MARIA SOPHIA CLARISA D. APILADO
Summary
Results-driven management professional with focus on team collaboration and achieving goals. Skilled in project execution, strategic planning, and resource management. Flexible and reliable, capable of adapting to changing needs and delivering consistent results. Strong communication, leadership, and problem-solving abilities.
Overview
16
16
years of professional experience
Work History
Channel Execution Manager
Universal Robina Corporation
08.2021 - Current
- Ensured smooth and on-time implementation of national programs and activities for the assigned channel
- Provided trade insights in the pre-planning of activities to ensure activity is workable in the channel
- Gatekept the national execution process ensuring on-time delivery and execution
- Coordinated with internal and external partners in executing planned national activities
- Looked at process improvements and cost efficiencies
- Program Committee Lead, National Sales Conference 2025
- Program Committee Member, National Sales Conference 2023 and 2024
- Giveaways Committee Member, National Sales Conference 2022
Field Execution Manager
Universal Robina Corporation
10.2020 - 07.2021
- Supported three sales groups to ensure full availment of their promo allocation
- Monitored and triggered follow-through's to achieve on-time placement of new products in the covered accounts
- Provided back-end support and strategy insights to implement account-specific programs
Associate Category Manager
Del Monte Philippines, Inc.
11.2019 - 09.2020
- Covered Packaged Fruits Category and Contadina Brand
- Enhanced category performance by analyzing sales data and translating Brand plans to strategic trade plans
- Collaborated with cross-functional teams, including Brand Marketing, Finance, and Supply Chain to support the achievement of overall category objectives
- Monitored new product pipelining in targeted channels/accounts
- Prepared forecast data for new products and critical SKUs
Business Development Manager
Century Pacific Food, Inc.
02.2019 - 11.2019
- Covered the company business for Canned Meat, Canned and Powdered Milk Categories and other emerging brands in Puregold, one of the biggest retailers in the Philippines
- Ensured sales target achievement by crafting in-store promotions that will drive sell-in volume and generate offtake and maintained healthy order skewing week on week
- Facilitated regular communication with clients to ensure their needs were met, fostering long-lasting relationships built on trust and mutual respect.
- Coordinated with account representatives, Trade Marketing, Logistics, Brand Marketing, and third-party agencies for new product launches and trade promo requirements, deliveries, and execution monitoring
- Conducted regular store visits and coordination with the merchandising team to ensure high store score achievement based on the set parameters in terms of availability, visibility, promotions, and share of shelf
Category Supervisor
Century Pacific Food, Inc.
09.2016 - 01.2019
- Covered the Total Milk Division and Emerging Brands
- Ensured category sales achievement by coordinating with Brand Marketing with regard to their brand campaigns, programs, budget allocation, and new product launches
- Coordinated with Modern Trade and General Trade Sales teams and with In-Store Activation Field Assistants to ensure smooth implementation of programs on trade
- Evaluated the efficiency and effectivity of the execution programs in terms of cost, sales achievement, and acquired distribution level
Category Development Associate
RFM Corporation
05.2013 - 09.2016
- Covered the RTD Beverages and Milk, Pasta and Baking Mixes Category as well as provided support for the sellling and distribution of Dole products
- Ensured category sales achievement by coordinating with Brand Marketing and crafting and implementing tailor-fit programs
- Coordinated with Field Trade Activation Associates, Area Promo Associates, and sales people to ensure promo execution in the trade and gather feedback and trade information
- Spearheaded preparation for trade convention participations
- Facilitated special projects such as distribution drives in opportunistic channels (i.e. public market) and activations in on-premise channels (i.e. Holy Week bus terminal selling activity, house-to-house selling)
Trade Marketing Associate
Universal Robina Corporation
01.2010 - 05.2013
- Covered RTD Beverage products
- Aligned with Brand Marketing in order to prepare trade plans with the goal to achieve category growth
- Coordinated with third party agencies for manpower and material requirements of bundling promos
- Supported launches of new products through provision of sales kits and communicating channel plans, pricing, and USP to the Sales
- Generated sales data and industry information and providing analysis and action plans during Monthly Operational Reviews or Sales and Marketing Alignment meetings
- Program Committee Member, National Sales Conference, 2011
Activations Assistant
Fonterra Brands Phils, Inc.
06.2009 - 01.2010
- Coordinated with third-party agencies and Trade Marketing department for the Anlene Bone Scanning and Anchor Health and Wellness Activations
- Ensured the availability of stocks and materials needed for the activations and selling activities in the booths
- Conducted spot checks in participating accounts to ensure seamless execution of activations
- Project Head, Fonterra Foodservices’ Cheese Ideation Session (Oct 30, 2009)
Education
Bachelor of Science - Business Management
Ateneo De Manila University
Quezon City, Philippinnes03-2009
Skills
- People Management
- Excellent Project Management
- Process Improvement
- Microsoft Office
- Nielsen
- In-store Execution
- Knowledge of FMCG systems and processes
- Collaboration with cross-functional departments
- Attention to detail
- Driving
Freelance Experience
- Article Writer, 01/01/17, 12/31/19
- Copywriter, 01/01/17, 12/31/19
- On-the-day Events Coordinator, 01/01/17, Present
Training
- Insights Into Action, June 2023
- Mansmith New Selling Science and Mechanics, June 2019
- Advanced Microsoft Excel with Charts and Dashboards Training, March 2018
- 7 Habits of Highly Effective People, 2017
- Nielsen Answers Training, February 2016
- Winning Promotions and Merchandising Programs, May 2013
- Effective Business Writing Workshop, July 2012
- Basic Management Program, February 2012
Timeline
Channel Execution Manager
Universal Robina Corporation
08.2021 - Current
Field Execution Manager
Universal Robina Corporation
10.2020 - 07.2021
Associate Category Manager
Del Monte Philippines, Inc.
11.2019 - 09.2020
Business Development Manager
Century Pacific Food, Inc.
02.2019 - 11.2019
Category Supervisor
Century Pacific Food, Inc.
09.2016 - 01.2019
Category Development Associate
RFM Corporation
05.2013 - 09.2016
Trade Marketing Associate
Universal Robina Corporation
01.2010 - 05.2013
Activations Assistant
Fonterra Brands Phils, Inc.
06.2009 - 01.2010
Bachelor of Science - Business Management
Ateneo De Manila University
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