Netherlands
A leader wearing many hats – from Strategy, Innovations Design, Business Performance. Spanning 3 categories (Laundry, Skin Care, Food), 5 brands (Breeze/Omo, Eskinol, Master, Dove, Knorr), and both regional (Southeast Asia) and local (Philippines, Thailand) geography, seeking regional/global roles in the field of Brand Management and Consultancy, to cement a global management career. On the side, I use my Instagram Platform @seigf.read to share my passion for reading works of literature. I'm a big advocate for fiction as a tool to become better people, more humanistic, and more empathetic. Yes, better leaders as well! All this, being driven by the purpose of “inspiring storytellers" -- with the goal of living and meeting people across different regions and continents. Let's talk! You may reach me by email, or feel free to drop me a message here on LinkedIn.
Leading Global Cooking Aids Innovations and Portfolio Transformation for Knorr
Leading Brand Innovations, Design, and Strategy for Thailand, Cambodia, and Laos Leading Strategy and Design for Greater Asia Reporting directly to Foods TH&CL General Manager
• Integrated Business Planning Lead: Projected to deliver first year of growth for Nutrition Thailand since 2021 by building the E2E strategy signed off across Regional Leadership Team and Go-to-Market Sales, triangulating bottoms-up targets per category and customers — built from clear problem diagnoses, to a reimagined brand strategy, transformed into a category, customer-growth strategy allowing us to win as Unilever, together with our customers. • Supply & Operations Lead: Rebuilt the S&OP Process from Activity to Demand Planning to leading PnL Management transforming the planning process to be more (1) activity focused and (2) granular in forecast tracking, improving forecast accuracy from 38% to 61% (63% target), with full ownership & accountability on PnL performance on Topline Revenue and Bottomline Profit. • Net Revenue Management Lead: Designed Revenue Growth strategy for Nutrition TH – protecting strategic pricing to ensure market competitiveness (1.5mE risk), double-clicked on key opportunity in CCA (+1.5mE), and pivoted channel strategy & pack-price architecture on RTE (+0.5mE), helping drive Gross Margin and Underlying Profit growth. Lastly, ended my role with landing two straight quarters (Q2'24; Q3'24) of the best improvement in promotion ROI and reduction of non-performing promotions across Unilever Thailand. • Reporting directly to Nutrition Thailand, MYSG Country Head and Nutrition Thailand CSP Director
• E-Commerce Lead for Home Care: Delivered 4X WoW value growth for Total E-commerce. Led the category to a 103% YTD growth for Shopee and became the #1 Home Care store in Lazada. Spearheaded the Total E-Commerce 2020 Strategy for Home Care. • Project Manager for Unicorn Start-up: Led a cross-functional team of 25 people across different functions to ensure on-time in-full accomplishment of project items. • Data Lead for Breeze, Comfort: Led weekly tracking of sales, off-take and monthly tracking of shares, distribution to identify drivers of growth, sources of loss, with recommendations to improve brand health. • Brand co-lead for Domex: Pivoted relevant actions during COVID19 through a Planning for Agility content plan and E-Commerce assortment expansion from 25% to 100% to cater to increasing consumer demands. Part of the January 2020 batch of Unilever Leadership Internship Program (ULIP).
• Spearheaded whitespace projects for P&G Safeguard Liquids, specifically: Institutionalization, P&G Health Partnership, and Emerging Channel Pipe. • Created an end-to-end plan to institutionalize Safeguard through collaboration with multiple functions. Formalized first distributor of P&G SMO to institutions as well as a toolkit on the recommended SKU, price, variant, and packaging for penetration with funding approved for a test and learn. • Directed partnership efforts between Safeguard Hand Soap and Hand Sanitizer with P&G Health/Merck Brands to reach more than 5,000 doctors across the Philippines. • Headed introduction of Safeguard Liquids to an Emerging Channel to make it their first ever P&G brand, and increasing initial pipe from 33 to more than 100 doors. Part of the 2019 batch of P&G Dream Interns.
• Performed market research through technical, analysis, charting, and presentation tasks and projects for local and multinational FMCGs across different categories for Retail Audit and Homepanel services. • Handled laundry category's retail audit estimations, and analysis then presented findings to client’s Senior Brand, Deputy Operations, and General Manager. • Handled homepanel research, and analysis on Filipino households' purchase behavior for Q1, Q2 2018 with findings presented to Nielsen's CPG Executive Director. • Automated personal care categories’ monthly reports for efficient and consistent outputs cutting total time of updating for future reports. Moreover, created a template for homepanel topline reports in order to streamline future reports across categories and clients.
Provided Mandarin Chinese to English translation services to Aexponent Media Productions, Inc., which involved translating five documents (episodes) of transcriptions for Chinese Cartoons: 猪猪侠 (GG Bond) and 疯狂小糖 (Crazy Candies). Translations were used by Æxponent for the content localization and globalization of the aforementioned Chinese cartoons.