Francis Mark Fernandez

Consistently achieved and exceeded base and bold annual sales targets since 2021, driving double-digit growth across different channels, including HORECA, Digital Commerce, Local Key Accounts, and Sub-distributors. Spearheaded strategic planning and execution in provincial modern trade and GT channels through the National Distributor Sales Teams, setting clear KPIs for implementation and performance tracking. Demonstrated expertise in bottoms-up forecasting and deep-dive analytics, ensuring accuracy and actionable insights for decision-making. Designed and executed channel-specific programs and regional initiatives tailored to unique market needs, while optimizing trade investments to meet TLI and ROI objectives. Successfully led Joint Business Planning (JBP) efforts, developed SCM partner and sub-distributor account plans, and fostered alignment with Mars Wrigley’s 5 principles, contributing to a culture of excellence and collaboration.

Key Achievements:

Award Recipient: Mars 5 Principles Awards

Q1 2023 (April 2023) – Recognised for leadership in sales execution and embodying company values.

Q2 2023 (August 2023) – Delivered impactful market initiatives.

Q4 2023 (December 2023) – Achieved outstanding sales results within the General Trade channel.

•Mars 5 Principles of 2023 Awardee: Selected from all Mars Philippines Inc. all associates for exemplary performance aligned with company 5 principles (January 2024).

•Mars Indak Award: Honoured for Exemplary Performance

•Mars Sales Team of the Year: Recognised for exceeding team sales targets, contributing to +25% growth across Modern Trade and General Trade (December 2024).

Performance Recognition:

•2021: “Exceeds Expectations” - Top 10% of Mars Philippines Inc.

•2022: “Exceeds Expectations” - Top 10% of Mars Philippines Inc.

•2023: “Outstanding” - Top 5% of Mars Philippines Inc.

Accomplishments:

•Consistent Sales Growth: Delivered area sales growth of +22% (2022), +25% (2023), and +20% (2024), contributing to a $1.2M uplift in revenue through strategic planning and tactical execution.

•Project Leadership: Spearheaded the launch of the Doublemint and Snickers Jar project, achieving 90% distribution coverage in key General Trade channels, contributing to a 15% increase in product visibility (2024).

•Route-to-Market Expertise: Co-developed and executed a new route-to-market framework for General Trade in collaboration with the Sales Director, increasing distribution efficiency by 30% (2024).

•Channel Growth: Drove +10% business growth and increased outlet buying by 90% across Drugstores and Petrol Channels through targeted initiatives and trade partnerships.

•Leadership Experience: As Interim Channel Head, led a 10-member team for 7 months, overseeing the 2025 annual planning process, weekly alignments, and strategic reviews. Delivered a +15% improvement in overall channel efficiency.

•Strategic Partnerships: Established first-time collaborations with Krispy Kreme and Dairy Queen, driving a 20% increase in co-branded product revenue through new doughnut and ice cream lines (2023).

•Budget Optimisation: Streamlined the 2023 key accounts budget, saving 10% in operating expenses while maintaining market competitiveness.

•E-Commerce Expansion: Launched digital commerce operations on platforms like Foodpanda, Grab, Lazada, and Shopee, achieving a 50% uplift in online IMS through strategic partnerships with a national enabler (2022).

•Stakeholder Management: Cultivated strong relationships with key distributors and retailers, resulting in a 15% increase in market share and improved supply chain efficiency.

Managed Robinsons Supermarket Corporation, the third-largest retailer in the Philippines, achieving significant sales growth and category development. Promoted to handle the country’s largest retailer, Puregold Price Club, along with its sister company, S&R Membership Shopping, a warehouse-type membership account. Delivered year-on-year revenue growth through innovative trade marketing strategies, data-driven analysis, and execution of account-specific programs to maximize profitability. Collaborated with cross-functional teams to ensure seamless coordination in supply chain, promotions, and demand planning while establishing strong partnerships with key retail stakeholders. Consistently exceeded sales targets, contributing to incremental growth, market share expansion, and the successful introduction of new product lines.

Key Achievement:

•Awarded Key Account Manager of the Year – Silver Apple Award for Pantry Essentialsby Robinsons Supermarket Corporation. Recognized for exemplary performance in driving category growth, strategic account management, and delivering outstanding results. This prestigious award marked the first-ever recognition received by Foodsphere, Inc. from the retailer, highlighting exceptional contributions to business success and partnership development.

•Awarded “Top Performer of the Year” in 2020 for delivering exceptional results amidst challenging conditions.

Performance Recognition:

•2020: “Outstanding” - Top 5% of Foodsphere, Inc.

Accomplishments:

•Achieved Exceptional Business Growth: Delivered +32% growth year-on-year (+$2.7M) in 2020, despite pandemic challenges, by aligning cross-functional teams across Customer Marketing, Supply Chain, and Logistics. Recognized internally for effectively managing high-pressure situations and driving consistent results.

•Drove Key Retail Programs: Successfully executed major campaigns for the third-largest retailer in the Philippines, including the Breakfast Festival, Back-to-School campaign, and Christmas Festive promotion, generating $1M in incremental revenue. These initiatives improved brand visibility and strengthened customer engagement, achieving a 20% boost in seasonal category performance.

•Optimized Budgets for Efficiency: Achieved a 15% optimization of the display budget in 2020 by focusing on strategic investments without compromising performance. Additionally, optimized Puregold Price Club’s budget by 10%, prioritizing brand-relevant activities, resulting in a $250K cost saving.

•Strategic Product Placement: Ensured 100% on-time placement of new products in Robinsons Supermarket Corporation in 2020, supporting seamless launches. These efforts contributed to a 12% category growth in six months.

•Managed High-Value Categories and Accounts: Oversaw the largest product category (Frozen) in 2021 and managed the largest modern trade account, contributing to a $91M business portfolio.

•Spearheaded Festive Campaigns: Successfully planned and aligned Festive Plans with S&R Membership Shopping, the largest warehouse retailer in the Philippines, in June 2021, leading to seamless execution in October 2021. This campaign delivered a 15% uplift in seasonal sales and improved retailer satisfaction.

•Delivered Sustained Sales Growth: Drove a +20% year-on-year sales increase for Puregold Price Club Inc., leveraging targeted strategies and efficient resource allocation. These efforts enhanced customer loyalty and category penetration.

•Developed Strategic Annual Plans: Designed a comprehensive 2021 business plan for Robinsons Supermarket Corporation and presented a successful review to senior executives, including owner Robina Gokongwei. This strengthened strategic alignment, resulting in a 10% increase in promotional support.

Worked for the national distributor of Ferrero International SpA in the Philippines, managing top accounts such as Robinsons Supermarket Corporation and Landers Superstore. Oversaw iconic global brands, including Ferrero Rocher, Kinder Joy, Kinder Bueno, Tic Tac, and Nutella. Consistently met monthly sales targets by implementing strategic account plans, optimizing trade terms, and driving distribution and promotional execution. Delivered measurable growth in sales and market share while strengthening key client relationships and enhancing brand visibility.

Key Achievement:

•Sales Team of the Year Award (2019): Recognized for exceptional contribution to team performance

Performance Recognition:

•2019: “Exceeds Expectations” - Top 10% of Benby Enterprises Inc.

Accomplishments:

•Strategic Account Growth: Increased sales by +42% in Robinsons Supermarket and +38% in Landers Superstore year-on-year by renegotiating trade terms, implementing targeted promotions, and elevating in-store product visibility.

•Campaign Leadership: Pioneered the launch and expansion of Kinder Joy and Nutella campaigns, including the Breakfast Festival, Back-to-School Program, and Halloween Promotions, generating a 30% incremental sales uplift within six months.

•Seasonal Marketing Excellence: Secured prime display placements for Ferrero Rocher during Valentine’s and Christmas seasons, resulting in significant customer engagement and seasonal sales spikes.

•Client Relationship Management: Strengthened partnerships with key accounts, negotiating enhanced trade agreements and achieving a 10% increase in market share for Ferrero brands.