Ireneo Alejandro de Castro Rayos

Mobile: (+63917) 831-5756; (63998) 990-3392;

Home: (02) 828-4894

#1626 Royal South Village,

Las Pinas City 1740 Philippines

E-mail Address: [email protected],  [email protected]

Skype Name: LexWorldOnline

Website: http://neorayos.com

Dynamic and Inspiring Leader Who Empower Individuals To Unlock Their Fullest Potential
Dynamic leader with over 14 years of proven management and senior leadership experience from a Top Consumer Goods Company.  Resourceful senior manager and team player with strong analytical, planning, leadership, organization, communication & inter-personal skills.  Consistent performance in sales & distribution management, business process improvement, field coaching, trade marketing, project management, direct & in-direct selling, and sales services.  Adept at identifying problems, developing action plans and achieving results.

Professional Highlights

JS Unitrade Merchandise Inc.

Selling Systems & Process Manager                                            June 2013 – Present

·         Develops, organizes, monitors and drives implementation of Go-To-Market strategies and sales & distribution systems & processes in coordination with management and support functions with the objective of ensuring achievement of distribution, sales, profitability and organizational development targets of the company.

·         Develop, Lead & Monitor the implementation of JS Unitrade’s Merchandising Plans & Programs in order to achieve In-Store Brand Awareness.

·         Ensure continued use of Sales information Systems (Off-take & Inventory Reading for Key Accounts, Sales-To-Trade & Distribution Monitoring for Gen. Trade) in order to achieve sales efficiency & effectiveness and increase productivity.

·         Ensures sustainability of newly installed Management Control Systems and use these as a base for any future system element improvements.

·         Conducts mentoring sessions in business management, change management process, selling skills and capability enhancement in order to empower frontline sales and build a dynamic and competent sales force who are committed to the growth and sustainability of the business.

LexWorld Enterprise

Entrepreneur / Director, Sales & Marketing                              August 2011 – Present

Delivers expert education and solutions to individuals and organizations around the world to help them achieve their fullest potential by partnering with the world’s premier e-learning community for entrepreneurs.
Provides a state-of-the-art comprehensive direct marketing solution complete with the systems, tools and resource to launch and grow a successful enterprise.
Builds an empowered community of online entrepreneurs who are committed to make a positive difference in the world.
Pepsi Cola Products Philippines, Inc. (PCPPI)

Senior Manager, Sales & Distribution                                         May 2010 – July 2011

·         Develops, organizes, monitors and drives implementation of Go-To-Market strategies and sales & distribution processes in coordination with plant management and support functions with the objective of ensuring achievement of distribution, sales, profitability and organizational development targets of the company.

·         Conducts mentoring sessions in order to empower frontline sales and build a dynamic and competent sales force who are committed to the growth and sustainability of the business.

·         Develops, organizes, leads and coordinates annual corporate campaign launches in order to align Middle and Senior Management to corporate strategies.

Region Sales Manager, Modern Trade                                    March 2008 – April 2010

·         Develops, leads, monitors and coordinates business plans and programs for modern trade & key accounts within the approved sales & distribution strategies and implementing guidelines with the objective of achieving distribution, sales volume and profitability targets.

·         Develops strategic account plans and closely tracks and analyzes performance in order to draw and implement action steps to improve efficiency and grow the business.

·         Selects, evaluates and trains subordinates in order to build and sustain a competent sales force.

·         Manages and controls accounts receivables, trade collaterals and other company resources in order to attain productivity and maximize return on investment.

Senior Manager, Sales & Distribution Systems                     August 2005 – March 2008

·         Evaluates and drives the implementation of Go-To-Market strategies and sales operating systems; ensure alignment on agreed structures, processes and standards in order to attain distribution and productivity targets.

·         Plans and recommends projections to annual operating plan and business strategies in order to sustain operations and develop market opportunities.

·         Conducts business process checks in order to ensure adherence to established systems & processes.

·         Executes more than 500-manhours of field coaching sessions with the objective of building and sustaining a competent sales force.

·         Develops, organizes, leads and coordinates annual corporate campaign launches in order to align Middle and Senior Management to corporate strategies.

·         Co-developed the PCPPI Quantum Leap 2007 business development program processes & tools aimed at increasing distribution in by 10 percentage points within a year.

Manager, Sales & Distribution Initiatives                                           June 2003 – August 2005

Supports the frontline sales team in the achievement of the Annual Operating Plan by providing inputs to the strategic planning and execution of all Sales & Distribution initiatives, coordinating with the Home Office Sales & Distribution and Marketing Team to develop effective sales execution plans.
Tracks and monitors plan of execution; evaluates progress and recommends action plans and support programs whenever necessary within the company strategies and priorities with the objective of ensuring achievement of sales and distribution targets.
Develops typical sales execution plan, promo advice and monitoring tools for promo/deals which is now currently being used for all product launches and trade initiatives.
Developed & implemented the EDS Containers-On-Loan (COL) Program significantly reducing COL costs for marginalized accounts.
Manager, Territory Support                                                  January 2001 – June 2003

Integrates and manages the support requirements for sales & distribution by facilitating the daily market unit operations, supervising the delivery teams/ third party contractor and providing administrative service to territory teams within the sales office/ market unit.
Analyzes data on loading, truck utilization, dispatching and stock inventory levels; provided feedback & recommendations to sales office management on recurring problems to ensure minimal disruption and enhanced productivity of the sales operations.
Manager, Account Development                                         March 2000 – January 2001

·         Profitably expands the market within a defined territory – developing new businesses and increasing existing base – by setting meaningful objectives, tracking performance improvement measures and problem-solving, coaching the territory team and building superior customer relations.
·         Sets, executes and monitors sales and distribution plans and programs in order to increase route productivity.
·         Executes and monitors the implementation of marketing plans and programs for increased product presence.
* Early career as an Independent Distributor for Neways (Int’l) Phils. & High-Desert Phis., Inc., Inc. (1995-1999).
Technical Skills

Advanced knowledge in the following computer applications:

Digital Marketing/ Social Media Marketing
Web Site Development
Microsoft Office 2003/ 2007
Visual Basic 6.0
Java 2.0
SQL

Professional Training

Mass Influence Formula – Empower Network, LLC, January 2016
Team Building Training – Empower Network, LLC, November 2015
Top Producer Training – Empower Network, LLC, October 2015
ALL-In Library Training – Empower Network, LLC, October 2015
Developing A Culture Of Accountability And Performance – JS Unitrade Merchandise Inc., March 2015
Breakthrough 2.0 – Training And Workshop On Internet & Social Media Marketing with Jomar Hilario, May 2011
TRQ 3.0 – Training And Workshop on Quick Turn Real Estate Investing with Trace Trajano, April 2011
Pepsi Cola Products Philippines, Inc.
·         Total Systems Economics, Basic Entrepreneurial Management Workshop, November 2010

·         Sales Leadership Bootcamp For Key Accounts, August 2009

·         Winning Every Customer For Key-Accounts Workshop, July 2009

·         Winning Every Customer Workshop, March 2004

·         Trainer Development Workshop, October 2003

·         Sales Capability Module 3 – Leading the Way: Sales Manager’s Challenge, August 2001

·         Sales Capability Module 2 – Doing the Basics: A Day In a Life of An ADM, March 2000

·         Territory University: The Pepsi Way Of Selling Principles, March 2000

Education

Certificate in E-Computing (Java 2.0/ SQL), 2001
NIIT School of Alabang, Muntinlupa City

Certificate in Cyber Programming with E-Commerce, 2001
STI College, Alabang Muntinlupa City

BS Marine Transportation, 1991
PMMS Colleges, Las Pinas City

Personal Details

Date Of Birth   :           21 April 1971

Place Of Birth  :           Manila

Civil Status      :           Married

Height              :           172 cms.

Weight             :           72 kgs.

References available upon request