MA. IVY AMOR F. MORROK
Christchurch, Canterbury,New Zealand
Summary
A well-rounded Sales and Marketing Professional, with strong leadership experience working on global brands, and a seasoned manager for strategy development and execution
Overview
13
13
years of professional experience
Work History
Channel Development Manager
Fonterra Brands, Foodservice
07.2021 - 11.2023
- Channel and Category Lead for Bakery, Quick Service Restaurants, and Digital channels for Anchor Food Professionals, with responsibility of driving profitable growth of categories, while collaborating with cross-functional teams
- Led strategic planning and portfolio roadmap for Philippines Foodservice o Performed channel and category analyses to identify opportunities for sustainable growth
- Developed strategies for NPD pipeline and implementation while working closely with regional (Southeast Asia) and global teams o Developed insights mapping framework and strategy for hero categories such as Butter and Creams that enabled development of a local new product
- Strategised and executed a brand renovation of a local Butter Blend and drove new ways to activate for a successful launch through customer engagements
- Spearheaded capability-building and customer partnership programs with the Sales Team
- Created insights-to-action plans for key customers and supported new store growth strategy with market and category analysis, selling tools, and digital activations
- Developed product knowledge training to equip Sales Team in understanding and selling new products; worked with Senior Advisory Chef and Global Technical Managers to sharpen product value propositions in the market
- Executed simplified tools and training, and one-to-many customer solutions to deepen customer partnerships
- Supported the profitability turnaround of Foodservice
- Managed pricing and revenue growth guidelines and quarterly product mix optimization by working with local and global Finance Teams and Sales Teams
- Performed deep-dive category and pricing analysis to improve product and customer margin that supported the achievement of +5Mil NZD in EBIT
- Created a digital strategy to accelerate the brand’s digital presence
- Designed the ideal digital ecosystem for leads generation and integrated the telemarketing sales group with the social media initiatives to build end-to-end customer support online; this resulted in an improved conversion rate from 3% to 20% after the process integration
- Led the local social media content for WorldChefs Partnership at the World Food Expo, the biggest food tradeshow in the country, to drive awareness and event traffic that resulted in 270 new customer leads and a +1000% increase in social media engagement
- Nominated as Employee of the Year (Non-Sales) for Fiscal Year 2023
Regional Business Development Manager
Fonterra Brands
03.2020 - 06.2021
- Territory Manager role responsible for the delivery of gross revenue, customer business plans and category promotions and in-store visibility initiatives, and gross-to-net (GtN) budget of the territory
- Led the territory growth achievement of +9% and sustained a profitable business throughout distributor transition and amidst COVID-19 roadblocks
- Managed 4 Area Sales Supervisors of the national distributor, enabling them with critical insights and selling tools to drive customer growth and identify significant territory opportunities
- Established effective ways of working and reporting cadence to address RTM transition challenges
- Executed a comprehensive GtN review to close all payment concerns open since 2019 and reduced spending to only 4% CTS for the territory from a historical high of 15% CTS
- Led the General Trade Channel demand analysis and forecasting
- Managed the national demand plan per SKU and supported the other territory managers by simplifying forecasting tools and providing monthly analysis of national and per territory performance
- Established ways of working with cross-functional teams that integrate to the Fonterra IBP process to ensure supply availability is aligned with customer plans
- Co-developed a 3-Year Strategy of the new distribution model
- Performed distribution analysis versus benchmark competition and developed Route-to-Market roadmap
- Co-created Right Store Perfect Store standards and negotiation guidelines to strengthen brands’ in-store visibility
Awarded as Regional Business Development Manager of the Year for Fiscal Year 2021
Trade Marketing Manager
Sanofi-Aventis
02.2019 - 02.2020
- For all end-to-end trade and shopper strategies and execution at point-of-purchase, with a focus on high-value categories—Digestive Health, Cough and Colds and Nutritional
- Developed shopper communication plans to translate category strategy into executable sales building blocks o Evaluated and revamped Perfect Store guidelines that supported the Pharmacy Channel growth delivery of +7% o Worked with field sales team to implement effective promotions and activations that enabled double-digit growth for the brands (based on IQVIA reports): Enterogermina at +27%, Mucosolvan at +22% and Essentiale at +31%
- Collaborated with global category teams to implement pharmacy shopper research for Southeast Asia o Analyzed results and developed a Category Captainship plan for Digestive Health in Watsons, the second biggest
- Pharmacy Chain in the market o Initiated development of new point-of-sale materials based on the shopper study findings
- Awarded as the Most Outstanding Member of the Commercial Team for 2019
Category Revenue Planning Manager
Mondelez International
09.2017 - 01.2019
- For Chocolates Category and responsible for strategy plans of Cadbury, Toblerone and 5Star; responsible for analysis of brand shares and distribution, program evaluation, identification of critical opportunities in the market, and category P&L
- Accelerated profitable growth and market leadership of Mondelez Chocolates o Worked closely with Activation and Marketing Teams to develop strong in-store visibility strategies, strengthen trade promotion guidelines, and drive below-the-line initiatives that resulted in +17% growth o Planned trade programs and other new product launches that pave the way for record-breaking achievements: 1)
- Cadbury as the No.1 Chocolates Brand in PH based on Nielsen Retail Audit 2018 and 2) MDLZ Chocolates
- Category growth faster than category o Collaborated closely with Field Sales Teams to drive efficient customer spend management
- Managed demand forecast of the base portfolio and new product pipeline launches o Managed all sales components of IBP process, analyzed building blocks per brand and financial performance every month, working with Demand Planning and Finance Teams
- Developed major launch plan for Cadbury Lickables through the creation of a robust picture of success for displays and placement, and listing plan optimization; new product successfully grabbed 71% share from its key competitor and gained 3.2% share in total category just on its third month
Retail Environment Assistant Manager
Mondelez International
01.2016 - 08.2017
- Responsible for evaluating, formulating, and executing all brand initiatives in Supermarket and Convenience Store Channels; responsible for customizing in-store strategies to drive channel growth per territory
- Managed a National Corporate Program, the biggest investment initiative of MDLZ that focuses on driving Perfect Store
- Standards in over 1,000 stores nationwide o Developed guidelines and frameworks and operationalized the Corporate Program that enabled a +16% increase in customer enrollees and set a new Best in Class record for execution o Managed several Suppliers and Merchandising Coordinator Operations to ensure timely, cost-effective, and efficient execution of category tactics o Delivery of program resulted in +23% revenue channel growth and +31% improvement in total in-store availability
- Co-developed and led the monthly review of the Channel Dashboard that enabled Leadership and Sales Teams to assess KPIs and per-customer Perfect Store performance, leading to more insight-driven and strategic initiatives
Territory Distributor Executive
Mondelez International, National Capital Region
03.2015 - 01.2016
- In charge of overall Territory Distributor operation, P&L, program execution, logistics, manpower, customer-specific Programs, inventory management, and budget management
- Managed the second largest Territory Distributor (TD) business in the Philippines and collaborated closely with other functions to ensure effective and efficient operations and growth focus
- Developed financial controls and KPI monitoring processes, and revamped sales force training and incentive plans that altogether improved both the financial and operational viability of TD o Led the review and execution of an efficient route-to-market plan and sales force capability which resulted in +6% growth and Effective Coverage increase to 93% vs
- 80% national target o Acted as Accounts Manager for major customers in the area and facilitated the transformation of 65% of stores in the territory into Mondelez Perfect Stores (vs 19% PY hit rate) thereby delivering +14% growth for the channel
Territory Distributor Executive
Mondelez International, South of Luzon
01.2014 - 03.2015
- Accountable for achieving distributor growth, TM executions, inventory management and building strategic partnerships with Top Accounts
- Managed a medium-sized distributor and arrested a previously two-year decline o Drove distributor’s downline business expansion through Public Market and Independent Groceries tactics that resulted in a cumulative growth of +28%
- Facilitated a comprehensive evaluation of merchandiser manning and implemented strategic coverage procedures for Supermarkets that converted 100% of them into Perfect Store
Graduate Trainee
Mondelez International
06.2012 - 12.2013
- Developed full commercial acumen and agility by delivering various high-impact projects
- As a Brand Associate, executed activations for Toblerone and Oreo, strategised and executed simultaneously the Christmas IMC and BTL initiatives of two brands which translated to a record-breaking volume achievement for Toblerone and set one of the most successful promotions for Oreo
- As a Procurement Trainee, evaluated and formulated supplier programs o Designed a comprehensive framework for Supplier Profiling and Supplier Performance Evaluation, which resulted in improved timeliness of several projects and led to key opportunities for productivity executions o Developed a Supplier Innovation Program that expanded the company’s supplier pool, while providing spend efficient-solutions for Sales and Marketing projects; the initiative was recognized regionally and was adopted by other Southeast Asia markets
- As Sales Trainee, executed Trade Marketing and Territory Distributor programs and worked with Territory Managers o Co-managed the distributor operations in Region 2 of the Philippines and consistently delivered 100% revenue objective and KPIs during the quarter-long assignment o Led the execution of Trade Marketing’s Corporate Program in the whole Visayas Region, which resulted to 100% enrollment of 146 accounts, including local chain accounts
Sales and Marketing Intern
Nestle, Nestle Institute of Nutrition, NIN
04.2011 - 04.2012
- Responsible for executing key initiatives of NIN brands, while working closely with Medical Sales and Regulatory Teams o Facilitated the development of various communication materials for Nestogen and Nestogen Classic for Healthcare
- Professionals which supported sales improvement by 80% o Developed efficient sales data monitoring and analysis tool for Cerelac
Education
Bachelor of Science - Business Administration
UNIVERSITY OF THE PHILIPPINES
Manila, Philippines04.2012
Skills
- Strong relator and experienced in understanding customer needs and succeeding in complex problem-solving
- Can lead cross-functional teams and manage stakeholders with credibility
- Strong commercial acumen and can make quick decisions based on data analysis, risk evaluations, and profitable opportunities
- Experienced with Category Management and Activation, and creating strategies, tactics, and executions
- Strong agility in developing and delivering plans
Timeline
Channel Development Manager
Fonterra Brands, Foodservice
07.2021 - 11.2023
Regional Business Development Manager
Fonterra Brands
03.2020 - 06.2021
Trade Marketing Manager
Sanofi-Aventis
02.2019 - 02.2020
Category Revenue Planning Manager
Mondelez International
09.2017 - 01.2019
Retail Environment Assistant Manager
Mondelez International
01.2016 - 08.2017
Territory Distributor Executive
Mondelez International, National Capital Region
03.2015 - 01.2016
Territory Distributor Executive
Mondelez International, South of Luzon
01.2014 - 03.2015
Graduate Trainee
Mondelez International
06.2012 - 12.2013
Sales and Marketing Intern
Nestle, Nestle Institute of Nutrition, NIN
04.2011 - 04.2012
Bachelor of Science - Business Administration
UNIVERSITY OF THE PHILIPPINES
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