Michael Angelo T. de Leon

*** ******** **., ***** **, Better Living Subdivision

Paranaque, Metro Manila 1711

Tel. No. 823-95-77/776-47-12

Cellphone No. 091*-***-**-**

E-mail: ado7jc@r.postjobfree.com

WORK EXPERIENCE

Business Owner June 2016- Present Miando Foods

Bicutan, Paranaque

•Responsible for sourcing and evaluating food products for selling.

•Handles inventory monitoring, forecasting and ordering from suppliers.

•Coordinates with suppliers on product quality issues and concerns.

•Formulates and implements marketing and advertising activities from promotional materials, social media and on ground.

Brand Manager October 2017 – March 2020 World Wide Food Supply, Inc.

East Service Road, Taguig

•Responsible for the formulation and implementation of marketing plans for Monin Syrup, Greenfields Dairy, Sriracha Hot Sauce, Sanitarium Cereal, Cimory Yogurt Drinks, Zesta Tea and Pietro Coricelli Olive Oil.

•Responsible for the relaunch of Monin Syrup in the Philippines thru a bartending competition and trade exhibit (WOFEX). Resulting in doubling the business a year after.

•Responsible for the entry of Sriracha Hot Sauce into S&R account. Resulting in doubling the business the following year.

•Responsible for the entry of Zesta Tea into Bo’s Coffee. Resulting in first Zesta account outside of Shangri-la Group and additional sales.

Marketing Manager February 2016-May 2016 Sonic Steel Industries, Inc.

Binondo, Manila

•Responsible for the day to day management of the Marketing Department, overseeing one Graphic Artist.

•Personally handles the Superlume and Ultrabond roofing brands in terms of formulation and implementation of marketing plans that includes advertising and in-store activities.

•Regularly monitors competitive activities and prepares appropriate brand response.

•Works with the Sales Team to ensure product distribution, availability and quality are maintained in the different accounts nationwide.

Marketing Manager July 2015-February 2016 PTC Commercial Corporation

Velasquez St., Tondo, Manila

•Responsible for the day to day management of the Marketing Department, overseeing one Brand Manager and two Brand Associates who handle brands such as Emborg Cheese, Johnsonville Sausages, Steggles Chicken, Zott Yogurt and Meltique Beef.

•Personally handles Mission Chips, Golden Valley and Golden brands in terms of formulation and implementation of marketing plans that includes advertising and below the line activities.

•Prepares regular business reviews for presentation to various foreign principals.

•Regularly monitors competitive activities and prepares appropriate brand response.

•Works with the Sales Group to ensure product distribution, availability and quality are maintained in the different accounts nationwide.

Brand Manager July 2012-December 2014 Kalbe International Pte. Ltd.

Yakal St., Makati

•Responsible for the formulation and implementation of marketing plans for Consumer Lines (Extra Joss and Hydro Coco), which includes advertising and in-store activities.

•Prepared regular business reviews for presentation to head office in Jakarta.

•Regularly monitors competitive activities and prepares appropriate brand response.

•Worked with distributors to ensure product availability and quality are maintained in the different accounts nationwide.

•Conducted various FGD and CLT research activities resulting in implementation of product improvements and preparation for launch of new ones.

•Deployed more than 200 EJ pushcarts nationwide, which helped grow distribution and increase sales by 14%.

Product Manager October 2006 –July 2012 Century Canning Corporation

Ortigas Center, Pasig

•Responsible for the formulation and implementation of marketing plans for the Carne Norte, Meat Loaf, Beef Loaf, and Luncheon Meat lines.

•Prepared regular business reviews for the different sales districts nationwide.

•Regularly monitored market share and trends through AC Nielsen reports and implemented appropriate brand response to the findings.

•Coordinated with warehousing and distribution to ensure product availability and quality in the different depots nationwide.

•Was able to double the business of Argentina Meat Loaf in 2007, resulting in construction of second production plant and maintained AML’s No. 1 standing.

•Coordinated with R&D in coming up with new product ideas and improvements, resulting in the launch of Argentina Beef Loaf Pizza, Cheese and Sweet & Spicy variants in 2010, with a 10% contribution to total beef loaf sales.

Marketing Manager February 2006 – September 2006 Fresh Fruit Ingredients, Inc.

Magallanes Village,Makati

•Responsible for handling key export and domestic accounts for the Fiesta Tropicale coconut cream, coconut milk powder and coconut water products.

•Managed four account officers who covered accounts in different continents.

•Responsible for the preparation and implementation of marketing plans for the Fiesta Tropicale brand both for the international and local markets.

•Responsible for overseeing the improvement of local market distribution through distributor/dealer development and management.

•Coordinated with Technical Services on customer product complaints and inquiries, as well as ensuring product quality standards are followed.

•Responsible for the material repackaging of the brand across all product lines.

Product Manager September 2002 – February 2006 Fly Ace Corporation

Binondo, Manila

•Responsible for the preparation, implementation and review of marketing plans for the wine brands Franzia, Mistral and Doña Elena wines.

•Managed a Product Assistant who was responsible for the Health and Wellness brands of the company such as, Happy Day Juices, Nativa Green Tea and Vitasoy Soya Drinks.

•Together with marketing team, streamlined products of the company from 1,000 to 600 SKUs to assist sales in focusing on higher revenue products.

• Improved product distribution by leading presentations and negotiations to different accounts.

•Spearheaded intensive ATL and BTL activities for the company’s bid to win exclusive distributorship of Swiss Miss Chocolate Drink for the Philippine market.

•Grew the Franzia wine business from an average of 200 cases to 5,000 cases per month and capturing the No. 2 spot in the California wine category in the Philippines.

•Was voted Sales Darling of the Year for 2004, for invaluable support provided to the Sales Team resulting in 65% growth for wine sales.

Marketing Manager January 2002 – June 2002 ADSIA Eurobakers Marketing Corporation

Legaspi Village, Makati

•Responsible for the preparation and implementation of marketing plans for yeast brand- Fermipan and bread improver brands Unipan Plus, Energie 5 and Sprinter.

•Improved skills of sales personnel by facilitating training seminars.

•Published and distributed Balitang Maestro, a trade newsletter to update customers with latest industry news.

•Improved product use and distribution by establishing a baking school that conducted seminars for neighborhood bakers in Metro Manila.

Brand Manager August 2000 – September 2001 Allied Domecq Philippines

Ortigas Center, Pasig

•Responsible for the preparation and implementation of marketing plans for spirits and wine brands Kahlua, Moreau, Blue Nun and Mompo.

•Launched Blue Nun Shiraz & Cabernet Sauvignon variants to increase product portfolio.

•Spearheaded alternative use of Kahlua for coffee drinks through tie-ups with Blu Gre Café in Davao City and other coffee shops nationwide, resulting in additional distribution points.

•Implemented Christmas merchandising program for wine brands to improve visibility, resulting to a 20% average increase in off-take.

Product Manager August 1998 – July 2000 Andresons Group Incorporated

Libis, Quezon City

•Responsible for the formulation and implementation of marketing plans for the Mc Kester’s Peanut Butter, Maraschino Cherries, Whole Kernel Corn, Mott’s Apple Juice.

•Launched and managed Ice Valley Distilled Water to capitalize on popularity of bottled water.

•Launched Peanut Butter Strawberry and Grape Stripes to help strengthen the Mc Kester Peanut butter line.

•Implemented Dreamday at Dreamscape Robinsons Galleria on-ground activation to increase awareness for Mc Kester’s Peanut Butter.

Sales Officer July 1996 – August 1998 Gift Gate, Incorporated

San Juan, Metro Manila

•Responsible for wholesale and retail sales of gifts and toy brands such as LEGO, Fisher-Price, UNO, Russ Berrie, Swatch and character merchandise such as Sanrio and Sesame Street.

•Managed key accounts: National Book Store, The Landmark, Robinsons, Sta. Lucia and other toy stores in Cebu, Davao and Cagayan de Oro.

•Supervised 17 Gift Gate stores and 24 consignment shops in terms of toy merchandising and promotional requirements.

•Responsible for the implementation of the biggest on ground LEGO activation in 1997 in 10 malls nationwide. This resulted in achievement of sales targets for that year with subsequent sales incentive of a 3-day Singapore trip.

Shift Operations Manager May 1995 – March 1996 Jollibee Foods Corporation

Taguig, Metro Manila

•Supervised food production, cash control and customer service in shifting schedule.

•Responsible for monitoring assigned manpower in all areas of the store.

•Conducted regular equipment and sanitation checks to ensure a safe and smooth flow of operations.

•Managed ordering, receiving and proper storage of food and cleaning materials.

EDUCATION

University of the Philippines B.S. Hotel & Restaurant 1989 - 1995

Diliman, Quezon City Administration

Don Bosco Technical Institute High School 1985 – 1989

Makati, Metro Manila

Don Bosco Technical Institute Elementary 1979 – 1985

Makati, Metro Manila

TRAININGS AND SEMINARS

Web 5 Points Basic Appen May 2015

Bakery Production Fundamentals The Maya Kitchen Feb 2015

Strategic Execution Learning Partner July 2014

Winning Merchandising Programs Sensei Business Academy May 2014

Fighting & Outsmarting Goliaths Sensei Business Academy Sep 2013

Advertising Congress Phil. Assoc. of National Advertisers Nov 2009

National Marketing Conference Phil. Marketing Association May 2007

Values Re-Orientation Dept. of Trade & Industry Aug 2005

National Marketing Conference Phil. Marketing Association May 2005

Powerful Bus. Comm. Skills Cole Hopkins Consultants Jun 2004

Effective Sup .Management Cole Hopkins Consultants Mar 2004

Marketing Strategy & Plans Mansmith & Fielders Feb 2001

Basic Management Program Mindbroker Corporation Sep 2000

National Marketing Conference Phil. Marketing Association May 2000

High Impact Presentation Phil. Marketing Association Sep 1999

Asian Marketing Conference Phil. Marketing Association May 1999

PERSONAL INFORMATION

Age : 49 years old

Height : 5’10

Weight : 195 lbs.

Date of Birth : 06 November 1971

Civil Status : Married

Citizenship : Filipino

Religion : Roman Catholic

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