CARMELA CASTRO
Summary
Dedicated professional (Registered Pharmacist, Philippines) with a history of meeting company goals utilizing consistent and organized practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organizational retail category of Vitamins, Supplements & Facial Mass Skincare. Innovative Trade Marketing with experience of delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies in accordance with company's goals. Results-oriented and collaborative professional bringing expertise in brand management in digital space. Detail-oriented, attentive and decisive leader. Implements strategic and tactical trade marketing campaigns to drive engagement and sales. Bringing solid history of success in boosting program operations efficiency, conversion rates and performance to support sustain growth. Well-versed in both online and traditional marketing approaches. Proactive and achievement-oriented bringing more than 12 years of trade marketing and leadership experience in retail industry. . Organized and dependable candidate successful at managing multiple priorities with a positive attitude. Ability to handle multiple projects simultaneously with a high degree of accuracy. To seek and maintain full-time position that offers professional challenges utilizing interpersonal skills, excellent time management and problem-solving skills.
Overview
13
13
years of professional experience
Work History
Trade Marketing Manager
Suntory Beverage & Food Asia
05.2023 - Current
- Developed strategies to improve and maximize trade investment ROI by completing promotional analysis and validating against expected results.
- Monitored and evaluated programs and activities to measure effectiveness and recommend improvements.
- Managed and motivated team of 3 trade marketing executives.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Developed creative presentations, trend reports, kitted assets, and product data sheets.
- Managed budget allocation and resource utilization to maximize marketing ROI.
- Conducted market research to identify new opportunities and target markets.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Devised content strategy to effectively engage target audiences.
- Collaborated with merchandising team on creating differentiated in-store experiences through unique merchandising and collateral opportunities.
- Helped develop opportunities of seasonal programs and marketing programs to achieve retail needs and maximize sell-through derive analytical data to counter competitor's aggressive promotions
- Monitored and evaluated shopper engagement programs and activities to measure effectiveness and recommend improvements to achieve target ROI
Trade Marketing Manager/Ecommerce Lead, Trade Marketing Manager
GSK, SG
03.2020 - 02.2023
- Developed strategies to improve and maximize trade investment ROI by completing promotional analysis and validating against expected results
- To market GSK brands to retailers and channels, leading go-to market strategy to drive sustainable, profitable growth.
- Own, develop and deploy 4P strategy across all channels and customers for Brand/Category, aligned to total company and brand strategy, to drive execution excellence in stores including joint business plan resulting on year on year uplift with brands like Panadol and Caltrate.
- Initiate and lead the Sales and Marketing Activity Calendar in the areas of NPD, promotions and campaigns aligned with the 3>1 plan. Ensures that the annual sales and marketing activity calendar translated into customer specific activities.
- Ensures that all planned NPD, campaigns and customer activities are executed on time in full and within the budget.
- Lead category management with key customers.
- Manages and ensures efficient use of Trade Marketing funds for Brand/Category.
- Monitor, analyze and evaluate market trends, shopper insights and competitor activities. Drive category and brand strategy through insightful analysis, growth opportunities identification in customer reviews and business development.
- Lead promotional and NPD evaluation and provides recommendations to all relevant stakeholders.
- Measured marketing program effectiveness via regular monitoring of KPIs
- Created trade marketing strategies to communicate strategies to team members
- Devised product pricing strategies and trade marketing investments to support growth
- Monitored and evaluated shopper's programs and activities to measure effectiveness and recommend improvements
- Ecommerce Lead SG:
- Led total Digital Commerce business of GSK (B2B, B2C, D2C).
- Handled negotiations with Shopee, Lazada, Redmart, Amazon, Foodpanda and ecommerce enabler/distributor.
- In-charge of Performance Marketing, digital content creation and analysis to derive plans and strategy on brands like Panadol, Sensodyne, Centrum, Caltrate and Scott’s.
- Designed GTM strategy derived fr data analysis.
- Growth acceleration through successful activation and new product launches.
- Coordinated with design and media teams to develop high-quality creative assets
- Launched successful digital marketing campaigns t achieved goals for increased website traffic- Performance Marketing
- Captured new customers by optimizing business strategies and launching products to diversify offerings
- Analyzed and reported on KPIs to validate and demonstrate success of trade marketing campaigns
- Managed budget allocation and resource utilization to maximize marketing ROI
- Improved website visibility through development and implementation of SEO strategies in on & off-platform
Senior Key Account Executive
Pfizer PFE Pte. Ltd
01.2017 - 02.2020
- Responsible for driving sales growth through Key Account Management on assigned channels with high single digit growth year-on-year
- Category or planogram management, sales analysis/insights, review of distribution to meet business objectives and to capitalize on market share.
- Built and maintained strong client relationships to drive business growth
- Facilitated strategic meetings with key stakeholders to understand customer needs and develop action plans during joint business planning
- Created sales forecasts to target daily, monthly and yearly objectives
- Developed and delivered presentations to key customers to position products and services
- Analyzed sales and customer data to identify trends and opportunities for increased profitability
- Improved account management by predicting potential competitive threats and outlining proactive solutions
- Performed effectively in self-directed work environment, managing day-to-day operations and decisions
- Worked with sales team to collaboratively reach targets, consistently meeting or exceeding personal quotas
- Selected correct products based on customer needs, product specifications and applicable regulations
- Fostered lasting relationships with customers through effective communication and quick response, resulting in long-term loyalty and expanded client base
- Achieved or exceeded company-defined sales quotas
- Facilitated strategic meetings with key stakeholders to understand customer needs and develop action plans
Senior Buyer
Watson’s Personal Care Stores Pte Ltd
03.2016 - 12.2016
- Understand consumers’ needs and wants; analyze their evolving shopping and buying patterns to increase sales and market share.
- Keep abreast with market trends and respond appropriately, and anticipate/forecast future trend.
- Handled Facial Mass Skin Care and Vitamins Category. Achieving double digit grow in market share.
- Build right product assortment to optimize sales and space productivity.
- Manage new product launch; review existing merchandise to ensure competitiveness.
- Manage stock level from forecasting to adjustment in response to operational needs to ensure optimal supply
- Work closely with relevant internal and external parties on activities to build brand awareness of new products, rejuvenate sales of slow moving products and to drive sales for existing products.
- Analyzed inventory usage and assessed trends to provide maximum coverage for each time period
- Liaise with Marketing Dept / Supply Chain Dept / Operations Dept to ensure smooth business execution.
- Negotiation with suppliers for better product assortment, better costing and support for A & P programs.
- Performed extensive vendor and supplier research to identify cost-effective options and product availability
- Forecasted purchasing trends and improved merchandising strategies
- Built long-term supplier relationships with vendors to establish quality and competitive pricing
- Developed and improved account relationships
- Analyzed sales and inventory data to determine purchasing needs and reorder points
- Researched and identified new suppliers and vendors
- Monitored and analyzed sales records, trends, or economic conditions to anticipate consumer buying pattern
- Negotiated policies and contracts with vendors to achieve optimal pricing and consistent availability
- Established relationships with vendors to secure competitive pricing and discounts
Merchandising Manager
Btfl.ly Pte Ltd
05.2015 - 02.2016
- Developed and implemented successful strategies to increase sales and profits
- Monitor and review competitor trade activities.
- Monitored inventory levels and made necessary adjustments to maximize sales and profits
- Meet suppliers, maintain relationship and negotiate in terms of trade agreement, promotion, campaign and collaboration for a strategic joint business plans.
- Researched new vendors, acquired samples and negotiated merchandise deals
- Plan events and strategy with marketing team in relation to assign category for successful outcome to meet set target.
Avenza
Product Manager
(July 2014 to April 2015)
Key responsibilities:
Maintaining of marketing strategies to meet agreed company growth objectives.
To oversee marketing advertising and promotional matters and activities on assigned brands.
Responsible for marketing company products and services.
Demonstrate technical marketing skills and company product knowledge.
Develop marketing plans in conjunction with sales department.
Buyer
Watson’s Personal Care Stores Pte Ltd
08.2010 - 05.2014
- Handle vitamins, supplements and slimming category.
- Wide negotiation and procurement of merchandise to suppliers.
- Manage relations with supplier, forecast sales, planning, allocation and strategic distribution of merchandise in store.
- Generated growth and profit by developing lucrative new accounts.
- Plans strategy with merchandising manager to acquire exclusive tie-up, products and promotions.
- Strategic planning of products location in-store.
- Built long-term supplier relationships with vendors to establish quality and competitive pricing
- Watson’s Personal Care Stores Pte Ltd
- Management Trainee
- (August 2010 up to July 2011)
- Intensive program which will undergoes several training and exposure composed of rotation in store operation, supply chain department and buying department to enhance one’s potential and capabilities.
- Key responsibilities:
- Formulate effective retail buying strategy through pricing, category management and exclusive brands collaboration
- Buying with customer focus.
- Building effective product range that will derive more sales
- Establish and maintain effective supplier relationships.
- Conduct product training for health specialist assign in health concept store.
- New product sourcing.
Education
Bachelor of Science - Pharmacy
Our Lady of Fatima University
Philippines03.2004
Skills
- Multitasking
- Dependable and Responsible
- Quality Assurance
- Analytical Thinking
- Time Management
- MS Office
- Networking
- Data Management
- Problem Resolution
- Teamwork and Collaboration
- Task Prioritization
Timeline
Trade Marketing Manager
Suntory Beverage & Food Asia
05.2023 - Current
Trade Marketing Manager/Ecommerce Lead, Trade Marketing Manager
GSK, SG
03.2020 - 02.2023
Senior Key Account Executive
Pfizer PFE Pte. Ltd
01.2017 - 02.2020
Senior Buyer
Watson’s Personal Care Stores Pte Ltd
03.2016 - 12.2016
Merchandising Manager
Btfl.ly Pte Ltd
05.2015 - 02.2016
Buyer
Watson’s Personal Care Stores Pte Ltd
08.2010 - 05.2014
Bachelor of Science - Pharmacy
Our Lady of Fatima University
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