JOANN RAYCO
RETAIL TRADE EXECUTION HEAD
Quezon City
Summary
Pursuing a role that presents professional challenges and leverages interpersonal skills, effective time management, and problem-solving expertise.
Overview
24
24
years of professional experience
4
4
years of post-secondary education
Work History
Retail Trade Execution Head
Republic Biscuit Corporation
1 2023 - Current
- Supports Trade Marketing on trade initiatives objectives by giving the trade a voice in the development of category plans and programs via sound inputs and execution guidelines
- Supports Field Sales Group by navigating the review and analysis of initiatives execution results, sales fundamentals (Depth of Distribution, NPD Penetration, Share of Space, On Shelf Availability / In-stock, and Freshness) by identifying gaps/opportunities and recommend gap closure plans
- Ensures that monthly objectives and priorities reach the merchandisers at the store level along with the necessary visual guides for on time, fast and strong execution
- Drives Third Party Agency (TPA ) performance and ensures they are meeting if not exceeding the Service Level Agreements anchored on their KRA’s and KPI’s
- Ensures that Retail Operations Group and TPA services on board follows standard work system processes nationwide
- Ensures consistent availability and deployment of TPA operations supplies provided by Retail Operations Group
- Ensures orderly and systematic flow of administrative work and report consolidation and review within Retail Operations Group back office operations
- Conducts fieldwork / trade check to check on execution of initiatives and Sales fundamentals
- Role is internally titled as Retail Operations Head.
Merchandising Manager
Republic Biscuit Corporation
07.2017 - 12.2022
Merchandising Supervisor
Republic Biscuit Corporation
07.2007 - 06.2017
Merchandising Associate
Republic Biscuit Corporation
05.2005 - 06.2007
Market Researcher
Republic Biscuit Corporation
03.2001 - 02.2005
Research Analyst
Republic Biscuit Corporation
07.2000 - 02.2001
Education
Bachelor in Applied Statistics -
Polytechnic University of the Philippines
06.1996 - 05.2000
Skills
Temporary Placement
Promotional Activity Execution Management
Merchandising Development & Management and Negotiation
Office Management
Project Management
With knowledge in Product Sales Distribution
With working background in Advertising/Promotion Development & Management
Organization and Time Management
Supervision and leadership
Teamwork and Collaboration
Customer Service
Multitasking
Accomplishments
- Headed the development of the On Shelf Availability Program
- Lead the development of OSA Tracking, reading, and analysis
- Captain of the Visibility Metrics Program
- Developed a Visibility Metric Tool that aims to assess effectiveness of current merchandising and packaging schemes in attracting attention and motivating purchase.
- Partner in designing the Service Level Agreement of the Department and 3rd Party Agencies for Merchandisers.
- Identified KPI’s that are appropriately linked to pre-identified KRA’s, and through the KRA's and KPI's, identify substandard performance of Third Party Agencies and establish ground rules for sanctions/penalties, and at the same time rewards system.
- Collaborator in crafting for Visibility defense
- Helped in designing different plan-o-gram illustrations with basis on each option and presented it to Sales Management and Brand Management Group
Business Leadership Competencies
- Managing Change
- Communication
- Strategic Leadership
- Leading Teams
- Developing & Motivating Talent
- Managing Performance
- Managing Resources
- Problem Solving & Decision Making
Timeline
Merchandising Manager
Republic Biscuit Corporation
07.2017 - 12.2022
Merchandising Supervisor
Republic Biscuit Corporation
07.2007 - 06.2017
Merchandising Associate
Republic Biscuit Corporation
05.2005 - 06.2007
Market Researcher
Republic Biscuit Corporation
03.2001 - 02.2005
Research Analyst
Republic Biscuit Corporation
07.2000 - 02.2001
Bachelor in Applied Statistics -
Polytechnic University of the Philippines
06.1996 - 05.2000
Retail Trade Execution Head
Republic Biscuit Corporation
1 2023 - Current
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