Rafael Augustine L. Email and Phone Number
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?
Maplecrest Group, Inc.
View- Website:
- maplecrestgroupinc.com
- Employees:
- 45
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Commercial Business Unit HeadMaplecrest Group, Inc.Valenzuela, Ncr, Ph -
Business OwnerAlpha Corp. Asia Feb 2023 - PresentMetro ManilaPushing Affordable & Sustainable Food Solutions for the mass market.
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Chief Operations OfficerSunnies Inc. Jun 2021 - Jan 2023PhilippinesChief 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 managers • 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 Accountability Chart, and provided visible leadership to the entire management team working day to day - operating with maximum efficiency, profitability, & customer satisfaction.• 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 eagle-eyed implementation of the store growth strategy.• 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 marketing engagements – resulting to 3x growth of our marketplace business and claiming consistent #1 ranking in category sales despite multinational competitors’ higher budgets and discounts. • 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. -
Country ManagerEvyap May 2018 - Jun 2021PhilippinesOverall 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, 52% Weighted Distribution [Nielsen 2020] all in 3 years, majority of which under a global pandemic).• 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 environment. -
Company Director For OperationsAcademy Of Operation Excellence And Services Inc. Jan 2017 - May 2018Philippineso 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. -
Team Leader Of The Category Management Team For The Modern Retail DivisionProcter & Gamble Jan 2016 - Dec 2016Philippineso 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% inventory savings, and +7% in availability.o Piloted the concept of Optimal A* SKUs Focus, netting an average of .5% increase in front margins for customers who enrolled in this joint-value-creation initiative.o Conducted Category Management Training Sessions for partnering customers -
Lead Key Account Manager (Kam) For Modern Retail Hyper-Super Segment– Rsci Retail TeamProcter & Gamble Jul 2012 - Dec 2015Philippineso 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 By-Banner Organization, understanding its shoppers beforehand and laid-out the decision-mapping for each banner/format. Opened 35 Perfect stores (more than double pre-2012) across Hypermarkets, Premium Grocery, Minimarkets, & CVS.o Founded the Delta Retail Operations group, regarded as MR’s best merchandising group – consistent in opening Perfect Stores (Premium Shelving vs. Volume share & Standards Compliance) and having Door Personnel Account Penetration thru Mastery of Store & Shopper Data – and became the P&G standard in Retail Operations. -
Key Account Manager For Distributor Top Accounts & Wholesale Accounts – Gma Main AreaProcter & Gamble Oct 2010 - Jun 2012Ncr - National Capital Region, Philippineso 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 & Awe Initiative Executions. Partnered with customers to create never-been-done ceiling-high towers of new products, and walls plastered with sachets to ensure 100% shopper disruption and penetration. This became a P&G model for future New Product Launchpads In-Store.o Created a high-performing team through transformational leadership, mentoring each Major Account Managers to rebound from subpar performances (88 IYA pre 2010), and all 5 MAMs were Blackbelt qualified by mid-2012. -
Key Account Manager For Distributor General Trade Accounts - South LuzonProcter & Gamble Oct 2008 - Sep 2010Region Iva - Calabarzon, Philippineso 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), driven by superior understanding of the business and the selling organization.o Fastest New-Hire to be promoted (4 months) to a Full-Fledged Key Account Manager due to phenomenal selling results (doubled truck business) during training in Cebu, and then assigned to a GMA section immediately. -
Key Account Manager - Cebu DistributorProcter & Gamble May 2008 - Sep 2008Cebu, Central Visayas, Philippineso 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 Capital Region assignment. -
Marketing Intern For PampersProcter & Gamble Mar 2007 - Jul 2007Philippineso 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%.
Rafael Augustine L. Education Details
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Gpa -1.39 - Magna Cum Laude -
Graduated Honorable Mention
Frequently Asked Questions about Rafael Augustine L.
What company does Rafael Augustine L. work for?
Rafael Augustine L. works for Maplecrest Group, Inc.
What is Rafael Augustine L.'s role at the current company?
Rafael Augustine L.'s current role is Commercial Business Unit Head.
What schools did Rafael Augustine L. attend?
Rafael Augustine L. attended University Of The Philippines, Ateneo De Manila University.
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