Michael Austria Email & Phone Number

Philippines

Drives the innovation direction of the VMS and Regional portfolio roadmap and develops NPD strategic directions from conception to post launch review.

Manila, National Capital Region, Philippines

Led the recovery of the consumer health cough business achieving positive and profitable growth for the first time in 2 years, outpacing total market growth and regaining market share lost in 2018.Led the strategic repositioning of cough brands which drove medictorship, category penetration and significant improvements in its conversion funnel scores. Laid the groundwork for future proofing the cough portfolio through new product launches and entering into new spaces in the back on track consumer health business.

Manila, National Capital Region, Philippines

Led the recovery of the Enervon portfolio leveraging on its strong value proposition, recruiting brand considerers which resulted to highest back to back sales achievement and profitable growth in 2019 and 2020. Championed the relaunch of Enervon Activ by unearthing a relevant consumer insight among Gen Z and young millennials and transforming it into an innovative and successful 360 campaign.Led the revitalization of Solmux and Kremil-S business leveraging on its superior functional credentials which solidified its leadership in both cough and hyperacidity business respectively. Led the successful launch of Kremil-S Advance, which immediately grabbed shares from key competitors and became one of the few successful innovations in recent years.

Handles Bioflu and Skelan brands.Started the repositioning of Bioflu into an all-in-one proposition cementing its dominance in the flu market. Strengthened the position of Skelan in the arthritis market achieving double digit growth by latching on a relevant insight among seniors and amplifying it in key touch points.

Philippines

Managed the flagship instant coffee brands of URC via a share grab strategy vs market leader in the category. Relaunched Great Taste Granules as a strong coffee which tapped a new segment of coffee users. Brand grew 1.5% volume share.Launched Great Taste Decaf which immediately grabbed 10% share in the total decaf market.

Initiated and implemented key trade and consumer promotions, brand activations & merchandising programs for Alaska brands and licensed liquid milk brands which resulted to +5% volume growth vs PPInitiated key promotions for Alaska Powdered Milk which contributed to market share growth of 2.5% vs PP

Launched Magnolia Pancake Plus via aggressive ATL & BTL support which was able to grab 5% market share within 4 months after it was launched.