Marketing & Business Support Manager
SMH Industrial Services Co., Ltd.
Total years of experience :31 years, 4 Months
SMH Industrial Services Co., Ltd. is an Operations and Maintenance company providing manpower, mechanical services to the petrochemical, oil & gas, power and utility companies in Eastern Saudi Arabia.
As the Marketing & Business Support Manager, I am tasked to direct the activities of the marketing diepartment specifically in the management of existing accounts and in generating new clients; negotiate and close deals; organize the preparation of quotation, define the scope of work, prepare budget estimates, plan logistic requirements, etc. for bidding purposes; develop new business for the company; plan and implement the business and marketing programs; deal, monitor and select suppliers and contractors; recruit and provide the workforce required by clients; prepare and manage the marketing & sales budget; regularly meet with the management committee; and report directly to the Managing Director/Owner of the company.
I was responsible for increasing our accreditation with 18 companies (from only 5 in 2012), promoting and introducing the company’s mechanical business and making known the expertise of SMH mechanical personnel to our clients.
As Project Group Head, I am the General Manager for all the projects developed, planned and marketed within the township, with the rank of Assistant Vice-President and tasked as follows:
Sales and Marketing: My responsibilities are to spearhead the Project Group in the attainment of its sales and revenue targets, manage the promotions and communications efforts, create awareness for the township and the projects through events and media; conceptualize, develop and introduce new projects; and, ensure the efficient customer service and effective relationship marketing/management.
This involves the maintenance, recruitment and training of the sales force composed of in-house sellers and brokers who market the inventories of the residential and farm communities, and the club shares of Timberland Sports and Nature Club, an exclusive-to-member sports club. I have increased the in-house selling force to four times (ranging from 100-120) and have built more than 40 dedicated broker networks and individuals.
Project Management: I am tasked with the preparation and management of budget and ensure the financial viability of the township; development and timely delivery of the projects as per the township masterplan; review and recommend to the top management/owners updates and improvements to the township (including the re-masterplanning, as necessary); deal with and monitor the performance of suppliers and contractors; negotiate and establish locators for the township; evaluate bids and select contractors; actively participate in the company’s representation with our joint-venture partners; regularly coordinate the different departments and support units of the company with regards to sales, construction and project development, property management, budget release, etc.
Administration: Maintain and manage the project organization which is composed of key personnel in-charge of marketing of sales, business development, construction & technical, estate and property management, farm management, club operation, homeowners, security, etc. Deal with the local government and concerned government agencies relating to environment, public works, health and safety, employment services, etc. Timberland Heights has been known to be a very active and supportive member of the community of San Mateo during this term.
Timberland Heights is a 677-hectare township development, a flagship project of Filinvest Land Inc., catering to the high-end market. As of end-2011, the Timberland project group maintained its post as the top selling hi-end residential subdivision—a consistent feat since 2005. Five (5) new subdivision projects had been launched during this term, a joint venture with the Africa-Israel Inc., a Jewish investment firm operating in the USA, Israel and Africa, had been inked, and setup of Waldorf School, a non-traditional primary and secondary school renowned worldwide. Have also established Timberland as the haven for bikers and runners and have held related events regularly.
As the Marketing Director, I am tasked to expand the company’s coverage of its export markets, particularly in the United States and Europe. To create awareness and generate new interests for Neoart, the marketing thrusts were directed towards a more active participation in trade shows both here and abroad, e-mail campaign targeting new clients and the launch of an inter-active website.
To address customer satisfaction, I have set up a Quality Leveling System with the Production Group to ensure that each and every item that comes out of our plant conforms to the requirements of our buyers, introduced the Order Forecast Procedure to regular buyers and improved on Production Division’s Minimum Inventory System.
As the Marketing Director, I am tasked to rebuild the sales network for Eagle Ridge, improve Customer Satisfaction and Service, systematize the ERGRE accounts, ensure collection consistency and play an active role in the development of new projects and services.
Through a sales blitz implemented for the 2nd semester 2000, I was able to unload 150 units of inventory (through Fil-Estate, the marketing arm) generating for ALC-SLRDI joint venture revenues of almost P 200.0 Million - three times the 1st semester’s sales result. Sales had been consistently at this level from then on.
By offering advance and on-time payment incentives to its clients, the joint venture had been enjoying the highest collection. As important was the activation of not less than 30% of its delinquent accounts. To address Customer Care and Account Management, I set up the ER Marketing Management Group (serving as the ER Call Center) with competent staff that handle telemarketing, direct mailing, customer assistance, etc. Among the projects of SLRDI, only Eagle Ridge clients are given this facility and service. Because of performance excellence on Eagle Ridge, I was commissioned by the Sta Lucia management to extend my services to its other projects.
As the overall Marketing head, I am in charge of managing and orchestrating the activities of both direct sales and the marketing support units. I am directly responsible for the company’s revenue generating activities, franchising and network development. The job also entailed budget management, close coordination with suppliers and corporate friends, and enhancing business relationship with special accounts.
Organized and managed the most successful Sales Division of KPPI Marketing and Development Corporation, the high-end high-rise property marketer of Kuok Philippine Properties, Inc. Despite the downturn of the property market, my team produced P600 Million (or 65% of KMDC’s total sales for the year 1997.)
As Senior Marketing Partner, my job is to manage and direct the team’s marketing activities, develop marketing plans and programs, ensure that my marketing team (composed of six (6) in-house Marketing Partners and over 60 commission-based sales people and licensed realtors), promote and sell Kuok’s inventories, implement incentive programs, recruit and train marketing personnel, accredit qualified realty agencies/ brokers, manage clients’ accounts, etc.
In my eight (8) years with NMPI, I pioneer/set up the Product Management Group, Dealer Operations Department, Advertising and Corporate Communications Department, Heavy Equipment Division and the Customer Relations Department. I am also responsible for the addition of four (4) new dealers to the Nissan network.
Dealer Operations Manager - Vehicle Marketing Jan’93 - Jun’96
As the Dealer Operations Manager, I am responsible for the business development and expansion of the Nissan Dealer network. Among my functions are: to ensure that NMPI’s directives and the Nissan’s Dealer Operating System were followed / implemented at dealer’s end; to coordinate closely with dealer principals and key officers (for vehicle sales, parts and service) regarding the state of their dealership operation and plan ways to further improve the business; draw recommendations and report to top management to further enhance business for both dealer and NMPI, draw working policies for the dealer network, and evaluate new dealer applicants to be appointed in the area or region.
Represent NMPI in Nissan’s Dealer Network Integration with Universal Motors. Conceptualize and implement the Sales Proficiency Training (SPRING) Center - a comprehensive sales training program for Nissan Dealer Sales personnel.
Operations Manager - Heavy Equipment Division Apr’92 - Dec’93
Set up and introduce the non-automotive line of NMPI, the Nissan Forklift. Given the stiff competition in the forklift market (more than 10 brands), this new unit easily achieved a market penetration of 15% on its 1st year of operation. As the Operations man, I am in-charge of the marketing and after-market support activities for the Nissan Forklift. This includes preparation of the business plan, monitoring of leads, and maintenance of the sales network; participate in bids and tenders, product presentations to clients, conducting sales training and forklift operator’s orientation, workshop and parts operations.
Concurrently act as the Executive Assistant/Adviser to the President/CEO on automotive marketing affairs. As the Executive Assistant, I initiated Nissan’s Motor Sports participation at the Subic Racing Circuit (Most prestigious Car Racing Event in the Philippines) - the avenue for rekindling the market’s interest on the Nissan Sentra.
Product Manager - Vehicle Marketing May’88 - Apr’92
Manage the master plan for product / model succession. Formulate strategies to achieve the company-desired level of market acceptance and awareness for the Nissan brand. Spearhead the Nissan “Quality Above All” Motor Show (1990) -- the first and only one-make motoring event in the country. Co-chair the First Philippine Motor Show (1991) -- the first automotive industry event that was participated-in by all car/vehicle manufacturers and parts makers in the country.
Launch the Sentra’s successor (B13) via the First Philippine Marathon -- a 30-day endurance run for the Sentra Series 2 covering the whole Philippine archipelago. Also responsible for a lineup of creative communication activities /events e.g., the ECCS ad, Sentra’s “Corner Office” Launch ad, the Bluebird Executive Test Drive, and various product, corporate and omnibus ads including “easy acquisition” promo campaigns. Set up the Customer Care Program for Nissan, the infrastructure of our Relationship Marketing/Management Program, This catapulted the Nissan brand’s leadership in Customer Satisfaction in the succeeding years (as per the survey conducted by an independent research outfit.) Conduct car clinics for all Nissan models. Car clinics are intended to evaluate the overall performance of our products versus their immediate competitors by a selected target audience. Hold various Live-in Marketing activities for selected Nissan Models.
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Manage the master plan for product / model succession. Formulate strategies to achieve the desired level of market acceptance and awareness for the Nissan brand. Conduct market/user survey related to 1.0 Ton pickups, 4x4 utility vehicles, 2.0 Ton Trucks, passenger cars and specialty cars. Hold car clinics for all Nissan Models of passenger and commercial vehicles. Work closely with the Advertising Department and Ad agencies re: Product Ad concepts, Product briefs and other communication materials. Head the Annual Heat resistance test for Nissan cars versus its competitors (a test drive held during the peak of summer in KSA covering Jeddah, Taif and Riyadh). Conduct various car clinics for existing and new Nissan models including Climbability test for the Nissan Pickups and Patrol. Coordinate, assess and evaluate new dealer applicants kingdom-wide. Regularly meet with dealer sales management. Conduct intelligence activities, trends and preference monitoring by coordinating with dealer sales personnel, subdealers and selected users. Conduct new Product Orientation to Dealers’ Sales personnel. Attend the Annual Product Planning Meeting at Nissan Head Office, Tokyo, Japan with the objective of finalizing the specifications of vehicles marketed in the Saudi Market. Attend the Tokyo Motor Show and Frankfurt Motor Show, and was a key member of the Nissan committee for in-kingdom motor show events.
Main responsibility is to build the America Standard brand which back then was faced with stiff competition from imported sanitary fixture brands. Conduct research and studies on preference of the market through the trade and professionals. Responsible for introduction and development of new products. Develop the Ad/PR and communication strategies for the brand and the products.
Ateneo de Manila University is the most prestigious University in the Philippines and had been the source of great leaders and personalities throughout its history. AB Interdisciplinary Studies is a multi disciplinary course. I majored in economics along with psychology as a minor course to hone me in business, economics, marketing and the market itself...its trends, preferences and tastes. As required by the course, I presented my dissertation on Managing a multi Cultural labor-intensive Small Enterprise which was given a rating of "A". I am a member of the football varsity team throughout my college years. I have been active with one of the major business clubs (Inter School Business Association) and eventually became the head of its Research and Development Department. I have also represented our class/batch to the student Body.
Have always belonged to the top 10 of the batch of 350 students. Consistently seat as Class President and represented the batch in the Student Body. Have been a member and eventually Captain Ball of the football varsity team. Was given the Leadership Award. Achieved a rating of 99.0% i the state examination for collegiate qualification (NCEE)
