Summary
Overview
Work History
Education
Skills
Timeline
Generic
Michael Alico

Michael Alico

Dasmariñas City

Summary

Dynamic Assistant Market Intelligence Manager at Vinda SEA Philippines, skilled in sales and trade marketing. Proven track record in expanding market reach and enhancing product offerings, driving significant revenue growth through effective account management and promotional planning. Adept at fostering strong trade relationships and executing impactful sales strategies.

Overview

11
11
years of professional experience

Work History

Assistant Market Intelligence Manager

Vinda SEA Philippines
08.2020 - Current
  • Managed retail key accounts, including Robinsons, Shopwise, The Marketplace, Waltermart, and Landers.
    Opened new accounts to expand market reach and increase revenue.
    Listed new items in trade channels to enhance product offerings.
    Collaborated with stakeholders to ensure effective account management and growth.
  • Comprehend retail trade channel dynamics, formulate and execute sales strategies across 4 key areas (ranging & distribution, shelf management, promotion compliance, trade partnership)
  • Identified business opportunities by engaging directly with customers.
    Established strong trade relationships to foster collaboration and trust.
    Conducted ongoing business reviews with key customers to assess needs and gaps.
  • Maximize returns on trade investments through effective cost-to-sales management and trading term oversight.
  • Collaborate with cross-functional departments (Distributor and Marketing) to formulate action plans that drive growth
  • Perform promotion planning to ensure promotion effectiveness.
  • Executing business plans, distribution strategies, target volumes, and share growth.
  • Ensuring forecast accuracy while sustaining optimal buffer stock levels at trade level
  • Ensuring effective execution of promotion activities and plans across 4 key areas

Key Accounts Manager

Pepsi Cola Products Philippines Inc.
Mandaluyong City
08.2021 - 07.2024
  • Develop, lead, monitor and coordinate (with all concerned functional groups) business plans and programs of my assigned territory/accounts in Metro Manila.
  • Handling Modern Trade key accounts specifically drugstore, distributor, tertiary and secondary Supermarkets and Non-Chain Group Accounts with centralized system of transactions like Mercury Drugstore, Ever Supermarket, Divimart, Unimart, Cash & Carry, and Pioneer.
  • Develop new accounts and strengthen partnership with existing accounts to grow volume and revenue.
  • Open required number of accounts/outlets to reach distribution targets and achieve assigned sales volume targets.
  • Sell to and merchandise all assigned accounts applying the trade execution standards to create and drive sales opportunities.
  • Sell-in and execute trade marketing activities as planned, then monitor and ensure productivity of trade marketing activities.
  • Manage and control A/R, Marketing Spending and other Financial Resources of all accounts assigned to attain productivity targets.
  • Create and develop promo schemes or marketing programs to support the accounts and to generate volume that will help achieved the assigned target volume of the accounts.
  • Daily trade visit to territory/accounts assigned to monitor the implemented trade execution and marketing programs.
  • Check availability, quality, affordability, and visibility of products in the outlets.
  • Lead a team of Field Coordinators and Merchandisers that was assigned to my accounts, they are directly reporting to me sending reports and relaying problems and concerns of the outlets.

Territory Sales Executive

AB Heineken Philippines Inc.
Imus
10.2019 - 12.2020
  • Handled General Trade focusing on Wholesalers and Sari Sari stores within the assigned area in Cavite.
  • Led a team to grow the business in my assigned territory by managing and opening new and existing accounts.
  • Grow market share of ABHP brands.
  • Improve distribution, availability, and presence of our brands in the territory.
  • Conceptualize and execute brand building and volume generating activations, and events.
  • Connect with consumers and generate insights to improve the brand.
  • Manage resources to win in the trade profitably.
  • Develop winning relationships with customers, distributors, and third-party partners that result to preferred partnerships.
  • Consistently achieve monthly and annual targets.

Account Manager

Spark Apps Technologies Inc.
Dasmariñas
04.2019 - 09.2019
  • Generate and develop new accounts through sales and marketing campaign.
  • Determine IT requirements of the clients through courtesy meeting and visit.
  • Develop proposal that will meet client needs and budget.
  • Determine key factors and implement account strategy to close the deals.
  • Regular visit on clients for product update and conduct management and technical review sessions with clients.
  • Establish and maintain customer relationship with client.
  • Preparing reports on a weekly basis to the Sales Manager on all sales and marketing campaigns conducted in each of the accounts and territories.

Sales Associate

Security Bank Corporation
Dasmariñas
07.2018 - 01.2019
  • Maximizing income potential from corporate, SME, and individual clients through ongoing relationship development.
  • Identifying and acquiring new clients through marketing, networking, and referrals to grow portfolio.
  • Demonstrating value of our banking services to clients through professional presentations.
  • Adhering to give each client maximum attention via face-to-face meeting and phone calls.
  • Overseeing the management of credit application processes to ensure that we remain compliant.
  • Prepares daily, weekly, and monthly report of sales and marketing activities for monitoring and documentation purposes.

Loans Specialist

Eastwest Rural Bank Inc.
Dasmariñas
06.2017 - 05.2018
  • Part of a team designated for marketing the product of the bank all over Cavite area that would bring in a significant number of clients.
  • Assigned as a collector of past due account in various areas in Cavite.
  • Receives and evaluates loan application and supporting documents to ensure validity and authenticity of documents.
  • Processes loans and ensures proper enrollment to the system for effective and efficient loan monitoring.
  • Prepares and submit loan reports such as portfolio, PAR and Past Due, and projected loan releases for monitoring purposes.
  • Communicate regularly with clients as part of account monitoring and to promote client retention campaign.

Stockman

Gerry's Grill Restaurant & Bar
Dasmariñas
03.2016 - 03.2017
  • Responsible for managing the stocks and raw materials of the resto for daily production.
  • Forecasting of raw products to be ordered for the daily production.
  • Ordering of raw materials to the suppliers and proper receiving of the delivered raw products.
  • Proper cleaning and packaging of the raw materials then proper placement in the storeroom.
  • Monitoring of shelf life of the raw products and proper labelling including their expiration date.
  • Encoding of the delivered products in the system for proper reconciliation of purchases.

RDU Clerk

Waltermart Supermarket Inc.
General Trias
11.2014 - 01.2015
  • Collaborate with procurement staff to list expected deliveries.
  • Receive shipments and sign paperwork upon receipt.
  • Inspect contents to ensure they are undamaged.
  • Verify packages according to order and invoices (quality, quantity, price etc.).
  • Assume responsibility for returning unsatisfactory shipments or receiving replacements.
  • Maintain accurate records and assist in inventory control.

Education

Bachelor of Science - Agribusiness Management

De La Salle University
Dasmariñas, Cavite
04.2014

Skills

  • Business development
  • Strategic negotiation
  • Fieldwork expertise
  • Client acquisition
  • Sales & marketing
  • Market analysis
  • Trade marketing
  • Account management
  • Data interpretation
  • Promotional planning

Timeline

Key Accounts Manager

Pepsi Cola Products Philippines Inc.
08.2021 - 07.2024

Assistant Market Intelligence Manager

Vinda SEA Philippines
08.2020 - Current

Territory Sales Executive

AB Heineken Philippines Inc.
10.2019 - 12.2020

Account Manager

Spark Apps Technologies Inc.
04.2019 - 09.2019

Sales Associate

Security Bank Corporation
07.2018 - 01.2019

Loans Specialist

Eastwest Rural Bank Inc.
06.2017 - 05.2018

Stockman

Gerry's Grill Restaurant & Bar
03.2016 - 03.2017

RDU Clerk

Waltermart Supermarket Inc.
11.2014 - 01.2015

Bachelor of Science - Agribusiness Management

De La Salle University

Similar Profiles

CREATE PROFILE
Michael Alico