JOSE NICANDRO CENIZA ATIENZA
Cabuyao, Province Of Laguna
Summary
With 29 years of experience in the poultry industry, including a significant tenure at a poultry integration company, I have developed a strong foundation in broiler production and animal health. After completing my university education, I joined San Miguel Foods, Inc., where I started in broiler production and later transitioned to the animal health department. This extensive experience has provided me with a solid background in poultry production and technical expertise. In 2006, I joined Merial Philippines to contribute my expertise in the technical and marketing aspects of the poultry business. Recognized for exceptional performance, I was promoted to the role of Business Manager for Philippine operations and later for Southeast Asia operations. Since 2018, I have been serving as the Commercial Director at Olmix Asia, consistently making valuable contributions to the company's success.
Overview
29
29
years of professional experience
Work History
Commercial Director
Olmix Asia/ Olmix Philippines Incorporated
01.2018 - Current
- Increased sales revenue by developing and implementing strategic sales and marketing plans, and achieving profitability targets.
- Provided extensive leadership by effectively communicating strategic goals and plans.
- Coordinated cross-functional teams to ensure on-time delivery of services, maintaining positive client relationships.
- Implemented efficient processes for lead generation and management, optimizing sales conversion rates.
- Developed annual budgets based on historical data analysis and projected growth objectives.
- Mentored junior staff members by sharing insights on best practices, fostering professional growth within the organization.
- Initiated cost-saving initiatives across various areas of operation without compromising quality or service levels.
- Evaluated competitor strategies in order to proactively adapt marketing tactics for continued success.
- Remained composed and highly professional in fast-paced and constantly changing environment, effectively handling challenging situations and difficult individuals to achieve objectives.
Head of Avian Business‐ CWD‐ Southeast Asia Countries
Merial Asia Private Limited
01.2012 - 10.2017
- Lead the achievement of sales and business operating income targets of CWD Avian Business Southeast Asia Cluster.
- Preparation of the sales and business operating income budgets, which includes long range operating plans, based on existing performance, product introductions and relevant industry information.
- Determination of product pricing and pricing strategies, aligned with product margin targets, and implement adjustments as needed.
- Preparation of business and marketing strategies, for the countries to implement and modify, taking into account the suitability to local conditions.
- Determination and implementation of Key Account Management programs and activities.
- Monitor and follow up of the roll out of business and technical and marketing programs, including the implementation of VTS initiatives.
- Liaison between the company and the Distributors, ensuring concerns are addressed and resolved in a timely manner.
- Provision of insights and information to global team of the specific needs, and business opportunities in the Southeast Asia market.
- Collation and analysis of market and industry information and trends, and profiling of competitor products and activities.
Avian Business Manager
Merial Philippines, Inc.
03.2009 - 06.2012
- Led the business in attaining sales and business operating income targets
- Prepared the sales budget in relation to current performance and industry trends.
- Managed appropriated budget for various marketing, advertising and promotional activities
- Determination of product pricing and pricing strategies aligned with product margin expectations, with benchmarking to existing products in the market.
- Prepared product forecast and requirements, with reference to sales trends, and on‐going marketing and selling activities.
- Created marketing and selling strategies to achieve and surpass business objectives, which includes determination of new products for introduction in the market.
- Analyzed business and sales performance to determine areas of strength and implemented corrective actions as needed.
- Prepared VTS budget and managed the utilization of the approved budget.
- Led the Commercial Excellence Project of Avian Business‐ CODB Determination for Key Accounts, including the strategies and activities related to Key Account Management.
- Provided technical assistance to various clients, from farm management to provision of vaccination and medication programs and evaluation of current health programs.
- Provided technical training for the Sales Team which is done to enhance their knowledge on various diseases and related topics which are valuable tools to help in their selling activities.
- Served as the official representative of Merial Philippines to local and international exposition and symposia.
Avian Technical and Marketing Manager
Merial Philippines, Inc.
08.2006 - 02.2009
- Led the provision of technical assistance to Key Customers which includes provision of vaccination and medication protocols, and evaluation existing health programs.
- Conducted farm visits as part of the flock evaluation process and finding are subsequently used as basis in the recommendations.
- Prepared product trial protocols which are used as integral component of the introduction of new products to target customers
- In coordination with the Sales Team, trial monitoring and data collection are also done.
- Trial results are then consolidated for presentation and discussion with customers.
- Provided technical training to the Sales Team.
- The training focuses on key diseases and how products will fit in the flock health programs.
- Took the lead in the creation and implementation of marketing activities aligned with expense budget.
- Coordinated participation and other activities during trade shows, symposia and conventions.
- Prepared product brochures‐ from data and content consolidation, brochure design and production
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Poultry Health Specialist
San Miguel Foods, Inc.
01.2002 - 07.2006
- Formulated the health programs for the broiler and breeding operations, in coordination with the rest of the Animal Health Team.
- Identified potential disease problems including determination of causative and predisposing factors.
- Did the retrospective analyses of disease incidences to identify possible patterns based on geography, management practices, micro- environment and quality of farm inputs in an operations‐ wide level.
- Analyzed broiler production performance and ensure compliance to health and welfare programs, including diligent use of antibiotics.
- Analyzed breeder product performance and ensure compliance to the overall health programs.
- Implemented hatchery audits to check compliance to hatchery vaccination protocols.
- Analyzed of disease outbreaks to identify causative agents and predisposing factors and subsequently prepare action plans for implementation by the Farm Operations Team.
- Monitored and evaluated of the Food Safety Programs at the hatchery, farm and dressing plant level.
- Provided of technical updates on disease and disease control measures to the Farm Operations Team of an area with aggregated production of close to 300 million broilers annually.
- Conducted trials to evaluate new products such as vitamin/ mineral supplement, antibiotics, anti- coccidial drugs, disinfectant and other animal health products.
- Helped in the evaluation and assessment of the suitability of tunnel ventilated houses in various areas‐ compared to conventional housing systems
- Technical supervision of the Farm Operations Team‐ Luzon Operations
Broiler Production Specialist
San Miguel Foods, Inc.
06.1995 - 12.2001
- Provided assistance in all aspects of broiler production to contract growing farms through regular farm visits.
- Ensured the implementation of the recommended husbandry and farm management practices.
- Ensured compliance to the biosecurity set up, farm cleaning and disinfection, brooding and brooding set up and feeding and watering management.
- Reinforced the implementation of the recommended medication and vaccination programs in all contract growing farms.
- Evaluated the quality of major inputs in broiler production‐ chick and feeds, through monitoring of performance indices.
- Updated the company on the status of broiler farms during regularly weekly meetings and through the accomplishment of the individual flock performance report
- Served as the liaison between San Miguel Foods, Inc and the Contract Grower partner
- Took the lead in safeguarding company inputs‐ day old chicks, feeds and vaccines of the farms within my area of responsibility
Education
Doctor of Veterinary Medicine -
University of The Philippines At Los Banos
Los Banos, Province Of Laguna, Philippines01-1995
Skills
- Working in cross cultural and multi‐national environment
- Dependable and Responsible
- Time Management
- Attention to Detail
- Flexible and Adaptable
- Critical Thinking
- Excellent Communication
- Computer Skills
- Active Listening
Continuing Education
- Strategy and Entrepreneurship Essentials, EM Lyon Business School, Lyon, France, 09/01/16, 06/30/17
- Evolution Centre for Leadership, Training the Future Leaders, Right Management, Paris, France, 06/17/14, 06/19/14
- Minitab Training and Analysis, Valeocon for Merial Asia, Bangkok, Thailand, 05/07/14, 05/08/14
- International Poultry Health Short Course, University of Georgia, Athens, Georgia, 01/31/14, 02/04/14
- Commercial Excellence‐ Green Belt Training, Valeocon for Merial Asia, Shanghai, China, 07/16/13, 07/19/13
- Strategy Implementation and Leadership Essentials Training, Hongkong University of Science and Technology, Hong Kong, 04/23/12, 04/26/12
- Commercial Excellence Training, Taipei, Taiwan, 08/01/11
- Enterprise‐ Wide Risk Management, Asian Institute of Management (AIM), 07/01/09
- Basic Management Program, Asian Institute of Management (AIM), 11/10/08, 11/28/08
Languages
English
Filipino
PERSONAL DETAILS
Birthdate: March 15, 1972
Civil Status: Married
Spouse: Claudine
Children: Monica- 31, Arielle- 30, Bea- 28, Joshua- 25
Timeline
Commercial Director
Olmix Asia/ Olmix Philippines Incorporated
01.2018 - Current
Head of Avian Business‐ CWD‐ Southeast Asia Countries
Merial Asia Private Limited
01.2012 - 10.2017
Avian Business Manager
Merial Philippines, Inc.
03.2009 - 06.2012
Avian Technical and Marketing Manager
Merial Philippines, Inc.
08.2006 - 02.2009
Poultry Health Specialist
San Miguel Foods, Inc.
01.2002 - 07.2006
Broiler Production Specialist
San Miguel Foods, Inc.
06.1995 - 12.2001
Doctor of Veterinary Medicine -
University of The Philippines At Los Banos
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