FRANCIS JOSEPH F. MAGBITANG

• Strategic Revenue Growth : Orchestrated the national sales and marketing roadmap, aligning promotional cycles with corporate KPIs to achieve year-over-year revenue expansion.
• Sales Ecosystem Optimization : Spearheaded the restructuring of the marketing department, implementing performance tracking systems that synchronized team output with shifting market demands and seasonal trends.
• Brand Stewardship: Elevated Avocadoria's brand identity across 100+ locations, ensuring a premium and cohesive customer experience across digital platforms, physical kiosks, and delivery partner touchpoints.
• Multi-Channel Marketing: Directed high-impact digital campaigns and strategic partnerships (e.g., influencers and delivery apps) that significantly increased customer acquisition and boosted repeat-purchase rates.
• Market-Driven Product Strategy: Collaborated with the executive team to engineer data-backed pricing models and product launches, optimizing the menu based on consumer feedback and competitive landscape analysis.
• Data-Informed Decision Making: Established a culture of analytics by monitoring key sales metrics, delivering actionable business intelligence that improved operational efficiency and marketing ROI.

Achievements:

• Marketing Systems Architecture : Engineered and launched the company's first comprehensive marketing framework, encompassing the end-to-end lifecycle of promotion development, implementation, and real-time performance monitoring.
• Operational Excellence & Training: Institutionalized a systematic approach to brand growth by training and mentoring the marketing team, resulting in improved workflow efficiency and a unified brand voice across all campaigns.
• Manpower Management and Mentoring: Led a team of marketing professionals for successful product launches and promotions.
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• Strategic Sales & Brand Integration: Spearheaded the comprehensive sales and marketing strategy, aligning with corporate goals to drive sustainable revenue growth and brand visibility.
• Sales Organization Leadership: Oversaw the development and performance of the sales organization, ensuring operational alignment with market demands and company objectives.
• Brand Identity Management: Managed and enhanced the company's brand identity, ensuring seamless consistency across all customer touchpoints and marketing channels.
• Growth-Driven Initiatives: Led the execution of multi-channel marketing initiatives, including digital campaigns and strategic partnerships, to maximize acquisition and retention.
• Market-Aligned Product Strategy: Collaborated with senior leadership to engineer pricing strategies and optimize product offerings based on deep market insights.
• Performance Analytics: Monitored key sales metrics to deliver actionable business intelligence that improved overall organizational effectiveness and efficiency.

Achievements:

• Digital Experience Transformation: Revamped the company's website, delivering a modernized digital presence and significantly improved customer experience.
• Sales Ecosystem Architecture: Established a new, high-performing sales organization, implementing streamlined processes that enhanced total operational efficiency.
• Record-Breaking Revenue Growth: Led the sales team to achieve the highest gross revenue in the company's 5-year history, marking a historic milestone.
• Targeted Market Expansion: Developed and implemented data-backed sales and marketing strategies that expanded market reach and strengthened long-term customer relationships.

• Strategic Market Penetration: Developed and executed comprehensive marketing blueprints designed to scale brand awareness, deepen customer engagement, and accelerate national sales for JPI.
• Business Intelligence & Research: Orchestrated rigorous market analysis and competitor benchmarking to identify emerging consumer needs, using data-driven insights to steer high-level marketing decisions.
• Omni-Channel Brand Governance: Directed the company's brand identity, ensuring precision in messaging, visual standards, and market positioning across all physical and digital marketing platforms.
• Retail Velocity & Promotion: Conceptualized and deployed high-impact advertising and promotional roadmaps aimed at increasing station foot traffic, customer acquisition, and long-term retention.
• CRM & Loyalty Lifecycle: Engineered advanced customer relationship management strategies, utilizing segmentation, targeted campaigns, and feedback loops to maximize customer lifetime value.
• Portfolio & Pricing Optimization: Partnered with product teams to refine pricing models and launch new product offerings, maintaining a competitive edge through continuous market trend monitoring.
• Content & Creative Oversight: Directed the end-to-end production of marketing assets, including digital content and technical signage, to ensure 100% brand consistency and high-quality visual standards.

Achievements:

• Digital Payment Ecosystem: Orchestrated the integration of multiple cashless payment gateways (GCash, ShopeePay, PayMaya), modernizing the transaction process and enhancing the retail customer experience.
• Mobile Loyalty Innovation: Spearheaded the architecture and successful rollout of Jetti Petroleum's first loyalty application, significantly boosting digital engagement and recurring brand loyalty.
• Strategic Alliance Network: Pioneered high-value partnerships with industry leaders such as Joyride, Lalamove, and Food Panda, expanding the brand's reach through mutually beneficial logistics and delivery collaborations.
• National Network Expansion: Successfully managed the marketing launch of 10+ new gas stations since 2021, executing 360-degree campaigns that generated immediate business growth and local market buzz.
• Digital Presence Revitalization: Led the 2021 transformation of JPI's corporate website, delivering an optimized user experience (UX) and a modernized digital storefront for the brand.
• Retail Excellence & Standardization: Established and enforced the company's first comprehensive retail standards, ensuring a unified brand image and consistent service quality across all national station clusters.
• CSR & Corporate Reputation: Developed and implemented impactful Corporate Social Responsibility (CSR) frameworks, strengthening Jetti's community standing and alignment with social causes.

• Operational Excellence & Governance: Orchestrated the daily operations of the business unit, ensuring high-level alignment between departmental workflows and overall organizational health.
• Strategic Growth Architecture: Engineered and implemented a comprehensive business expansion strategy, identifying key market opportunities to scale the brand's presence in the region.
• Performance Engineering: Coordinated the development of rigorous key performance goals (KPIs) for all functions, providing direct leadership to senior managers to ensure goal attainment.
• Tactical Roadmap Development: Directed the creation of specialized tactical programs and initiatives, ensuring every department remained focused on pursuing targeted growth objectives.
• Service Quality & Delivery: Provided executive oversight on the delivery and quality of the unit's offerings, maintaining a premium customer experience across all event touchpoints.
• Human Capital & Infrastructure Investment: Evaluated and authorized critical investments in talent, equipment, and infrastructure while overseeing high-level hiring and professional development programs.
• Corporate Strategy & Reporting: Acted as the primary liaison to corporate officers, delivering actionable performance results and contributing to broader international organizational planning.

Achievements:

• Stakeholder Ecosystem Management: Cultivated and strengthened strategic relationships with key clients, vendors, and international partners to secure long-term operational stability and brand loyalty.
• Internal Communications Strategy: Developed a unified communication framework to disseminate corporate strategy and results, ensuring the entire workforce remained aligned with company milestones.
• Customer-Centric Engagement: Spearheaded targeted customer acquisition activities and high-profile engagement initiatives, directly contributing to brand visibility and community growth.
• Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term organizational growth.
• Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.

• Strategic Opportunity Mapping: Analyzes market dynamics to engineer fundamentally sound short- and long-term growth strategies, pinpointing and capturing high-potential business opportunities.
• Business Plan Architecture: Formulates robust organizational business plans by conducting systematic brand reviews and translating data into actionable roadmaps that hit corporate objectives.
• Channel Partner Strategy: Directs the development of specialized channel programs and trade incentives, ensuring a value-driven relationship with national business partners.
• Market Segmentation & Positioning: Authors comprehensive marketing masterplans to ensure every product and sub-brand is precisely segmented and competitively positioned in the landscape.
• Go-to-Market Execution: Orchestrates the end-to-end launch of new products, developing integrated communication plans that educate trade partners and captivate the end consumer.

Achievements:

• High-Impact BTL Implementation: Executed aggressive Below-the-Line (BTL) marketing activities that significantly increased brand awareness and met volume targets.
• Cross-Functional Team Leadership: Led and motivated diverse agency partners and marketing assistants to deliver high-quality, punctual sales promotions that effectively created product "push and pull."
• Digital Asset Optimization: Managed the company's entire digital marketing landscape, ensuring brand relevance and high engagement across all social media and digital touchpoints.

• Strategic Brand Stewardship: Reported directly to the Vice President of Lubricants to spearhead brand growth and strategy for the total Unioil Lubricants portfolio.
• Market Intelligence & Pricing: Analyzed complex market trends, pricing fluctuations, and consumer habits to optimize product off-take and competitive positioning.
• Sales & Distribution Management: Monitored nationwide sell-in/sell-out metrics for distributors, developing tactical "gap-bridging" plans to ensure all sales targets were consistently met.
• Omnichannel Marketing Integration: Directed the development and implementation of the national Lubricants marketing plan, coordinating with third-party agencies and internal stakeholders.
• Sales Enablement: Led weekly sales force coordination sessions, providing the team with necessary collateral and strategic tools to drive volume.
• Digital Landscape Architecture: Headed the Digital Group, serving as the lead architect for Unioil's entire digital ecosystem and social media presence.
• Loyalty & Retention: Managed the overall marketing and strategy development for the Unioil Loyalty Card program to enhance customer lifetime value.

Achievements

• Regional Market Expansion: Successfully launched the Unioil brand in the Davao region by establishing and operationalizing a new distribution network.
• Product Portfolio Transformation: Spearheaded the rebranding of the motorcycle oil line-up, including new packaging and brand identity, and launched the Motosport Scooter line to capture the automatic segment.
• Strategic Industry Collaboration: Assisted Honda Philippines in the high-profile re-launch of the Honda Genuine Oils line-up.
• Target-Surpassing Performance: Implemented integrated ATL and BTL tactical promotions in Davao and Bicol, directly supporting the sales team in exceeding Q1 volume targets.
• Digital Transformation: Built and executed a comprehensive digital footprint from the ground up, utilizing educational branding campaigns to communicate product features and value to target audiences.

• Consumer Insights & Market Intelligence: Conducted deep-dive market research to decode consumer behavior and competitor activities, translating raw intelligence into actionable growth opportunities.
• Data-Driven Decision Making: Analyzed complex market data to assess potential and identify high-value opportunities, ensuring all strategic pivots were backed by empirical evidence.
• Performance Monitorin g & KPI Tracking:Established and monitored rigorous Key Performance Indicators (KPIs) to evaluate campaign effectiveness and real-time strategy optimization.
• Digital Ecosystem Management: Architected and implemented comprehensive digital strategies, overseeing SEO, website development, social media, and email marketing to maximize online engagement.
• Omnichannel Communication: Developed integrated marketing communication strategies to deliver cohesive brand messaging across digital, print, and advertising platforms.
• Creative Agency Collaboration: Led partnerships with creative agencies, designers, and copywriters to produce high-impact marketing collateral and compelling multi-channel content.
• Fiscal Stewardship & ROI Optimization: Managed end-to-end marketing budgets, performing meticulous expense monitoring and ROI analysis to ensure maximum impact for every peso spent.

Achievements

• Strategic Digital Transformation: Engineered a comprehensive digital transformation, scaling social media following from 10,000 to over 100,000 followers while leading a full-scale website revamp to enhance user experience and lead conversion.
• Marketing Framework Engineering Developed a robust reporting and presentation system to showcase performance metrics, providing leadership with clear insights for long-term decision-making.
• Message Standardization: Spearheaded the creation of a centralized content library and communication guide, ensuring consistent brand voice across all internal and external touchpoints.

• Strategic Acquisition & Alliance Leadership: Designed and developed key acquisition programs for Globe Prepaid and the Overseas Filipino (OFC) segment
• Portfolio Profitability & Budgeting: Recommended acquisition strategies and managed multi-million peso advertising and promotion (A&P) budgets, focusing on strategic alliances to ensure long-term business profitability.
• Consumer Intelligence & Insights: Planned and executed consumer insight studies to decode core usage drivers, connecting the Globe Prepaid value proposition with evolving market needs.
• International Sales Synergy: Collaborated closely with the International Sales team to maximize in-venue selling opportunities and enhance the seafarer customer experience.
• Operational Excellence & Trade Validation:Conducted regular trade checks and post-mortem evaluations to validate sales concerns and optimize the performance of executed programs.
• Cross-Functional Team Mobilization: Activated frontline resources and led cross-functional support units to ensure the seamless execution of alliance programs.
• Brand Guardianship: Implemented stringent branding policies for the OFC business segment, ensuring Globe’s brand strength and imagery were maintained across all partner touchpoints.

Achievements:

• High-Impact Event Execution: Successfully implemented a nationwide series of Below-the-Line (BTL) alliance events, including the Model OFW of the Year Award (MOFYA), OWWA Family Day, and the Presidential Airport Salubong.
• Strategic Deal Closure: Partnered with the International Sales team to successfully close high-value institutional deals with the Department of Tourism, Ayala Malls, and the Professional Regulation Commission (PRC).
• Corporate Social Responsibility: Conceptualized and implemented the Free Crisis Call initiative in collaboration with OWWA to support Overseas Filipinos during critical periods.
• Target-Surpassing Growth: Achieved above-target activationsfor the Alliance Overseas Filipino Program (OFP), significantly expanding market share within the segment.
• Institutional Support & Logistics: Directed logistical support for the POEA, including the quarterly LLRA publication, strengthening Globe’s position as a preferred government partner.
• Market Advocacy: Developed and executed comprehensive branding campaigns that educated niche target audiences on product features, value-added benefits, and core brand values.

• Segment Leadership & Revenue Growth:Managed motorcycle oil sales segment, specifically ELF Motor Oil
• Strategic Market Alignment: Developed and executed comprehensive sales plans for the motorcycle oil segment, ensuring full alignment with corporate revenue and market-share objectives.
• Distribution Network Optimization: Built and maintained robust relationships with key motorcycle dealers, distributors, and retailers to maximize nationwide product availability.
• Channel Empowerment & Training: Provided technical product training and tactical support to sales teams and channel partners to sharpen selling skills and product knowledge.
• Competitive Intelligence: Monitored competitor dynamics and market shifts to engineer aggressive pricing strategies and promotional campaigns.
• Data-Driven Performance Analysis: Leveraged sales metrics and performance data to evaluate territory health and identify untapped areas for growth.
• Cross-Functional Collaboration: Partnered with the marketing team to design segment-specific collateral and campaigns tailored to the unique needs of the motorcycle community.
• Fiscal Reporting & Forecasting: Prepared executive-level sales reports, budgets, and forecasts to provide management with clear visibility into segment performance.

Achievements:

• OEM Market Entry: Successfully secured the Blaze Motortech account, marking the company’s first Motorcycle OEM (Original Equipment Manufacturer) partnership of 2009.
• Strategic Portfolio Pipelining: Successfully introduced and sustained the ELF Moto motorcycle oil line across tier-1 accounts, including Kymco Philippines, Access Plus, and Metro Motorbikes Corporation.
• Institutional Account Acquisition: Expanded the brand’s footprint by closing and managing high-volume accounts such as 2211 Works, Minerva Trading, T-Rex Marketing, and YRS Motorcycle Oils.Market Share Expansion: Spearheaded the growth of the motorcycle oil segment through a rigorous lead-generation framework, significantly increasing brand presence in a highly competitive landscape.
• Brand Visibility Advocacy: Represented the organization at major industry trade shows and conferences, successfully networking with key stakeholders to elevate the brand’s professional standing.

• Strategic Brand Architecture: Developed and executed multi-year growth strategies for the Phoenix brand, significantly enhancing market presence and business valuation.
• Integrated Marketing Planning: Partnered with the AVP of Fuels and Lubricants to engineer the annual corporate marketing plan across all consumer, commercial, and industrial segments.
• Profitability & Margin Optimization: Implemented sector-specific frameworks designed to protect gross margins and drive profitability within the high-volume industrial and commercial sectors.
• Channel Strategy & Sales Enablement: Devised specialized channel strategies to empower the nationwide sales force and optimize the performance of the distributor network.
• Product Portfolio Engineering: Led the end-to-end development of new lubricant products, utilizing market analysis to align the product lineup with evolving technical demands.
• Pricing Strategy & Market Analysis: Conducted rigorous competitive analysis to establish dynamic pricing models for the lubricants division, balancing market share with profitability.
• Nationwide Campaign Management: Orchestrated large-scale tactical promotions and marketing initiatives to accelerate business growth and capture regional market share.

Achievements

• Product Innovation & Launch: Successfully developed and brought to market DEO 40 Diesel Engine Oil, strategically expanding the lubricants portfolio into heavy-duty segments.
• Market Segment Penetration: Introduced a high-volume, 4-stroke variant for Phoenix Cyclomax Force, successfully capturing the value-conscious consumer segment and increasing total product offerings.
• Brand Identity Revitalization: Led a comprehensive labeling overhaul for all major lubricant product lines, significantly improving shelf presence and brand visibility.
• Flagship Campaign Success: Spearheaded the Phoenix Maiden Campaign, a high-profile brand launch that resulted in measurable gains in customer engagement and national brand awareness.
• Strategic Network Expansion: Oversaw the operational launch of five new retail stations, including the flagship Premiere Station in Luzon, marking a major milestone in the company’s geographic expansion.
• Franchise Development: Conceptualized and executed a series of franchise expos, successfully attracting key investors and expanding the brand’s retail network.

• Strategic Market Architecture: Developed fundamentally sound growth strategies for the HDEO market, focusing on high-revenue segments including public utility vehicles, commercial trucking, and industrial fleets.
• Global & Regional Alignment: Collaborated with global marketing teams and participated in Regional Working Teams to synchronize local initiatives with international brand directions.
• Portfolio Lifecycle Management: Utilized the PASMAP process to optimize the HDEO product line, identifying gaps, managing product terminations, and introducing new technical solutions to the market.
• Revenue & Margin Optimization: Engineered sector-specific strategies for consumer and industrial segments to simultaneously improve gross margins and total sales volume.
• Technical Product Development: Coordinated with Caltex Lubricants Technology (CLT) and manufacturing units to develop and evaluate next-generation lubricant formulations and packaging.
• Data-Driven Pricing & Insights: Conducted Usage, Awareness, and Image (UAI) surveys and pricing sensitivity research to establish competitive positioning and maximize profitability.
• Sales Force & Channel Enablement: Designed channel-specific programs for Caltex service stations and retail distributors, providing technical training for mechanics, dealers, and sales personnel.
• Field Engineering & Advocacy: Executed rigorous field tests to empirically demonstrate product performance and competitive advantages to key commercial stakeholders.

Achievements

• Global Brand Standards: Contributed to the strategic development of Global Brand Retail Standards for Delo, establishing the visual and operational benchmarks currently utilized in markets worldwide.
• Strategic Business Planning: Spearheaded annual business performance reviews for the HDEO category, utilizing deep-dive insights to formulate multi-year marketing roadmaps.
• High-Impact Brand Activations: Successfully implemented a suite of category-leading promotions, including the Delo Merchandising Blitz, Project Revolution Mystery Shopper, and the Delo Premium Bundling initiative.
• Niche Market Penetration: Developed and executed the Jeepney and FX Direct Marketing Program, capturing significant market share in the critical public transport sector.
• Infrastructure & Compliance: Ensured 100% compliance with international and local regulatory standards across all marketing and product development activities.

• Submits reports and analysis of promotions and brand performance to the Marlboro brand manager.
• Played a key role in achieving market leadership in the 18-29 year old target market of the cigarette industry as part of the Marlboro group.
• Conducts regular field visits with the sales force to ensure constant consumer and trade tracking.
• Assists in the development and approval of the yearly Marlboro marketing plan.
• Monitors and submits monthly reports on advertising and promotional budgets, as well as tracks purchase orders with Third Party Agencies and suppliers.
• Assisted the procurement department in overseeing project bidding and purchase order implementation.
• Supervises local and international suppliers for the production and delivery of thematic and promotional materials.
• Coordinates with trade marketing to deploy Marlboro merchandising materials to the distribution channels.
• Collaborates with Advertising and Third Party Agencies to implement Above and Below the Line projects for Marlboro.
• Manages media implementation in print, out of home, and cinema mediums for Marlboro.
• Implements post-promotion control procedures for internal audit reviews.
• Drives the implementation of Direct Mail projects, resulting in a database increase of 50,000 by the end of 2003.
• Acts as the point person for working with the events group in organizing major parties and Marlboro Bar Hops.
• Assisted the Marlboro Brand Manager in the successful launch of the Marlboro Lights Menthol Flip Top Box in October 2003.
• Accountable for coordinating with the main headquarters regarding the international travel of local winners of the Marlboro Adventure team and Marlboro Red Racing school.
• Implemented consumer promotions including the Get a Ride 2002 national raffle, Marlboro Adventure Team 2003, Marlboro Picture Packs, Marlboro Boot Lighter VAO promo pack Marlboro Lights Menthol buy 2 get 1 free promo pack, Marlboro Red Racing School, and Marlboro Leather Collection nationwide raffle.
• Team leader of the Philippine Marlboro Adventure Team to the Czech Republic in 2002 and selected as the Philip Morris Philippines representative in the MAT 2003 workshop in Zermatt, Switzerland.
• Conducted market research to identify opportunities for growth, resulting in new customer acquisition and increased revenue.

• Directly reported to the Brand Manager of the Cookies segment at Universal Robina Corp.
• Prepared the annual budget encompassing volume/value, sales targets, and advertising activities.
• Achieved record-breaking sales for the Cookies category within URC's Biscuit segment in 2002.
• Established URC's Presto Creams and Cream-O brands as market leaders in the cream-filled category.
• Developed and executed marketing objectives, strategies, and activities.
• Prepared monthly financial reports to evaluate sales and profit performance for the Cookies category.
• Led the conceptualization and development of new products for the Cookies segment.
• Spearheaded the successful re-launch of the Cream-O, Presto Creams, and Tic Tac Toe brands.
• Created the media campaign for the re-launch of the Cream-O and Presto Cream brands.
• Assisted in the conceptualization and launch of the Dewberry dual cream-filled cookie.
• Directly reported to the Brand Manager of the Cookies and Pretzel segment.
• Developed and implemented all marketing objectives, strategies, and activities.
• Led the comprehensive media campaign for the Cookies and Pretzels category.
• Maintained close coordination with technical departments for new product development.
• Monitored daily, monthly, and yearly sales, inventory, and distribution of the brand.
• Oversaw daily production and nationwide distribution of finished goods.
• Attained record-breaking sales in the Cookies category during June 2000 and December 2000.
• Successfully launched Universal Robina Corp's first Chocolate Chip cookie, "Rainbow Bites," achieving a 9% market share within the first 3 months.
• Played a key role as the lead proponent in the Omnibus Biscuits nationwide promotional activity, "Ready Get Set Collect," setting a record for the number of entries collected.
• Conceptualized and executed advertising and promotional activities for the Cookies Category.
• Conducted monthly competitive monitoring and analysis for the Cookies Category.
• Compiled and prepared monthly financial statements for the Cookies category.
• Acted as the point person for the downscale sales force within the Biscuits group.
• Coordinated closely with the technical group for new product dev.
• Fostered positive relationships with external vendors and agencies, ensuring deliverables were met on time and within budget.