Michaela Cara R. Singson

MICHAELA CARA R. SINGSON 172 Torii Residences, P. Gomez, Brgy. Addition Hills, San Juan--Work Experience RFM (July 2020 – present) Senior Brand Manager (December 2020-present) Digital º º Trade º Working witha digital agency and media buyer to plan and execute digital ads for Selecta Milk brands with reach and engagement as KPIs. Implemented online promos and ads to drive conversion in top e-retail sites- Lazada and Shopee. Working with Trade Marketing and Sales to plan and execute on trade activities to ensure visibility and strategic displays for Selecta Milk products. º Implemented cross merchandising activities and strategic roll backs for the NPD, Selecta Sterilized Milk, to drive to purchase and trial. Promotions º Plan and implement partnerships with external partners to increase visibility of Selecta Milk. Others º Monitoring and analyzing of internal sales data to identify internal bottle necks to achieve maximum sales potential. º Working with sales, trade marketing, planning & production for monthly forecasting of demand. º Working with accounting to monitor healthy P&L of total Selecta Milk. º Working with a third party agency to conduct FGD and UAI to understand the market and to test concepts. º Uses Nielsen data to check and validate market performance. Asia Brewery Heineken Philippines (June 2019 – July 2020) E Commerce Trade Marketing Manager: Drinkies.PH (December 2019-July 2020) Digital º Working with a media agency to create effective inbound digital marketing campaigns. º Manages e-commerce channel partners and ensures that agreed mileages are being implemented. º Oversees all Drinkies.ph social media accounts. º Extracts and analyzes website performance using Google Analytics metrics. Promotions º Works with e-commerce channel partners to plan and implement exciting and effective online promos. º Plan, implement and report output of channel specific promos. Others º Assists the Operations Head to ensure smooth website and delivery operations. º Spearheaded the mobilizing of a CRM agency to handle customer service and inbound sales. Brand Manager: Tanduay Ice, Asahi, Brew Kettle Above the Line º Worked with agencies to come-up with a 2020 campaign based on the strategy to revitalize the brand. New Product Development º Developed new products that will excite that market and deliver incremental sales to the brand. Financials º Spearheaded the profitability improvements for Tanduay Ice to ensure an overall healthy financial placement. Others º Developed 2019 BOY activities that will drive sales for the handled brands º Spearheaded brand health researches for Beer na Beer & Tanduay Ice º Extracts and analyzes market shares, BIR shares, and sales reports Universal Robina Corporation (November 2014 –June 2019) Assistant Brand Manager Brands: X.O. & Lush (Jan 2019 – June 2019) Maxx & Iceman (Jan 2018 – Dec 2018) Wiggles & Spin (Oct 2017 – Jan 2018) Nips Chocolate Bar (Nov 2014 – Oct 2017) 1 MSINGSON Above the Line º Managed conceptualization, production and airing of Maxx TVC and RC. º Implemented tie-ups with Bombo Radyo and RGMA radio stations for Maxx Hard Candy. º Conceptualized and managed digital programs for Maxx NPDs and Maxx Hard Candy with digital agencies. º Implemented targeted airings of Wiggles TVC. º Implemented digital promotions and conceptualized tie-ups with E-Commerce business units for Nips Chocolate Bar. º Worked with the Corporate Communications team to conceptualized and implemented KOL seeding programs for the launch of Nips Chocolate Bar. º Implemented OOH programs for Nips Chocolate Bar. Below the Line º Implemented on-ground activations for Maxx Hard Candy that increased offtake and trial in both retail and wholesale accounts. º Spearheaded the nationwide Maxx Barangay-Oke activation which promoted community relationship building for the brand. º Implemented push selling and sampling activities for the launch of Nips Chocolate Bar in retail accounts. º Conceptualized and implemented sampling tie-ups to induce trial and increase awareness for Nips Chocolate Bar. Trade º Launched the Maxx Honey Lemon Resealable Pack, an SKU extension to penetrate the growing CVS channel. º Conducts regular trade check of the Candies category. º Implemented SSS and Market Stall distribution programs for Maxx Hard Candy secondary variants. º Conceptualized and implemented nationwide bundle packs to promote variety and increase distribution for Maxx Hard candy variants. º Worked with Category Sales Teams to implement rentals for the Maxx NPDs in targeted channels. º Implemented in-store modules and rentals for Nips Chocolate Bar. Financials º Ensures healthy GPs and BCMs for handled brands. º Manages P&L for existing SKUs. º Forecast sales and production and makes necessary adjustments if necessary. º Analysis of profitability potentials of new product developments and profit improvement efforts for existing products. Others º Develop strategies that will achieve brand growth. º Extracts and analyze sales, market share, distribution, and offtake from Nielsen program. º Collaborates with Trade Marketing, Planning and Logistics to ensure monthly production plan will be able to supply net orders. º Spearheads new product development for the handled segments. º Monitoring of P&L, daily net sales and inventories. º Spearheads research programs to monitor brand health, consumer behavior and development of new products and communications. Globe Telecom Product Manager Brand: Tattoo Home Acquisition (Sept 2013 – Nov 2014) Tattoo Torque Churn (Dec 2012-Sept 2013) Highlights º Conceptualized and implemented acquisition promos via telesales and digital which achieved 2% incremental sales. º Collaborated with the digital department to enhance the Globe Broadband website layout for better user experience. º Enhanced the disconnection process to ensure for Tattoo Torque customers Universal Robina Corporation Consumer Marketing Assistant Brand: Nissin Cup Noodles (Jan 2011 – Dec 2012) Jack ‘n Jill Snacks (Jul 2010-Jan 2011) Highlights º Implemented direct to consumer selling in transportation terminals, offices and schools nationwide, º Collaborated with Third Party Organizers to conceptualize and implement the Nissin Cup Vendo Cup Roboto which garnered a Bronze Dragon award for Best Volume Generating Award. º Managed Third Party Agencies for the nationwide implementation of the Nissin Cup Noodles Summer Cup-Partner creative activity. º Implemented Push Selling and Sampling activities for Nissin Cup Noodles and Nissin Yakisoba in selected nationwide Modern Trade and Gen Trade accounts. º Implemented tie-ups with organizations to 2 MSINGSON The Picture Company Assistant Store Manager-Fort Branch (Apr 2008-Jul 2010) Highlights º Managed customer queries and complaints. º Ensured that monthly targets are achieved. º Implemented in store promos which garnered 10% incremental sales. Education University of Santo Tomas- Bachelor of Science in Biology Seminars- 2015 Nov Brand Positioning By Nadine Carino Problem Solving and Decision Making By Kepner Tregoe Brand Affinity Generator By Universal Robina Corporation 2011 Oct 2011 Apr Effective Business Writing Workshop By Jeoffre Chua URC Brittania Building Achieving Customer Care Service By Noel Catalan URC Brittania Building Character Reference • Rafael Isungga URC Consumer Marketing Manager- • Angie Cruz URC Consumer Marketing- 3 MSINGSON • Ria De Vesa URC Assistant Brand Manager-