Ralph Julius Villanueva

• Part of the company's Management Committee, which is primarily responsible for the execution of the company's strategic goals and objectives
• Awarded as the First Ever Director of the Year Award for the company
• Served as the Acting Chief Commercial Officer (OIC) from August to November 2023 and was instrumental in achieving a +32% growth in GMV for CY 2023
• Responsible for delivery of FY Revenue, growth, and gross margin targets
• Leads team performance and development plans, handling a group of Business Unit Managers and Senior/ Brand Activation Managers who handle the E-commerce businesses of the biggest FMCG Companies in the Philippines
• Enables top-to-top alignment with key brand and platform partners to define medium to long term ambition and strategies
• Negotiates contract renewal, commercial trading terms and other tripartite agreements tailor-fitted to growth plans
• Manages full year resources such as budget, manpower and business structure, tech support allocation to deliver shared business objectives
• Establishes cross-functional processes and ways of collaboration with internal and external stakeholders

• Spearheaded the creation of new streams of revenues (18% of total sales, +PhP 77M) by introducing and establishing new channels including General Trade (via Distributors and Wholesalers), Other Chain Drugstores (net of Mercury Drug and Watsons), Supermarkets and Department Stores.
• Grew the E-Commerce Business of the Company by 10x (from PhP 800k in 2020 to PhP 8M in 2021) through listing in new digital platforms, improving promotional offerings and assortment and increasing engagements with shoppers.
• Initiated new processes and tools which are designed to achieve efficiencies and create a structured approach in various facets of the business including, but not limited to the following: Basic Call Procedure, Gross-to-Net/ Trade Spend Management, Returns Policy, Sales Reporting and Tools, Must Stock List, Merchandising Guidelines, Volume vs. Margins Analysis, Sales Database, Trading Term Review and Business Review Flow, Onboarding Procedure for New Employees and many more.
• Reduced manpower/ sales headcount by 10 people and saved the company close to PhP 500k per month without affecting business performance.
• Generated savings amounting to PhP 5M per year through deliberate TTA review and alignment, cancellation of ineffective trade spend and conversion of non-working spend to working spend

• Led the nationwide sales team members to achieve sales targets and distribution objectives.
• Developed and implemented effective sales strategies.
• Ensured achievement of company’s profitability targets through efficient management of trade spends by implementing trade programs that fall within the agreed cost to sales ratio.
• Established productive and professional relationships with key personnel in assigned customer accounts.
• Monitored and analyzed performance metrics and suggested improvements in managing both internal and distributor KPIs
• Improved sales team capabilities through training.

• Instrumental in delivering the highest growth rate (+25%) and revenue achievement (PhP 546M) for the Channel (Modern Trade Supermarket, Department Stores, Membership Club and Convenience Stores) in 2018 in the history of GSK Consumer Healthcare Philippines.
• Grew 13 out of 15 accounts in the Channel with all Key Accounts Managers exceeding targets.
• Delivered phenomenal growth for key brands: Sensodyne (+36%), Polident (+53%) and Scotts (+32%).
• Achieved Trade Spend Targets (~30%) including RTV % (~3%).
• Led in ensuring GSK’s presence in 1,022 Supermarkets, 38 Department Stores and 3,295 Convenience Stores.

• Became one of the first Filipinos from the sales team of GSK Consumer Health to be sent abroad for the Talent Exchange Program of GSK Consumer Healthcare Philippines.

• Was assigned in the biggest market of GSK in Southeast Asia (Malaysia) to handle Guardian, the biggest drugstore chain in Malaysia and Brunei.

• Was instrumental in enabling GSK to be recognized as the Supplier of the Year by Guardian for the first time ever in the history of the company.

• Grew Gross Sales by +20% and Net Sales by +17% with phenomenal growth rates in wellness, oral care, nutritional and skin categories.

• Awarded as the Overall Employee of the Year of the Whole Company after steering the Drugstore Chain (Biggest channel of the company which constituted more than 50% of the business in the Philippines) towards phenomenal achievement of key sales metrics.

• Reversed the decline of Mercury Drug (biggest account of the company) the previous Year through people, strategy and operations improvement.
• Improved GSK’s relationship with the key personnel of MDC and was responsible in improving sell-out in MDC branches.
• Improved Sales Structure by launching the Trade Development Representative Program.

• Achieved huge improvements in the Net Revenue of the SM Group (Supervalue, Super SM, Savemore, Watsons, Waltermart, Alfamart and Baby Company) and delivered highest growth (+47%) in the history of the company for these accounts.

• Hugely instrumental in growing GSK Consumer's business in General Trade in Bicol Region, Cavite and Palawan.
• Handled three regional distributors and was responsible for achieving assortment, merchandising, reach and net sales deliverables.

• Handled Philips' business in General Trade in Southern Tagalog (the biggest region outside NCR) and Bicol Region.
• As the youngest Distributor Manager in the company, I bagged several awards for bringing Philips’ products in non-conventional channels e.g. Supermarkets, Convenience stores, Groceries, Sari-sari stores versus its usual distribution channels (hardwares and builders).

• Responsible in managing UL Distribution in a region in Mindanao

• Started the project of distributing UL products in Siargao Islands by crafting and implementing a sub-distributorship program.