cv rico ramon lavalle

Rico Ramon B. Lavalle City Address: Lot 3 Block 4 Citi Plaza 2 Residencia, Tandang Sora Ave, Quezon City

[email protected] ; [email protected]

0917-3022026

It has always been my objective and aspiration to be of value to the Organization that I

belong when it comes to Revenue Generation, Operation and Sales Management.

Coming from the lowest position there is in a Sales Organization, my career has

progressed and evolved over the past two decades and was eventually entrusted Senior

Sales Management and General Management roles in Fast Moving Consumer Goods

and the Publishing Industry.

The evolution of my roles brought about applied competencies in Strategic

Management, Financial Analysis, Forecasting, Business to Business Model of Selling,

Retail Sales Management, Marketing, Events Management, Inventory Management

and Supply Chain operation, Client Relation and Account Development. On the

Human Capital aspect of operation, Sales Training, Organization Staffing and

Development are the competencies that I have developed.

I am a believer in the furtherance of education and learning. Through the years, I have

endeavored to enrich my knowledge and skills through formal and informal training

environments.

I have significantly contributed to the Organizations that I belonged to and it is my

intent to be further significant to the Organizations that I can be with in the future.



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Senior Level – Sales and General Management Senior and Entrepreneurial Executive with more than 20 years of experience in

managing sales, operations, personnel and merchandising at district, regional and

corporate levels for both start up and established distributorship and manufacturing

companies

Strategic Planning / Forecasting / Financial Analysis / P&L Management / Sales and Business Development /Inventory and Supply Management / Presentation and Training / Client Relation / Key Account Management

/ Staff Development and Motivation

PROFESSIONAL WORK EXPERIENCE

October, 2016

to Present

Dermpharma Incorporated

Sales Director

After turning around the business of the Michael L. Patt Company, Inc., I was

promoted as Sales Director of the Holding Company, Dermpharma Incorporated.

Under the office of the Sales Director are two Companies, JLC Miller & Company

Inc and Michael L. Patt Company Inc, each headed by their respective National

Sales Managers. Combined, the two Companies have 148 Sales Associates.

Upon assumption of the new Role, I designed and spearheaded the Annual

Operating Planning Process for Yr 2017 anchored on the following.

Formulation of the Overarching Corporate Strategy of the Sales

Organization

Formulation of the Strategic Imperatives of each Subsidiary to

mobilize the Overarching Strategy

Formulation of the Strategic Initiatives to operationalize the

Strategic Imperatives geared towards:

o Building Expertise

o Capacity Enhancement

o Intensified Trade Marketing Program

o Distribution Expansion

o Revenue and Budget Management

o Trading Term improvement



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July 11, 2016

to September,

2016

April 11, 2016

to July 30,

2016

Budget structure for Yr 2017

Further, I represent the Sales Organization as the Business Process Expert in the

design and blue-printing of enterprise processes as the Company is moving towards

automation through SAP

Michael L. Patt Company. Inc

Sales and Marketing Senior Manager

Michael L. Patt Company, Inc is the Distribution and Marketing subsidiary of

Dermpharma Incorporated in the General Trade Channel. It’s modern trade

counterpart is JLC Miller and Company Inc, a separate and legal subsidiary. The

Brands and Products of the Company are Minoxidil Regroe, Dermplus Sun

Protection Lotion, Gluta Advance and Gluta White and Firm personal care products

and Pregroe Hair Thickening products.

As the Sales and Marketing Senior Manager, I was tasked to lead the Organization

in making the products available in the General Trade Channel nationwide through

a robust distribution system in partnership with 3rd

Party Distributor Partners and

responsive marketing programs.

The Company was operating on a Net Loss for two years due to limited products

for distribution and weak distribution and trade marketing strategy. After two

months in the operation, the Company posted monthly positive net operating

income. Net Loss was reduced and managed.

The turnaround in the profit story was driven by introduction of additional products

for distribution in the relevant channel, remodeling of the distribution strategy by

identifying the right product for the right channel, appointment and realignment of

Distributor’s areas of coverage and intensive product knowledge training for the

Sales Complement of the Partner Distributors

Jelma Philippines Incorporated

Management Consult

Jelma Philippines, Inc., is the solely Licensed Importer and Distributor of White

Flower Embrocation in the Philippines for over 50 years. The main distribution

channel are major drugstore chains in the Country with sporadic presence in

Supermarket and General Trade Accounts.



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November 1,

2015 to

Present

For the Company to more competitive and for the business to be future-proof, I was

commissioned by Management to dissect the Sales and Marketing value chain and

recommend strategic programs and initiatives for implementation.

The programs that are being undertaken covers the following:

Organizational Design and Structure

Competency and Skills Mapping

Scorecard-based Performance Evaluation

Forecasting and Business Planning with emphasis on

o Revenue Projection

o Cost to Sales Management

o Distribution

Reach

Retail Performance Standard

o Business Building Programs

Revision and Polishing of the Route to Market

Key Account Management

Distributor Management

Sales trainings were also conducted to bridge the competency gaps.

Lifestyles Philippines Incorporated

Executive Director

Lifestyles is Canada-based Multi-level Marketing Company with a mission to

provide health and wellness solutions to help people live better every day.

Founded 26 years ago in Canada, the Company has been in the business in the

Philippines the past 17 years.

The Executive Director Position is fourth in the Ladder of Success of the

Organization which I coveted a month after joining the Company. It was achieved

by building my organization composed of nine frontlines through consistent

mentoring and persistence in formal and informal presentation anchored on Health,

Opportunity and Experience.

Though not active in recruitment anymore, I still earn significant passive income

out of my active Frontlines and through direct selling.



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November,

2011 to August

2015

July 16, 2009 –

November,

2011

Rex Book Store Incorporated

General Manager

Institutional Sales and Distribution

With the strategic decision to optimize Net Income from different profit centers and

to manage cost, I was tasked to take the post of General Manager of Institutional

Sales and Distribution.

Our main business proposition is to sell educational materials to Schools,

Government and other retail institutions anchored on competencies in Sales and

Promotion Management, Budget Management and Inventory Management.

The Organization’s value is being measured in Terms of Progressive Profitability,

Revenue Growth, Market Share Growth and Customer Satisfaction and manifested

in the following Key indicators over the past 5 years:

Increase in Net Income Before Tax from 14% to 22%

24% cumulative revenue growth

Reduced cost of selling operation from 52% to 47%

Market Share improvement from 22% to 34%

Increase in Preferred Supplier Rating from 42% to 68% as reflected

in Usage, Attitude and Image survey conducted by an independent

3rd

Party Agency

Rex Book Store Incorporated

Sales Group Manager

With the conscious decision of the Management to professionalize the Sales Organization

of Rex Book Store Incorporated, I was tasked to spearhead the following strategic

initiatives:

Design and Execute the Forecasting Processes both in Volume and in Titles

Design and Execute Sales Budget Management Process based on the

approved Ratios

Reviewed, Revised and Re-organized the Sales Plantilla consist of 5

Departments and 128 Sales personnel, to wit:

Basic Education Division

Higher Education Division

Law Materials Division

Supplemental Material Division

Government Material Division



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December

2008- May

2009

Design and Execute the Business Planning Process

Craft and execute Policies and Procedures for the Sales Division in

Coordination with Policy Board

Craft, Execute and Monitor performance measurement standards based on

the Identified Key Results Areas

Design and Conduct Training Modules on Sales Systems, Procedures and

Ways of Working

Closely coordinates with the Publishing Group and Marketing Division

with regard to the launch and pipeline of New Titles

Collaborate closely with the Supply Chain and Logistics for the complete

and on time delivery of the requirements the client schools and Rex

Bookstore Branches

Develop the ideal business model in the servicing of National Book Store

as a distribution channel such that distribution opportunities in the branches

nationwide will be filled in

Reports directly to the Chief Operating Officer of Rex Book Store Inc.

The aforementioned initiatives coupled with close collaboration with the Publishing

Company, Corporate Marketing, Rex Commercial Printing and Supply Chain Group

resulted to a 17% growth in sales volume for School Year 2009-10, the highest growth

in the history of the Company. The Company has been improving it business by an

average of 7% the past 5 years.

Splash Corporation

Assistant Vice President

Customer and Business Development Department

Overall in-charge in the attainment of Corporate Progressive Profitability by revenue

management through:

Business Review and Joint Business Plan with Key Accounts

Cost to Sales Management

Efficient execution of Channel and off-Channel Programs of Marketing

Drive forward share(shelf share) such that it will be at least equal to the

Brand’s Market share

Pipelining of New Products based on the desired timelines

Monitor and Manage In-store Promotions as initiated by Field Sales Managers

Cascade and Manage critical corporate directions to the Direct Reports, i.e.,

National Sales Manager for National Account Group, National Sales Manager

for Modern Trade Group and National Sales Manager for General Trade Group

Prepare, implement and operationalise the Department’s Operational Plan for

2009

Facilitate Weekly Operations Meeting with Marketing, Finance and Plant

Operations Logistics Department



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Manage the General and Administrative Cost relative to revenue performance

Presents Weekly Variance Analysis to the General Manager for Domestic

Operation

Provide monthly update to the Leadership and Management Committee

(LMCOM) regarding deliverables as indicated on the Balance Score Card

September

2007 –

November

2008

Splash Corporation National Sales Manager

National Account Group

Lead, developed and oversaw critical alliances with select Political Accounts i.e., SM SVI,

Super SM, Watson’s, Mercury Drug Corporation, Robinsons’s Supermarket, Robinsons

Department Store and HBC Inc without prejudice to the Corporate Profitabilty. Operational

and management function includes:

Joint Business Plan and regular checkpoint consultation with the Accounts

Managed and monitored the selling and distribution expense to conform to

the agreed Cost to Sales Ratio with the Account

Pro-active participation in the Account-initiated promotions in order to

maximize investments

Spearheaded account specific product launches in order to fortify alliances

Initiate tactical in-store activation in order to influence stock weight and

shelf space

Coached and mentored five (5) National Account Managers who individually

managed each National Account

Managed and monitored Account Receivable and Trade Returns

Closely monitored the customer service level through tight coordination with

the Plant Operation and Logistic Department

Through the aforementioned initiatives, Splash Corporation coveted the “Most Progressive

Trade Partner” award for 2008 from SM SVI Management and was nominated twice in the

“Most Progressive Customer Service Level” Category



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May 2005 to

August 2007

October 2003

to April 2005

June 1999 to

September

2003

Splash Corporation

Regional Customer Dev’t Manager

Visayas Region

As RCDM, I am the lead person in Managing the Modern Trade Accounts (Key Accounts)

of Splash Corporation in Visayas. It is my task to maintain and develop alliances with the

Modern Trade accounts in the Region through strategic business building programs, close

alliance with Distributors and management of assigned budget. Internal to the Company,

my KRA is focused on achieving the Annual Business Plan in Sales Revenue and

Contribution Margin. Reporting to me are five Key Account Managers assigned in the

Areas of Cebu, Eastern Visayas, Negros and Panay. I am directly accountable to the

National Sales Manager for Modern Trade.

Splash Corporation Regional Distribution Manager (Professional Division)

Visayas Region

In 2003 the Professional Division was formed by Splash Corporation to cater to the Salons,

Spa and Facial Centers nationwide. A different product portfolio exclusive to the

mentioned accounts was developed and distributed.

As a Regional Distribution Manager my operational and management functions

includes but are not limited to

Ensure Placement of Hair, Facial Care and Foot Spa products in select

Salons, Facial Care Centers and Spa’s in the Visayas Region

Collaborate with Distributors and their Sales Personnel with regard to

Distribution Objective, Sales Volume Objective and Sales and Promotion

Plan implementation and evaluation

Facilitate and Conduct Pocket Professional Trainings to Salon Owners and

Personnel in key cities and municipalities in Visayas such that there will be

transfer of technology and skills. This is coordination with the Technical

Services Department of Splash Corporation

Splash Corporation District Manager

Western Visayas and Palawan

As the District Manager of Splash Corporation in the areas of Negros, Panay and

Palawan, my primary task is to deliver the Revenue (Sales to Distributor) and Contribution

Margin Objective of the Company.



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August 1997 to

July 1999

March 1997 to

June 1997

To facilitate the achievement of the said objective, my operational and management

functions would cover the following:

Manage the inventory of the three Distributors in the area such that inventory

levels will not exceed 45 days relative to Sales to Outlets

Ensure that the needed logistical requirement is provided for by the

Distributor relative to the Distribution and Sales Requirement in the assigned

area

Ensure efficient implementation of Business Building Programs as initiated

by the three Distributor Specialists who are direct reports

Manage the selling and distribution expense of the Distributor Specialist

such that the agreed Cost to Sales Ratio is being conformed upon

Splash Corporation Distributor Specialist

Panay and Palawan

As a Distributor Specialist my primary task is to deliver the Revenue (Sales to Outlet) and

Contribution Margin Objective in the area of Panay and Palawan. I did it through:

Building strategic relationship with Accounts in the area through sustainable

business building programs and solid relationship management

Professionalized ways of working of the Distributor Sales Personnel through

constant Field Work and Mentoring and scheduled trainings both formal and

informal; Coverage Planning and Daily Sales Routine was institutionalized

Close coordination with my District Manager with regards to Promotion and

Sales program implementation, budget management and operational issues

that may hamper the operation especially with regard to Distributor

Operation

Consistent monitoring and evaluation of the performance of the Corporate

Merchandisers and Push Girls through an established and agreed Key Results

Area.

Pure Foods Corporation Distributor Specialist

Western Visayas

In 1997, Purefoods Corporation changed its business model in the servicing of the tertiary

and select secondary accounts. As a spin off from the direct servicing, Distributors were

appointed to cove the appointed areas. Initially, only the Canned Goods and Noodles lines

of Purefoods were sold through the Distributors. Along with change in Business Model



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November

1996 to Feb

1997

November

1995 to

October 1996

December

1994 to

October 1995

September

1994 to

November

1994

December

1993 to August

1994

select qualified sales personnel were appointed as Distributor Specialist to jumpstart

operation.

Our deliverables then includes but are not limited to:

Area mapping for proper logistical planning and coverage

Conduct Sales Training and product knowledge orientation to Distributor

Sales Personnel(DSP)

Provide selling tools and techniques to the DSP such that the desired

distribution level be achieved redounding to achieved sales objective

Constant field work with the DSP for mentoring purposes

Conceptualize “below the line promotion and activities” to ease up the

distribution and improve the off-take of the Purefoods products in the

accounts

Collaborate with the Distributors in the area of Panay and Negros for a

sustained and profitable Distributorship operation and partnership

Report and Coordinate to the National Sales Manager

Pure Foods Corporation Account Representative

Iloilo City Key Accounts

Pure Foods Corporation Sales Representative

Iloilo City

Pure Foods Corporation Van Salesman

Capiz/Aklan

New Iloilo Supreme Marketing (Distributor of Procter and Gamble) Van Salesman

Iloilo Province

MeadJohnson Philippines, Inc

Sales Service Representative

Dumaguete/Bohol



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EDUCATIONAL BACKGROUND

2003 to 2004

BASIC MANAGEMENT DEVELOPMENT PROGRAM

ATENEO – Center for Continuing Education Center, Rockwell Center, Makati

1989 to 1992 CENTRAL PHILIPPINE UNIVERSITY, Iloilo City

Bachelor of Science in Commerce Major in Economics

1987 to 1988 PHILIPPINE MILITARY ACADEMY

Loakan, Baguio City

1983 to 1987

1981 to 1983

CENTRAL PHILIPPINE UNIVERSITY DEV’T HIGH SCHOOL

Iloilo City

SCHOOL for EXCEPTIONAL CHILDREN (SPED)

Iloilo City

SEMINARS and Trainings ATTENDED

December 2016

December 2013

June, 2013

April 2010

January, 2010

July, 2010

May, 2010

May, 2009

October, 2008

March, 2007

SAP Process Design and Blue-Printing, Dermpharma Inc

Essentials in Managing Inventory – Ateneo Professional School

Logistics and Manufacturing – Epower IT, INC

Leadership Development Program – Ateneo de Manila University (CORD)

ISO 9001 Documentation - TuVRheinland

Coaching for Success, Rex Book Store, Inc

Leadership Seminar and Wokshop, Ateneo Center for Excellence

Coaching and Counseling – Splash Corporation

Change Leadership and Management – Splash Corporation

Recognizing Individual Differences – Splash Corporation

August, 2003 SAP Business Process Specialist Training – SAP

June, 2003 Negotiation Techniques – Mansmith and Fielders, Inc.

March, 2003 Effective Communication Techniques – Guthrie and Jensen

February, 2003 Basic Salon Management

January, 2003 Hair Asia Annual National Open Championship for Hair & Make-up, World Trade Center

October, 2002 Category and Space Management – Josiah Go/Mansmith and Fielders, Inc

September,

2002

MS Office Application – Guthrie and Jensen

March, 2002 Basic Key Account Management – Josiah Go/ Mansmith and Fielders



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EXTRA-CURRICULAR ACTIVITIES

1993 Team Captain, Central Philippine University Volleyball Team

1989 to 1992 Member, Central Philippine University Volleyball Team

1991 to 1993 Team Captain, Central Philippine University Debating Team

1989 to 1991 Team Captain, College of Commerce Debating Team

1990 to 1991 Vice Governor ,Central Philippine University Student Council

1987 to 1988 Member, Philippine Military Academy Volleyball Corp Squad

Awards and Recognition

2007 National Sales Manager of the Year, Splash Corporation

Every year, Splash Corporation gives out recognition to members of the market Facing

Units who excelled above their colleagues relative to Net Sales and Contribution Margin

Objectives. The qualifier for the Award should at least achieve 101% both in Net Sales

and Contribution Margin Performance. As Head of the National Account Group, I vied for

the award along with National Sales Managers in the Modern Trade Group and General

Trade Group

Achieving 101% in Net Sales is challenging. More than challenging is doing it at 101%

contribution margin level considering that the level of investment in National Accounts is

abnormally high. More often than not, accounts like SM, Mercury and Watsons don’t care

less as long as their demands are met. It is on this situation that I institutionalized the Cost

to Sales approach in investment spending. The approach would reward the account if they

deliver the agreed Sales Target and conversely, will penalize them as well if there is a

shortfall in revenue. Thereon, the budget being considered every time investment is

needed is already a function of sales and not as constant.

The accounts bought the idea which is beneficial to both sides and most importantly,

fosters a spirit of collaboration.

We ended the year with 101.5% Sales Performance coupled by a 135% contribution

margin.

“Make a Difference Award” for 2007 , Splash Corporation

One of the recognition being given out annually by Splash Corporation is the “Make a



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Difference Award”. The plum goes to a member of the market facing unit who has

contributed significantly to the organization aside from achieving the Annual Business

Plan in Net Sales and Contribution Margin, thereby creating the difference.

As a Regional Manager then in Visayas, I proposed and operationalised a scheme wherein

the Organization can cut cost in Listing Fee – the amount being paid to the Trade every

time a new product is pipelined in market. Splash, being a marketing company launches

several new innovative products every year so much so that Listing Fee cost would

amount to 60 million. The scheme that I proposed is two pronged – up-front payment of

listing fee to the account instead of the usual piecemeal method as long as there is a

significant discount and payment of listing fee in form of Finished goods.

Easily with the mentioned scheme, the Company was able to save 11m that year, thus the

Award was coveted.

2006 1st Runner Up – Regional Manager of the Year, Splash Corporation

1996 1st Runner Up – “Man of the Year” Award, Purefoods Corporation

1994

Van Salesman of the Year, Purefoods Corporation

The Van Salesman of the Year award is given out to the personnel who achieved the

highest sales performance for the year relative to the target.

In the previous years, the said Category is dominated by the South Luzon personnel

considering the volume of Christmas Hams that they can sell in the employees of the

firms at Sta. Rosa Business park in Laguna. Normally, I would lead from January to

October but I will be left behind once their November and December Sales would come

in.

Recognizing their competitive advantage, I instead focused on developing my accounts as

van salesman in Capiz and Aklan particularly in the island of Boracay. I have convinced

my Jobber in Kalibo, Marianing Superstore to extend credit line to select retailers and

hotels in Boracay despite the fact that accounts in the island are notorious to be delinquent

payers.

With credit line, volume has tripled up that by then end of the year, despite the late surge

of sales from South Luzon, I remained on top of the Van Sales Category.

1993 Debater of the Year, Central Philippine University

Athlete of the Year, Central Philippine University



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PERSONAL BACKGROUND

- Born on December 2, 1969

- Fluent in English, Hiligayon, Cebuano Dialect and Filipino.

- Knowledgeable in MS Word, Powerpoint, Excel, and other MS Office Application

- Holder of a Professional Driver’s License

- Licensed Real Estate Broker

cv rico ramon lavalle

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