CHERYL "CHING" D. HIGINO
Licensed Real Estate Broker
Calamba,LAG
Summary
Dynamic real estate professional with over 23 years of experience in sales and marketing, demonstrating a proven track record of driving business growth and enhancing customer satisfaction. A graduate with a BS in Accountancy from the University of Santo Tomas, equipped with the knowledge and expertise to excel in senior corporate roles. Committed to delivering exceptional customer experiences that foster loyalty and repeat business while effectively managing resources to meet operational demands. Recognized as a sales leader with strong judgment, strategic planning skills, and exceptional interpersonal communication abilities.
Overview
1
1
Language
1
1
Certification
26
26
years of professional experience
Work History
General Manager
Primehomes Real Estate Development Inc.
Quezon City, Metro Manila, Philippines
03.2025 - 09.2025
- Led local sales group operations.
- Recommended programs that enhanced sales take-up and improved Salesforce efficiency and productivity.
- Developed and implemented strategies to increase sales and profitability.
- Formulated reporting system ensuring company operations remained within allowable cash flow and cost to sales limits.
- Recommends different programs to improve sales take-up and Salesforce efficiency rate and productivity ratio.
- Ensures smooth end-to-end conversion of accounts from Reservation to Loan Takeout.
- Provides necessary assistance to other Departments such as Sales Admin, Credit & Collection, Customer Care, Construction & Property Management to ensure agreed plans are implemented accordingly.
- Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.
- Developed and implemented strategies that drove sales growth and enhanced overall profitability.
- Implemented effective cost-saving measures to reduce overhead expenses without compromising quality or service.
- Maximized operational excellence mentoring personnel on management principles, industry practices, and company procedures.
- Maximized operational excellence mentoring personnel on management principles, industry practices, and company procedures.
AVP - Brokers Network Group
Moldex Land Inc.
05.2024 - 03.2025
- Reported directly to CEO and Vice Chairman regarding strategic initiatives.
- Manages company's nationwide broker network group.
- Analyzed data to identify areas for operational improvement, implementing changes that enhanced efficiency.
- Creates and implements promotional campaigns and incentives targeting accredited brokers and sales agents.
- Advocates for various initiatives aimed at increasing sales take-up while optimizing salesforce efficiency and productivity ratios.
- Analyzed data to identify areas of improvement, implementing changes that resulted in greater operational efficiency.
- Advocated for initiatives that increased sales take-up and optimized salesforce productivity.
- Streamlines complete conversion process of accounts from reservation to loan takeout.
- Developed reporting system ensuring adherence to cash flow and cost to sales parameters.
- Facilitates and manages seminars, training programs, and general assemblies.
- Facilitated team collaboration to complete essential administrative tasks.
AVP - Sales & Marketing
Imperial Homes Corporation
03.2023 - 09.2023
- Manages comprehensive sales and marketing functions across the country
- Drove sales and marketing initiatives alongside recruitment and retention programs for salesforce, supervising performance of sales heads and their assigned officers and staff.
- Guides marketing strategy and implementation according to company's brand framework.
- Creates and implements promotional strategies and incentives for accredited brokers and sales agents.
- Created and implemented promotional strategies and incentives for accredited brokers and sales agents to enhance engagement and drive sales.
- Coordinates efficient end-to-end conversion of accounts transitioning from reservation to loan takeout.
- Develops reporting system to ensure compliance with allowable cash flow and cost to sales thresholds.
- Established policies and procedures that improved operational efficiency within the organization.
- Facilitated team management of diverse administrative tasks.
- Enabled collaboration with sales, administration, credit and collection, customer care, construction, and property management departments to ensure successful execution of agreed-upon plans.
Business Operations Head
Demeterland and Development Corporation
09.2021 - 03.2023
- Updated president on project status and key developments.
- Maximized revenue generation through effective sales strategies and market analysis insights.
- Operates as primary resource in discussions involving president and multiple landowners and developers to generate new partnerships and joint ventures.
- Directs central and north Luzon sales operations for Demeterland.
- Creates and structures promotional strategies and incentives for accredited brokers and sales agents nationwide.
- Organized and conducted seminars and training activities to enhance team skills and knowledge.
- Directed retention program initiatives for salesforce across multiple projects to improve engagement and performance.
- Implemented cost-saving measures, reducing operational expenses without sacrificing quality or productivity.
- Organizes and conducts seminars, training activities, and general assemblies.
SALES SUPERVISOR
Extraordinary Development Corporation
01.2000 - 11.2021
- Managed a sales team comprising various real estate professionals to achieve goals.
- Facilitated communication between selling units and the company.
- Developed selling units to enhance productivity;
- Tasked with meeting the sales target.
- Performs a variety of field works such as brokers visitation and recruitment, client and corporate presentations, saturations with selling units and agents, etc.;
- Conducted product orientation seminars to equip selling units and agents with essential knowledge.
Sales Group Head
Dataland Inc. - Real Estate Arm of DDTKi (AAA Construction Company)
08.2017 - 09.2021
- Directs nationwide sales roadshows, enhancing lead generation and closing activities.
- Developed strategies to achieve sales goals
- Achieved sales goals through strategic planning and execution.
- Streamlined sales operations to enhance effectiveness and output of salesforce.
- Oversees internal broker operations in international and corporate sales sectors
- Formulates and activates promotional campaigns targeting buyers while designing incentives for sellers.
- Creates diverse reporting frameworks to efficiently assess sellers' performance and operational effectiveness within sales department.
- Regulates cost to sales ratio, ensuring compliance with allowable standards.
- Directed nationwide sales roadshows, increasing lead generation and closing rates.
- Conducted training programs and team-building workshops to improve team cohesion and collaboration.
REGIONAL DIRECTOR – NORTH LUZON & CORPORATE ACCOUNTS GROUP
Amaia Land Corp. (An Ayala Land Company)
06.2015 - 07.2017
- Executed sales operations in northern Manila territories by coordinating with local teams and monitoring performance.
- Managed sales operations for corporate sales group by streamlining processes and enhancing team collaboration.
- executes sales operations in northern Manila territories (Bulacan, Pampanga, Pangasinan, Cabanatuan, Tarlac)
- directed comprehensive sales operations in area, advising on and executing action plans that ensured target attainment.
- Devised and deployed varied marketing tactics and operations to attract new customers and boost brand visibility.
- Championed organizational culture change initiatives that fostered collaboration, innovation, and continuous improvement across all levels of the organization.
- Collaborated with cross-functional teams to develop new products and services, meeting customer demands while driving revenue growth.
TACTICAL SALES GROUP HEAD
Amaia Land Corp. (An Ayala Land Company)
06.2014 - 05.2015
- Achieved sales targets through strategic planning and execution.
- Led team to sell and market amaia projects nationwide, enhancing brand visibility and sales reach
- Designs and launches varied marketing strategies and initiatives
- Designed and launched targeted marketing strategies and initiatives, contributing to increased customer engagement
- Supported pre-sale and post-sale processes, ensuring seamless client experience and satisfaction
SALES SERVICES HEAD
Amaia Land Corp. (An Ayala Land Company)
05.2013 - 06.2014
- Guided sales teams in executing marketing and sales tasks to enhance effectiveness.
- Drives lead acquisition, deal closure, and significant events
- Designs and initiates strategic sales promotions for buyers and sellers.
- Facilitates and secures agreements with outside suppliers
- Provides logistical support to sales operations
- Operated as company delegate, synchronizing efforts with Ayala Land brands during ALI-wide events.
AREA MANAGING DIRECTOR – CORPORATE ACCOUNTS GROUP
Amaia Land Corp. (An Ayala Land Company)
08.2010 - 04.2013
- Accountable for achieving all sales objectives and deliverables of group
- Enhanced corporate sales group through targeted sales strategies and organizational improvements.
- Strongly enhance corporate sales group focusing on sales and organizational advancement
- Guide team efforts in executing corporate penetration strategies.
- Guided team in executing corporate penetration strategies to increase market share.
- Facilitated execution of pre/during/post sales support for corporate clients, ensuring seamless service delivery.
- Executes corporate presentations and roadshows at selected companies.
- Devises and administers various marketing tactics and campaigns.
CORPORATE SALES MANAGER
FINO Property Ventures, Inc.
01.2010 - 06.2010
- Managed brokers and direct sales network to optimize performance.
- Attracted, developed, and supervised licensed and non-licensed real estate brokers to enhance team capabilities.
- Attracts, develops, and supervises licensed and non-licensed real estate brokers.
- Formulates and administers tactical sales operation initiatives
- Develops sales forecasts and identifies opportunities for enhancement
- Fostered strong client connections, increasing customer satisfaction and loyalty.
- Ensures department functions within financial limits
- Served as key resource for broker companies in meetings, corporate presentations, training, and development programs including new recruit seminars.
SALES DIVISION MANAGER
Corporate Holdings Management Inc.
12.2006 - 12.2009
- Fostered team dynamics through regular communication, collaboration, and goal-setting initiatives, enhancing overall team cohesion.
- Monitors & ensures both individual & team sales productivity/performance
- Formulates & implements recruitment and sales strategies to beef up the team's sales organization
- Promoted innovation within the division by encouraging creative problem-solving techniques among staff members.
- Developed strong team dynamics through regular communication, collaboration, and goal-setting initiatives.
- Served as resource for broker companies during meetings, corporate presentations, training, and developmental programs, supporting effective knowledge transfer and engagement.
HEAD – SALES MANAGEMENT TEAM
Earth+Style Corporation
08.2006 - 12.2006
- Developed and executed tactical sales operation plans to align team objectives with overall business goals
- Directly manages & oversees the operations of the sales team
- Monitored and optimized individual and team sales productivity to drive overall performance
- Formulates & implements recruitment and sales strategies to beef up the team's sales organization
- Ensures allowable cost to sales
- Facilitated broker meetings and training programs to enhance recruitment and development efforts.
PROJECT SALES COORDINATOR
Avida Land Corp. ( An Ayala Land Company )
08.2002 - 07.2006
- Handles & manages Branch Managers and Real Estate practitioners.
- Managed relationships with Branch Managers and Real Estate practitioners to enhance collaboration.
- Monitored sales performance of Branch Managers and their teams, recommending strategies to enhance sales results.
- Ensures that the buyers' documents and other requirements are submitted within the prescribed period.
- Evaluates and recommend to management special/irregular payment schemes.
- Evaluates and recommends to management special/irregular payment schemes.
- Scheduled and managed staffing for site and booth operations of Branch Managers.
- Organized and oversaw marketing events and activities (e.g. open houses, investor nights, conferences, sales rallies), supervising physical set-up to maximize engagement.
- Monitors the expense of the group and ensures that expenses are maintained within budget.
- Conducts Product Knowledge Seminars, Corporate Presentations and assists sales agents in closing sales.
- Conducts tripping for direct sales prospects.
- Executed additional responsibilities as necessary to support team objectives.
SALES MANAGEMENT OFFICER
Earth+Style Corporation (spin off Company of Extraordinary Dev't Corp.)
12.2001 - 08.2002
- Managed relationships with lead brokers and real estate practitioners to foster collaboration.
- Monitored sales performance of assigned broker companies and recommended strategies to optimize results.
- Conceptualizes and implements sales activities.
- Acts as a resource person for broker companies in meetings, training, and development programs including new recruit seminars.
- Serves as the brokers' link to the company
- Strengthened relationships with brokers to enhance collaboration and support.
- Developed and maintained a comprehensive database tracking broker companies' sales performance and key metrics.
- Evaluates and recommends to management special/irregular payment schemes.
- Conducts tripping for direct sales prospects.
- Schedules and controls site and booth manning of broker companies.
- Executed additional related functions to support team objectives.
Education
BS - Accountancy
UNIVERSITY OF SANTO TOMAS
Espana, Manila04-1998
Skills
Operations management
Customer relationship management
Team leadership
Project management
Staff supervision
Team building
Certification
Licensed Real Estate Broker
Timeline
General Manager
Primehomes Real Estate Development Inc.
03.2025 - 09.2025
AVP - Brokers Network Group
Moldex Land Inc.
05.2024 - 03.2025
AVP - Sales & Marketing
Imperial Homes Corporation
03.2023 - 09.2023
Business Operations Head
Demeterland and Development Corporation
09.2021 - 03.2023
Sales Group Head
Dataland Inc. - Real Estate Arm of DDTKi (AAA Construction Company)
08.2017 - 09.2021
REGIONAL DIRECTOR – NORTH LUZON & CORPORATE ACCOUNTS GROUP
Amaia Land Corp. (An Ayala Land Company)
06.2015 - 07.2017
TACTICAL SALES GROUP HEAD
Amaia Land Corp. (An Ayala Land Company)
06.2014 - 05.2015
SALES SERVICES HEAD
Amaia Land Corp. (An Ayala Land Company)
05.2013 - 06.2014
AREA MANAGING DIRECTOR – CORPORATE ACCOUNTS GROUP
Amaia Land Corp. (An Ayala Land Company)
08.2010 - 04.2013
CORPORATE SALES MANAGER
FINO Property Ventures, Inc.
01.2010 - 06.2010
SALES DIVISION MANAGER
Corporate Holdings Management Inc.
12.2006 - 12.2009
HEAD – SALES MANAGEMENT TEAM
Earth+Style Corporation
08.2006 - 12.2006
PROJECT SALES COORDINATOR
Avida Land Corp. ( An Ayala Land Company )
08.2002 - 07.2006
SALES MANAGEMENT OFFICER
Earth+Style Corporation (spin off Company of Extraordinary Dev't Corp.)
12.2001 - 08.2002
SALES SUPERVISOR
Extraordinary Development Corporation
01.2000 - 11.2021
BS - Accountancy
UNIVERSITY OF SANTO TOMAS