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P R O F E S S I O N A L P R O F I L E
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- Strategic Leadership in Brand Building:
Challenges & re-defines current business
directions to create bigger brand
opportunities that will leads significant
gains in business.
- Research Leadership:
A Seeker of
"Out-of-the-Box" techniques to extract
untapped "real" consumer insights. Has
an insatiable thirst for a real understanding
of human motivators and attitudes.
- Creative Sense:
Intuitive risk-taker
to encourage breakthrough ideas.
- Client Relationship:
The client's trusted ally.
Is considered as the more "flexible" account
leader who can be relied upon to manage
"difficult" clients and "problematic" accounts.
- People Management:
Collaborative, Motivating
& Action-Oriented. A firm believer in
balancing team dynamics & work productivity
without compromising the end result.
- Business Management:
Entrepreneurial in
spirit and in the management of the agency's
business. Is supportive of the Agency vision
towards building a sustainable business growth.
TOP
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S I G N I F I C A N T C O N T R I B U T I O N S
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STRATEGIC LEADERSHIP
McDonald's: National Marketing Business:
June 1998 - February 2000
- 1999 & 2000 Business Review & Marketing Plan.
Partnered closely with the Client in the analysis
& evaluation of the Business Review, the development
of the Marketing Plan Strategic Template and the
Marketing Plan, Calendar and the development of
key programs that has improved Brand Disposition
& increased business.
- Leading Brand Essence Workshop for Clients.
Took the leadership in Building the Local Brand
Essence in relation to the International marketing
direction.
- Planning of the Strategic & Creative
Direction for the Media and Copy launch of
the successful "Kita-kits sa McDo" Campaign.
Procter & Gamble: Secret
June 1998 - February 2000
- Developed a "different" research approach in
securing / determining key consumer insights that
are highly relevant in both the strategic direction
as well as the definition in creative expression---
those that are highly relevant to Filipina women in
today's times.
Procter & Gamble: Secret
June 1998 - February 2000
- Lead the successful launch of the Secret brand
in the Philippines based on a Global Strategic
Platform that was localized with very intrinsic
"Filipino" insights and mindset.
TOP
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RESEARCH LEADERSHIP
McDonald's: National Marketing Business:
June 1998 - February 2000
- Provided Client guidance in conceptualization,
reading and analyzing research information from
McDonald's regular tracking research data and other
qualitative researches that were key in development
of the Marketing and Communications Plan
Procter & Gamble: Secret
June 1998 - February 2000
- Developed a "different" research approach in
securing / determining key consumer insights that
are highly relevant in both the strategic direction
as well as the definition in creative expression---
those that are highly relevant to Filipina
women in today's times.
TOP
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BUSINESS MANAGEMENT
McDonald's: National Marketing Business:
June 1998 - February 2000
- Financial & Budget Management of TOTAL
Marketing Budget and detailed programs.
TOP
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CLIENT RELATIONSHIP
McDonald's: National Marketing Business:
June 1998 - February 2000
- Able to secure Client's trust and high
regard easily, making her immediately part of the CORE
MARKETING TEAM for McDonald's Philippines.
Islacom Telecommunications Company:
June 1998 - February 2000
- Launched the successful ISLACOM I-STAR
campaign achieving business growth over
set objectives.
Pfizer:
1998 - February 2000
- Able to improve Agency rating and strengthen
Agency's indispensability as a business partner.
TOP
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CREATIVE SENSE
Procter & Gamble: Tide
June 1998 - February 2000
- Contributed key executional
deas of the TVC materials "Birth" and "Nanay"
TVCs., both of which are Creative Award
Winners in the local & international scene.
TOP
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E D U C A T I O N & T R A I N I N G
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Post Graduate
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De la Salle University
Masters in Business Administration
1986 January - December
(Undergraduate with 15 credited units)
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Collegiate
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St. Scholastica's College, Manila
Bachelor of Science in Commerce
Major in Marketing Management
1981 June - 1985 March
International Hamburger
Marketing University
Bachelor of Science in Hamburgerology
June 1998, Dean's Lister
Chicago, U.S.A.
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Secondary
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St. Paul's College of Manila, Philippines
1977 June- 1981 March
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Primary
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St. Paul's College of Pasig, Philippines
1970 June- March 1977
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MARKETING
McDonald's International
Marketing Conference
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McDonald's International
Marriott Hotel, Chicago
June 1999
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Category Management Seminar
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Johnson & Johnson Philippines
Heritage Hotel, Philippines
May 1995
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How to Prepare a
Winning Marketing Plan
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Philippine Association of Marketing Executives
Manila Peninsula Hotel
OO & M Delegate
August 1989
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TOP
ADVERTISING
McDonald's Regional
Account Director's Meeting
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Leo Burnett Asia Pacific
July 1999
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McDonald's Account Immersion
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Leo Burnett Chicago Office
MOCNI Business
June- August 1998
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Procter & Gamble
Asia Seminar
Regional Account Director's Meeting
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Leo Burnett Asia Pacific
Shangri-La Cebu Hotel, Philippines
November 1997
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South East Asia
Training Program
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Ogilvy & Mather Hongkong
Excelsior Hotel, Hongkong
Philippine Delegate
February 1990
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Procter & Gamble
Asia Seminar
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Leo Burnett Hongkong
Excelsior Hotel, Hongkong
October 1988
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Disney Orientation/
Immersion
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Leo Burnett Asia Pacific
Marriott Hotel, Kuala Lumpur
August 1998
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Johnson & Johnson
Marketing & Sales Convention
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Johnson & Johnson Philippines
Hongkong Hotel, Hongkong
December 1994
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4A's Advertising
Seminar
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4A's of the Philippines
(4As: Association of Accredited Advertising Agencies)
AMA Training Center Manila, Philippines
HLB Delegate
March 1987
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TOP
BUSINESS MANAGEMENT
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Total Quality Management
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AIM for Basic/ FCB
Nikko Garden Hotel
August 1992
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Implementing Total
Quality Seminar
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Procter & Gamble Philippines
Manila Hotel, Philippines
HLB Delegate
April 1987
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Team Building
Seminar
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Hemisphere-Leo Burnett
EDSA Plaza Hotel, Philippines
November 1997
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Time Management Seminar
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TIME Asia for
McCann Erickson Philippines
Corinthian Plaza Building
March 1995
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Presentation Skills Seminar
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Leo Burnett Manila
by Wayne Logerinthon
Dusit Hotel, Philippines
September 1999
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Presentation Skills Seminar
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Leo Burnett Hongkong
Grand Plaza Hotel, Hongkong
October 1988
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TOP
RESEARCH
Applied Marketing
Research Seminar
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Philippine Refining Company/ Unilever
Manila Pavillion Hotel, Philippines
OO&M Representative
July 1990
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Applied Marketing
Research Seminar
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4As of the Philippines
Manila Hotel, Philippines
Basic/FCB Delegate
August 1992
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TOP
MEDIA & PR
Media College
Seminar
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Procter & Gamble Philippines
Manila Hotel, Philippines
June 1987
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Public Relations Training
Media Section
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San Miguel Corporation
Practicum Trainee
April- June 1984
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TOP
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P R O F E S S I O N A L A C H I E V E M E N T S
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- International Hamburger Marketing University (IHMU)
Chicago, U.S.A. (June 1998)
Graduated as a Dean's Lister
Awarded Best Group Presentation- Lead Presenter
- Serve Safe Seminar (International Standards)
Manila, Philippines (February 2000)
Completed, Top 10% of Class
Qualified to be an accredited International trainer
- McDonald's Philippines
Manila, Philippines (June 1999)
Plaque of Appreciation & Trophy
- McDonald's Business Development Seminar
(Regional Level- October 1999)
Top 10% in Class
- Employee of the Year
Olbes, Ogilvy & Mather
December 1990
- "Poste" ng FCB Award (One of the Pillars of FCB)
Basic/ Foot, Cone & Belding
December 1992
- "Best Presentation " in the Seminar by Wayne Logerinthon
Leo Burnett Manila
September 1999
TOP
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