Post on 10-Aug-2015
ROGIE U. DELEÑA, ME 728-‐C Ideal Street corner East Street, Brgy. Addi$on Hills, Mandaluyong City
09177286565 rj.delena@yahoo.com
Over twenty years of experience in marke,ng, human resources, and engineering across leading fast moving consumer goods companies. Proven track record in innova2on, pioneering ideas and improving opera&onal effec&veness. With excellent skills to design promo&onal concepts, consumer’s ac&va&on, and product launch. Has substan'al experience in delivering best prac*ce methodologies, which yielded award-‐winning innova)ons that achieved cost-‐efficiency. A systema)c and crea)ve marke&ng/engineering professional who has passion for crea%ng a compe%%ve advantage to execute plans which drive business objec.ves and results.
Coca-‐Cola Far East Ltd 2009 – 2015 The world’s largest beverage company, refreshing consumers with more than 500 company and bo<ling partners with more than 500 sparkling and s)ll brands. Market Execu,on Manager for Mul, Brands
Lead in brand development and execute field marke*ng programs and ac*vi!es that drive achievement of business objec1ves, create buzz awareness, drive consumer and trade engagement opportuni%es, and sampling in key markets. Establish strategy to achieve Brand Ac,va,on Objec,ve(s) that includes: reach of target market and delivery of brand message, awareness and trial genera9on.
Key Accomplishments:
• Led the Personalized Coke (Share a Coke) ac%va%on in 73 venues (malls and supermarkets/ convenience stores) na(onwide for 143 days in simultaneous events in all three ac0va0ng venues and achieved an increase of 300% sales profit in selected venues.
• Authored and implemented Coca-‐Cola Drive Cycle Planning System that managed the flow of informa(on to Field Sales in the simplest, uncomplicated, abridged yet comprehensive manner that convert brand, category, channel strategies or customer plans/programs into a priori%zed set of instruc#ons for field execu#on thereby gaining the business target in 2009-‐2011 and won Grand Prize in the Coca-‐Cola President’s Cup in 2009.
• Led and organized the team that implemented the record-‐breaking consumer ac/va/on program, Coca-‐Cola 100 years Celebra&on, that became the 2013 grand winner in the Coca-‐Cola President’s Cup which included the following programs:
o Coca-‐Cola Bingo Isang Daang Pasasalamat -‐ 500 barangays na+onwide, average of 20 in a day with sales of over 3,000% per Bingo Ac8va8on
o Coca-‐Cola Happiness Truck – 120 GMA barangays giving out over 200k surprises to consumers and orphans in a period of just 15 days
o Coke on Us -‐ simultaneous 3-‐hour na(onwide sampling with unprecedented 3.8 million hits
o Concert ng Bayan – 13-‐hour concert with 13 bands/ar(sts at SM MOA Concert Ground with 4 simultaneous concerts and live streaming in SM Lipa, SM Baguio, SM Cebu and SM Davao a.rac1ng double the expected audience
o Coca-‐Cola Apprecia,on Week – brought food and music to 100 Coca-‐Cola partner accounts
• Evaluated and addressed Coke exclusivity opportuni4es of Philippine Fiestas via organiza&on of Coke Food Strips in 2009 and achieved double-‐digit year-‐on-‐year volume growth through
CAREER SUMMARY
WORK EXPERIENCE
expansion of number of fiestas (from 12 to 28) supported. This was achieved without increase in budget costs and efficient use of collaterals with successful nego+a+ons from fiesta organizers.
Nestle Philippines, Inc. 2004 – 2008 Maka$, Philippines The world’s leading Nutri3on, Health and Wellness manufacturing company. Marke&ng Promo&on and Events Manager Lead in the brand connec-on of “BIG IDEA” in execu-ng ac-va-on campaign plans across consumer touch points. Develop execu%on of the ac%va"on plan -‐ align, interface and coordinate with internal stakeholders as well as external contacts such as suppliers, service providers, crea5ve agencies and PR agencies. Key Accomplishments:
• As part of the Nestle Philippines, Inc. Business on Wheels (BOW) program, conceptualized the tools and vehicle on how to ensure delivery and distribu3on of products into small eateries/carinderias, normally not reachable by standard vehicles. Program started with 50 vehicles and has to-‐date been expanded to 400 units.
• Successfully conceptualized, along with a team, the breakthrough Choose Nestle, Choose Wellness Campaign and orderly implemented the internal launches of the campaign into factories that became a pla0orm of the corporate campaign.
Recruitment and Training Manager 2001 – 2004 Manages the recruitment and selection of potential candidates, conducts and analyzes exit interviews. Handles campus recruitment and student-‐trainee programs. Organizes competency training programs and 30-‐minute lunch break training sessions. Key Accomplishments:
• Designed an innova&ve campus recruitment programs that resulted to significant improvement of preferred employer status amongst new graduates from rank 7 to rank 2.
• Implemented a Student Internship Program that ensured incoming interns have iden0fied projects with corresponding expecta/ons and support. 100% of students who joined the program rated the Student Internship Program Excellent in year 2001-‐2004.
Safety, Health and Environment Manager 2000 – 2001 Cabuyao Factory, Philippines Manages the Safety, Health and Environment (SH&E) of Nestle Cabuyao Factory employees and environmental sustainability, safeguard Safety and Health through Zero-‐accident mindset and ensure low cost operations via Nestle energy saving strategies. Key Accomplishments:
• Authored and led the implementa0on of the award-‐winning Nestle Philippines, Inc. Greening the Supply Chain Program. Nestlé Philippines was the Gold recipient of the Environmental Excellence award at the 1st Asian CSR Awards in 2003 for it’s Greening the Supply Chain (GSC) project (Asian Institute of Management Center for Corporate Social Responsibility, 2003). Eventually in 2003, the project promoted environmental sustainability within and outside the corners of Nestlé. GSC project increased knowledge about the pressing issues of the society and a venue for companies to collaborate and integrate their environmental policies that aim reduction of energy consumption and equipment optimization.
PT Nestlé Indonesia 1998 – 2000 Corporate Safety, Health and Environment Manager Expatriate in Jakarta, Indonesia Manages the Corporate Safety, Health and Environment (SH&E) of the 5 factories, sales offices and one head office of Nestlé Indonesia. Creates corporate safety/environmental programs for employees and its stakeholders.
Nestlé Philippines, Inc. 1993 – 1997 Industrial Services Supervisor Alabang Factory, Philippines Supervises and plan for preventive maintenance of the following equipment: coffee ground incinerator that coverts energy, waster water treatment plants, boilers, air handling units, water systems, compressed air and others. Industrial Technology Development Institute, DOST 1990 – 1993 Taguig, Philippines Science Research Specialist Lead Research and Development programs on materials essential to the development of industries. Generate scientific data and information in the field of materials science and engineering for the dissemination/publication in scientific/technical journals in the Philippines and overseas.
Philippine Christian University/St. Paul’s University 1988 – 1990 Manila, Philippines Instructor Teaches calculus, algebra, physics, and earth science in the following colleges: Computer Science, Nursing and Arts & Communication Assumption College 1986 – 1988 Iloilo City, Philippines Instructor Teaches mathematics, science and arts to elementary (Grades 2 – 6) and high school (First and Second Year) students
University of Iloilo 1981 – 1986 Scholar – Bachelor of Science in Mechanical Engineering
University of Magdeburg, Germany 2000 Scholar – Environmental Engineering and Management System (3-‐month course) University of the Philippines (Diliman), Quezon City 1994 -‐ 1996 Scholar – With Units in Masters of Science in Environmental Engineering West Visayas State University, Iloilo City 1986 -‐ 1988 Scholar – With Units in Masters of Arts in Teaching
Mechanical Engineer PRC # 34308 1987 Civil Service (Passed) 1988
EDUCATION
CONTINUING EDUCATION
PROFESSIONAL LICENSURE