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Summary

Accomplished Marketing & Commercial Director with proven results in leading teams and building businesses from zero-base operations  

Work experience

MARKETING DIRECTOR

KENSTAND PHILIPPINES, INC / 20 S Inc
2019-082022-12

Official distributor of China National Tobacco Corporation, the world's largest cigarette manufacturer 

  • Led China National Tobacco Corp's entry into the $6B Philippine tobacco industry, driving the PH company's growth from a start-up to one of the industry leaders by year 3 
  • Developed & implemented integrated educational & lifestyle marketing campaigns to educate the market on "heat-not-burn" tobacco brands MOK and COO, and built a growing user base of ~100,000 former cigarette smokers
  • Partnered with key accounts and retail establishments to establish the brands' omni-channel presence in over 2,000 physical and digital selling channels

COUNTRY MANAGER - PHILIPPINES

the hershey company
2018-102019-08

American multinational company, one of largest chocolate manufacturers in the world

  • Optimized sales and marketing operations to successfully turn around a declining business, and led the team to achieve $20M in sales, representing +15% growth 

Marketing Director

Kenstand Investments Limited
2017-082018-10

Official distributor of KT&G, the leading tobacco company in South Korea and one of the largest tobacco companies in the world

  • Led the company's market entry into the general trade channel, building a brand portfolio & a sales and marketing organization with over 30 FTEs from scratch; grew sales by 40% vs. previous year

Marketing Director

Globe Telecom
2016-102017-04

Largest telecommunications company in the Philippines

  • Developed and launched new products (Prepaid Home Wi-fi device and Android TV) and new services (automated broadband subscription) that contributed $1M in additional sales
  • Launched digital marketing campaigns with content partners - Netflix, HOOQ, NBA, Disney, and Spotify - to drive up broadband internet consumption

Marketing Head

San Miguel Corporation
2014-122016-07

Largest Philippine corporation in terms of revenue; start-up telecommunications entity to challenge telecommunications duopoly in the country

  • Developed the marketing strategies for the launch of a disruptive third telecommunications player - from consumer acquisition to retention and loyalty 

Brand Manager

British American Tobacco Philippines
2013-052014-05

British multinational company headquartered in London, England

  • Directed and managed all marketing initiatives of Lucky Strike and Pall Mall through comprehensive awareness and engagement campaigns that led to rapid increase in market share (from 0 to 20% market share in lead account 7-Eleven)

Consumer Engagement Manager

PHILIP MORRIS PHILIPPINES MANUFACTURING INC / PMFTC INC.
2006-032012-06

Philippine affiliate of Philip Morris International, a Swiss-American multinational cigarette and manufacturing company

  • Led the Consumer Engagement team of 25 FTEs in the development and implementation of the engagement marketing plans of Marlboro, Philip Morris, and Fortune brands that resulted in consistent sales increases 
  • Optimized route-to-market operations and launched partnership programs with key clients that led to 30% sales growth
  • With industry-wide tobacco advertising ban, transitioned & re-imagined marketing efforts of the Philip Morris brand from an above-the-line marketing environment to a totally below-the-line environment, resulting in 10% accelerated sales growth and improved brand awareness from 70% to 90%

New Product Development Manager

Universal Robina Corporation
2003-102006-02

One of the largest food and beverage companies in the Philippines

  • Institutionalized incorporation of “ Stage Gate” idea-to-launch framework into company operations 
  • Secured Management approval for major investments in 5 product line extensions and 2 new product developments in the confectionery category 

Education

MASTERS IN SCIENCE, SLOAN MASTERS IN LEADERSHIP AND STRATEGY

LONDON BUSINESS SCHOOL
2023-01CURRENT

Scholarship awardee

DRIVING DIGITAL STRATEGY

HARVARD BUSINESS SCHOOL
2021-03

STRATEGY AND MANAGEMENT FOR COMPETITIVE ADVANTAGE

THE WHARTON SCHOOL OF THE UNIVERSITY OF PENNSYLVANIA
2021-03

BS Management Major in Communications Technology Management

Ateneo De Manila University
19982002
  • Graduated as the “Moro Lorenzo Sportsman of the Year” for best exemplifying the Jesuit dictum mens sana in corpore sano (sound mind in a sound body) 
  • Granted the “Ambrosio Padilla Award” for Outstanding Academic Performance and Academic Achievement 
  • Consistent Dean's Lister; graduated among top 12% of class