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On-SiteRemoteHybridLocation: Quezon City, Metro ManilaNorth LuzonGMA
Open to relocation: Yes
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FRED A. RAÑA III
Customer Development Manager
Quezon City
Work Preference
Summary
Customer Development Manager experienced in driving account operations, distributor partnerships, and trade development initiatives aligned with AOP targets and budget objectives. Delivered volume and revenue growth across various channels, including modern trade and e-commerce, through strategic account management and cross-functional coordination with retail partners. Focused on enhancing customer engagement and satisfaction while demonstrating expertise in strategic planning and team leadership.
Qualified Customer Development Manager with proven background in developing and maintaining strong customer relationships. Successfully spearheaded initiatives to enhance customer engagement and satisfaction. Demonstrated expertise in strategic planning and team leadership.
Experienced with driving customer-focused initiatives to enhance satisfaction and loyalty. Utilizes strategic planning and relationship-building skills to foster long-term client engagements. Track record of effective team leadership and adaptability in dynamic environments.
Customer development professional with strong focus on team collaboration and achieving results. Adept at identifying growth opportunities, fostering client relationships, and driving strategic initiatives. Known for adaptability and reliability, with skills in market analysis, communication, and project management. Prepared to make significant impact by aligning efforts with business goals and responding to changing needs effectively.
Overview
20
20
years of professional experience
Work History
Customer Development Manager
DEL MONTE PHILIPPINES, INC.
Taguig , Metro Manila
01.2020 - 09.2026
- Customer Development Manager driving volume growth, revenue performance, account operations, trade strategy execution, and distribution development across modern trade, e-commerce, CVS, and emerging channels. Managed strategic retail and distributor partnerships including SM, Robinsons, Shopwise, The Market Place, Puregold, Landmark, South Supermarket, Marina Sales Inc., and Great Deals E-Commerce.
- Aligned account operations for modern trade accounts across CVS, emerging channels, e-commerce, and major retail chains, achieving AOP targets.
- Exceeded AOP targets by delivering 196% achievement in the Tomato Sauce category for Del Monte E-commerce in YTD 2020.
- Drove 154% achievement versus AOP in the Spaghetti Sauce category through focused account execution and online channel development in YTD 2020.
- Delivered 154% achievement versus AOP in the 100% Pineapple Juice category by supporting trade execution and distributor coordination for e-commerce growth.
- Accelerated sell-in growth to 643% versus year-ago performance as of YTD November 2020, strengthening Del Monte’s e-commerce channel presence.
- Achieved 157% sell-in performance versus YTD DF as of November 2020 by aligning account plans with customer development priorities and trade targets.
- Executed trade and customer development initiatives in alignment with company strategic plans, advancing account priorities.
- Coordinated with retail chains and distributor partners to enhance distribution coverage and improve merchandising visibility.
Regional Sales Supervisor
PHOENIX PUBLISHING, INC. and SIBS PUBLISHING, INC.
Quezon City, Metro Manila
03.2014 - 12.2019
- Led regional sales growth and market expansion across Regions 1, 2, and CAR by securing textbook adoptions, expanding territories, and developing high-performing sales team, enhancing market presence.
- Recognized as Market Penetration Awardee of the Year for four consecutive years from 2016 to 2019.
- Exceeded regional sales targets, achieving a 10% increase in annual revenue through strategic initiatives.
- Managed and mentored 6 educational sales representatives, enhancing team productivity and contributing to improved sales performance.
Key Account Executive
GINEBRA SAN MIGUEL INC.
08.2008 - 02.2014
- Received Account Executive of the Year recognition from 2010 to 2013.
- Built relationships with key account personnel to enhance account plans and execute strategies.
- Secured 5 new outlets/accounts weekly by identifying customer needs and expansion opportunities.
- Cultivated strong relationships with key account personnel to drive effective execution of account plans and strategies.
- Penetrated 5 outlets/accounts weekly by identifying customer needs and expansion opportunities.
Account Specialist
SAN MIGUEL BREWERY INC.
04.2006 - 03.2008
- Coordinated integrated sales operations for key trade customers in Makati City and Sta. Ana Manila, ensuring alignment with San Miguel portfolio selling objectives.
- Sustained high distribution levels to capture sales opportunities and tracked competitive activity to inform business recommendations.
- Coordinated with sales and logistics teams to enhance delivery and fulfillment workflows.
- Monitored receivables and followed up on collections to achieve timely invoice resolution.
- Coordinated with sales and logistics teams to streamline delivery and fulfillment workflows.
Education
Bachelor of Science - Management
Colegio de San Juan de Letran
Intramuros Manila01-2003
Skills
Customer Development Modern Trade Account Operations Trade Strategy Channel Execution Distributor Management AOP Delivery Revenue growth Merchandising Execution Distribution Expansion Retailer Partnerships Business Reviews Team Leadership
Microsoft Office; Business reporting; Account presentations; negotiation; Stakeholder coordination; Driver’s license
Continuous improvement
Teamwork and collaboration
Multitasking Abilities
Trade marketing
Agility
Driving license
Project management
Sales optimization
Data-driven decision making
CRM proficiency
Performance tracking
Brand positioning
Additional Information
- Mr. Joepet Oribello
Del Monte Philippines, Inc
Customer Development Sales Manager
0917.8774108 / 0918.9134414
- Mr. Gats Castillo
Del Monte Philippines, Inc
National Sales Operations Manager
0917.3218338 / 0917.1455300
- Ms. Cynthia Bitancur
Del Monte Philippines, Inc
Customer Development Manager
0917.1002934 / 0998.9881895
- Ms. Angela Denise Urriquia - Correa
Del Monte Philippines, Inc
Human Resource
0917.6201314
TRAINING
Basic Selling Skills Workshop; Account Specialist Sales Orientation; Guest Service Relations; MS Basic Excel; MS Advance Excel; Fleet Safety Driving Clinic;
Timeline
Customer Development Manager
DEL MONTE PHILIPPINES, INC.
01.2020 - 09.2026
Regional Sales Supervisor
PHOENIX PUBLISHING, INC. and SIBS PUBLISHING, INC.
03.2014 - 12.2019
Key Account Executive
GINEBRA SAN MIGUEL INC.
08.2008 - 02.2014
Account Specialist
SAN MIGUEL BREWERY INC.
04.2006 - 03.2008
Bachelor of Science - Management
Colegio de San Juan de Letran