Sarah Jane Conquilla Baral
E-mail:-| Skype ID: sarahcbaral | LinkedIn: www.linkedin.com/in/sarahcbaral
Summary
16 years of experience in market research, consumer insights, marketing/business development
Industries worked in: Consumer Goods, Transportation/Travel, Telecommunications, Power and BPO/Shared
Services
Focus areas: Market Research, Consumer Insights, Project Management, Social Media Management and Analytics,
Marketing and Business Development, Quality Management | Certified ISO 9001:2008 Internal Quality Auditor
Work Experience
Independent – Market Research Manager/Social Media Manager | September 2015 to present
• Independent Market Research Manager – manages research projects related to market/consumer,
communications, operations and human resources, e.g. customer satisfaction, customer value analysis,
employee satisfaction, branding and marketing evaluation
• In-Country Research Analyst for Euromonitor International, a global strategic research company – conducted
data gathering, market and competitive analysis and report writing for selected industries, e.g. consumer
foodservice, within the Philippine consumer market
Nestlé Business Services Manila – Social Media Services Team Lead | April to November 2019
• Led the Social Media Listening and Analytics Team to achieve performance targets on the following service
lines: Social Media Quick Response, Digital News & Alerts, Digital Brand Performance and Content Publishing
• Managed the operations of social media services for the following markets: Australia, New Zealand, Canada,
Philippines (Wyeth) and Global Corporate Communications; ensured consistent achievement of Service Level
Agreements with partners/clients
• Managed the transition of new scopes and projects; drove continuous improvements and initiatives
• Drove talent growth, enabling team members to reach full potential in their roles through consistent
coaching and monitoring and implementation of individual development plans
Smart Communications – Junior Research Manager | September 2014 to August 2015
• Served as a Marketing business partner for Smart’s Mobile business
• Project Management – managed different research projects of the Mobile business, specifically strategic
researches such as Brand Health Tracking and Postpaid Call Outs, as well as ad hoc studies on high net worth
segment, advertising and media, events sponsorship and merchandising
• Data Analysis – conducted data analysis of consumer and market information to come up with insights that
will help the Marketing teams and other stakeholders identify growth opportunities and address business
challenges
• Brand Health Tracking Champion – spearheaded the Brand Health Tracking study for Total Mobile, covering
both Prepaid and Postpaid segments. The study is a comprehensive research on brand health dynamics,
covering awareness, usage and communication effectiveness, among other measures.
Unilever – Assistant Manager for Consumer and Market Insights | November 2011 to March 2014
• Served as Marketing business partner; helped identify business issues coming from consumer and market
data; Categories handled: Personal Care (Deodorants, Oral) and Household Care (dishwashing aids, multipurpose and toilet cleaners)
• Conducted project management of research studies; analyzed market data such as shares, sales, distribution,
consumer behavior, brand health and communication effectiveness (traditional media and social media);
generated insights from market and research data
• Assisted the CMI Head in managing Shopper researches and helped land relevant shopper insights to
stakeholders, particularly Customer Development (Sales) and Marketing teams
Work Experience (continuation)
Aboitiz Transport System (ATS) – October 2007 to November 2011
• Research and Statistics Supervisor for ScanAsia business unit | June 2010 to November 2011
▪ Served as a Marketing business partner; prepared periodic business reports and reviews
▪ Responsible for generation (from SAP), analysis and monitoring of sales data
▪ Conducted feasibility evaluation on potential new businesses for international principals and
products
▪ Handled the creation and tracking of inventory reports and monitoring of near-ex products
• Operations Supervisor | October 2007 to June 2010
▪ Performance Monitoring – monitored the department’s KPI and provided recommendations on
areas for improvement; prepared monthly management reports
▪ Quality Review and Internal Quality Audit – ensured that the Quality Management System was
properly implemented in operations; Team Lead for regular IQA; part of the core team that
spearheaded the ISO 9001:2008 certification of SuperFerry Passage Operations (Manila)
▪ Project Management – handled project management of the customer satisfaction study/survey
▪ Emergency Response and Business Continuity – provided support in contingency plan
implementation
ACNielsen/The Nielsen Company – Client Service Executive | June 2006 to August 2007
• Account Management – handled administration and project management of customized research studies,
from planning/set-up, coordination with and management of operations groups, analysis and reporting
• Clients included consumer goods companies: SCA Hygiene, Philips, San Miguel Corporation, among others
• Analyzed market data and integrated multiple data sources to answer business issues
• Supported sales activities (drafting of proposal and credential presentations)
• Ensured client service deliverables are aligned with the regional client service standards
Aboitiz Transport System (ATS) – Junior Consultant | October 2003 to March 2006
• Worked as a Project Manager for market research projects, including: Satisfaction studies, Usage, Attitude,
Image (UAI), Mystery Shopper (compliance check), Customer Value Analysis, Time studies, Domestic Transit
Test, Employee Satisfaction and other internal surveys
• Planning – set project scope and limitations, budget and timeline
• Logistics – designed and formulated questionnaires based on project specifications, set work breakdown
structure for project team and ensured complete, timely implementation
• Execution – conducted and supervised actual data gathering and encoding
• Analysis and Reporting – analyzed and interpreted data, prepared final project reports, presented to
management teams
Educational Background
Bachelor of Arts, Communication Research
University of the Philippines (Attended-)
Diliman, Quezon City, Philippines
• College Scholar, 1st and 2nd semester, A.Y-
On-the-Job-Trainings/Other Work Experience
• Market Research Assistant at GlaxoSmithKline Philippines – August to October 2003
Conducted data processing, analysis and interpretation of pharmaceutical research studies
• Researcher at Ogilvy & Mather Philippines – July 2003
Conducted data gathering, encoding, processing and analysis for the Nestlé Breakfast Insights Survey and
Nestlé Ice Cream Summer Merchandising Program Evaluation
• Field Researcher at Givaudan Philippines – May to June 2002
Conducted face-to-face interviews among female residents in several Pangasinan towns regarding their
detergent powder usage
• Intern at UNICEF Information Management, Research and Results Monitoring Department
In-charge of data encoding and analysis of a study on community radio station in Capiz; wrote articles for
UNICEF Philippines’ website
Certification
Certified ISO 9001:2008 Internal Quality Auditor
Issued by ACF Consultancy in November 2008
Manila, Philippines
Trainings
Trainings/Seminars/Workshops attended include the following topics:
• Social Media Listening and Analytics, Content Publishing
• Market Research (Applied Marketing Research Training, Survey Research Principles Course, Customized
Research School, Winning Brands, Concept Test, Analytics Process, Data Analysis)
• Consumer Insights (Insight Activator, Consumer Connections and Insighting)
• Project Management (Project Management Principles, Effective Project Management)
• Marketing (Category Management, Blue Ocean Strategy, Brand Management and Advertising)
• Business Process, Quality Management System and Internal Quality Audit (ISO Documentation, QMS, IQA
Certification)
Organizations and Positions Held
SuperFerry ISO Team
Team Leader - Internal Quality Audit, November 2008 to June 2010
UP Mass Communicators Organization (UP MCO)
Project Director – “Who Wants to be the Strongest Link?”, a university-wide quiz show, February to March 2002
Member - Education Committee, November 2001 to March 2003
Member - Publicity Committee, June to October 2001
UP Circle of Research Enthusiasts (UP CORE)
Head - Logistics, CORE-us [koruz]: The Grand Music Quiz Show, February 2003
Executive Secretary - June 2002 to March 2003
Member - Research and Development Committee, June 2001 to March 2002
Sampaguita Residence Hall (SAREHA) House Council
Contributor - Sampapel (official newsletter of SAREHA), June to October 2001
UP College of Mass Communication Graduation Committee 2003
Member - Finance Committee, August 2002 to March 2003
Skills
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Proficient in both oral and written communications (Filipino and English)
Knowledgeable in Microsoft Office Applications (Word, Excel, PowerPoint), SPSS, SAP, Nielsen Advisor (Retail
Audit software)
Knowledgeable in social media tools such as Social Studio, Salesforce Engage, Facebook Business Manager,
Facebook Ads Manager, Socialbakers
Has extensive knowledge in research project management (planning, data gathering, analysis, report writing and
presentation
Adept in business process management, quality management and internal quality audit (Certified ISO 9001:2008
Internal Quality Auditor)
Results-oriented, has passion for learning; well-organized, with attention to detail
Has strong leadership and interpersonal skills; highly collaborative
Personal Information
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Date of Birth: December 10, 1982
Place of Birth: Marilao, Bulacan, Philippines
Citizenship: Filipino
Civil Status: Married
References – available upon request
