VIANCA TAN
Makati City
Summary
A distinguished strategist with 18+ years across FMCG, travel, fashion, luxury, and beauty. Brings a refined mastery of Brand Marketing, Merchandising, Sales, and Operations, distinguished by a consistent record of delivering high-impact results. Elevates brand prestige and orchestrates sustained growth within sophisticated, collaborative environments. Seeks to lend expertise within a dynamic, collaborative setting, crafting considered, results-driven strategies that cultivate enduring growth.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Brand Retail Operations Lead
Philip Morris International - IQOS
10.2025 - 03.2026
- Handled Operations 34 IQOS retail stores in malls nationwide in three formats – boutique, islands as pop ups
- Fixed full year manpower assignments of 141 to 175 headcount nationwide with retail partners
- Responsible for creating the full year budget of retail operations from overall overhead expenses down to incentives and other expenses
- Arranged and executed full retail operations organizational chart and district assignments balancing all store formats and geographical proximities
- Led a team of 3 supervisors with 3 executives under their regions. Total of 11 PMI operations team member with 7 Area sales manager from the agency counterpart
- Coordinated with retail partnership in terms of distribution agreement and budget caps making sure all expenses are well monitored and accounted for
- Closely monitored all billings and operational expenses making sure that all spent are within the budget threshold
- Initiated in call mission compression to make sure all operational checklist are gone through in detail without missing any items while attending to some administrative ad hoc projects in the lead quarters
- Worked closely with audit in checking irregular items found in store that can be fraudulent by nature
- Worked closely with training team to ensure all downloads and trainings are simplified and grasp by all frontliners nationwide
- Conducted trainings in terms of grooming, engagement and product training to ensure all frontliners are equipped in educating our consumer about smoke free products
- Launched online training courses together with the training team in pushing a hybrid training arrangement to lessen manpower pullouts from the store
- Injected P&L per store to make sure all PMI executives are equipped in store management on an entrepreneurial lens
- Maintained an 88% NPS score throughout the end of 2025 and increased the NPS to 98% in Q1 2026
- Launched a 2D approach by frontliners in terms of the new IQOS store format making sure the engagement level of the two frontliners are maximized to ensure that a scientific approach
- Arranged and fill in blank positions and conducted interview to complete the entire retail operations team
- Coordinated closely with Infrastructure team to ensure smooth expansion of pop ups
- Rationalized and closed down non performing stores to ensure a healthy bottomline
Retail Director
Porsche Design
05.2025 - 10.2025
- Handled Porsche Design as the main brand and repositioned the brand as a premium lifestyle predominantly male apparel
- Created a full year rhythm of the brand in making sure the business is covered in all aspects in 360 – Branding, merchandising, marketing and operations
- Launched Treffen der Ikonen – German for gathering of icons showcasing the lifestyle apparel to the Porsche car enthusiast and collectors to be true to its design core. This is a media event partnered with global brands and attended by media and APAC executives. The event garnered almost 20 million media mileage making sure that Porsche Design as a brand is relevant in its own niche market scene
- Created Conversations, an annual business review with all frontliners making them part of the business strategies and educate the retail team in understanding the numbers that they bring in
- Fixed financials and bottomline by liquidating ageing items within the acceptable amount to make sure that the COGS and margins remain to be healthy
- Fixed ordering and set up a cap when bringing in collection by rationalizing sizes and limiting colors that would work in the PH market and would best represent the brand given the small format in line stores
- Executed a uniform visual merchandising guide in all stores nationwide making sure that each wall and focal area tells a story that enhances a upselling and full collection buys
- Created a pricing life cycle in the limited edition collection and fixed pricing in the core collection to protect and balance the margins
- Did negotiations with the principal in making sure the timing drops and rebalanced back orders that will not age and haggled for arrangements to make sure that the PH market will carry on items same with other Asian markets
- Reintroduced the possibility of having an outlet in PH to liquidate Asian market stocks to be managed by the principal
- Created a 3 year and 5 year financial plan to ensure partnerships and business continuity with German principal
- Reviewed and recalibrated pricing making sure to limit price tags to not more than 10 price points
- Eradicated lines that does not work in PH market like leather jackets and parkas and made sure that all items are suitable for the weather in PH
Senior Assistant Vice President for Operations
SM Retail (Baby Company)
07.2023 - 03.2025
- Led a corporate revamp, aligning business entities to reduce operational expenses by over 10% for 13 months.
- Streamlined assets and re-evaluated overhead costs, cutting unnecessary areas to reset the business with a clean slate.
- Spearheaded the creation of Baby Company’s first Product Knowledge Challenge, praised by SM Retail HR and Training as an innovative way to engage frontliners.
- Developed the first-ever Product Knowledge playbook, a key resource for Baby Company’s brand building, launching in Q4 2024.
- Led the streamlining of Fixed Assets and created an accurate company baseline, moving the department for improved workflow with other entities.
- Temporarily managed ecommerce and fulfillment warehouses, unifying backend support across four business entities for better alignment.
- Rationalized manpower in response to a merchandise shift, balancing overhead and optimizing fulfillment processes.
- Built a new leadership team for Operations, improving management and assignment across regions in line with SM Department Store’s structure.
- Contributed to UAT for electronic gift registry, AOS, and Adobe Commerce to automate sales activities, launching in Q4 2024.
- Managed Baby Company’s smooth transition into the Kids world environment, expanding the brand to a broader age range.
- Refined KPIs and KRAs for regional managers, clarifying roles and improving operational focus.
- Improved company finances through cost-benefit analysis, leading to the lowest operational costs to date.
- Organized the successful Grand Baby Fair in July 2024, exceeding the target by 5%.
- Worked with Business Development to rejoin contracts, legal documents, and system controls, ensuring better third-party agreements.
- Supported DPA and sustainability projects to ensure legal compliance and long-term success.
Channel Enablement Lead
Avon Cosmetics
04.2021 - 07.2023
- Led four divisions—Campaign Activation, Visual Merchandising, Item Data File, and Program Execution—at Avon PH, overseeing marketing programs and brochures across 92 branches nationwide, measuring promotion effectiveness monthly.
- Launched Avon’s first retail kiosk in Market Market in April 2021, marking the start of Avon’s retail business both locally and globally.
- Monitored the success of the Avon retail kiosk, presenting to potential to the APAC region and global teams, leading to the creation of a global retail kiosk look, guided by Turkey.
- Developed a business proposition for Avon’s retail expansion beyond traditional selling, resulting in multiple retail enrollments, 0.02% of total Avon representatives.
- Improved Avon PH’s representative acceptability by 12% through weekly service level monitoring and active engagement with channel team members.
- Led the nationwide execution of Avon’s new branding, with full implementation expected by Q4 2024.
- Supported major events like the Field Team and National Conferences, explaining Avon branding and ground-level support from the Channel Enablement team.
- Created a retail sales monitoring system with IT and accounting, producing real-time tracking for the retail kiosks and new earning models.
- Collaborated with other regions to share processes and best practices, helping mirror Avon PH’s retail approach in other areas.
- Participated in launching Anew’s Luminosity and Protinol luxury lines, applying a money-back guarantee in retail, resulting in zero returns due to product effectiveness.
- Managed retail execution areas in flagship stores to ensure a consistent look and feel for Avon retail store designs.
Senior Brand Manager
Primer Group of Companies
11.2013 - 03.2021
- Generated 2 billion in sales over 7 years, with an average bottom-line revenue of 18-23% across various brands, including footwear, action sports, and luxury luggage.
- Consistently achieved 8-12% year-on-year growth for each brand, managing businesses worth 60M to 600M by focusing on cost-effective strategies, limiting discounts, and driving new product sales.
- Achieved an average of 103% topline and 115% bottom-line performance over the past 7 years, with full responsibility for product launches and fast sell-through.
- Represented PH in merchandise buying and negotiated brand-building activities, product line exclusivity, and distribution agreements.
- Sold 123M worth of bags and travel gear during the 2020 pandemic, ensuring profitability and covering the division’s overhead costs.
- Increased e-commerce revenue from 11% to 34% in 2020 by optimizing marketplace and concept locations.
- Led the Philippines to win the Guinness World Record for the largest skateboarding parade in 2017, strengthening DC Shoes’ position as a hardcore skateboarding brand.
- Managed a team of 11 entry- and mid-level managers to drive profitability for brands targeting both shared and niche markets nationwide.
- Expanded DC Shoes’ brick-and-mortar business from 19 to 27 locations in 5 months, resulting in a 120% increase in top and bottom line with no upfront costs.
- Developed and presented annual, 3-year, and 5-year marketing plans to principals to ensure brand alignment in the Philippines with global guidelines.
- Oversaw P&L for all brands nationwide, driving omni-channel sales and ensuring profitable, cost-efficient brand activities.
- Executed successful events with consistent media exposure of at least 18 million, including the DC Skate Tour, Victorinox’s 30th Anniversary, and World Traveller’s FM Hotel event.
- Recognized with marketing awards from Quiksilver Boardriders APAC and nominated for Best Marketing Execution at the Victorinox APAC
Merchandising Manager
Rustan’s Commercial Corporation
02.2013 - 11.2013
- Negotiated with Acca Kappa and Diptyque principals to establish a vertical store channel, now successfully implemented by other brands as the fragrance industry standard.
- Reinforced the concept of layering scents as a staple practice for Annick Goutal, now widely adopted by other brands as the fragrance industry standard.
- Initiated acquisitions for L’Artisan, Maison Francis Kurkdjian, and Penhaligons, now available in Rustan’s niche stores and gaining popularity despite higher price points.
- Streamlined the fragrance portfolio, categorizing brands from luxury to ultra-prestige, focusing on the affluent 1% market.
- Led trade and space negotiations with Rustan’s Department Stores, positioning 14 fragrance brands as a cluster to promote higher-end fragrances over commercial ones.
- Conducted brand training for fragrance advisors, educating them on the history, notes, and emotions behind each luxury scent.
- Managed bi-annual merchandise buying for spring/summer and fall/winter, ensuring proper spotlight for each brand during launches.
- Executed marketing plans for all brands in the PH market, targeting the right affluent audience while maintaining brand standards.
Brand Manager
Vogue Concepts Inc.
07.2012 - 02.2013
- Managed Yves Rocher’s nationwide business, leading to the expansion of vertical stores in NCR, Visayas, and Mindanao.
- Set up proper warehousing for skincare and botanical products, ensuring product freshness and quality, with FIFO and batch code systems for better inventory handling.
- Acted as the main point of contact for principal training, stock replenishment, brand launches, and product training, ensuring alignment with global brand standards.
- Established a min-max cost system for consumables, preventing spoilage, and set up a quarterly buy to normalize stock rotation.
- Promoted beauty advisor training, ensuring their appearance matched the brand image, resulting in a 70% increase in makeup sales.
- Achieved over 100% sales growth, with a consistent 20% month-on-month increase due to rapid brick-and-mortar expansion.
- Organized Yves Rocher’s first traditional and digital press event during the Trinoma kiosk opening, generating over 10 million media impressions.
- Strengthened Yves Rocher’s brand positioning in the PH market as an accessible yet high-quality French beauty brand.
- Managed the brand’s P&L and A&P, ensuring business aligned with retail expansion needs.
- Monitored productivity per square meter and launched consumer promotions and beauty advisor activities, boosting sales by 50%.
- Collaborated with the principal on monthly window showcases to ensure brand compliance with merchandising standards.
Product Manager
Luxasia Incorporated
06.2006 - 06.2012
- Led the overall business of Shiseido from 2010, progressing from Assistant Sales Manager to Product Manager.
- Achieved 100M in sales, with a 70% skincare and 30% makeup split of core products.
- Maintained a consistent revenue ratio of 28%-32% from 2008-2010 by limiting discounts, delivering the best income among Luxasia brands.
- Sales-driven programs aimed at market share expansion with minimal price discounts.
- Led the “Seasons” theme campaign to rebrand Shiseido as suitable for all seasons, moving away from its older, fair-skinned perception.
- Automated data collection and empowered frontliners to maintain integrity in reporting.
- Trained Shiseido beauty consultants nationwide, optimizing their skills in skincare.
- Led the cosmetics line to capture market share and establish Shiseido as a leader in luxury skincare.
- Managed monthly stock replenishments, OTB, and principal communications.
- Oversaw P&L and A&P for Shiseido nationwide, ensuring income for both the principal and Luxasia.
- Gathered competitor data to support Shiseido’s joint ventures with Luxasia and LVMH, contributing to the creation of L Beauty under Luxasia.
- Supported Benefit Cosmetics’ market entry by analyzing cosmetics data and targeting millennial consumers.
- Led the cosmetics and skincare market research to support LVMH’s joint venture in the Philippines.
- Managed the integration of Shiseido’s SKUs into Luxasia’s WMS/AP system for total skincare and cosmetics.
- Coordinated stock orders, new product launches, and POSM renewals, enhancing Shiseido’s branding.
- Pioneered Shiseido’s social media marketing strategy on Facebook and Twitter, ahead of HQ’s plan.
- Served as the brand ambassador, coordinating with beauty editors and bloggers on product launches and new skincare technologies.
- Conceptualized and planned the “140 Years of Shiseido” event in 2012 to connect the brand’s heritage with the Philippine audience.
- Launched video-supported workshops to expand brand exposure online.
- Led counter improvements and ensured all team members embodied the Shiseido brand standards in cleanliness, grooming, and store management.
- Maintained steady growth despite stock challenges caused by the Fukushima disaster, managing press releases and damage control with the principals.
- Managed Shiseido beauty consultants, monitored stock movement, and created strategic sales plans to capture skincare and cosmetics market share.
Area Manager, Visayas
GfK
05.2005 - 06.2006
- Conducted market research on consumer electronics, white lines, brown lines, and digital mobile in the Visayas region to support business presentations and explain market trends.
- Provided accurate data that disproved claims by other mobile brands about being the top in the country, leading to a global case win.
- Contributed to successful studies comparing Sony Bravia with Samsung AV and Nokia with competitors like Motorola, Samsung, O2, and Blackberry, helping drive the rise of touch screen and flip phones.
Education
Diploma course - International Law and Foreign Service
Ateneo de Manila University
01-2005
Bachelor of Arts - Major in Consular and Diplomatic Affairs
De La Salle - College of St. Benilde
Manila, NCR, PH01-2005
Bachelor of Science - Major in Chemical Engineering
De La Salle University
Manila, NCR, PH01-2002
Bachelor of Science - Major in Chemistry
De La Salle University
Manila, NCR, PHHigh School Diploma - undefined
Chiang Kai Shek College
Manila, NCR, PH01-2000
Skills
- Overall Process Improvement
- Brand management
- Solutions provider and goal oriented
- Data-driven strategic planning
- Profit and Loss and cost benefit analysis
- Strong interpersonal skills and adaptable
- Strategic Marketing
- Critical Thinking and Analytical
- Exceptional Organizational skills
- Operational efficiency
- Workforce management
Accomplishments
Guinness World Record title holder of the Largest Skateboarding parade in 2017
Regional Marketing award winner consistently from 2015 - 17 for DC Shoes Philippines
Highest productivity for skincare category per square meter in Ayala Group and dominating the skincare category across PH on first to reach 100M
Consistent revenue growth year on year in all categories of all the brands handled over the years
Certification
- GOOGLE FUNDAMENTALS OF CREATING AND CUSTOMIZING EFFECTIVE SHOPPING CAMPAIGN, with Certificate July 2020
- GOOGLE FUNDAMENTALS OF DIGITAL MARKETING, with Certificate May 2020
- GUINNESS WORLD RECORD LARGEST SKATEBOARDING PARADE, DC SHOES PHILIPPINES, with Certificate June 2017
- Http://www.GUINNESSWORLDRECORDS.COM/WORLD-RECORDS/LARGEST-SKATEBOARD-PARADE/
Languages
English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Intermediate (B1)
Timeline
Brand Retail Operations Lead
Philip Morris International - IQOS
10.2025 - 03.2026
Retail Director
Porsche Design
05.2025 - 10.2025
Senior Assistant Vice President for Operations
SM Retail (Baby Company)
07.2023 - 03.2025
Channel Enablement Lead
Avon Cosmetics
04.2021 - 07.2023
Senior Brand Manager
Primer Group of Companies
11.2013 - 03.2021
Merchandising Manager
Rustan’s Commercial Corporation
02.2013 - 11.2013
Brand Manager
Vogue Concepts Inc.
07.2012 - 02.2013
Product Manager
Luxasia Incorporated
06.2006 - 06.2012
Area Manager, Visayas
GfK
05.2005 - 06.2006
Bachelor of Arts - Major in Consular and Diplomatic Affairs
De La Salle - College of St. Benilde
Bachelor of Science - Major in Chemical Engineering
De La Salle University
Bachelor of Science - Major in Chemistry
De La Salle University
High School Diploma - undefined
Chiang Kai Shek College
Diploma course - International Law and Foreign Service
Ateneo de Manila University