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Rafael Augustine L. Email & Phone Number
Commercial Business Unit Head
at
Maplecrest Group, Inc.
LinkedIn matched
✓ Verified Jun 2026
3 data sources
Profile completeness 86%
Current company
Role
Commercial Business Unit Head
Location
Metro Manila, National Capital Region, Philippines
Company size
Who is Rafael Augustine L.? Overview
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Quick answer
Rafael Augustine L. is listed as Commercial Business Unit Head at Maplecrest Group, Inc., a company with 45 employees, based in Metro Manila, National Capital Region, Philippines. AeroLeads shows a matched LinkedIn profile for Rafael Augustine L..
Rafael Augustine L. previously worked as Business Owner at Alpha Corp. Asia and Chief Operations Officer at Sunnies Inc.. Rafael Augustine L. holds Bs Business Economics, Business Administration; Economics, Gpa -1.39 - Magna Cum Laude from University Of The Philippines.
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Maplecrest Group, Inc.
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Profile bio
About Rafael Augustine L.
Growing up surrounded by a family of educators, I've always wanted to become a teacher. The exponential effect of influencing the youth for the good could be the best way to help create a better world. But I also wanted to grow financially (unfortunately, they're mutually exclusive); and so here I am after signing my first contract - emboldened with 15 years of professional experience - with a decade trained with one of the best multinational FMCG companies, and thereafter putting all those disciplines together to help Start-Ups professionalize and perform as quick as possible. My passion continues to be creating a transforming difference with the people I work with, coaching them to become to be the best version of themselves. It might not be teaching, but it's pretty close for now.Recently, I've become very interested in Sustainability. I'm a father to a daughter now, and I would love to explore pursuing anything that will will make this world a better place for her.On a professional level, I've spent the last 5 years as a Director/General Manager/COO for various Start-Ups, reporting to owners and founders, where I have applied what I learned from my decade-long experience with Procter & Gamble to drive exponential and sustainable growth. I have been a sales and trade marketing manager with Procter & Gamble with 9 years of experience handling all channels from General Trade to Modern Retail, with a focused leadership drive in creating joint-value for all stakeholders. I have been recognized by my colleagues, but most importantly by customers in the value-add that I contribute in every role that I lead. In my final role there, I led the Category Management Team of P&G's Modern Retail channel, where I recommended initiatives to create win-win-win strategies for our customers. Successes included increasing customer profits despite the competitive business landscape in FMCG categories. Prior to this role, I held Lead Key Account Management positions across both Modern Retail & Distributor channels for 4 years each. My peers know me as an energetic and happy leader who can always light up mood of the place. I am highly relational but when it comes to business, and everybody knows that being Best-in-Class is the only standard I hold. I personally believe I can work alone, but I am at my best when collaborating with others.At this stage of my career, I am focused on building my network. If there's one thing I've always valued and further validated over my professional life, it's to always value relationships, big or small. So let's have coffee?
Current workplace
Rafael Augustine L.'s current company
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Maplecrest Group, Inc.
11 roles
Rafael Augustine L. work experience
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Business Owner
Current
Alpha Corp. Asia
Pushing Affordable & Sustainable Food Solutions for the mass market.
Feb 2023 - Present
Chief Operations Officer
- Chief Operating Officer -reporting to the FoundersHead of Commercial Organization (Marketing & Creatives, Sales, Store Operations, Business Development Group, Supply Chain Team, Human Resources) – directly managing 30.
- Professionalized Sunnies Inc.– led the implementation of the organization-wide Entrepreneurial Operating System (EOS), proctored the leadership team’s strategic vision and overall direction, integrated the company’s.
- Delivered +50% (1.2B in 2021) and +67% (2B in 2022) results despite the volatile business environment, through implementation of best analytical marketing practices, leading innovative business development plans, and.
- Project-managed the timely launch of sunniesface.com in the USA, PH, and SEA; introduced the concept of Purchase Decision Trees to enhance the UI/UX of sunniesstudios.com; and introduced best practices in performance.
- Claimed eyewear market-leadership in PH sunglasses category in 2021-2022 (Euromonitor) and leveraged this in a year-long campaign that further cemented the brand’s long-term growth.
- Introduced and installed HR best practices (Org-Accountability Charts, Decision Matrices, Performance Based Evaluations, Work & Development Programs between Managers and Direct Reports, among others.
Jun 2021 - Jan 2023
Country Manager
- Overall Business Leader handling the entire PH Operations, spearheaded the inception of Evyap Philippines from ground zero to being a significant player in the FMCG industry ($4M Turnover in 2020, 1.2% Market Share.
- Led both Market & Concept Research, pitching internally and thereafter launching Never-Been-Done Innovations both in the PH FMCG Personal Care category and in the Evyap International global organization.
- Project-managed the creation of the Evyap Philippines business entity from the start, navigating efficiently through the rigors of multiple government agencies (SEC, BIR, FDA, Local Government) and launching on-track.
- Formulated and implemented the Go-To-Market Strategy which has brought Evyap brands across more than 2,000 Supermarkets and 25,000 Sari-Sari Stores in 1.5 years, majority of which under a challenging global pandemic.
May 2018 - Jun 2021
Company Director For Operations
o Start-up Lead for Operations, collaborated multi-functionally to launch AOE as a viable and value-adding agency partner for selling & merchandising with the likes of Nestle, P&G, Coty, etc.
Jan 2017 - May 2018
Team Leader Of The Category Management Team For The Modern Retail Division
o Led Category Management Initiatives for Modern Retail Accounts, recommending efficient assortment, shopper-based planograms, pricing strategies, and shopper-friendly store layouts; Utilized available POS data, Kantar/Nielsen data, 24 hour-shopper surveys, and Shopper Psychology learnings. Average historical results are 10% in absolute SKU reduction, 16%.
Jan 2016 - Dec 2016
Lead Key Account Manager (Kam) For Modern Retail Hyper-Super Segment– Rsci Retail Team
o Grew Corporate Share from 35% to 37.5% in 3 years (highest in MR) despite customer and P&G internal challenges. This was driven by category leading growth (+5% CAGR) behind the focus in Premiumization and Upsizing, Efficient Category Management, and training a robust Retail Operations Team. o Headed the transition of RSCI from a singular entity into a.
Jul 2012 - Dec 2015
Key Account Manager For Distributor Top Accounts & Wholesale Accounts – Gma Main Area
o Awarded P&G’s National Best-in-Class Key Account Manager for Distributor Top Accounts, for leading his organization to Record-Results, +15% CAGR in an ultra-competitive GMA environment.o Known and became nationally famous for Innovative Account Management leading to not just 100% Perfect Initiative Delivery of objectives, but also coupled with Shock &.
Oct 2010 - Jun 2012
Key Account Manager For Distributor General Trade Accounts - South Luzon
o Mastered the Dabawalla Selling System, a simple end-to-end that made it simple for every seller to understand and articulate each and every objective set by National Deployment. This led to 100% perfect pipeline delivery of every initiative given by P&G to the distributor.o Two-time KAM of the Year of GMA, for distributor-leading results (+25% CAGR).
Oct 2008 - Sep 2010
Key Account Manager - Cebu Distributor
o 1 Year Qualification Stage of Sales Management Track - Sent to Cebu to perform multiple Distributor Sales Roles (from van selling at Sari-Sari Stores, managing territories with other salesmen, and direct selling with wholesalers and key accounts) performed best in the batch so as to get promoted in 5 months and immediately deployed to handle a National.
May 2008 - Sep 2008
Marketing Intern For Pampers
o Assistant Brand Manager for Kris Aquino Campaign – focusing on Pampers Superiority on Breathability and Absorption, and the New Baby Campaign – on the importance of the New Baby Stages Variant and its strategic importance to the Pampers franchise. This had Pampers attain record market share of 35%.
Mar 2007 - Jul 2007
2 education records
Rafael Augustine L. education
Bs Business Economics, Business Administration; Economics, Gpa -1.39 - Magna Cum Laude
Grade School & High School, Primary & Secondary Education, Graduated Honorable Mention
FAQ
Frequently asked questions about Rafael Augustine L.
Quick answers generated from the profile data available on this page.
What company does Rafael Augustine L. work for?
Rafael Augustine L. works for Maplecrest Group, Inc..
What is Rafael Augustine L.'s role at Maplecrest Group, Inc.?
Rafael Augustine L. is listed as Commercial Business Unit Head at Maplecrest Group, Inc..
Where is Rafael Augustine L. based?
Rafael Augustine L. is based in Metro Manila, National Capital Region, Philippines while working with Maplecrest Group, Inc..
What companies has Rafael Augustine L. worked for?
Rafael Augustine L. has worked for Maplecrest Group, Inc., Alpha Corp. Asia, Sunnies Inc., Evyap, and Academy Of Operation Excellence And Services Inc..
How can I contact Rafael Augustine L.?
You can use AeroLeads to view verified contact signals for Rafael Augustine L. at Maplecrest Group, Inc., including work email, phone, and LinkedIn data when available.
What schools did Rafael Augustine L. attend?
Rafael Augustine L. holds Bs Business Economics, Business Administration; Economics, Gpa -1.39 - Magna Cum Laude from University Of The Philippines.
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