marketing & brand management, integrated marketing campaigns, project management, research, financials while demonstrating the ability to direct resources in the achievement of set goals. A Management Engineering graduate of Ateneo and trainor of business presentations.

WORK

HISTORY Jan 2015 to May 2016; Feb 2018 to Feb 2019 Inbisco/Vouno Phils

Marketing/Project Consultant

Led the strategic planning & implementation of initiatives for select key brands; provided key support in managing other brands; assisted in other tasks (i.e. annual budget).

Oct 2013 to Jan 2015 FONTERRA BRANDS Trade Marketing (TM) Manager

Worked closely w/ Sales thru the provision of market intelligence & insights on Brand initiatives (i.e. launches, promotions); instituted a more structured process for the TM team; local Shopper Marketing champion.

April 2012 to Oct 2013 PROPERTY COMPANY OF FRIENDS, INC.

Marketing Director – Commercial Properties Division

/ Cavite Projects

Handled the market introduction of the company’s initial commercial brand; managed all Cavite-based projects (w/c comprise bulk of projects), inclusive of the flagship brand (Lancaster).

July 2009 – April 2012 FILINVEST LAND INC.

Acting Marketing Head (OIC): Aug 11–Apr 12

Sr. Manager – Marketing: Jul 09–Jul 11

Led the integrated corporate marketing team essentially tasked in building the corporate brand name & in generating leads for the various projects from strategizing to implementation; provided support to key Sales initiatives whilst streamlining said process.

Sept. 2008 - July 2009 DIGITEL MOBILE PHILS.

INC (Sun Cellular)

Sr. Manager - Prepaid Acquisition

Managed the prepaid brands primarily to expand the market; initiatives included a product launch backed by consumer insights.

Feb – Oct 2008 MJB FOOD PRODUCTS

Marketing Consultant

Dec 2006 – Jan 2008 RFM CORPORATION

Category Marketing Manager – Swift Meats

Initiated a planning process that led to cross-functional teams instituting reforms to regain profitability both internally (cost reductions, reformulations) & externally (market introductions, targeted advertising & promotions).

Apr 2003 – July 2006 FONTERRA BRANDS

Marketing Services Manager: May 05–Jul 06

Managed the core activities of Anmum (ethical promotions of 20 detailers/promoters nationwide) & Anlene (on-the-ground bone scanning); handled the planning & implementation of consumer promotions & research needs of the Brand team; handled a corporate-wide promo.

Sr. Product Manager – Anlene/Anchor Shape-Up:

Apr 03–Apr 05

Achieved sales & market share increase of adult milks (Anlene) thru integrated marketing programs that focused on the identified consumption driver.

Sept 1999 – March 2003 COLGATE-PALMOLIVE

PHILIPPINES INC.

Sr. Product Mgr – Big Red Toothpaste: Jul 02–Mar 03

Sr. Product Mgr – Toothbrushes: Apr 01–Jun 02

Product Mgr – Toothbrushes: Sept 99–Mar 01

Led the toothbrush brand to market leadership via ‘back-to-basics’ marketing & close coordination w/ Sales & promoters; assigned (later) to handle the flagship dentifrice brand; in-house trainor for business presentations.

Jan 1995 – July 1999 GILLETTE PHILS. INC

Product Manager – Shaving & Personal Care: Jan 99–

Jul 1999

Product Manager – Oral B: Jul 96–Dec 98

Asst. Product Manager – Oral B: Jan 95–Jun 96

Led the toothbrush brand to market leadership & (later) assigned to handle the flagship Gillette razor brand.

1991 – 1994

Product Assistant – SAN MIGUEL FOODS INC.

Mgmt Trainee/Consumer Salesman – FIRST PACIFIC INC/METRO DRUG DISTRIBUTION

EDUCATION B.S. Management Engineering

Ateneo de Manila University, 1989

Ateneo de Manila Grade School / High School

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