Ronald I. Martinez

Summary

18-year business analytics and IT systems veteran across various fast-moving, market-leading, consumer goods brands and categories in Asia and North America. Core areas of expertise are primarily in sales and marketing business intelligence and analytics across online and offline retail trade channels, direct-selling, consumer, shopper, and marketing subject matters. I have set and driven key commercial, BI, data, and analytics strategies across sales, brand management, and central planning organizations for leading Asian and North American household, health, and beauty care brands. I am also experienced in sales and planning operations processes, project management, strategy design, IT service & operations, and external IT vendor partnerships for management reporting solutions and services.

Experience

The SM Store – Operations and Analytics Vice President, SM Retail Inc. Manila, PH — June 2020- Present

Responsible for building and integrating analytic capabilities and resources into retail operations and product category management teams and processes for the country’s largest department store.

Philippine Beauty, Fashion, and Home Care – Commercial Transformation & Analytics Director, AVON Manila, PH — February 2019- May 2020 (1.25 years)

Responsibilities covered the building and transformation of direct selling commercial strategies for representative acquisition and retention. The focus of the organization is to design and develop highly segmented representative earning frameworks, category discount schemes, training, & recognition programs, to drive representative retention and loyalty with Avon. Analytic platforms and services remained in this role driving and scaling analytic capacity and capabilities for the organization across category management, representative earnings management, field sales performance, and inventory management.

Philippine Beauty, Fashion, and Home Care – Business Intelligence and Integration Director, AVON Manila, PH — June 2018-January 2019 (8 months)

Owned and drove sales and marketing analytic capabilities, cross departmental strategy, operations planning and tracking processes, and the project management office. Also co-led the sales department with the general manager during Q4’18-Q1’19 period across operations and initiatives planning while the executive sales director role was vacant. During this period, in the space of analytics, the inaugural business intelligence organization (Q3’19) was successfully established, during a time of negative overhead growth across investments and headcount. Initiatives successfully launched in Q4 ’19 were the overhaul, revalidation, and redesign of underutilized corporate data assets and platforms to enable broader access, and to prepare the groundwork for advanced analytics technically and operationally. In the space of business integration, end to end S&OP management processes and initiative management were simplified and redesigned to adapt to corporate restructuring efforts, resulting to positive top and bottom line growth for the fiscal year.

North America Shave Care – Sr. Brand Analytics and Insights Leader, PROCTER & GAMBLE Boston MA, USA— July 2016-December 2017 (1.5 years)

Responsible for shaping and driving key business intelligence strategies and priorities for the North American division for Gillette and Venus’ $2B brand portfolio across the total grooming category. Priorities involve driving analytic tools, capabilities, and product category thought leadership for general management, sales, and marketing functions leveraging extensive supply chain, shopper, and consumer data sets to grow and improve top and bottom line results across strategic choices. Subject matter expertise in corporate scorecards and management dashboards, point-of-sale/shopper loyalty/panel-data mining, internal and customer inventory analytics, brand and category purchase behaviors and dynamics, media analytics for media testing and ad placement, direct to consumer, ecommerce market analytics, data visualization best practices, analytic organizations/solutions/services, external data supplier partnerships, and application of big-data and machine learning techniques across core operational processes.

US Grocery Retail Channel – Sr. Sales B.I. and Analytics Leader, PROCTER & GAMBLE San Francisco CA, USA — June 2014-June 2016 (2 years)

Analytics, IT, and back office services leader for the Safeway/Alberstsons US grocery customer sales organization. Provided multi-category and brand business analytics support for internal and external selling relevant to grocery retail channels, sales and marketing fundamentals optimization (i.e. product assortment, shelving, pricing, promotion, media coverage and sufficiency, etc.) consumer and shopper analytics (i.e. brand penetration, loyalty, and switching purchase dynamics). Includes third party vendor management across market data & research service providers (Nielsen, IRI, Kantar, Euromonitor, Infosys), as well as IT and Workplace service providers (HP, IBM, Microsoft, Jones Lang Lasalle). Definition and execution of big data applications for US grocery retail initiatives to influence and optimize product distribution, pricing, promotional, and communication choices across our leading brands such as Tide, Charmin, and Bounty. Deep business expertise in grocery format strategies (i.e. center store vs perimeter categories strategies). Product category expertise across the US fabric and home care, paper, baby care, and beauty industry segments.

Global Beauty & Grooming - Business Intelligence Manager, PROCTER & GAMBLE Cincinnati OH, USA — June 2010 – June 2011 (1 year)

Project manager for Beauty and Grooming mobile and dashboard business intelligence initiatives. Led corporate management information dashboard implementations for country level value and volume consumption and share reporting across skin care, hair care, personal cleansing, wet shaving, and oral care brands. Led strategic revenue management tools and capabilities for sales (i.e. price corridor analytics best practices and tools). I was also a data visualization center of expertise leader, ensuring BI tools and services deployed for beauty and grooming organizations follow industry best practices.

US Club Retail Channel - Sales B.I. and Analytics Leader, PROCTER & GAMBLE Seattle WA, USA — July 2011 – December 2013 (2.5 years)

Analytics & Insights leader for the US Costco and Warehouse Club retail channel designing retailer specific business intelligence solutions for the local sales teams and leadership. Responsible for extracting analytic capabilities and value from retailer data sources across retailer POS, loyalty data, inventory, and shopper data. Designed and implemented store-level analytics that identified key geographic and shopper opportunities driving sales, share, shipment, and profit growth for FY’s 2012 and 2013. Third party vendor management across market data & research services providers (Nielsen, IRI). Deep expertise in unique business model, marketing, and sales strategies of the club-store retail model.

US Asia Pacific American (APA) Diversity HR Manager, PROCTER & GAMBLE Cincinnati, OH/ Seattle, WA/ San Francisco, CA/ Boston, MA — 2009-2016 (7 years)

Organizational analytics leader for corporate strategy setting for the US Asia Pacific American Diversity group across all corporate functions (Marketing, Sales, R&D, Legal, Gen Mgmt, Finance, IT, Research, Logistics, External Relations). Led HR systems analytics to understand key organizational drivers to grow Asia Pacific American employees’ enrollment, promotion, retention, and recruitment levels for the company.

US Multi-Cultural Shopper Business Development B.I. Manager, PROCTER & GAMBLE Cincinnati OH, USA — January 2008 – May 2010 (2.5 years)

North America Brand development analytics across P&G's coffee, snacks, pet care, batteries, laundry detergent, and fabric enhancer businesses for the US Hispanic and African American shopper demographic. Responsible for growing business intelligence capabilities (i.e. sales manager tools for cross category/scale marketing, household panel analytic tools) that focus on understanding unique go-to-market strategies, communication, brand affinities for key US ethnic minority consumer groups. Also responsible for retail channel sales reporting and analytics for Mass, Grocery, Warehouse, and Drug Store retail channels for our household care brands.

Northeast Asia and Greater China Supply Chain Systems Engineer, PROCTER & GAMBLE Manila, Philippines — June 2003 – December 2006 (3.5 years)

Project manager for supply chain management reporting systems (SAP, Oracle) for the Greater China, Northeast Asia, and ASEAN markets. Scope included defining, executing, and handing over processes across IT operations, service management, application testing, and commercial team deployment. Also lead the outsourcing of our regional business information helpdesk services organization to Hewlett-Packard (HP).

US Paper, Fabric, & Home Care Information Systems/Services Analyst, PROCTER & GAMBLE Cincinnati OH, USA — January 2007 – December 2007 (1 year)

IT service portfolio leader for the US Household Care sales and marketing organization, managing services across digital marketing (brand site design services), consumer market research laboratories (learning lab design project management), and basic business intelligence scorecarding to deliver national marketing programs across our top US retailers for core our fabric, home care, and paper brands.

Education

University of Asia and the Pacific, Philippines B.S. Management of Information Systems 1999 – 2003

MIT Sloan/MIT CSAIL, USA Management Executive Education Short Course: Business Strategy Implications of Artificial Intelligence 2018

Skills

Business Intelligence, Competitive Analysis, Product Category Expertise (Fabric Care, Air Care, Surface Cleaners, Respiratory and GI, Skin Care, Oral Care, Shave Care, Hair Care, and Personal Cleansing)

Marketing and Sales Operation Analytics, Cross-Retail/Channel Sales Analytics, Shopper and Consumer Analytics, Cross Functional Teams Leadership, Vendor Management, IT Operations and Service Management, Forecasting/Simulation/Modeling