Cristine Joyce Tiu-Santos

Responsible for providing strategic leadership and operational guidance across all 90 stores nationwide of Beyond the Box, Digital Walker and open_source by Beyond the Box store concept. Driving the growth strategy of all retail stores and B2B, exceeding performance goals across revenue, sales targets and store productivity.

• Responsible for the total retail sales and operations of 3 store concepts namely Beyond the Box, Digital Walker and open_source by Beyond the Box.
• Responsible for delivering Sales Budget. Gross Margins, Inventory Controls, EBIT and Net Income.
• Surpassed annual growth of Apple business compared to the country's growth index year-on-year.
• In charge of over 500 employees and over 90 retail stores nationwide.
• Responsible for the expansion and growth of the retail sales and B2B which is 85% of the total business.
• Effectively led the Distribution business, surpassing sales targets by 200% within the first year of joining the company, marking the highest sales performance in the history of the Distribution segment
• Responsible and accountable for sales and business development strategies of the Corporate sales and Dealership business.

• Manage overall business operations of the bags and luggage group, around 60% of the total Rustan Marketing Corp. business.
• Evaluate division performance and recommend new strategies to improve business efficiencies.
• Develop and enforce best practices to ensure operational efficiency.
• Recommend cost-reduction initiatives while maintaining productivity and quality.
• Develop new business programs to meet productivity and revenue goals.
• Directly accountable for the financial performance of the division.
• Oversee the customer service department of the Samsonite group.

• Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
• Captured new customers by optimizing business strategies and launching products to diversify offerings.
• Directly accountable for the financial performance of the brand group.
• Negotiated strategic partnerships with external vendors to enhance product offerings and increase distribution channels.
• Responsible for leading all initiatives related to the sales, marketing and merchandising of the brand to ensure sales targets are achieved and margins are maintained.
• Works collaboratively with the junior brand marketing personnel to ensure the effective and efficient execution of annual brand plan.

• Spearheaded rebranding efforts, effectively revitalizing the brand image and increasing overall market share.
• In-charge of sales, marketing, merchandising, and operations aspect of the brand.
• Ensures sales targets are achieved, margins are maintained, and marketing expenses are within the budget.
• presence
• Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
• Monitors and evaluates the sales performance of the brand assigned and inventory level to achieve optimum sales to inventory ratio.
• Formulates assortment plans for the brand.
• Conducting in-depth consumer analysis to determine the best strategy for the brand

• Monitor and buy products based on the Sales Movement.
• Conducts preliminary checking of suppliers’ sample items based on designs, quality and price.
• Recommends products to be carried based on design, quality and price.
• Scouts for new suppliers and products for product assortments.
• Develops and negotiates with suppliers for exclusive/special items, best deals and offers.
• Initiates and recommends promotional tie-ups and marketing plan for the assigned category.
• Monitors stocks position and inventory management.

• Same responsibilities as Brand Associate.

• Formulates sales and marketing objectives and prepares a business plan.
• Ensuring sales targets are achieved, margins maintained and marketing expenses are within the budget.
• Formulates assortment plans for the brand.
• Cooperate with the Principal in Asia to manage product & portfolio extension.
• Marketing the brand to increase their popularity among target consumers.
• Conducting in-depth consumer analysis to determine the best strategy for the brand.
• Developing and improving the brand’s in-store communication and presence
• Attending trade fairs, exhibitions and conferences to promote the brand.
• Developing annual brand plans in partnership with the merchandising team.
• Implement strategic plans to maximize brand potential.

• Develops and implements a strategic marketing program to ensure profitability and effectively build brand volume and market share to achieve the corporate goals.
• Handling daily operation of the Brand, on all 4Ps of marketing aspects.
• Mainly, handling communication and activation to the consumer.
• Supervise program implementation on field.
• Recommend prices and pricing strategies.
• Formulates assortment plans for the brand.
• Supervise the merchandising to manage supply chain and inventory of the product.
• Handles the operations and after sales department of the brand.
• Accountable for the business result: sales delivery and distribution performance.

• Streamlined inventory management processes, reducing excess stock and improving overall efficiency.
• Maintained a keen awareness of industry trends and competitor activities, staying ahead of the curve and making proactive adjustments to merchandising strategies as needed.
• Managed budgets effectively, ensuring expenditures aligned with company goals while maintaining profitability targets.
• Implemented sales strategies to generate leads and maximize profit margins.