Johanna Erika Borja, MBA

An innovative Sales and Marketing leader with nine years of experience in the Fast-Moving Consumer Industry providing strategic, tactical, and effective programs to both the accounts and the company.

NiselsenIQ: Practical Category Management

• Saw the opportunity and advantages of transitioning the national key accounts into a direct supplier. In charge of transitioning the six largest national key accounts into a direct supplier.
• Implemented several point-of-purchase materials that are aligned with the above-the-line marketing campaigns.
• The first salesman to negotiate to increase the current share-of-shelves in Robinsons and Puregold. Being the highest brand with SOS in the beauty segment.
• Improved the contribution margin for all the accounts handled.
• Pipelined almost 30 new products to the assigned accounts with the minimum cost required.
• Provide SOP and basic call procedures for national key accounts that are still being implemented.
• Created the structure for the national key accounts and provided the job description and KPI/KRA for each position.
• Headed big events such as Vanity Fair, Tindahan ni Aling Puring Convention and Philippine Seven Fun Run.
• All accounts handled grew by double-digit for both in-market sales and sales to trade, even higher than the industry growth.
• Created and placed exclusive promos for each of the accounts based on the channel and category.
• Improved the accounts receivable and decreased the hanging balances from almost 60%.

Growth Performer of the Year [2016-2021]

Brand Performer of the Year [2017, 2018, 2019 and 2020]

Consider It Done Award [2018]

Growth Performer of the Year [2016-2021]

Brand Performer of the Year [2017, 2018, 2019 and 2020]

Consider It Done Award [2018]