ROLE
NATIONAL SALES MANAGER-ON TRADE (HORECA)
COMPANY
Emperador Distillers Inc.
INDUSTRY
FMCG
JOINING DATE
January 2015 – May 2018
KEY ACHIEVEMENTS

•          Reorganized National On-Trade structure of the country’s biggest spirits company.

•          Trained and developed sales skills of the newly hired field sales people.

•          Established new internal processes and ways of working with other departments

•          Progressed RTM (Route to Market) of EDI On Trade distribution structure.

•          Generated initial gross income of $800,000 on 1st year and on the 2nd year grew the business into $3,600,000 or a 450% growth.

•          Established the RTD (ready to drink) business of EDI into having a 11% market share on the 2nd year versus market leader as well as the standard wine business ($5 to $9/bottle).

•          Created On-Trade standard wine distribution for E&J Gallo with 200 plus outlets thru a LEND A WINE PRESERVATION MACHINE. (300 units of BTG (By the Glass) Wine pipelined).

RESPONSIBILITIES
•          Manage day to day business along with P&L

•          Has a team of 65 people. Growing to 100 across the country.

•          Ensure achievement of business objectives across the market and different branches through monthly and quarterly reviews.

•          Continue to develop sales capability of On Premise recruits across the country through trainings, skills assessment, coaching and performance reviews versus KPA’s/KPI’s of recruits.

•          Instill and establish commercial understanding of creating business, market dynamics and trade intricacies.

•          Help create better and deeper consumer insights with brand team thru on ground and direct from consumer feedback and field sales in on premise operations.

•          Set up EDI Business commercial footprint (distribution, availability, pricing, merchandising,) and national on premise database. i.e. size of universeby area by segment (business size per area)

ROLE
RESTAURANT MANAGER-PART TIME
COMPANY
PADIS POINT
INDUSTRY
QSR- Restaurant-F &B
JOINING DATE
January 2015 – Present
RESPONSIBILITIES

·         Over all in charge of restaurant operations on a daily basis for 80-100 table establishment

·         Oversees service level of staff is at high level and consistent with company standards with training and assessments on a quarterly basis

·         Prepares weekly to monthly purchases (food and beverage and non food)  aligned with PAR stocking requirements

·         Monitors and maintains food and beverage costing as set by management with weekly reports

·         Manages weekly to monthly event calendars and align with staff

·         Conducts daily to weekly staff briefing and meetings to align everybody

·         Prepare monthly staff schedule

·         Conducts physical inspection of restaurant grounds

·         Handles recruitment of staff

·         Fulfills and conducts daily sales and closure reports

ROLE
MARKETING MANAGER
COMPANY
United Spirits Limited (USL)
INDUSTRY
FMCG-Spirits
JOINING DATE
July 2013-December 2014
KEY ACHIEVEMENTS

·         Rolled out and launched BAGPIPER WHISKY in Myanmar covering 1,300 outlets or 26% versus estimated market size of 5,000 outlets.

·         Created and implemented ABOVE THE LINE and BELOW the line campaigns of BAGPIPER WHISKY

across Myanmar.

·         Achieved a 3% market share in 2 test markets achieving an average monthly volume of 500 to 800 cases.

·         Generated a 4th place ranking amongst spirits drank in test market based on market research (FGD)

·         Conducted skills development  (sales man training) for Yangon launch to 35 strong participants

·         Created and developed agency third party network for the new country rep office

RESPONSIBILITIES

•          Maximize Economic Profit (EP) of brands through development and effective execution of marketing and sales strategies.

•          Responsible for delivery of the volume and value budget for country – both Whyte &Mackay and USL portfolio

•          Create and manage marketing plans for Myanmar

•          Build relevant marketing infrastructure to ensure all activities are executed efficiently

•          Work with sales team to create brand support plans

•          Liaise with Central Marketing team to ensure Global brand processes and guidelines are adhered to

•          Develop information base for Myanmar

•          Develop MIS based analytics for analyzing performance

ROLE
NATIONAL TRADE MARKETING MANAGER
COMPANY
International Beverage Trading Corporation ,Myanmar (IBTC)
INDUSTRY
FMCG-Spirits
JOINING DATE
March 2012- June 2013
KEY ACHIEVEMENTS

·         Developed and created MERCHANDISING STANDARDS HANDBOOK for Myanmars biggest spirits company, IBTC.

·         Rolled out HANDBOOK cascade at IBTC’s 15 Sales branches across Myanmar.

·         Executed and implemented merchandising capability training to 300 members of nationwide sales support group

·         Established BUSINESS DEVELOPMENT PLANNING with MODERN TRADE KEY ACCOUNTS in IBTC which resulted 7%-10%increase in business with THE MODERN TRADE CHANNEL.

·         Created and developed TRADE LOYALTY PROGRAM and piloted it with the IBTC’s current WHOLESALER DATA BASE

·         Introduced channel and outlet classification across IBTC branches.

RESPONSIBILITIES

·         Study and restructure Trade Marketing road map for IBTC with specific short terms and long term objectives and initiatives

·         Study and develop of trade and commercial programs that will help optimize business performance i.e route to market city and regional

·         Upgrade and enhance commercial mindset of sales team from traditional to modern systems

·         Review and optimize Trade Marketing structure with specific job description, responsibilities, goal and accountabilities

·         Manage Trade Marketing budgets and assets

·         Transition annual brand plans, activation and planning between brand and trade marketing

·         Enhancements in the quality of execution involving Trade Marketing activities

·         Lead in the development of new, innovative, exciting and functional POSMs across trade channels

·         Utilization of trade information and insights  gathered to benefit both sales and brand marketing planning based on a systematic and standard gathering systems

·         Establishment of a consumer engagement activation team to support all brands

ROLE
NATIONAL SALES MANAGER- ON PREMISE
COMPANY
Diageo Philippines Inc.
INDUSTRY
FMCG-Spirits
JOINING DATE
November 2017-Febuary 2012
KEY ACHIEVEMENTS
§  Launched the following brands Johnnie Walker Gold, Singleton Single Malt and Gilbeys Premium Strength

§  Sold 820 cases of Johnnie Walker Blue Label in 2011, the highest across sales channels in the country

§  Spearheaded and managed On Trade Captain Morgan rum roll out in the Philippines.

RESPONSIBILITIES

§  Drive and facilitate the development, excellent implementation and timely evaluation of commercial plans that is fully aligned, integrated and guarantees business objectives are met in the on trade (volume, profit, category growth, market share and brand health objectives)

§  Responsible for the business, implementation of the brand strategies and activations with rigor on excellent QDVP3- AR execution in the on-trade channels.

§  Head/Manage DPI on trade account managers. (Coaching & development of On Premise Team)

§  Provide tools and standards for activities to be timely measured, evaluated and recommendations be made against M& E (Measurement and Evaluation).

§  Provide insights on best practice learnings and hands on support to ensure executional excellence an all trade activities and joint up plans.

§  Department Budget management

Management of GMA distributor.
Achieve annual sales target both by value and volume.(size of business by value P60M)
Drive on the following key points:
Sell out volume per month per week
Ensure maximized distribution per area
Maintain standard inventory levels
Account receivables management
Implement and maintain excellent merchandising at store level
Managing Key accounts under distributor
Ensure availability at all times at covered outlets
On time execution of marketing programs
Conduct annual business review on distributor performance
ROLE
TRADE MARKETING MANAGER-ON TRADE & DEALERS
TERM
May 2004 – October 2007
RESPONSIBILTITIES

Develops annual on trade channel strategy.
Manage implementation of annual on trade channel plans &cascades it to the sales force down to the distributors &trade. (4 for P300 promotion, F1 Malaysian Grand Prix Raffle, Gilbeys box campaign)
Evaluate sales programs that help drive consumer consumption in the on trade.
Forecast and manages annual On Premise Trade Marketing A&P budget.
Involvement in conducting and running research programs ranging from trade audit to brand and consumer performance.
Directly involved with third party agencies in bidding, negotiation and implementation of below the line campaigns with such name brands such as Johnnie Walker and Gilbeys.
Do collaborative or joint business planning with both marketing and sales in developing yearly programs in helping drive achieve annual business targets.
ROLE
TRADE MARKETING MANAGER-DUTY FREE/TRAVEL RETAIL
TERM
November 2003 – May 2004
RESPONSIBILITIES

·         Develop, present, and gain agreement on a DFP joint business development plans.

·         Drive the DFP business by acting as an effective link between brand key initiatives and its actual sales execution

·         Achieve agreed Economic Profit target for DFP.

·         Monitor, and report performance versus own targets, and versus direct competitors.

·         Establish appropriate customer relationship through constant visits.

·         Feed accurate information (market scenarios/competitive activities) to Brand Leadership Teams on consumer behavior within the DFP channel.

·         Develop good people-handling skills. Motivate and coach subordinates to achieve desired results (both internal and external customers)

ROLE
TRADE MARKETING MANAGER-ON PREMISE & GEN TRADE
TERM
October 2002-November 2003

RESPONSIBILITIES

Responsible for executing all 5 brand activities in the off premise.  Producing sales kits and allocating trade samples for all segments
§  Handles visual merchandising standards(planogram/CATMAN) and requirements

from design, development, production, deployment and implementation.

Manages third party agencies with biddings, negotiations, project specific engagements such as mass sampling activities, merchandising drives, tempo manpower requirements and research projects (consumer habits, trade audits and the likes).
Conceptualize and develop annual off premise channel programs.
Manage annual A & P Budget allocated to trade marketing off premise.
ROLE
DISTRIBUTOR MANAGER
COMPANY
Maxxium Philippines Inc.
INDUSTRY
FMCG-Spirits
JOINING DATE
February 2001-June 2002
RESPONSIBILITIES

Planning, implementation and execution of business development programs and strategies.
Conduct quarterly business/performance reviews and specific KPI’s. Ensuring that distributor achieves its agreed set targets.
Identify and improve on sales drivers based on a QDVP3 principle.
Ensure execution of different marketing activities.
Was able to achieve and improve business from 12.3M to 20.1M from 2000 to 2001. Through new SKUs and better levels of distribution.
 

ROLE
TRADE PROMOTIONS-MERCHANDISING COORDINATOR
COMPANY
Maxxium Philippines Inc.
INDUSTRY
FMCG-Spirits
JOINING DATE
August 2000-February 2001
RESPONSIBILITIES

Implements marketing programs both for on trade (bars, restaurants, hotels and KTV’s) and off trade (dealers, supermarkets, wine shops, convenience stores)
Create and develop individualized marketing programs that will help improve off take and increase volume.
Provide market reports on competitive brands and other emerging competition.
Conducts negotiations with trade partners and agencies when implementing promotions, support and organizing events.
Ensures high visibility of brands in the trade on a per outlet basis, most especially at on premise accounts (bars, restaurants, hotels and KTV’s).
ROLE
SALES & MARKETING EXECUTIVE
COMPANY
R.A. Meneses& Associates
INDUSTRY
FMCG-Spirits
JOINING DATE
January 1999-July 2000
RESPONSIBILITIES

Project and Account Management
Creation of concepts &customized campaigns for different clients
Weekly alignment meetings and monthly billing monitoring
Organization and Execution of Below The Line marketing campaigns
Facilitates negotiations of contracts with other third party suppliers
ROLE
FOOD & BEVERAGE SHIFT MANAGER
COMPANY
Mimosa Regency Casino & Resort
INDUSTRY
Food & Beverage-Hospitality Service Industry
JOINING DATE
June 1998-December 2000
RESPONSIBILITIES

Responsible in the daily management and operations of both front and back of the house of a multi concept casino and resort
Handles approximately simultaneous 50 back and front of F & B staff that helps run the daily operations
Monitors monthly bar and food cost and makes sure it is within set standards so as to maintain cost and budget.
Ensure service standards are in place from table setting, outlet cleanliness cutlery, table lay outs, greeting, reception, booking etc.
Creates, develops marketing concepts or promotions that will be programed for the year along with the marketing team. This is to help drive foot traffic and help achieve monthly business targets.
Prepares and facilitates staff weekly to monthly schedules plus customized people development or training to help improve skills and product knowledge.
Conducts daily staff briefing pre operations for specials of the day or promotions.
Point person with regards to handling customer complaints.
 

ROLE
KITCHEN PRODUCT ASSISTANT MANAGER
COMPANY
Fashion Café Makati
INDUSTRY
Food & Beverage-Hospitality Service Industry
JOINING DATE
May 1997-May 1998
RESPONSIBILITIES

Aids in managing the daily operation of the kitchen through ensuring good quality stocks are on hand, complete quantityand up to standard of the executive chef to meet daily service requirements.
Maintains recipe standards/food safe guards are reinforced in the cooking line area with visual aids and recipes as references so to adhere with strict head office standards from the US.
Monitor food cost by aligning with purchasing while maintain food standards by the executive chef and global office standards.
Sourcing of more suppliers so as to making sure resources are always ready and available.
Ensure kitchen equipment is up to par to meet daily demands by setting up needed maintenance schedule with suppliers. Using equipment checklist as reference.
Responsible with coordinating with the front of the house staff training for product knowledge, taste profiles and daily/weekly specials.
EDUCATION
COURSE
Bachelor of Science in Nursing
SCHOOL
De Los Santos College of Nursing
TERM
April 1997
PERSONAL INTEREST
SPORTS
Ultimate Frisbee/Weekend Basketball/Hiking
READING
Fiction books – Legal settings
SOCIALS
On line platforms
DOMESTIC
Home Cooking and house cleaning
PROFESSIONAL TRAININGS-DEVELOPMENT
TIMING
DWIB 1

Diageo way of Brand Building
August 2003
Diageo Perfect Serve Program

Brand Knowledge & Brand Appreciation
September 2004
KepnerTregoe

Problem Solving & Decision Making Workshop
April 2006
DWIB 2

Diageo way of Brand Building
December   2007
DWS

Diageo way of Selling
February     2008
Karl Blanchard Program

Managing Self
April            2008
IBTC

Skills Development-Basic Merchandising
April            2013
DWW-USL

Skills Development-Basic Sales 101
February    2014