Experience

HBC Inc.

• Philippines
• Retail
• 1 - 100 Employee

• Assistant General Manager and Head of Marketing and Brand Development

  • Oct 2018 - Present

  Reports directly to the president to assist in the development and formulation of Sales and Marketing strategies and initiatives that would achieve the corporate objectives on financial, operational, tactical, and strategic level of business operations.

• Assistant Vice President for Marketing and Brand Development

  • Jul 2017 - Oct 2018

  • Spearheaded a total brand repositioning of HBC to the Home of Beauty and Color• Oversaw the successful launch of 10 brands in a period of less than 18 months

• Marketing and Brand Development Head

  • Jun 2016 - Jul 2017

  • Led a team of 8 marketing professionals responsible to drive new strategic directions for over 15 brands• Developed and executed a multi- branding positioning for the company’s in-house brands

• Category Manager for Color Cosmetics

  • Jul 2015 - May 2016

  o Responsible for revenue and profit achievement of Color Cosmetic Category o Brand Management for HBC owned brands under Color Cosmetics: San San and Allue

• Brand Manager for San San Cosmetics

  • Jan 2014 - Jul 2015

  • Driver of brand building initiatives for San San cosmetics• Led the launch of a successful omni-channel marketing campaign for San San cosmetics

• Brand Manager for Hortaleza Professional

  • Jan 2013 - Jun 2014

  • Brand lead for a major market player in hair colorants• Spear headed BTL marketing activities that further drove brand awareness and equity

• Business Development Manager

  • Apr 2012 - Jan 2013

  • Responsible for initiating , negotiating, and engagement of distribution contracts for International Principals • Opening of new export accounts to strengthen international business• Responsible for business entry in modern retail trade



Splash Corporation

• Panama
• Food and Beverage Services

• Commercial Support Supervisor

  • 2007 - Mar 2012

  Commercial Support Supervisor 2008 to 2012 Managed the Commercial Support unit for the International Operations Division Led the order fulfillment team of different interfacing units such as Supply Chain and Finance, to ensure 100% fill rate and timely deployment of shipments Sales Management for local consolidators, contributing to 26% of total net sales for International Operations while maintaining Cost to sales ratio at a very minimum level Achieved sales performance of 323% vs sales targets for 2010 and 212% vs sales targets for 2011 Designed business processes to ensure achievement of unit's objectives through identified business standards Negotiated business agreements with local business partners (distributors/ exporters) Created demand plan to support sales projections for a 500M++value sales objective Created sales report analysis to support the Business Development team in the achievement of sales and objectives Accountable for the deployment of an average of 5 container shipment every month to International distributors across the globe