I teach Marketing Distribution to Marketing and Advertising undergraduate and masteral students. This is a 3 unit major subject teaching about the different channels in the Philippine context and the best way for fast moving consumer goods to reach the shoppers through their route to market. These channels include the following: sari-sari stores/ market stalls, convenience stores, drug stores, grocery, wholesalers and supermarkets. The course also teaches students how to develop channel… Show more I teach Marketing Distribution to Marketing and Advertising undergraduate and masteral students. This is a 3 unit major subject teaching about the different channels in the Philippine context and the best way for fast moving consumer goods to reach the shoppers through their route to market. These channels include the following: sari-sari stores/ market stalls, convenience stores, drug stores, grocery, wholesalers and supermarkets. The course also teaches students how to develop channel strategies and programs taking the total channel role, consumer behavior and channel distribution strategy in consideration. Show less

Manages key customer to achieve profitable growth. The task is to make Nestle a business partner of choice by: (1) Driving the Customer Business Strategy, customer planning & trading term agreements (2) Ensures and directs adherence to all Company principles and policies including Nestlé trade policy, local Sales policy, local Trade Terms,Safety and legal regulations (3) Finds customer opportunities to support… Show more Manages key customer to achieve profitable growth. The task is to make Nestle a business partner of choice by: (1) Driving the Customer Business Strategy, customer planning & trading term agreements (2) Ensures and directs adherence to all Company principles and policies including Nestlé trade policy, local Sales policy, local Trade Terms,Safety and legal regulations (3) Finds customer opportunities to support and build customer plans and initiatives. Accountable for the achievement of Customer KPIs (Sales Ach, Growth, CTS, Cycle Plan Execution, Distribution, etc), (4) Drives selling, negotiation, and execution of the customer plans (commercial and operational level) Facilitates & executes the Customer Engagement strategy to support long term Customer Business Strategy (5) Collaborates with CCSD, Supply Chain & relevant Marketing team on Corporate & Customer related initiatives (6) Ensures and manages the execution of the order to cash process Show less

Channels Handled: Sari Sari Store, Grocery/ Minimart, Convenience StoreTasked to develop and grow the channel business thru sound channel strategies and programs, taking the total channel and the Nestle categories in context to support the achievement of sales targets. Channel Strategy and Development Support - Analyze channel situation, define business issues and opportunities; oversee the development of objectives, strategies, tactics, and activities based on the channel… Show more Channels Handled: Sari Sari Store, Grocery/ Minimart, Convenience StoreTasked to develop and grow the channel business thru sound channel strategies and programs, taking the total channel and the Nestle categories in context to support the achievement of sales targets. Channel Strategy and Development Support - Analyze channel situation, define business issues and opportunities; oversee the development of objectives, strategies, tactics, and activities based on the channel & category vision- Develop the Annual National Channel Plan - Ensure that total trade spend for the channel is utilized within the agreed standards expressed in the Channel & Category strategies- Formulate tactical activities to answer pressing issues and opportunities seen in the channel- Process market intelligence and feedback on the created customer plans and communicates these to the Business Units, Customer Development and Field Sales - Spot opportunities for growth in all aspects of the channel – from operational to the POP drivers – and creates programs to address theseChannel Insight and Analysis- Act as channel expert and main resource for channel inputs for Business Units, Customer Planners and Field SalesSales Generation- Ensures the achievement of sales targets specific to the channel- Spots the gaps and creates channel programs to bridge these gaps and hit the agreed sales targetsField Execution- Ensures effective communication of the channel programs to field sales via the cycle plan- Ensures effective and on-time implementation of the prepared channel plans through compliance to the cycle plan- Evaluates the implementation of the channel programs via both formal and informal generation of feedback and dataField Resource Management- Liaises with the Field Planning Group and Field Sales Managers, as well as other sales support groups, to secure the resources needed in channel plans’ execution efficiency and effectiveness (i.e. merchandiser count) Show less

I teach the following subjects for both undergraduate and masteral students - Personal Selling, Entrepreneurship, Marketing Research, and Foundations of Marketing.

Responsible for the initial assortment, planogram, supplier set up and accreditation, supplier negotiation, sku set up, systems set-up of FamilyMart here in the Philippines.- Identified and updated the assortment for food category to position FamilyMart as the top in the convenience store industry- Directed flow and placement of merchandise- Directed maintenance of stock-keeping activities (managed around 1400skus)- Ensured replenishment of merchandise to drive sales and… Show more Responsible for the initial assortment, planogram, supplier set up and accreditation, supplier negotiation, sku set up, systems set-up of FamilyMart here in the Philippines.- Identified and updated the assortment for food category to position FamilyMart as the top in the convenience store industry- Directed flow and placement of merchandise- Directed maintenance of stock-keeping activities (managed around 1400skus)- Ensured replenishment of merchandise to drive sales and gross margin- Maintained collaborative partnerships and negotiated effectively with suppliers (managed around 60 suppliers)- Worked closely with Division Managers (warehouse, operations, new store/ site development, franchising, finance, IT) to coordinate activities efficiently- Developed staff to achieve excellence in merchandise presentation, shortage control, departmental policies and standards- Developed the team to ensure effective performance through consistent training Show less

Responsible in the conversion of existing Petron Treats business to San Mig Food Avenue with the goal to expand the network and introduce new business concepts. Manages the following key areas:Convenience Store Merchandising/ Category Management- Ensure proper assortment mix and planogram implementation. - Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied.- Oversee product… Show more Responsible in the conversion of existing Petron Treats business to San Mig Food Avenue with the goal to expand the network and introduce new business concepts. Manages the following key areas:Convenience Store Merchandising/ Category Management- Ensure proper assortment mix and planogram implementation. - Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied.- Oversee product development or monitor trends that indicate the need for new products and services.- Plan, direct, or coordinate marketing (company/ supplier initiated) programs. Develops and recommends launch strategies and annual product plans. Product Equity Management- General product planning, implementation and monitoring- Assists in the development of annual product plans, implementation of marketing mix strategies and programs for the assigned products- Directs and orchestrates the agency, suppliers and internal groups in the preparation, and implementation of promo activities- Recommends and formulates mechanics for promo activities- Evaluates market feedback and competitive promo activitiesA&P Resource Management- Recommends product A&P budgets and allocations based on evaluations; implement A&P programs; Provides input regarding suppliers’ and agency’s service performanceAnalysis of Marketing Information- Consolidates and analyzes product related reports and activities; Prepares product monitoring reports and updates for management- Gathers market data and provides input on the evaluation of market segments and profiles, trends and developmentProduct Financial Planning and Development- Provides input and assists in the planning and preparation of assigned product’s program budgets Show less

Convenience RetailingNon-Fuel BusinessHandled categories in the Treats convenience store business and created synergies with Petron’s fuel business.• Category management (Ice Cream/ Health and Beauty/ Gen Merchandise/ Candies and Confectionery/ Packaged Sweet Snacks/ Non-Edible Mdse/ Food Service/ Dispensed Beverage/ Perishable Grocery/ Packaged Bread)• Active Sourcing of new items• Price Management• Implement Promotions for the Convenience Store• Coordinated… Show more Convenience RetailingNon-Fuel BusinessHandled categories in the Treats convenience store business and created synergies with Petron’s fuel business.• Category management (Ice Cream/ Health and Beauty/ Gen Merchandise/ Candies and Confectionery/ Packaged Sweet Snacks/ Non-Edible Mdse/ Food Service/ Dispensed Beverage/ Perishable Grocery/ Packaged Bread)• Active Sourcing of new items• Price Management• Implement Promotions for the Convenience Store• Coordinated service issues between dealers and suppliers• Selected by San Miguel Foods Inc. to handle Marketing and Merchandising of Treats as the business was transferred to SMFI Show less

Responsible for developing merchandise assortments and enforcing business strategies in order to achieve target growth of the category in terms of sales and margins. Major role is to manage specific merchandise classification, which includes product development, pricing, presentation and promotion.Achievements and Experiences Gained:• Category management (Condiments and Sauces/ Packed Meat/ Poultry/ Soup/ Packed Vegetables/ Packed Fruits/ Packed Fish)• Managed inventory control… Show more Responsible for developing merchandise assortments and enforcing business strategies in order to achieve target growth of the category in terms of sales and margins. Major role is to manage specific merchandise classification, which includes product development, pricing, presentation and promotion.Achievements and Experiences Gained:• Category management (Condiments and Sauces/ Packed Meat/ Poultry/ Soup/ Packed Vegetables/ Packed Fruits/ Packed Fish)• Managed inventory control and developed systematic distribution process through proper analysis and forecasting (2009 Organic inventory improved by 64 days from 85 days down to 21 days)• Minimized over stock/out of stock situations• Managed near-expiry or slow moving inventories• Optimized assortment of each category for each specific store/ target market• Active sourcing of new items that will help the category grow• Price Management• Strategic pricing of items, based on the catered market, the target sales or the target margin of the category• Maintained balance between the sales volume and gross margin (sales grew by 28% for 2009 and organic growth is at 9%)• Developed and implemented sales strategies with analysis of generated monthly sales reports• Designed creative pricing and rebate programs for the consumers• Negotiateed and solicited suitable promotions from key suppliers (Other income grew by 14% 09v.08)• Effective plotting of promotional activities - right items at the right the time using the right promotional tool• Provided suppliers with inputs on project planning, market planning, and inventories and supply management• Coordinated service issues between the suppliers and made recommendations to avoid recurrence of problems and concerns Show less

Responsible for the conceptualization and implementation of major marketing projects in the following fields: promotions, branding/image building, publicity, customer relationship management, and concessionaire/store concerns. Handles the implementation of marketing/advertising programs for local stores.Discount Program:• Implemented the WOW discount program wherein marked down items were advertised every two weeks in major newspapers of general circulation. These programs were… Show more Responsible for the conceptualization and implementation of major marketing projects in the following fields: promotions, branding/image building, publicity, customer relationship management, and concessionaire/store concerns. Handles the implementation of marketing/advertising programs for local stores.Discount Program:• Implemented the WOW discount program wherein marked down items were advertised every two weeks in major newspapers of general circulation. These programs were implemented nationwide across all stores.• Responsible for the content and checking of the layout by making sure that the ad material is error free.• Every week, three layouts were simultaneously produced and supervised. There is close coordination with the merchandising and visual merchandising department.• Responsible for DTI approvals every two weeks.Christmas Basket Project:• Responsible for the development of the brochure’s overall creative design concept and sales• Supervised two sales associate who handled Christmas basket corporate accounts Local Store Marketing:• Created marketing strategies to improve sales, transaction count and basket size of troubled stores• Produced brochures, implemented various transit ads, recorrida, free parking promos, smart shopping rewards or regalo bawat resibo promo, lucky lane and gift with purchase promotions New Store Development Program:• Handled promotions for new stores like 3 day crazy sale, Go Mastercard giveaway promo, RegaloBawat Resibo, and Shower of prizes (raffle).• Prepared and allocated initial communication materials to create awareness to the store's catchment area• Handled the store blessing event and program.• Supervised one local store contractual that assisted in implementing the communication program and marketing efforts for thenew stores Show less