Paolo Serrano Email & Phone Number

Metro Manila, Philippines

• I leveraged my expertise in restaurant operations and P&L management to lead significant growth at Kuya J Restaurant, the flagship brand of Kuya J Food Group. During my tenure, I spearheaded impactful initiatives that.
• 10% Revenue Growth: Achieved through successful launch of 8 new menu items, menu optimization and targeted marketing campaigns.
• 82% Improvement in Quality Audit Standards: Implemented operational improvements focused on food quality and service standards, leading to a significant increase in passing stores.
• 8x Return on Ad Spend (ROAS) and 2.67% Conversion Rate: driving customer engagement and increased spending, recognized by Grab for innovative campaigns and operational improvements.

Viby, DK

• As Head of Sales (Chilled Category) at Arla Foods Philippines, I transformed the sales strategy to focus on direct sales to key retail chains, driving a 27% increase in topline, exceeding P420 million in revenue, and a.
• Spearheaded the launch of a dedicated direct sales team, securing major partnerships with 13 retailers, resulting in 10% market share gain for Arla chilled products.
• Led the eCommerce launch through a strategic partnership with Lazada Fresh, achieving P2.0 million revenue share within the first year, with a 2% conversion rate.
• Optimized trade investments by allocating budget to high-growth online platforms like GoMart and Landers, leading to an improved digital shelf visibility.
• Developed impactful seasonal promotions and Arla-led campaigns, driving 63% Brand Awareness and 10% increase in market share for chilled cheese category.My leadership and innovative approach were instrumental in Arla's.

Makati City, Metro Manila, PH

• As C-Level Executive at Max's Restaurant, the largest brand of Max's Group Inc., I spearheaded a strategic transformation that delivered double-digit sales and profitability growth. This data-driven approach focused on:
• Enhanced Consumer Insights: Leveraged market research and customer feedback to refine product offerings and marketing strategies, resulting in a 1,300-bps increase in brand patronage and a 41% Brand Equity Index boost.
• Elevated Product Quality: Implemented rigorous quality assurance measures, leading to a 4,300-bps increase in customer attention to product quality and recognition as The Choice Awards' 2019 Best Crispy Pata.
• Exceptional Customer Service: Prioritized staff training and customer engagement initiatives, leading to multiple Philippine Franchise Association awards, including Franchise of the Year.Further expanding reach and.
• Digital Expansion: Established strategic partnerships with Grab and Food Panda, driving a 24% increase in delivery revenue.
• Online Booking Efficiency: Developed a digital microsite and partnered with Lazada, achieving an 11% growth in functions and events business.Recognized for Excellence:

Makati City, Metro Manila, PH

Viby, DK

• Moved to the regional office in Kuala Lumpur, Malaysia as Regional Marketing Director. Prepared the cheese and butter category strategy for each key market.
• Lurpak butter became the market leader in Hong Kong and #2 player in Singapore.

Viby, DK

• Started with the Philippines and developed its social communication marketing strategy and worked with the Philippine distributor and supermarket chains.
• The business grew from Php 7 million in 2015 to almost Php 1 billion in annual sales by end-2016.
• The integrated marketing campaign won a Silver International Stevies Award.
• Arla Foods Philippines became the market leader in natural cheese and the top 3 player in ambient cheese category.

PH

• As Business Development Director for Globe's International Business Group, I spearheaded the development and launch of two ground-breaking initiatives that significantly improved communication and connectivity for.
• Globe Seafarer Sim: I led a cross-functional team across Technical, Production, Marketing & Sales to establish a strategic partnership with a UK telecom, resulting in the launch of the Globe Seafarer Sim. This.
• Line-Globe Voice Call Partnership: Recognizing the growing popularity of digital messaging among overseas Filipinos, I identified and secured a partnership with Line, a popular messaging app. This strategic alliance.

Greater Chicago Area, IL, US

• Assigned to the Enterprise Business Unit as Marketing Manager and handled Salad Aids, Coffee, Imported Cheese and Baking Powder.
• Refreshed the strategy to reverse the decline and become pillar brands for Philippines. Business grew double digit year-on-year by fixing the marketing mix and became the first within the company to go into e-commerce.

Greater Chicago Area, IL, US

• As Senior Brand Manager of Cheez Whiz I launched a new product that addresses the brand’s affordability.
• Gained double digit incremental growth and the team won a Kraft Leadership Award by acting like owners and driving category leadership.
• Launched Cheeze Whiz in stand-up pouch packaging format.
• Launched the company’s first inter-school national grade school competition for nutrition education called “Palamantasan.” The result was an increase in the brand’s imagery being a Nutritious product and Great for.

Greater Chicago Area, IL, US

• Started with Kraft Foods Philippines as the Sales and Marketing Manager for Foodservice business unit wherein I changed the strategy and focus on branded-solutions.
• With the new strategy, customer and product category profitability increased by +14pp.
• The team received a Kraft Leadership Award in recognition for the new business model.

Vevey, CH

• I was moved back to sales and handled one of the biggest distributors for Nestle.
• With a revised strategy we were able to increase head count and gave them company cars to increase coverage. Sales growth was within expectation and was able to cover the incremental costs.

Vevey, CH

• Moved to Channel Business Development as the first trade marketing team inside the foodservice business unit.
• Through data analytics, prepared a model showing which channels to concentrate based on size of business, sales potential and profitability which became the road map for the Foodservice growth strategy.

Vevey, CH

• Moved to marketing handling Coffee-mate, Carnation and Nestle Cream.
• In coordination with sales we launched a drive to convert coffee stalls in using Coffeemate. In 3 years, the team was able to penetrate more than 95% of the market and converted owners to use the brand.

Vevey, CH

Assigned to the Beverage and Vending Group to handle the ambulant selling of NESCAFE, NESTEA and other beverages.Key Achievements:- Develop the business in wet market and street channels by providing livelihood projects for entrepreneurs through the Nescafe Ice mobile carts. Attained double digit turnover growth from 2001-2003.- Standardized the designs of.

Vevey, CH

Distributor Manager in two provincial areas (1st assignment – Tarlac, Nueva Ecija, Pangasinan; 2nd assignment – Bulacan, Pampanga, Zambales, Bataan). Key Achievements:- Attained 10-15% turnover growth

Develop National Marketing Promotions for Texas Chicken, international franchisee of Churchs Chicken. Plan and carry out Market Intelligence, Research and analysis. Plan and execute Local Store Marketing Activities with the restaurant’s marketing staff.Key Achievements::- Launched a successful National Marketing Combo-Meal Promotion called “Sulitipid,”.

Oversee Training and Development of Restaurant Managers and Service Crew nationwide. Develop, implement and revise, if necessary Training Manuals.Key Achievements:- Implemented uniform training programs nationwide for the restaurant chain.- Launched training programs for Restaurant Managers and Service Crew- Conceptualized and implemented training manuals.

Bsc, Marketing Management

High School, High School/Secondary Diplomas And Certificates