Brand Strategy and Digital Marketing

Marketing Strategist and Builder of Strong Brands

CONTACT PROFILE EDUCATION

B.S. COMMERCE major in Marketing

Management

De La Salle University

2001

Managed and Grew Challenger Brands –

Nissin Yakisoba, Nissin’s Ramen,

Kettle Korn, Swift, Extract

MBA major in Marketing

De La Salle University – Graduate

School of Business 2010

Marketing professional with 18 years of experience in brand and consumer marketing management,

5+ years’ experience in Digital and Social Media

Marketing including content creation, planning

and media buying. Excellent communication skills

and copy writing, ensuring strong brand presence.

Led launch of 8 brands in the market with a track

record of doubling / growing business under her

watch.

+63917.821.8223

adf6zy@r.postjobfree.com

Unit 3711 South Flair Towers Reliance

cor Pines Sts. Highway Hills,

Mandaluyong City

Linkedin.com/in/mitch-cruz-peralta

CAREER HIGHLIGHTS PROFESSIONAL EXPERIENCE

Marketing and Social Media Consultant

Freelance / 2009 - Present

GLOBE TELECOM (2018-Present)

Head - Communications and Campaigns Strategy B2B (Dec. 2019 to Present)

• Develops business plan/ strategic marketing plan as required.

• Manage social media planning for execution of marketing strategies.

• Developed online marketing campaigns, effectively increasing followers for clients.

• Utilized social media analytics tools, such as Crimson Hexagon, to track consumer engagement and draw conclusions about user

• Helps in R&D for products and services of clients

• Conducts Brand Essence workshops and Customer Insighting workshops for clients

•

Michelle Frances C. Peralta

“Mitch”

• Communication and Campaign Strategy Development for Affluent/Emerging B2B Segment.

• Leads digital innovation that involves identification and development of new channels for communications and campaigns, maximization of these channels for customer segments.

• Manages external agencies and 1 direct report - Communication Specialist

• Heads department and leads strategy development and program design for new markets/industry that will promote digital pivot of target SMEs

• Identifies and develop new / emerging markets for the business that will help deliver objectives.

• Design and deliver strategic research initiatives and sustain group-wide insight capability building.

• Define and analyze key market and customer performance indicators and provide recommendations to optimize opportunities and/or manage risks.

• Manages 4 direct reports.

Head – Market Innovations and Customer Insights (Jan to Nov. ‘19) Strengthened and Maintained Market Leader

Brands – Dari Crème, Lysol, Durex, Veet

Led and Launched a total 8 brands and

products in the market – Nissin Sotanghon,

Lysol To Go, Lysol Maxcover, Lysol Personal

Wipes, Extract to FlawlesslyU, among others

Led and pioneered presence of brands in the

Digital Space and E-commerce

Led and sealed partnerships between

Department of Tourism, Mercato Centrale,

Let’s Eat Pare among others with Globe

Telecom

Project Team for Para sa Bagong Bukas,

Saludo SME campaign, Recreate The Way

We Learn Campaign for Globe Telecom

PROFESSIONAL EXPERIENCE

Head – Tourism Ecosystem (Feb. to Dec.. ‘18)

RECKIT BENCKISER HEALTHCARE (PHILS.) INC. (2014 – 2018) Category Head – Home and Personal Hygiene

• Heads Segment and leads segment strategy development and execution for the Tourism Industry.

• Developed and activated ecosystem of the both Hotel and Restaurant industry, provided opportunities for business matching among clients.

• Executes 360 Integrated Marketing Communications and GTM programs.

• Manages over-all A&P and operations budget and has 2 direct reports both at managerial level and reports directly to the VP- Marketing

• Category and Brand Owner – Home Hygiene - LYSOL (Disinfectant Spray, All-Purpose Cleaner, Disinfectant Concentrate, Toilet Bowl Cleaner, Air Sanitizer) and Personal Hygiene LYSOL (Handsoap, Wipes) and VEET (Depilatories) DUREX - Sexual Well-Being, KY Jelly - Obstetrics Care

• Digital Lead – LYSOL Brand

• Medical Marketing Lead – Lysol Hand Wipes, Lysol Handsoap and KY Jelly

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for LYSOL, VEET, Durex and KY Jelly Brands, including NPD

• Manages Category and Brand P&L and A&P Monies.

• Manages 1 direct report – Associate Brand Manager (Personal Hygiene and Sexual Well- Being)

RFM Corporation and Subsidiaries (2012 to 2014)

Head of Marketing and Trade Marketing – Kettle Korn (Jan ’12 – Mar ’14) Group Product Manager – SWIFT (April to Dec. ’12)

TRAININGS

• Heads Marketing and Trade Marketing Department for Kettle Korn

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for the whole KETTLE KORN and SWIFT BRAND

• Drives Sales target achievement thru integrated Marketing programs.

• In-Charge of New Product Innovations for the TOTAL MEATS CATEGORY – Canned meat and Processed Meat.

• Manages 3 direct reports (for Kettle Korn – ABM for Trade, ABM for Retail and TMG Asst.) for SWIFT – ABM for Canned and ABM for Frozen and Mktg. Asst. Social Media Marketing

Human Centered Design Thinking – Trainor

Program (Globe University)

Everyday Leadership (Globe University)

7 Habits of Highly Effective People (Globe

University)

Agile 101 (Globe University)

Design Thinking (Globe University)

Digital Travel Summit (Singapore)

4DX (4 Disciplines of Execution)

Customer Insighting (PJB)

Living in Sync (Indonesia)

Brand Equity Building

Word of Mouth Marketing

Halal Marketing

Brand Navigation Process

SMS Marketing

AGORA YOUTH AWARDEE

Outstanding Marketing Student

Philippine Marketing Assoc. 2001

AWARDS

CERTIFICATIONS

Storytelling for Influence / 2019 /

IDEO U

PROFESSIONAL EXPERIENCE

SPLASH CORPORATION (2010 – 2012)

Senior Brand Manager – Herbal Whitening

SOFT SKILLS

• Category and Brand Owner – Naturals / Herbal Whitening Segment – EXTRACT

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for EXTRACT.

• Manages Brand P&L and A&P Monies and drives brand sales achievement.

• In-Charge of New Product Innovations for the TOTAL WHITENING CATEGORY. Spearheads product development, feasibility studies, and consumer tests including product launching.

(June to Dec. ’10)

• Leads Regional Marketing for VisMin

• Reports directly to the AVP for the Total Whitening and has 1 direct report – Brand Assistant Universal Beverages (Quench Plus Corporation)

Category Leader (20019 – 2010)

• Category and Brand Owner for Coffee, Creamer and Functional Drinks

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for the category.

3M Corporation

Senior Product Manager – Scotch Brite (2008-2009)

• Category and Brand Owner for Scouring Pads – Scotch Brite

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for the category.

Century Canning Corporation

Product Manager – Mixes (2008)

• Category and Brand Owner for Mixes – Home Pride Brand

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for the category.

San Miguel Corporation and Subsidiaries (2006 -2008) Product Manager – Dari Crème (Magnolia Inc.) (’07-‘08)

• Category and Brand Owner for Refrigerated Margarine – Dari Crème, Buttercup, Baker;s Best

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for the category.

• P&L Management and Demand Management

Strong Leadership Skills

Excellent Communication Skills

Creative thinking and writing

Highly motivated and passionate towards

work

Adaptable and Flexible

Has a positive disposition and attitude.

Able to make quick and grounded decisions.

A natural team player and people person.

Brand and Digital Marketing

Strategic Planning

Social Media Management

Marketing Intelligence & Analytics

Media Planning and Buying – Traditional

and Digital

Communication Strategy

Content Creation and Copy Writing

Google Analytics and FB Business Analytics

KEY SKILLS

PROFESSIONAL EXPERIENCE

Business Development Manager (Jan to Apr. ‘07)

• Works with Business Units on Strategy Development, Ideation and Conceptualization, including development of campaigns and product development.

• Ensures alignment of BU strategies with Corporate Thrusts and strategies.

• Handles special projects and creates synergy programs among the food brands to strengthen San Miguel’s presence in the Food Business and maximize cost efficiency. Market Development Manager – Vietnam and Thailand (2006) Universal Robina Corporation (2003 to 2006)

Segment Head / Brand Manager - Pouch (Sept. ’05 – Mar. ’06) Asst. Brand Manager (Dec. ’04 to Sept. ’05)

Sr. Brand Assistant (Aug. ’03 to Nov. ’04)

• Category and Brand Owner for Nissin Pouch Business – Nissin Yakisoba, Nissin’s Ramen, Nissin Sotanghon, Nissin Pancit Canton

• In-charge of Strategic Planning, Strategy Formulation and Direction Setting, Product Positioning, Business and New Product Development, Creative Ideation and Conceptualization for the category.

• P&L Management and Demand Management.

• Category Champion for Business Development and Regional Distributor’s operations

• Leads Regional Marketing for VisMIn

• Category Manager / In Country Marketing Manager – Non Alcoholic Beverages

• Brand Owner - Berri

• In-Country Marketing Operations for ATL and BTL including Market Research

• Lead new product development and ensures alignment with Philippine Head office.

• Manages Local Marketing Team for Vietnam and Thailand Philips Electronics and Lighting Inc. (2002 to 2003) Consumer and Trade Marketing Asst.

• Assists the marketing manager in planning marketing activities.

• Oversee Marketing Logistics

• Handles merchandising activities (Promoters, Demo’s, Displays).

• Handles total purchase order and inventory management (marketing related)

• Execution, supervision and monitoring of Product exhibits and events. ABOUT MITCH

38 years old, born Dec. 11, 1981 (late Gen.

Xr and early Millenial – Xennial)

Married with 2 wonderful kids – 7yo boy and

4 yo girl.

Book and Movie Lover

Home Cook and Baker and a natural foodie.

Artist by heart – Creative Writer and Still Art

Drawings, Hand Crafting.

Sports Enthusiast and plays Basketball,

volleyball, tennis and golf

Into the performing arts and is a singer and

dancer.

Travel Enthusiast

Contact this candidate