Mark Co Email & Phone Number

Responsibilities:Complete product management of assigned brands (including Children's Advil)Strategic formulation and execution of marketing plans for assigned brandsDevelopment and execution of various advertising campaigns for assigned brandsConceptualization and execution of various below-the-line activations for assigned brandsManagement of new products development for assigned brandsCountry point-person for Advil Global Franchise Team (regular interface with Global-US Head Office)Also Corporate Merchandising Manager responsible for consolidating all merchandising efforts of the entire Marketing TeamAchievements:Launched Advil Liqui-Gel in Jan 2011Brought Advil back to double-digit growth in 2008 by re-strategizing brand positioning and launching a new advertising campaignAttained highest ever market share for Advil in 2008Consistent, year on year aggressive growth for Advil to dateResponsible for bringing up Advil to rank #4 in the analgesic market (as per IMS data)

Responsibilities:Reporting directly to the Marketing DirectorComplete product management of the UCARE line (including UCARE 123 growing up milk)Strategic formulation and execution of marketing plans for UCARE lineDevelopment and execution of various advertising campaigns for UCARE lineConceptualization and execution of various below-the-line activations for UCARE lineOverall management and development of third party distributor business partnershipAchievements:Arrested the decline of UCARE by re-launching the brand via new positioning, re-establishing distribution, and streamlining brand operationsResponsible for smooth and successful transition of newly acquired third party distributor

Responsibilities:Reporting directly to the Category Head/DirectorComplete product management of the Kremil lineStrategic formulation and execution of marketing plans for Kremil lineDevelopment and execution of various advertising campaigns for Kremil lineConceptualization and execution of various below-the-line activations for Kremil lineManagement and development of new products and line extensions for the Kremil brand/franchiseTraining and development of a Product Associate/Brand AssistantPlanning and implementation of key special projects for the whole consumer health divisionAchievements:Arrested the decline of the Extra Strength variant and improved its offtake by 30%

Responsibilities:Strategic formulation and execution of marketing plans for Alaxan Tablet and Alaxan FR CapsuleDevelopment and execution of various advertising campaigns for Alaxan Tablet and Alaxan FR CapsuleConceptualization and execution of various below-the-line activations for Alaxan Tablet and Alaxan FR Capsule such as events and consumer/trade promosSpearhead development of a new line extension for AlaxanCoordination with below-the-line agencies and field representatives for implementation of activationsCoordination with medical representatives for ethical detailing to doctorsAnalysis of market research data and provide product manager with recommendationsProvide assistance to product manager on sales, financial, and media requirements for total Alaxan line such as sales forecasts, budgets, COG, profit tracking, and media plansAchievements:Pioneered the “barangay” and the “Alis Aray” activation platforms which garnered the Unilab Consumer Health Division’s Best Practices Recognition (April 2005)Garnered UL Consumer Health outstanding employee award for formulation and execution of Alaxan’s year 2005 – 2nd semester plans (September 2005)

Achievements:Doubled the Alaxan FR Capsule business size in 2004Maintained dominant market leadership for Alaxan Tablet and Alaxan FR CapsuleSpearheaded the development of a tactical advertising campaign that allowed Alaxan to venture into a new pain market thereby increasing sales dramatically by 30% in the 2nd semester of 2004Developed and launched the “barangay” activation platform which allowed the brand to tap more into its target market with its below-the-line activities (ex. Alaxan Barangay Bigay-Todo Papremyo! (May 2004); Alaxan Big Basketbol Bakbakan 2005 Inter-Barangay Basketball Tournament (Apr 2005); and Alaxan Alis Aray sa Barangay free clinics (2004 – present)Conceptualized and implemented Alis Aray sa Hanapbuhay free clinics in November 2004 to augment its highly successful Alis Aray sa Barangay counterpart

Responsibilities:Handled the advertising and below-the-line requirements of the Milo beverage accountConceptualization and implementation of communication strategies and marketing communication plans for MiloCoordination with Account Planning group for consumer insights and market research requirementsCoordination with Creative group for above and below-the-line strategiesCoordination with suppliers (production houses, talent casters, etc.) for advertising requirementsProvided regular reports on competitors of MiloWrote various press releases, PR articles, and advertorials for Milo and Milo B.E.S.T. Sports ClinicsSpearheaded event sponsorships and partnerships for the brandAchievements:Developed and implemented the "Milo 40th Anniversary" campaign (both above-the line and below-the-line efforts) (1st quarter, 2004)Developed the Milo 40th "Greenflame" 90s TVC which garnered extensive recognitions in the advertising and media industriesDeveloped and implemented the "Mana" campaign which increased Milo's per capita consumption by encouraging parents (old users of Milo) to hand down to their kids the habit of drinking Milo everydaySuccessfully co-branded Milo with McDonald's Happy Meal making Milo available in McDonald's outlets particularly in the Happy Meals for kids

Responsibilities:Provide assistance to brand manager on formulation of marketing plans and communication strategiesConceptualization and execution of various brand activations such as events and consumer promosProvide analysis and recommendation on sales data, market research data, and competition dataProvide assistance to brand manager on various Axe regional requirementsAchievements:Lead the development and implementation of a new consumer activation platform which is now used both locally and regionally by the brandLaunched the Axe Dimension variant in 2003Formulated and implemented the marketing communication plan for Axe DimensionRe-launched the total Axe line in 2002; the re-launch campaign was nominated by Axe Global for Best Campaign Award '02 Created the 2002-2003 Axe Philippines Transfer File Kit for Unilever regional and global use

Master Of Arts, Communication; Major In Integrated Marketing Communication (Imc)

Graduated with Honors; Rank #2 in Batch Ortigas Center, Pasig, Phils.

Education record

Honorable Mentions Greenhills, San Juan, Phils.

Education record

Honorable Mentions Track & Field Varsity Team Vancouver, B.C., Canada