Headed the total wi-tribe acquisitions.Led the acquisition campaign and program development, planning and implementation for both the Postpaid and Prepaid categories.

Managed the total TM brand's Voice and Combo Usage portfolio. Handled monitoring, analysis, strategy and program development to drive achievement of the voice and combo usage KPIs.Developed the TM thematic and tactical ATL campaigns, strategic media brand property executions and Out-of-Home activities to deliver effective, flawless and timely execution.Initiated the development and implementation of the TM business segment’s branding policies and procedures.Managed the total brand A&P spending to ensure resources are well allocated and effectively spent on projects (including OPEX).

Spearheaded the development and implementation of effective integrated marketing communication campaigns of NESTEA that drove the brand to become a 1-billion peso mega brand with 40% volume growth by end 2006.Led the conceptualization, implementation and ensured sustainable improvement of the NESTEA Beach Volley, NESTEA’s event platform. Ensured achievement of business targets while maintaining the NESTEA brand’s imagery and equity.Managed the above and below the line advertising and research requirements of NESTEA Iced Tea, NESVITA Milks and Cereal Drink , PURINA (ALPO and FRISKIES), HIDDEN SPRING, NESTLE LEMONADE and NESTLE THICK CREAM.

Delivered 300% sales increase in the Penshoppe and Oxygen stores handled through effective sales promotion, efficient inventory management and sales people handling.

Assisted in the successful implementation of the first two runs of the Murdoch University Off-shore Manila MBA program.