Edgar Suan Coralde
●Naga City Camarines Sur, Philippines
Energetic sales professional with proven ability to generate sales revenue and motivate team members. Started as a Sales Representative, then a Sales Supervisor of a Distributor for a Laundry and Hair care products, a District then as a Territory Sales Supervisor managing local Distributors for Non-Carbonated Beverages (NCB) in the provinces of Bicol, Quezon, Batangas and Laguna then as a Territory Sales Manager handling South Luzon Area for Dairy products and as a Distribution Manager and Regional Sales Manager for Confectionery products handling Visayas and South Luzon area, and lately as a Regional Sales Manager in Papua New Guinea. With work experiences in HRD, Non-Profit Organization work, Research, Academe, Life Insurance and fast-food industry.
Areas of Exposure
• Sales and Distribution • Key Accounts Management • Distributor Management • Familiar with Luzon/Visayas/Mindanao Area • Sales Training and Capability Development • Sales Contract Negotiations • Product Launches • Trade Marketing • Market Share Research • Human Resources Management •Academe •Fast-food Services •Non-Profit Organization
Professional Sales Experience
Regional Sales Specialist
Quality Products Marketing, Inc. February 2022 – July 2022 Regional Sales Specialist
Distributor Management and potential candidate in Camarines and Albay-Sorsogon Area.
Sales and Availability of Suy Foods on LKAs, Secondary and Tertiary Accounts in Bicol Region.
Implement Sales and Marketing programs in the area.
Sales Training and Motivation Distributor Sales Personnel.
Business Development Manager
Zest-O Corporation May 2021 - December 2021
Responsible for sales and distribution of Zest-O Food and Beverages Products in Bicol Region.
Managing Sales Team, Office Admin and Warehouse.
Distributor Management in Camarines and Albay-Sorsogon Area.
Selection and replacement of DSM for Bicol Region:
Area Sales Manager
Golden Nutritious Foods Corporation March 2020- December 2020
Managing Sales and Distribution of Golden Oats, to deliver key results area in STT, SIV, Availability & Visibility.
Managing the Distributor covering Cam Sur/Norte;
Ensure Distributor Sales Personnel covering the LKAs-Secondary Accounts, Availability and Visibility of Golden Oars;
Ensure Merchandising team, Visibility of Golden Oats in shelf display or any opportunity additional space for the oats;
Sales and Operations Manager
Consultant August 2018- February 2020
Naga city, Camarines Sur Bicol Region
Hired as Sales Operations Mange to ensure delivering sales and distribution food and beverages;
Ensure availability and Visibility Family’s brand Sardines, Goya and Mars Chocolates as well Goya and other secondary brands;
Focus on the capability of the sales team to deliver availability and visibility of food and beverages in General Trade;
Zest-O Marketing/ Dairy Barn February 2017- May 2018
Greater Metro Manila Area
Tertiary Distribution for Van Sales Route, Going-To-Market (GTM) Sales team for New and exciting beverage lines.
(Yo!, Dutch Maid, Slice, Glazier, Haus Blend, Green & Go, Sun Burst, Zesto)
Formulation and Implementation of GTM Strategy, to deliver Key Results Area for General Trade;
Responsible for the selection process of Key Personnel for Asia Primera Operations and Dairy Barn;
Area Distribution Manager
Tri Dharma Marketing Corporation-PT Mayora Indonesia June 2016- February 2017
Managed key Distribution Partners in the Bicol region for Kopiko Coffee Products
Ensuring achievement of Key Sales Fundamentals (Productivity, Buying Accounts, Merchandising…)
Ensure superior AVIS (Availability and Visibility) of Kopiko products on all channels including POIs (Point Of Interest)
Sales and Operations Manager
FMCG Sales and Distribution September 2015-June 2016
Managed the sales and distribution of Cosmetic Asia Beauty Products, Mega Sardines, Mars Confectionery;
province of Camarines Sur and Norte, Philippines;
Negotiated for Delfi Confectionery (Goya Chocolates) distributorship in Camarines Provinces
Regional Sales Manager (OFW)
Pacific Industries, Ltd January 2013–July 2015
Port Moresby, Papua New Guinea
Have increased the Sales and Distribution of company’s beverage and Dry Goods line in all trade channels average 38% vs. LY by setting up clear per product distribution reach targets and ensuring clear and timely objectives;
Reconfigured Key accounts and route coverage through specific per outlet volume target setting, mapping and Seasonality based monthly budget setting;
Conceptualized and implemented training and development program for the Sales organization, including Supervisors and merchandiser;
Formulated/Recommended and implemented the standardization of Sales and distribution process, including other depot/branches particularly on the Key Results Area (KRA) and Key Performance Indicators for Branch Managers.
Beverage Sales Manager (OFW)
Pacific Industries, Ltd June 2012–December 2012
Port Moresby, Papua New Guinea
Have increased Carbonated beverages sales 32% 3rd quarter and 112% sales on New Cola product vs. LY;
Beverage Sales Team capability training and route reconfiguration;
Have increased outlet coverage by 42% from base of 1,021 in National Capital District (NCD), POM;
Implemented Daily Sales Management process, utilizing call sheets/Daily Sales Report/and daily sales monitoring board.
Replaced/Took over Regional Sales Operations less than a year for Beverage, Dry-goods categories and confectionery;
Distribution Manager/Regional Sales Manager (Confectionery) August 2011 – April 2012
Columbia International Foods, Inc.
South Luzon and Visayas Region, Philippines
Implemented training program for supervising 7 Distributor Sales Specialist (DSS) covering Visayas and South Luzon Area in managing 12 confectionery distributors.
Ensuring distributors in the region are delivering key Results Areas in Product Distribution, Volume and Merchandising, AR Management, Availability and Trade relations as well implementation of company directions and sales/marketing programs.
Tasked to formulate, recommend sales processes and policies for standardization and distributor sales management.
General Sales Manager
Dranix Distributors Inc., August 2010 – July 2011
Procter & Gamble Distribution
Pili, Camarines Sur, Philippines
Responsible for supervision of (5) Sales Supervisor, 3 Key Accounts Reps,12 Ex-truck operations and 8 Saturation (Tricycle) for Bicol region, ensuring Volume, Distribution, Merchandising, Program and Company directions, Availability and Trade relations are implemented based on required standards.
Territory Sales Manager-South Luzon Area-Dairy
San Miguel Corporation-SMFI June 2006 – August 2010
Dasmariñas, Cavite, Philippines
Responsible for the Sales and Distribution of Magnolia Dairy products in South Luzon (Laguna, Cavite, Batangas,
Quezon and Bicol region);
Supervise/manage 5 Direct Account Specialist (AS) in performing their respective responsibilities in terms of
Volume, AR, Merchandising and trade relations;
Managed indirectly sales personnel from a contracted agency, 8 sales personnel as well as merchandisers
Supervised indirectly Corporate Key Accounts Group (CKAG) KAS for Modern Trade Accounts in SLA;
Territory Sales Supervisor
Coca Cola Beverage Group (CCBG)-San Miguel Corporation
PhiliBev (Philippine Beverages) March 2003 – June 2006
Naga City, Camarines Sur & Norte, Quezon and Laguna
For Camarines Sur and Camarines Norte provinces; Responsible for Volume, Distribution, Merchandising and AR Management and the implementations of company directives as well as localized and national initiated marketing
Programs for non-carbonated beverages (powdered juices (Eight O’clock, Ponkana), Ready-to-drink juices (Funchum, Nestea...), energy drink, bottled Pet and bulk water) for Coca-Cola Bottler’s Philippines, Inc. (CCBPI) and San Miguel Corporation in all targeted accounts/outlets Camarines Sur.
Were assigned in Lucena City Quezon Province and San Pablo City Laguna province, Managed 4 Distributors.
Supervise implementation of merchandising standards thru the third-party agencies in top accounts and public
Markets in the area;
District Sales Supervisor
Legaspi, Albay, Catanduanes, Sorsogon and Masbate
La Tondeña Distiller’s Inc.-San Miguel Corporation January 2001– March 2003
Bicol Region, Philippines
For Albay, Catanduanes, Sorsogon and Masbate provinces; Responsible for the Sales and distribution of Bottled
waters, RTD Juices (Nestea, Funchum) and powdered juices (Eight O’clock/Ponkana…) and Jelly-ace in Albay district.
Managed 3 Distributors and supervised 15 Dealer Sales Personnel (DSP).
Ensure achievement of Sales-to-trade (STT) as well as Sell-in-volumes (SIV) to respective distributors.
Ensure implementation of merchandising standards in the district.
Ensure implementation of marketing programs national as well as local and Management directions.
Distributor Sales Supervisor
Accelerated Distribution Inc, January 2000 – December 2000
Procter & Gamble Distribution Phils.
Responsible for the Sales, Merchandising, and distribution of P&G products in the Bicol region.
Supervise and facilitated training of 13 ex-truck Dealer Sales Personnel and 3 MAS in covering all the accounts
in the region.
EAC Marketing Service March 1997 – January 2000
Camarines Sur and Norte
For the provinces of Camarines; Responsible for the Sales and Distribution of Ovaltine products, Van Melle Products
(Mentos), Paseo Tissue Products, Kiwi Shoe care, Gerber to Supermarkets and other Key accounts in Camarines Sur
Covering 86 accounts; Supermarkets, Groceries, Convenience stores including hotels and non-traditional outlets.
●Steven Covey’s 7 Habits of Highly Effective People
●5 S Seminar
●Procter & Gamble DSS School
●Guthrie & Jensen Mission/Vision Workshop
●Worker’s Forum on Wages and Wage-related Benefits and Implementation
●Fundamentals of Statistics June 2016
●GM Mindset July 2016
Ateneo de Naga, Naga City
Bachelor of Science - Psychology