Experience

Concepcion Industrial Corporation

• Philippines
• Consumer Services
• 100 - 200 Employee

• AVP - Business Development Head, Condura

  • Nov 2020 - Present

• AVP - Retail Management Head, Condura

  • Apr 2019 - Oct 2020

• Group Category Head, Condura

  • Jul 2017 - Mar 2019



Property Company of Friends, Inc.

• Philippines
• Real Estate
• 500 - 600 Employee

• Sales and Marketing Group Head

  • Oct 2016 - Feb 2017



Electrolux Group

• Sweden
• Manufacturing
• 700 & Above Employee

• Sr. Marketing Manager - East Asia

  • Aug 2012 - Aug 2016

  • Led Best-in-Class In-Store execution to drive growth across EA markets (Thailand, Vietnam, Indonesia, Malaysia, Philippines, Singapore, Hong Kong, S. Korea)• Directed regional brand campaign development and championed 360-degree consumer experience across the region• Led digital transformation in-store in the region• Reported directly to SVP and MD – East Asia, based in Bangkok. Previously stationed in Singapore for 3.5 years • Co-managed (functional reporting) ten brand marketing and trade marketing managers in ASEAN

• Country Marketing Manager

  • 2009 - Jul 2012

  • Represented and won for Electrolux SEA the global Electrolux Excellence in 360 Marketing Award 2011 held in Stockholm, Sweden• Led all brand and product management functions• Cited by PANA for Cause Marketing – 360-degree campaign from 2009 – 2011• Instrumental in driving >20% overall growth for three straight years• PL responsibility for all product categories; namely: refrigerators, cooking appliances, washing machines, air-conditioners and small domestic appliances• Spearheaded brand-building initiatives to grow the company’s brand portfolios; namely Electrolux, White-Westinghouse and Frigidaire

• Product Marketing Manager

  • 2006 - 2009

  • Cited for valuable contribution in bagging the global Electrolux Brand Award for the launch of Market Fresh refrigerators in 2007• Overall management of food preservation and food preparation categories, which accounted for 80% of total company business. Responsible for product mix and ranging strategies, and worked closely with the regional product management team• Key responsibilities included pricing strategy, sales and volume forecasting, managing inventory, distribution strategy, and executing go-to-market plans

• Channel Manager (Asst. Sales Manager) - Hypermarket

  • Mar 2006 - Sep 2006

  • Participant in the first-ever region-wide exchange program for highly potential employees• Designated channel manager of hypermarket accounts consisting of Tesco Lotus and Carrefour. Core projects included product ranging, promoter management, and sales team management

• Asst. Key Account Manager

  • 2004 - 2006

  • Earned citation in 2005 for increasing sales of assigned accounts by 40%• Overall management of the third and fourth largest accounts – namely Automatic Centre and Anson’s Emporium – representing 20% of total company business. • Key responsibilities included sales forecasting, generating demand, managing sales promoters and implementing trade marketing program in assigned accounts

• Asst. Trade Marketing Manager

  • 2001 - 2004

  • Blue Awardee in 2004 in recognition of valuable contribution to the company’s sales promoter training and development program• Responsible for retail marketing activities such as sales exhibits and road shows, in-store sales promotions, in-store merchandising and sales promoter training



Animation International Ltd

• NCR - National Capital Region, Philippines

• Sr. Special Events Officer

  • 1999 - 2001

  • Part of the pioneering team which popularized Tamiya mini 4WD cars in 2000 • Mainly responsible for organizing mall events, forging tactical tie-ups and executing PR campaign. Managed more than 50 mall shows in SM Supermalls, Ayala and Robinsons malls • Part of the pioneering team which popularized Tamiya mini 4WD cars in 2000 • Mainly responsible for organizing mall events, forging tactical tie-ups and executing PR campaign. Managed more than 50 mall shows in SM Supermalls, Ayala and Robinsons malls