ROGIE  U.  DELEÑA,  ME  728-­‐C  Ideal  Street  corner  East  Street,  Brgy.  Addi$on  Hills,  Mandaluyong  City  

09177286565    rj.delena@yahoo.com  

Over   twenty   years   of   experience   in  marke,ng,   human   resources,   and   engineering   across   leading   fast  moving  consumer  goods  companies.  Proven  track  record  in  innova2on,  pioneering  ideas  and  improving  opera&onal  effec&veness.    With  excellent   skills   to  design  promo&onal  concepts,   consumer’s  ac&va&on,  and  product  launch.  Has  substan'al  experience  in  delivering  best  prac*ce  methodologies,  which  yielded  award-­‐winning   innova)ons   that   achieved   cost-­‐efficiency.     A   systema)c   and   crea)ve  marke&ng/engineering   professional   who   has  passion   for   crea%ng   a   compe%%ve   advantage   to   execute  plans  which  drive  business  objec.ves  and  results.    

Coca-­‐Cola  Far  East  Ltd                 2009  –  2015    The  world’s   largest  beverage  company,  refreshing  consumers  with  more  than  500  company  and  bo<ling  partners  with  more  than  500  sparkling  and  s)ll  brands.    Market  Execu,on  Manager  for  Mul,  Brands    

Lead   in   brand   development   and   execute   field   marke*ng   programs   and   ac*vi!es   that   drive  achievement   of   business   objec1ves,   create  buzz   awareness,   drive   consumer   and   trade   engagement  opportuni%es,  and  sampling  in  key  markets.  Establish  strategy  to  achieve  Brand  Ac,va,on  Objec,ve(s)  that  includes:    reach  of  target  market  and  delivery  of  brand  message,  awareness  and  trial  genera9on.    

 Key  Accomplishments:      

• Led  the  Personalized  Coke  (Share  a  Coke)  ac%va%on   in  73  venues   (malls  and  supermarkets/  convenience   stores)   na(onwide   for   143   days   in   simultaneous   events   in   all   three   ac0va0ng  venues  and  achieved  an  increase  of  300%  sales  profit  in  selected  venues.  

• Authored  and  implemented  Coca-­‐Cola  Drive  Cycle  Planning  System  that  managed  the  flow  of  informa(on   to   Field   Sales   in   the   simplest,   uncomplicated,   abridged   yet   comprehensive  manner  that  convert  brand,  category,  channel  strategies  or  customer  plans/programs   into  a  priori%zed  set  of  instruc#ons  for  field  execu#on  thereby  gaining  the  business  target  in  2009-­‐2011  and  won  Grand  Prize  in  the  Coca-­‐Cola  President’s  Cup  in  2009.      

• Led   and   organized   the   team   that   implemented   the   record-­‐breaking   consumer   ac/va/on  program,  Coca-­‐Cola  100  years  Celebra&on,  that  became  the  2013  grand  winner  in  the  Coca-­‐Cola  President’s  Cup  which  included  the  following  programs:    

o Coca-­‐Cola  Bingo  Isang  Daang  Pasasalamat  -­‐  500  barangays  na+onwide,  average  of  20  in  a  day  with  sales  of  over  3,000%  per  Bingo  Ac8va8on    

o Coca-­‐Cola  Happiness  Truck  –  120  GMA  barangays  giving  out  over  200k  surprises  to  consumers  and  orphans  in  a  period  of  just  15  days        

o Coke   on   Us   -­‐   simultaneous   3-­‐hour   na(onwide   sampling   with   unprecedented   3.8  million  hits    

o Concert   ng   Bayan   –   13-­‐hour   concert   with   13   bands/ar(sts   at   SM   MOA   Concert  Ground  with  4  simultaneous  concerts  and  live  streaming  in  SM  Lipa,  SM  Baguio,  SM  Cebu  and  SM  Davao  a.rac1ng  double  the  expected  audience    

o Coca-­‐Cola  Apprecia,on  Week  –  brought  food  and  music  to  100  Coca-­‐Cola  partner  accounts      

• Evaluated  and  addressed  Coke  exclusivity  opportuni4es  of  Philippine  Fiestas  via  organiza&on  of  Coke  Food  Strips   in  2009  and  achieved  double-­‐digit  year-­‐on-­‐year  volume  growth  through  

CAREER  SUMMARY  

WORK  EXPERIENCE  

expansion  of  number  of  fiestas  (from  12  to  28)  supported.  This  was  achieved  without  increase  in   budget   costs   and   efficient   use   of   collaterals   with   successful   nego+a+ons   from   fiesta  organizers.

 Nestle  Philippines,  Inc.                   2004  –  2008  Maka$,  Philippines    The  world’s  leading  Nutri3on,  Health  and  Wellness  manufacturing  company.      Marke&ng  Promo&on  and  Events  Manager    Lead  in  the  brand  connec-on  of  “BIG  IDEA”  in  execu-ng  ac-va-on  campaign  plans  across  consumer  touch  points.   Develop   execu%on   of   the   ac%va"on   plan   -­‐   align,   interface   and   coordinate   with   internal  stakeholders   as  well   as   external   contacts   such   as   suppliers,   service   providers,   crea5ve   agencies   and  PR  agencies.      Key  Accomplishments:    

• As  part  of  the  Nestle  Philippines,  Inc.  Business  on  Wheels  (BOW)  program,  conceptualized  the  tools   and   vehicle   on   how   to   ensure   delivery   and   distribu3on   of   products   into   small  eateries/carinderias,   normally   not   reachable   by   standard   vehicles.   Program   started  with   50  vehicles  and  has  to-­‐date  been  expanded  to  400  units.      

• Successfully   conceptualized,   along   with   a   team,   the   breakthrough   Choose   Nestle,   Choose  Wellness   Campaign   and   orderly   implemented   the   internal   launches   of   the   campaign   into  factories  that  became  a  pla0orm  of  the  corporate  campaign.      

Recruitment  and  Training  Manager               2001  –  2004  Manages   the   recruitment   and   selection   of   potential   candidates,   conducts   and   analyzes   exit   interviews.  Handles  campus  recruitment  and  student-­‐trainee  programs.  Organizes  competency  training  programs  and  30-­‐minute  lunch  break  training  sessions.          Key  Accomplishments:    

• Designed   an   innova&ve   campus   recruitment   programs   that   resulted   to   significant  improvement  of  preferred  employer  status  amongst  new  graduates  from  rank  7  to  rank  2.    

• Implemented   a   Student   Internship   Program   that   ensured   incoming   interns   have   iden0fied  projects   with   corresponding   expecta/ons   and   support.   100%   of   students   who   joined   the  program  rated  the  Student  Internship  Program  Excellent  in  year  2001-­‐2004.        

Safety,  Health  and  Environment  Manager             2000  –  2001  Cabuyao  Factory,  Philippines    Manages   the   Safety,   Health   and   Environment   (SH&E)   of   Nestle   Cabuyao   Factory   employees   and  environmental  sustainability,  safeguard  Safety  and  Health  through  Zero-­‐accident  mindset  and  ensure  low  cost  operations  via  Nestle  energy  saving  strategies.      Key  Accomplishments:    

• Authored  and  led  the  implementa0on  of  the  award-­‐winning  Nestle  Philippines,  Inc.  Greening  the   Supply   Chain   Program.  Nestlé   Philippines   was   the   Gold   recipient   of   the   Environmental  Excellence  award  at  the  1st  Asian  CSR  Awards  in  2003  for  it’s  Greening  the  Supply  Chain  (GSC)  project   (Asian   Institute   of   Management   Center   for   Corporate   Social   Responsibility,   2003).  Eventually  in  2003,  the  project  promoted  environmental  sustainability  within  and  outside  the  corners  of  Nestlé.  GSC  project   increased  knowledge  about  the  pressing   issues  of  the  society  and  a  venue  for  companies  to  collaborate  and  integrate  their  environmental  policies  that  aim  reduction  of  energy  consumption  and  equipment  optimization.  

PT  Nestlé  Indonesia                     1998  –  2000  Corporate  Safety,  Health  and  Environment  Manager    Expatriate  in  Jakarta,  Indonesia  Manages  the  Corporate  Safety,  Health  and  Environment  (SH&E)  of  the  5  factories,  sales  offices  and  one  head  office  of  Nestlé  Indonesia.  Creates  corporate  safety/environmental  programs  for  employees  and  its  stakeholders.      

Nestlé  Philippines,  Inc.                   1993  –  1997  Industrial  Services  Supervisor    Alabang  Factory,  Philippines    Supervises   and  plan   for   preventive  maintenance  of   the   following  equipment:   coffee   ground   incinerator  that   coverts   energy,   waster   water   treatment   plants,   boilers,   air   handling   units,   water   systems,  compressed  air  and  others.      Industrial  Technology  Development  Institute,  DOST           1990  –  1993  Taguig,  Philippines    Science  Research  Specialist  Lead   Research   and   Development   programs   on   materials   essential   to   the   development   of   industries.  Generate   scientific   data   and   information   in   the   field   of   materials   science   and   engineering   for   the  dissemination/publication  in  scientific/technical  journals  in  the  Philippines  and  overseas.    

 Philippine  Christian  University/St.  Paul’s  University             1988  –  1990  Manila,  Philippines    Instructor  Teaches  calculus,  algebra,  physics,  and  earth  science  in  the  following  colleges:  Computer  Science,  Nursing  and  Arts  &  Communication      Assumption  College                       1986  –  1988  Iloilo  City,  Philippines    Instructor  Teaches  mathematics,   science  and  arts   to  elementary   (Grades  2  –  6)  and  high   school   (First  and  Second  Year)  students      

University  of  Iloilo                     1981  –  1986    Scholar  –  Bachelor  of  Science  in  Mechanical  Engineering      

University  of  Magdeburg,  Germany                                      2000    Scholar  –  Environmental  Engineering  and  Management  System  (3-­‐month  course)    University  of  the  Philippines  (Diliman),  Quezon  City         1994  -­‐  1996    Scholar  –  With  Units  in  Masters  of  Science  in  Environmental  Engineering      West  Visayas  State  University,  Iloilo  City               1986  -­‐  1988    Scholar  –  With  Units  in  Masters  of  Arts  in  Teaching        

Mechanical  Engineer  PRC  #  34308                                          1987    Civil  Service  (Passed)                     1988      

EDUCATION  

CONTINUING  EDUCATION  

PROFESSIONAL  LICENSURE