Marketing Manager

Jorge S. Luna

CONSUMER INSIGHTS ADVOCATE and STRATEGIC PLANNING PROFESSIONAL

Branding; Strategic Planning; Marketing Communication Development;

Consumer Behavior Understanding; Market Segmentation; Sales and Marketing Analytics; Brand Health Monitoring and Competitive Intelligence.

CAREER PROFILE:

Seasoned professional with over 20 years experience in various studies of marketing research and disciplines of brand management.

Posesses outstanding ability to turn marketing research and competitive information into clear customer and business insights then. translating these insights into actionable recommendations and inputs to marketing plans and programs. Proficient in qualitative and quantitative research design, analysis and reporting.

Instituted projects covering consumer foundational work that guides strategy such as marketing landscape assessments, trend analysis, consumer psychographic segmentations, consumer journeys/paths to purchase, customer experience and customer retention/loyalty.

WORK EXPERIENCE:

Market Matters Inc.

Mar 2021 – present

Research Director

Developing in-depth knowledge of company offerings to identify profitable business opportunities.

Identifying potential clients and setting up appointments for needs assessment and agency credential presentation.

Preparing all documentation required for requests for proposals (RFPs) and presenting to prospective clients.

Contribute to the business revenue by winning new clients and building solid relationships with new client partners.

Researching emerging trends and recommending new company offerings to satisfy customers’ needs such as brand tracking monitors and advertising effectiveness studies.

Insight Asia.

Consumer Research Company

April 2018 – Mar 2019

Business Development Director

Identified potential clients, developed presentation materials for company credentials and scheduled presentation with clients.

Able to win projects with new company clients, contributing significantly to the team’s revenue target.

Southwest Crazy Chicken Restaurant

Casual, quick-serve restaurant

Jan 2012-Feb 2021

GM/Proprietor

Developed the business plan of the restaurant covering all aspects including the following:

oMarketing: target market definition, branding, concept and menu offering

oFinance and Administration: capitalization, cash flow, purchase of equipment, hiring and training of staff, business permit application, monthly and quarterly tax payments

oProduction: identification of suppliers and maintenance of good vendor relations and inventory controls

Oversaw the day-to-day operation such as managing product inventory and movement, and reviewing and checking of daily sales and cash reports

Ginebra San Miguel Inc.

Non-Alcoholic Beverages Business Unit

Jan 2012 to March 2015

Group Brand Manager

Oversaw the marketing planning, communication development and program activation of the different Magnolia Beverage brands to ensure optimization of A&P and other fixed operating budgets.

Initiated sales performance reviews which resulted to identification of more relevant brand campaigns and channel-specific trade promotion and event activations.

Managed the market research requirements of the business specifically for new products and advertising concept development.

Ginebra San Miguel Inc.

Marketing Department

July 2010 – Dec 2011

Consumer Insights and Marketing Services (CIMS) Manager

Led the annual marketing planning process by presenting year-to-date market performance of the different brands in the market in terms of key metrics: market share, penetration, awareness, ever trial, past 4 week usage and BUMO.

Developed annual research programs to ensure synergy among various research requirements of different GSMI brands and maximization of research budget.

Undertook strategic researches to provide new insights and opportunities from emerging trends, lifestyle and demographic segments that can have significant impact on the company’s products.

Led the upgrading and development of the marketing system using Business Objects module in SAP which integrates sales information with retail audit data for more automated and seamless reporting.

Planned and developed the digital marketing strategies for each GSMI brands to ensure that the programs are relevant and aligned with the brand’s positioning.

Ginebra San Miguel Inc.

Marketing Department

June 2007 –June 2010

Group Product Manager

Responsible for the marketing planning and activation of the company’s challenger brands, namely: Gran Matador Brandy, Vino Kulafu and Tondena Rum.

Developed and implemented Gran Matador Brandy’s new campaign, promotion and activations which resulted to double-digit growth in volumes, improved consumer disposition and brand health.

Drafted the marketing department’s long-term development plan and identified the key focus brands and areas for 2008 which has gained approval from the company’s MANCOM and alignment with Corporate Marketing.

Oversaw marketing research projects – Retail Audit and Trade Penetration Studies, UAI’s, Ad Pre-tests, Taste Tests, Brand Health and Advertising Effectiveness Tracking.

San Miguel Corporation

Corporate Marketing Research

November 2004 – May 2007

Manager, Marketing Research - Beverages

Reviewed and endorsed various market research requests and proposals for the company’s beverages businesses (Beer, Liquor and Non-Alcoholic Beverages) both domestic and international.

Developed research protocols and systems for concept testing, product testing, packaging tests, copy testing and benchmarking.

Resource person for market trends and insights in a new product development workshop conducted with participants from marketing, sales and product development.

Rebisco

August 2003 – October 2004

Consultant

Developed the market entry strategy and plans for the company’s China business including target market definition, market size estimates and volume forecasts. The volume forecasts served as inputs in the plant design and warehousing capacity requirements.

Coordinated with local China research agencies in conducting UAI’s, concept and taste tests.

For the Philippine operation, developed and implemented research protocols on trade audit, UAI’s and product tests.

La Tondena Distillers Inc.

April 1999 – June 2003

Manager, Marketing Research

Developed the system for the monthly nationwide Retail Trade Audit (RTA) for Hard Liquor up to distributor level reports.

Conducted and presented results of the regular consumer tracking and ad-hoc product tests.

Facilitated focus groups and IDIs among male alcohol drinkers for new product development and marketing communication.

Developed San Miguel’s CopyCheck system, a quantitative pre-test tool for the company’s various TV commercials in beer, liquor, non-alcoholic beverages and food.

CMG Life Insurance Co, Inc

Oct 1997 – Mar 1999

Senior Manager, Marketing Research

Prepared annual reports on the life insurance, retirement and educational plan industries.

Managed market research projects from conceptualization to presentation of results

oCustomer Satisfaction.

oDatabase Marketing

Facilitated focus group discussions in the development of the healthcare product of the company.

SRG CHINA, GUANGZHOU

July 1995 - March 1997

Senior Research Manager

Developed project proposals, questionnaires and analysis templates of various projects.

Marketed services to existing and potential clients, mostly international clients looking at expanding their markets in China.

Developed new accounts that helped in achieving revenue targets of the team.

Assisted the team head in the management of the team through classroom training and on-the-job coaching of junior researchers. The training modules developed included questionnaire design, fieldwork management and presentation of results.

CONSENSUS - MBL, Jakarta, Indonesia

1994-1995

Senior Research Manager

Managed research studies for regular clients commissioning projects in Indonesia. Responsibilities included client liaison, fieldwork preparation, fieldwork supervision, data entry operations, reporting, analysis and presentation of results to clients’ management

Managed a team of operations staff, comprising of fieldwork supervisors and computer programmers. Assisted the Research Director in managing research projects, as well as, in data analysis and report preparation.

Instituted advance statistical analysis for product research studies which included factor and cluster analysis; multi-dimensional scaling; multi-variate regression and correlation analysis, etc. These resulted to better analysis and interpretation of test product ratings and providing new dimensions in the interpretation of survey data.

Associate Market Research Analyst (1993-1994)

Jr. Associate Market Research Analyst (1991-1993)

Market Research Analyst (1990-1991)

Statistical Analyst (1989 - 1990)

SAN MIGUEL CORPORATION, BEER DIVISION

Managed research projects of the International Beer Operations

Streamlined marketing research operations and standards for the international market research projects.

Took active roles in the preparation of feasibility studies for different international markets/countries.

Research Associate (1988-1989)

Economic Development Analyst (1988)

Research Assistant (1987)

NATIONAL ECONOMIC AND DEVELOPMENT AUTHORITY

Conceptualised a database management system to handle the economic and demographic indicators used by planners at the NEDA.

Managed the project and presented the output in an inter-agency conference.

Assisted in the development and maintenance of econometric planning models used in forecasting economic indicators and simulating results of various policy formulations.

TRAINING and SEMINARS

B.S. Statistics, University of the Philippines Diliman

Strategic Planning

Business Model Innovation

Introduction to Digital Marketing

Guerilla Marketing

Marketing on a Shoestring Budget

Seven Basic Habits of Highly Effective People

Effective Presentation Skills

Team Building

Selling Skills

Time Management

Effective Leadership Skills

Applied Marketing Research

Multivariate Techniques in Marketing Research

Practical Programmers Training Course in Tokyo, Japan (through a scholarship sponsored by a Japanese association of computer professionals)

CONTACT DETAILS

20 Hackney St. Rancho 4 East Concepcion 2 Marikina

Phone: 8982-4875 CELLPHONE: 091*-******* E-mail: **********@*****.***

Contact this candidate