Emmanuel T. Lingao
1 Las Villas de Valle Verde, Kaimito St., Pasig City
Metro Manila
emlingao@yahoo.com
Experience
Jun 10 –Present
Business Development/Marketing Consultant
 Empyrean Computer Center (for Intex Technologies and KTC TV)
 Developed new channels for computer peripheral business and LED TV
 Opened and developed mobile chain store for Intex mobile range
 Currently progressing plans for Intex concept stores
 Premier Wine and Spirits, Inc.
 Pre-launch research work on Red Bull
 Below-the-line activity for Jagermeister
 Dave’s Natural Frozen Yogurt Inc.
 Helped expand retail outlets for yogurt ready-to-serve snacks
 Recommended pack designs and POS material sourcing and production
Zahnouk Enterprises
 Operated a Lebanese food take-out business
Media Volunteer, ABS CBN Foundation
 Documented the 10/10/10 Run Kapit-Bisig Para Sa Ilog Pasig Program
 Produced merchandising plugs for Film Mentoring Workshop with Brillante Mendoza
Feb 07 – May 10
Altasia Inc., Karrivin Plaza, Pasong Tamo Extension, Makati City
General Manager: Managed the marketing, sales and operations of West and Davidoff
cigarettes in the Philippines
 Grew domestic business by 90% with proper inventory management and retail sales
expansion
 Reinforced duty free business with periodic sales programs (30% growth)
 Executed West advertising and promotions adapted from West Global campaign
 Developed and implemented trade marketing programs for different retail channels and
HORECA outlets
Sept 06 – Feb 07
Business Development/Marketing Consultant
 Sasha Sailing Club – helped set-up a premium sailboat fleet business in Boracay
 Integrus Enterprises, Inc. – opened and developed the non-traditional retail and onpremise channels for wellness products of Integrus; executed print, PR and below-theline activities to grow Chaser business
Jul 03 – Jul 06
Everbright Apparel Corp., Solid Mills Bldg., Legaspi Village, Makati
Marketing and Sales Director: managed the Wrangler brand in the Philippines
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Grew total apparel business by 60% with sales expansion and the relaunch of new
Wrangler range
Executed the regional “ Wanted” Campaign for the local market
Managed both boutique store operations and department store retail sales nationwide
Responsible for visual merchandising and in-store displays
June 01 – June 03
Globe Telecom, Inc., Globe Telecom Plaza, Mandaluyong
Senior Marketing Manager: responsible for Prepaid Loyalty and Retention
 Relaunched the GENTXT loyalty program with a full ATL/BTL campaign aimed at
young subscribers and grew membership base by 60%
 Instituted a National SIM Upgrade retention and acquisition program for prepaid subs
 Launched the first, tri-media text based Globe promotion for all subscribers
 Implemented the below-the-line efforts of the G campaign including event-based
recruitment
June 99 – May 01
Diageo, Inc., Enterprise Center, Makati
Brand Manager: handled the Johnnie Walker business (60% contribution to Diageo economic
profit) and Jose Cuervo
 Launched J. Walker “Keep Walking” global campaign (ATL/BTL).
 Developed trade and sales programs to grow J. Walker business in Duty Free by 30%
 Relaunched Cuervo’s new advertising and promo campaign in the off-premise/onpremise channels
 Grew Cuervo business by 44% in FY ’00 by maximizing the Freeport channel
Sept 96 – May 99
Sara Lee Philippines, Inc., Ireneville Subv., Sucat, Paranaque, M.M.
Brand Manager: responsible for the Shoe care and Household Care categories (75% of the total
business).
 Launched Ridsect aerosol insecticide to grab 10% share during the 1st year( 3rd major
brand behind Baygon and Raid)
 Launched Ridsect coil to expand Ridsect insecticide range in the downline trade
 Launched Kiwi sachet which accounted for 4% of the shoe care market and 10% of
Kiwi business
 Implemented new advertising and promotion campaign for Kiwi and reinforced market
leadership for Kiwi at 80% share
Jan 96 - Aug 96
Del Monte Phil, Inc., Citibank Towers, Makati, M.M.
Assistant Brand Manager: responsible for the Spaghetti Sauce and balance sauce brands.
 Developed line extensions of Del Monte Spaghetti Sauce
 Launched new sauce products to incremental business to the category
 Identified and resolved key product and packaging issues
Jun 93 – Dec 95
Dairy Products Division, CFC Corporation, Bagong Ilog, Pasig, M. M.
Asst. Brand Manager, Presto: Assigned to put together the Presto Relaunch.
 Developed the advertising and merchandising plan for the relaunch of Presto new
packaged ice cream line
Asst . Brand Manager, Tivoli: Responsible for the volume targets of “Heaven in a Bar”.
 Launched “Heaven in a Bar” ice cream which contributed 30% growth to Tivoli
business
 Conceptualized, developed, and implemented its ad and promo activities
Senior Brand Assistant, Tivoli: Assisted the Brand Manager in the all Tivoli product
lines.
 Assisted in the Tivoli Frozen Snacks Relaunch specifically in:
- product development and reformulation
- new packaging development
- new advertising and promo materials
 Conceptualized and developed new product lines inc. Funwich and Astrobars
 Handled various below-the-line selling activities
1992
Spoofs Limited
Founder, R & D Head
 Developed and implemented the business plan for the brand
 Conceptualized and developed the products and designs for launch
Seminars Attended
May 2010
Mowelfund Film-Making Workshop
March 2005
Vanity Fair Asia Conference – Singapore
October 2004
Philippine Retailers Association Conference, Edsa Shangri-la Hotel
March 2004
Vanity Fair Asia Conference – Kuala Lumpur
November 2001
Advanced Marketing Research by Dr. Ned Roberto
June 2001
SMS Marketing Trends
December 2000
Diageo Way of Brand Building, Oakwood Hotel
August
March 2000
UDV Turn-On Workshop: On-Premise Seminar
August 1999
Jose Cuervo Plant and Distillery Orientation sponsored by Jose Cuervo International
October 1997/
February 1998
Chartered Institute of Marketing of London: Malaysia/Cebu
March 1996
Fundamentals of Media Planning, Media Pulse
December 1994
Basic Marketing Research by Dr. Ned Roberto
June 1994
The Brand Management Seminar, sponsored by the PANA
Education
1992
Ateneo de Manila University; BS Management Engineering
N.B. Accepted as Merit Scholar
1988
Ateneo High School; graduated Honorable Mention
Extracurricular Activities
1997-2000
Capitol Jaycees, Project Head
Interests and Skills
Music, Movies, and basketball.
Birthday
March 9, 1972
Civil Status
Single
Contact Number
09209544146 09228092280