Young Filipino Marketing Professionals Awarded as Young Market Masters (YMMA)
Ann Nathalie D. Esteves
Sr. Brand Manager, Unilever Philippines
Mansmith YMMA Awardee for Brand Management
With over 45 years of heritage, Sunsilk is one of the most iconic hair brands in the Philippines. In the midst of a challenging year, Ann steered Sunsilk’s recovery starting with the task of reconnecting with the Sunsilk girl. Through numerous consumer immersions, Sunsilk rediscovered the needs of Filipinas for hair that stays beautiful and fragrant all day.
Ann also led the introduction of TRESemmé in the Philippines in Q4 2012. It aims to capitalize on an emerging middle class with more complex hair needs. The launch brought to life TRESemmé premium salon equity starting with a salon-driven innovation in Keratin Smooth. This innovation changed category paradigm by making one of the country’s most popular salon treatments available in retail, and by extending shopper basket beyond just shampoo. TRESemmé created desirability amongst upscale consumers by using fashion and style to build interest. Over-indexing in use of digital and PR, the brand partnered with some of the biggest names in Philippine fashion and salon to unveil one of its biggest on-ground activations called TRESemmé Runway Ready.
Kathlene S. Gomez
Marketing Group Manager, Bounty Agro Ventures, Inc.
Mansmith YMMA Awardee for Marketing Management
Kathlene reinvented the Bounty Fresh brand, introducing Chooksie’s Dressed Chicken, a new economy brand that was priced lower and distributed in Chooks-to-Go outlets, targeted to middle-low income families. Through this, she was able to come up with separate marketing strategies for each.
While Chooks-to-Go was very successful in challenging the tradition of grilled chicken, they launched Uling Roasters, a brand catering to those who preferred the traditional litsong manok, with a standard opening price of only P99. The success of the launch was so phenomenal that people lined up for one whole day. The brand has now grown to a total of 62 outlets in just more than a year and continues to expand.
Chooks-to-Go and Bounty Fresh have launched innovative digital campaigns that successfully engaged and established a connection with its followers. These campaigns have helped establish both brands as the “most liked” brands in their own categories on social media.
Juliana Jessica Nina M. Inocencio
Sr. Brand Manager, Unilever Philippines
Mansmith YMMA Awardee for Brand Management
Jessica was able to redefine a classic laundry detergent brand, Surf, and earn its rightful place as the number 1 laundry detergent. On its 25th anniversary, Jessica spearheaded SurFiesta Campaign, a partnership with the country’s top telecommunications company, SMART, and gave away FREE TEXTS with every Surf sachet, bringing the “value” of a simple laundry sachet to a whole new level. The joint efforts and tri-partite partnership between Surf, SMART and redemption partner Cebuana Lhuillier allowed more consumers to get involved in building a unique sachet recovery model. SurFiesta was Surf’s most successful promotions generating consistent double-digit growth for two consecutive years via a highly unique promotions platform that drove brand penetration to new heights.
To sustain the momentum that Surf Fiesta had brought, Jessica launched Surf Rose Fresh. The strategy was to solidify the brand’s position in the consumers’ minds that only Surf could bring a uniquely delightful experience with every pack—-not through price-offs, not through trade promos, but through a commitment to deliver great fragrances that could redefine day-to-day laundry. Surf Rose Fresh was one of the most successful launches in laundry, reaching double-digit share and quick to become the No. 1 sku in laundry.
Joyce Nikola F. Joseph
Product Manager, United Laboratories, Inc.
Mansmith YMMA Awardee for Brand Management
As then-Assistant Product Manager for SOLMUX in 2010, Joyce faced the challenge of turning around a business that was losing market share and had declined double-digit from prior year. SOLMUX’ market leadership was challenged by a major herbal competitor’s attacks on its safety, while commoditization by Generic Carbocisteine, which were priced at just 1/5 of SOLMUX’ SRP, also threatened further its value proposition.
Joyce took SOLMUX from strength to strength by deeply analyzing the science behind SOLMUX’ product actions and continuously churning out new interpretations, despite the absence of any product innovation. These reinforced SOLMUX as the “Da One” in efficacy, speed and doctor recommendation, not just above-the-line, but even in trade and activations. With these, Joyce continues to believe that it is important to continuously uncover knowledge about your own product and combine it creatively with a deep understanding of your consumer, in order to drive growth and weather competitive challenges.
Top Young Market Masters (YMMA) Awardees on Next Page
