Maria Carmela Guinhawa-Gabunada, Dermatology Team Lead, GlaxoSmithKline Philippines
Mansmith YMMA Awardee for Brand Management
Mea’s task was to turn around GSK Malaysia’s Urology portfolio with the products Avodart, Duodart and Harnal by expanding access. Mea’s main strategy is to identify specific opportunities for the three brands and revitalize the positioning. This led Mea to engineer the biggest market-reshaping in the Urology Category – moving Benign Prostatic Hyperplasia (BPH) management from mere alleviation of symptoms alone, to prevention of disease progression built on driving awareness.
At the end of her tenure, Mea turned around GSK’s Urology portfolio by developing pioneering communication and disease-awareness programs, based on deep patient, physician and disease understanding. Other milestones include: (1) highest-ever shares achieved: Posted highest-ever shares built on massive gains (1100 basis points improvement from 29% share in 2012 to 40% leadership share in 2014) in the total Urology market (2) record-breaking shares: Turned around GSK’s BPH portfolio from years of free-fall, delivering the highest volume share increase in BPH in the past five years (1400 basis points improvement: 47%). This is achieved by making Avodart and Duodart combined the first 5-ARI brands to overtake the longest running volume share leader (3) the route-to-market win propelled GSK volume share in the government channel by 1300 basis points improvement in two years (46% versus 30% in 2012) through accelerated growth (15%).
In the end, Mea delivered results that surpassed expectations, transforming her portfolio from fast eroding to record breaking in just two years.
Reynaldo Gabunada, Jr., Assistant Vice President – Consumer Marketing Manager, Nestle Philippines, Inc.
Mansmith YMMA Awardee for Marketing Management
Kakam proves that the Pinoy marketer is world-class! During his expatriation in Malaysia as Senior Brand Manager managing the MAGGI 2-minute Noodles (M2MN) portfolio, he delivered exemplary performance leading a category that has the highest sales and profit contribution to MAGGI, and the second biggest sales contributor to total Nestle.
In just three years, Kakam turned around M2MN from years of decline to a period of unprecedented growth! In fact, at the end of his tenure, M2MN: (1) posts highest-ever market share, and continues to maintain upward trajectory clearly indicating strong fundamentals behind sustained growth – 60% as of MAT Sept 2015, (2) drives category growth after years of free-fall, with M2MN clearly driving growth at 5x versus category, (3) breaks new highs in brand health posting highest-ever loyalty scores at 95% versus previous baseline at 72%, (4) over-achieves top-line sales and bottom-line profit commitment, delivering 6% CAGR (2012-2014) versus flat category (2012-2014) amidst more intense competitive intensity, and (5) rapidly opens new noodles segments by delivering the fastest new product and campaign go-to-market in Nestle Malaysia history (record-breaking 100 days versus standard nine months from concept to shelf and media launch) resulting to 6% net incremental sales and 140bps market share gains (FY2013).
Kakam also demonstrated creativity and intimate local integration in developing innovative communication programs, based on deep local cuisine, consumer and shopper understanding, earning recognition across the marketing and advertising industry in Malaysia: (1) PERSONAL TOUCH: Best Use of TV, Malaysia Media Association (MMA) 2013 (2) PERSONAL TOUCH 2: Best Idea – Print, Advertising+Marketing Magazine’s MARKies Awards 2014 (3) BIG KARI: Best Idea – Integrated Media, Advertising+Marketing Magazine’s MARKies Awards 2014 (4) BIG KARI: Best idea – TV, Advertising+Marketing Magazine’s MARKies Awards 2014 (5) BESTNYA KAWEN: Bronze, Malaysia Effies 2015.
He has high learning agility, resilience and demonstrated excellent leadership during his tenure. He has developed capabilities in managing impact of marketing initiatives within the value chain, with good focus on creating profitable value. Kakam has since repatriated taking up the challenge of looking after the Bear Brand Powdered Milk Drink portfolio.
At the core, Kakam believes that marketing is more than just gaining shares, increasing profits or winning awards; he believes that at the heart of marketing is the deep desire to delight. Thus, it is never about marketers or their brands, it is about making a positive change.
Gretchen King, Sr. Brand Manager, Nutri-Asia, Inc.
Mansmith YMMA Awardee for Brand Management
Datu Puti had a risk to be taken for granted, be outdated, and be irrelevant to the emerging, younger generation. As such, Gretchen decided to address head on by mounting a full-fledged pre-emptive strike through the Datu Puti “Pares” campaign. Equating the perfect pairing of vinegar and soy sauce to the joys and “kiligs” of finding your perfect pares. The “pares” campaign took inspiration and was deeply rooted in Filipino values, our fervour for love teams, and our love for food and music.
To further entrench the brand in today’s generation, Gretchen launched Datu Puti’s first-ever salvo into the digital world and was able to successfully cut through the cluttered messages online. To further engage the millennials and teach them a thing or two on modern-day cooking, Gretchen also launched Datu Puti’s Adobo movement campaign.
Not only were record-breaking sales achieved, but Gretchen was able to create a change in habit by creating systems-use between vinegar and soy sauce while making relevant a 40 year-old heritage brand amongst today’s generation. The first time a condiment brand is being talked about, being shared, being sung about, and truly being loved in this modern day and age. Thanks to Gretchen, the future of Pinoy food and condiments in this new age is indeed bright.
Carlo Pocholo Perreras, Sr. Product Manager, Golden Arches Development Corporation
Mansmith YMMA Awardee for Brand Management
For the past three years, Cholo has been part of the team driving McDonald’s business growth and brand relevance. Cholo opened the year 2013 with “Hooray for Today!”, a marketing campaign that spread positivity. The campaign won Bronze for Innovative and Integrated Media at Tambuli Awards 2014. In the same year, he spearheaded marketing for McDonald’s Philippines’ first National Breakfast Day, giving away 1,000 McMuffins for free in every McDonald’s restaurant, a region-wide activation held simultaneously in Asia Pacific, South Africa and the Middle East. At the end of 2013, Cholo helped grow McDonald’s Breakfast sales by 23%.
After his success in Breakfast, Cholo’s role was expanded in 2014 to include McDelivery and Drive-Thru. He launched the McDo PH mobile app and created a campaign that positioned McDelivery as a solution for uninterrupted precious moments. During the campaign, McDelivery sales spiked by 11% versus same period previous year. McDo PH App reached sales equivalent to a McDonald’s store. Moreover, “Princess Dad” won Gold for Single Medium TV Category, PANAta Awards 2015 and Gold for TV, Kidlat Awards 2015.
In 2014, Cholo took a different spin on the worsening traffic conditions in the Philippines and positioned McDonald’s Drive-Thru as a “welcome detour” through the Lucky Drive campaign – motorists with vehicles matching the lucky color of the day were rewarded with free treats. During the campaign, Drive-thru sales grew by 20% versus same period previous year. Lucky Drive won Special Award for Outstanding Business Results at the Boomerang Awards 2015 and Bronze for Integrated Campaign at the Kidlat Awards 2015.
On March 24, 2015, Cholo headed McTollbooth, a campaign that transformed two tollbooths in Manila’s major expressways to mimic McDonald’s Drive-Thru. Motorists were surprised with free breakfast and waived toll fees. This grew Drive-Thru sales by 16% during the campaign. McTollbooth also won Gold for Effectiveness Campaign at the Boomerang Awards 2015, Crystal for Integrated Category at the AdStars Busan Awards 2015 and Silver for Promotions and Activation at Spikes Asia 2015.
In 2015, Cholo was promoted to Senior Product Manager and his role was expanded to include McDonald’s Desserts. McDonald’s saw an opportunity in the most anticipated Mayweather and Pacquiao fight, which happened in May. The clever word play “Beat the May Weather” was used as the creative handle and was released during the peak of the pre-fight buzz. The “Beat the May Weather” fever resulted in being the top trending topic on Twitter Philippines, with over 24.6 million impressions. It also won Bronze, for both Digital and Effectiveness Campaign at the Boomerang Awards 2015. After the campaign, Cholo doubled sales of Oreo McFlurry, a first in McDonald’s Philippines history, making it one of the most successful summer campaigns McDonald’s Philippines ever had.
Currently a Senior Product Manager, Cholo is excited and driven to pioneer innovations for McDonald’s Convenience Platform. Under his watch, McDonald’s Convenience Business grew by 25% in 2013 and 15% in 2014, increasing its contribution to company sales by four percentage points (from 2012). A PANA Brand Camp 2013 winner and a contingent to Spikes Asia 2013, Cholo has championed several campaigns and programs that has led to more Filipinos saying, “Love ko ‘to.”
Elaine Uy, Head, Digital Operation Digital Media Division, ABS-CBN Corporation
Mansmith YMMA Awardee for Digital Marketing
With the emergence of digital, it was critical for ABS-CBN to adapt to the evolutions of online communication. With Elaine’s 11-year experience in digital production, strategy, and advertising, she was invited by ABS-CBN to head DMD’s Digital Operations to help in the digital transformation of the company. Elaine believed that DMD must streamline their efforts to do less work but with greater impact.
Elaine created a digital organization that would fit with the culture of each group, creating an agency and consultancy set-up that would allow the different products and units to seamless cross over to the digital platform. As a result of ABS-CBN’s support in Elaine’s proposed organizational changes, they were able to gain several accomplishments. ABS-CBN became the number one website (number one channels on Youtube) and social media publisher in the Philippines. It also gained recognition in various local and international awards for Pinoy Big Brother: Online Bahay ni Kuya, Pope Visit: The Book of Thanks, Isang Bayan Para Kay Pacman, and Revlon Love Is On. The company also explored new business opportunities by launching Stellar: the first ever celebrity social media agency, Push Awards: the first celebrity awards event for ABS-CBN, Chicken Pork Adobo: ABS-CBN YouTube Multi-channel Network and WeStory, the in-house digital agency for branded storytelling.
As a result of the company’s continuous improvements on digital, ABS-CBN was able to drive a 136% digital revenue lift in 2013, sustaining and growing its revenue contributions year-on-year, with another 30% digital revenue lift in 2014, and another double digit growth in 2015. With DMD’s army of digital specialists, Elaine is expected to lead ABS-CBN in its quest to attain success in the digital frontier.
Nicole Marie Villarojo, Country Marketing Manager – Brand Operations, Procter & Gamble Philippines
Mansmith YMMAwardee for Brand Management
As the Downy Brand Manager, Nicole led the team to turnaround the business amidst a very competitive environment. With strong collaboration with the Downy regional team and R&D, Nicole executed strong campaigns that were uniquely Filipino despite a regional initiative. Under her leadership, Downy regained ten months of share loss in less than five months, even hitting its two-year share high.
After Downy shares had stabilized in early 2014, Downy had to rethink its growth strategy. Nicole went back to consumers and discovered that fabric enhancer was seen as a luxury product and is not regarded as “essential” with laundry detergents reformulating to include fabcon freshness in their products. Nicole worked closely with the regional team and R&D to bring to life the “quick dry” campaign. Nicole led the marketing campaign with executions across new touchpoints: (1) Digital version of the TVC; (2) branded entertainment integration in Going Bulilit using the lovable character “Lucas” from the TVC and (3) maximization of the annual San Juan “Basaan Festival” where the quick dry benefit is highlighted (won a Quill Award in 2013).
Nicole’s strong consumer understanding led her to create a Mother’s Day digital video in 2013 that not only became viral in the Philippines, but also in North America despite having kept the original lullaby in Filipino (awarded in the 2015 PANAta Marketing Effectiveness Awards.).
Nicole was also instrumental in exploding the premium portfolio of Downy – the Downy Parfum Collection. Under Nicole’s leadership, Downy has been the growth engine for the Philippines and APAC business, growing strong double digits in back-to-back years. Downy was also recognized as one of the Top Rising Brands in the Philippines in Kantar Worldpanel’s 2013 Brand Footprint Report.
Today, as a Country Marketing Manager for Brand Operations, Nicole has brought the corporate CRM platform to life and created low-cost launch platforms. Aside from growing the digital capability, Nicole also successfully led the team to grow the eCommerce business 4x, creating a low-cost digital launch platform for Pantene, Pampers and Olay. This has not only enabled the company to be more targeted in reaching the right consumer, but also providing low cost solutions to achieve (and many times exceed) the same objectives.
Nicole has successfully grown and created capabilities by leveraging partnerships and tools in ways never done in the past by the company and continues to lead the way in creating new go-to-market chassis and building the organization capability along the way.
There you go: 11 young masters of their field to celebrate Mansmith YMMA’s 11th year!
Do you know anyone else as inspiring as these people? Share who you would nominate with us! 🙂
