MANILYN (LEN) P. RAQUEDAN
86 Mahiyain Street, Sikatuna Village, Quezon City 1101 |
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PROFILE SUMMARY
Market research professional with 7 years of experience in brand health tracking,
advertising & communications, customer strategies, and shopper and trade research for
different categories
Experienced project manager with excellent organizational, problem-solving, negotiation
and interpersonal skills
Led development, execution and analysis of shopper and retail researches for a key client
Leads key client relationships as the SPOC for accounts
Served as consumer planning consultant to a client in the alcoholic beverage sector on a
4-month secondment basis
EMPLOYMENT HISTORY
KANTAR TNS PHILIPPINES
August 2014 – Present
Associate Manager, Client Services
Manages total research needs of clients by supervising all projects undertaken and
develops close business relationships together with the director
Maintains client relationships by serving as client’s key contact
Provides support for business unit in acquiring new business
April 2011 – July 2014
Research Executive, Client Services
Supports senior manager in managing accounts and discussing research needs and
objectives of clients
Manages day-to-day operations and activities of all projects handled from proposal
preparation to data and report delivery
Supervises different support groups to ensure smooth execution of research processes to
aid delivery of client needs
Highlights on Projects Handled
Led several shopper and trade research for a key client from the non-alcoholic beverage
category
Good client relationship management with a key client helped win business from a major
competitor
Helped streamline processes of monthly tracking research effectively reducing overtime
charges incurred by contractual support staff
Led brand health tracking research for household and personal care brands
Level 1 accredited for ConversionModel business solution
Commended by client for excellent performance in executing a project for a major client
in the social research sector
Key Projects Led
Various brand health trackers and dipsticks for a key client from the pharmaceutical
industry in 2017
Customers strategies studies for telco, banking and industrial gases industries from 2016
to 2017
Brand health tracker for a client in the alcoholic beverage industry
Monthly retail audit of about 30,000 traditional trade stores nationwide from 2012 to
2015 for a key client in the non-alcoholic beverage (NAB) category
Monthly retail audit of modern trade outlets such as supermarkets and convenience
stores nationwide starting 2015 for a key client in the NAB category
Brand health trackers for personal care and household products from 2012 to 2015
Consumer outlook, income and expenditure study from 2013 to 2015 for a key client in
the NAB category
Brand health dipsticks for a key client from the pharmaceutical industry from 2014 to
2015
Shopper and retailer study on introduction of new PET packs in the traditional trade for a
key NAB client in 2014
Public expenditure tracking study among different stakeholders in the public education
sector in 2014
UAI on pizza restaurants in 2014 for a major player in the casual dining restaurants
business
Shopper study in a major chain of convenience stores in 2013 for a key NAB client
Shopper and retail study on point of sale materials in the traditional trade for a key client
in the NAB business in 2013
Segmentation study on wholesalers in 2012 for a key client in the NAB business
Retail audit in the traditional and modern trade for personal care and household products
in 2012
Shopper study on At-Work consumers from BPOs, multi-enterprise buildings, and
factories for a key client from the non-alcoholic beverage category in 2012
INNOVATIVE SOLUTIONS BY PROFESSIONALS IN REAL ESTATE, INC.
June 2010 – February 2011
Marketing & Consumer Research Analyst
Coordinate with clients on the requirements of their projects and constantly
communicate to them the status of these researches
Manage current accounts
Coordinate scheduling and requirements of each project heads of the support groups
Prepare necessary field instructions and if necessary brief the field research staff at the
start of each project
Coordinate with the team leader to ensure correct project implementation in the field to
monitor its progress
Prepare data processing specification for each project
Prepare written analysis and recommendation of the research project
Conduct oral presentation results to clients
Assist existing development in improving their marketing strategies to maximize their
market via qualitative and quantitative (surveys) methodologies
UP COLLEGE OF MASS COMMUNICATION
DEPARTMENT OF COMMUNICATION RESEARCH
April 2009 – May 2009
Research Assistant, Dr. Jose R. Lacson, Jr.
Assist in the research requirements of the Professor
Collect and review existing studies on research topic (qualitative)
Build a conceptual framework of analysis
Prepare written analysis of research topic
REFERENCES:
Margarita (Maita) B. Dominguez
Associate Research Director, Indochina Research Ltd
Email:-
Krisna Abegail (Abby) L. Camo
Research Manager, Ipsos Philippines
Email:-
Frances Corraine (Corraine) Mercado
Associate Manager, Kantar TNS Philippines
Email:-
EDUCATIONAL BACKGROUND
June 2006 – April 2010
Bachelor of Arts in Communication Research
College of Mass Communication
University of the Philippines Diliman
RELEVANT EXPERIENCE
September 2008
Presenter
2nd Communication Research Student Conference
College of Mass Communication
University of the Philippines Diliman
March 2009
Co-Head, Data Processing
IMPRESS10N: Importance of Media Presence on the Bid For The 2010 National Elections
11th Department Extension Research Project
College of Mass Communication
University of the Philippines Diliman
ACTIVITIES President, UP Anna Na Cagayan AY 2008 – 2009
Vice President for Internal Affairs, UP Anna Na
AY 2007 – 2008
Cagayan
Secretary, UP Scrabble Club
AY 2009 – 2010
Member, UP Dormitories Christian Fellowship
AY 2007 – 2010
Member, UP Yakal Residence Hall Association
AY 2007 – 2010
Member, UP Christ on Campus
AY 2007 – 2010
