Meet the Mansmith Market Mentors Awardees 2026
MANUEL DIZON | MANAGING DIRECTOR OF ZUELLIG PHARMA CORPORATION
Mansmith Market Mentors Awardee 2026
Ding is a globally-experienced executive. He is able to define core issues, make tough strategic & operational decisions, and build great teams. Ding develops people through leading by example, coaching, mentoring, and providing opportunities for people to show their potential. Businessesare turned around and set up for accelerated, sustainable, profitable growth.
He has worked in more than 35 countries during the course of his career with Zuellig Pharma,Monde Nissin, Coca-Cola, Kimberly-Clark, Asia Pulp & Paper, and Procter & Gamble. He has held, among others, the following positions: CEO – International for Monde Nissin; CEO – international for Asia Pulp & Paper; Group General Manager for Coca-Cola China; Chief Operating Officer for Coca-Cola Bottlers Philippines; Chairman & Managing Director – Indochina, Chairman & Managing Director - Vietnam for Kimberly-Clark.
He has served on the Board of Directors of publicly listed and private companies which include Med Express, Kimberly-Clark Vietnam, Cosmos Bottling Corporation, Philippine Bottlers Inc., and Luzviminda Landholdings Inc.
Manuel holds a Bachelor of Science in Management Engineering from the Ateneo de Manila University. His post-graduate qualifications include an MBA from the IE Business School in Spain, and the Advanced Management Program at the Said Business School, University of Oxford.
RAMON CHRISTIAN PESIGAN | PRESIDENT AND CEO OF COCA-COLA EUROPACIFIC ABOITIZ PHILIPPINES
Mansmith Market Mentors Awardee 2026
Chris currently oversees the Philippine operations of Coca-Cola as the President and CEO of Coca-Cola Europacific Aboitiz Philippines. Chris previously served as CCEAP's Commercial Vice President for over two years.
Chris has been with the Philippine operations of Coca-Cola for over a decade. Since 2013, he has also served as the Commercial Go-to-Market Director and General Trade Director, leading over 1,500 general trade associates and cross-functional teams before he took on the role as the Commercial Vice President of Coca-Cola Europacific Aboitiz Philippines.
Chris led multiple projects under Commercial Processes when he started with CCEAP, including the evolution of the company’s Route-to-Market, piloting the first direct-to-consumer online platform, and developing a robust wholesaler strategy. Chris has brought a strong global strategy background to the company, having worked at Ernst & Young LLP in New York, where he developed project methodologies, designed data structures, and enhanced finance functions for global brands. He also serves as a Director on the Board of New Horizon Finance Corporation in the Philippines.
Chris holds a degree in Management Systems and Accounting from Fordham University, an MBA in General Management from IESE Business School, and has completed the Senior Management Programme at the University of Cambridge and the General Management Program at Harvard Business School.
Chris has been with the Philippine operations of Coca-Cola for over a decade. Since 2013, he has also served as the Commercial Go-to-Market Director and General Trade Director, leading over 1,500 general trade associates and cross-functional teams before he took on the role as the Commercial Vice President of Coca-Cola Europacific Aboitiz Philippines.
Chris led multiple projects under Commercial Processes when he started with CCEAP, including the evolution of the company’s Route-to-Market, piloting the first direct-to-consumer online platform, and developing a robust wholesaler strategy. Chris has brought a strong global strategy background to the company, having worked at Ernst & Young LLP in New York, where he developed project methodologies, designed data structures, and enhanced finance functions for global brands. He also serves as a Director on the Board of New Horizon Finance Corporation in the Philippines.
Chris holds a degree in Management Systems and Accounting from Fordham University, an MBA in General Management from IESE Business School, and has completed the Senior Management Programme at the University of Cambridge and the General Management Program at Harvard Business School.
AMPARO RIO |Chief Marketing Officer & Digital Ventures GM of NutriAsia, Inc.
Mansmith Market Mentors Awardee 2026
Amparo “Ampy” Rio is a senior business leader with a strong track record in building brands and delivering sustained top- and bottom-line performance across Asia.
Currently Chief Marketing Officer & General Manager for Digital Ventures of NutriAsia, Inc., Ampy has led the transformation and expansion of some of the most iconic food brands while pioneering new growth platforms, beverages and emerging business models. Under her leadership, NutriAsia strengthened its core businesses, expanded beyond condiments, and launched purpose-driven initiatives in sustainability, education, and community engagement—contributing to sustained growth and record-high consumer trust.
With over three decades of experience, Ampy has held leadership roles in multinational and regional organizations such as NutriAsia, Heinz (Indonesia, Vietnam, Philippines, Singapore) URC Vietnam. She led innovation programs that grew into sizable businesses, built and institutionalized robust innovation and marketing processes, working closely with multi-functional teams that were later adopted and rolled out across the ASEAN region.
Beyond business performance, Ampy is deeply committed to capability building and talent development. She established the Heinz Marketing Learning Academy in Indonesia and later launched NutriAsia’s Marketing Academy, embedding continuous learning to strengthen marketing fundamentals and sharpen business judgment. Widely recognized as a passionate champion & cheerleader of her teams, Ampy has played a pivotal role in accelerating the development of high-potential leaders—many of whom now hold critical roles across the organizations she has served. She also embedded marketing competency frameworks and performance and development systems that became benchmarks across departments and business units.
Ampy’s leadership philosophy is anchored in empowerment. She believes sustained performance is achieved when people are trusted with responsibility and guided with clarity—creating organizations that win with both strong results and strong leaders.
Currently Chief Marketing Officer & General Manager for Digital Ventures of NutriAsia, Inc., Ampy has led the transformation and expansion of some of the most iconic food brands while pioneering new growth platforms, beverages and emerging business models. Under her leadership, NutriAsia strengthened its core businesses, expanded beyond condiments, and launched purpose-driven initiatives in sustainability, education, and community engagement—contributing to sustained growth and record-high consumer trust.
With over three decades of experience, Ampy has held leadership roles in multinational and regional organizations such as NutriAsia, Heinz (Indonesia, Vietnam, Philippines, Singapore) URC Vietnam. She led innovation programs that grew into sizable businesses, built and institutionalized robust innovation and marketing processes, working closely with multi-functional teams that were later adopted and rolled out across the ASEAN region.
Beyond business performance, Ampy is deeply committed to capability building and talent development. She established the Heinz Marketing Learning Academy in Indonesia and later launched NutriAsia’s Marketing Academy, embedding continuous learning to strengthen marketing fundamentals and sharpen business judgment. Widely recognized as a passionate champion & cheerleader of her teams, Ampy has played a pivotal role in accelerating the development of high-potential leaders—many of whom now hold critical roles across the organizations she has served. She also embedded marketing competency frameworks and performance and development systems that became benchmarks across departments and business units.
Ampy’s leadership philosophy is anchored in empowerment. She believes sustained performance is achieved when people are trusted with responsibility and guided with clarity—creating organizations that win with both strong results and strong leaders.
OLIVER SICAM | General Manager of Shakey’s Pizza Asia Ventures Inc.
Mansmith Market Mentors Awardee 2026
Oli Sicam believes in building brands that matter, developing people, and creating impact beyond the bottom line. These weren't values he arrived at overnight — they were shaped in a career of over 25 years, across diverse industries, geographies and cultures.
He started at Unilever Philippines in 1999 as a management trainee, learned the craft, and for much of his time there, developed memorable campaigns, drove brand love and delivered business growth for one of its iconic Food brands — Knorr. That foundation earned him bigger roles, first in London, UK with the Global Knorr team, then in São Paulo, Brazil handling a Regional Savoury portfolio across Latin America. Those years gave him a global mindset, and deepened his conviction that Filipinos have what it takes to be world-class.
Back home as Marketing Director, he led Unilever's overall Foods business, then moved into quick service restaurants at Jollibee Foods Corporation — working in Chowking, Burger King, and Jollibee International and helping bring the brand to Hong Kong, the Middle East, Italy, and the UK. A chapter followed at Generation HOPE, a business built around social impact, building public school classrooms behind its flagship product HOPE in a Bottle.
A move back to the food industry brought him to Shakey's, where he led marketing across the group — Shakey's, Peri-Peri, and Potato Corner, including a relaunch of Potato Corner following its acquisition. Today, as General Manager of Shakey's, he's focused on strengthening the #1 full-service restaurant chain and beloved legacy pizza brand for the next generation of guests.
Through every role, his approach to people has stayed the same. He leads by what he calls a Happy Meal philosophy — a Happy working environment, Meaningful achievements, and constant Learning. It's the standard he holds for himself, and one he continues to pass on.
He started at Unilever Philippines in 1999 as a management trainee, learned the craft, and for much of his time there, developed memorable campaigns, drove brand love and delivered business growth for one of its iconic Food brands — Knorr. That foundation earned him bigger roles, first in London, UK with the Global Knorr team, then in São Paulo, Brazil handling a Regional Savoury portfolio across Latin America. Those years gave him a global mindset, and deepened his conviction that Filipinos have what it takes to be world-class.
Back home as Marketing Director, he led Unilever's overall Foods business, then moved into quick service restaurants at Jollibee Foods Corporation — working in Chowking, Burger King, and Jollibee International and helping bring the brand to Hong Kong, the Middle East, Italy, and the UK. A chapter followed at Generation HOPE, a business built around social impact, building public school classrooms behind its flagship product HOPE in a Bottle.
A move back to the food industry brought him to Shakey's, where he led marketing across the group — Shakey's, Peri-Peri, and Potato Corner, including a relaunch of Potato Corner following its acquisition. Today, as General Manager of Shakey's, he's focused on strengthening the #1 full-service restaurant chain and beloved legacy pizza brand for the next generation of guests.
Through every role, his approach to people has stayed the same. He leads by what he calls a Happy Meal philosophy — a Happy working environment, Meaningful achievements, and constant Learning. It's the standard he holds for himself, and one he continues to pass on.
Meet the Mansmith Sales Masters Awardees 2026
LUIS ASISTIO III | Business Head - Retail and Healthcare Industries of PLDT Enterprise
Mansmith Sales Masters Awardee 2026
Luis O. Asistio III is a sales leader and business builder within PLDT Enterprise, recognized for driving innovation and execution excellence in enterprise sales. His career has been defined by a consistent ability to design scalable commercial programs, strengthen client relationships, and deliver sustained growth across key industry segments.
At the core of his approach is the ACQUIRE–PROTECT–GROW strategy, a disciplined framework he applies to capture new business, retain high-value enterprise accounts, and expand revenues through targeted, insight-led solutions. This structured approach has guided his execution across market cycles and shaped how he builds predictable, long-term growth for the business.
He has progressed rapidly within the organization, rising from Senior Relationship Manager to Business Head, consistently demonstrating strong commercial performance, resilience through changing business conditions, and the ability to deliver results in challenging operating environments.
He has led high-impact initiatives that improved enterprise sales execution. Through G-Calendar, an Outlook-based tracking tool, he enabled proactive monitoring of end-of-contract timelines, improving client engagement and conversion opportunities. Through Mobile Number Portability initiatives, he strengthened acquisition performance by converting churn risks into new business wins.
He also led Project Hachiko, a structured retention program that introduced dedicated account monitoring per relationship manager, securing at-risk accounts and driving recontracted business. Through Project RX, he developed a tailored solution for the pharmaceutical sector by bundling connectivity with devices, strengthening penetration in competitive accounts.
Beyond individual programs, he has strengthened PLDT Enterprise’s presence across pharma, FMCG, and transport, reinforcing commercial resilience and execution discipline. He represents a modern sales leader who builds systems, drives adoption, and sustains growth through structured thinking, insight-led execution, and consistent performance discipline.
At the core of his approach is the ACQUIRE–PROTECT–GROW strategy, a disciplined framework he applies to capture new business, retain high-value enterprise accounts, and expand revenues through targeted, insight-led solutions. This structured approach has guided his execution across market cycles and shaped how he builds predictable, long-term growth for the business.
He has progressed rapidly within the organization, rising from Senior Relationship Manager to Business Head, consistently demonstrating strong commercial performance, resilience through changing business conditions, and the ability to deliver results in challenging operating environments.
He has led high-impact initiatives that improved enterprise sales execution. Through G-Calendar, an Outlook-based tracking tool, he enabled proactive monitoring of end-of-contract timelines, improving client engagement and conversion opportunities. Through Mobile Number Portability initiatives, he strengthened acquisition performance by converting churn risks into new business wins.
He also led Project Hachiko, a structured retention program that introduced dedicated account monitoring per relationship manager, securing at-risk accounts and driving recontracted business. Through Project RX, he developed a tailored solution for the pharmaceutical sector by bundling connectivity with devices, strengthening penetration in competitive accounts.
Beyond individual programs, he has strengthened PLDT Enterprise’s presence across pharma, FMCG, and transport, reinforcing commercial resilience and execution discipline. He represents a modern sales leader who builds systems, drives adoption, and sustains growth through structured thinking, insight-led execution, and consistent performance discipline.
JUSTIN ESTRELLA | Sales Director for P&G Philippines
Mansmith Sales Masters Awardee 2026
Justin Estrella is a sales and channel leader within Procter & Gamble Philippines, recognized for turning around underperforming distributors, strengthening retail execution, and rebuilding channel performance through simplified, insight-driven systems. His career reflects a consistent ability to identify structural gaps, rebuild execution discipline, and deliver sustained improvements across complex distribution networks.
He first led a major turnaround of the country’s lowest-ranked distributor in GMA and South Luzon, which had consistently missed store coverage and SKU targets. At a point when leadership considered exiting the partnership, he secured a turnaround window and reframed the issue as a structural execution gap. By correcting coverage assumptions, resetting targets, and shifting focus to distribution quality over volume, he helped transform the distributor from last place to top performance.
Justin later turned around the country’s largest retail account by addressing declining growth, inventory inefficiencies, and weak execution. He simplified promotion strategy to drive trial, expanded execution across all store doors, and strengthened coordination across sales, supply, and merchandising, restoring consistency and trust.
He also revitalized distributor operations by simplifying complex programs and aligning incentives to coverage, execution quality, and sales effectiveness. He introduced clearer tracking systems and reinforced field discipline, improving consistency and channel performance.
In his early career, he built capability across a large territory through deep field immersion and hands-on coaching of distributor supervisors. Through structured field routines and on-ground leadership, he elevated execution standards and strengthened regional performance.
He began his P&G journey by turning around a low-performing region, rebuilding dealer trust through field immersion and practical problem-solving. By aligning corporate metrics with ground realities and balancing service with pricing discipline, he restored growth and improved operational standards.
He consistently simplifies execution complexity, aligns stakeholders, and builds sustainable growth systems across distributors and retail partners.
He first led a major turnaround of the country’s lowest-ranked distributor in GMA and South Luzon, which had consistently missed store coverage and SKU targets. At a point when leadership considered exiting the partnership, he secured a turnaround window and reframed the issue as a structural execution gap. By correcting coverage assumptions, resetting targets, and shifting focus to distribution quality over volume, he helped transform the distributor from last place to top performance.
Justin later turned around the country’s largest retail account by addressing declining growth, inventory inefficiencies, and weak execution. He simplified promotion strategy to drive trial, expanded execution across all store doors, and strengthened coordination across sales, supply, and merchandising, restoring consistency and trust.
He also revitalized distributor operations by simplifying complex programs and aligning incentives to coverage, execution quality, and sales effectiveness. He introduced clearer tracking systems and reinforced field discipline, improving consistency and channel performance.
In his early career, he built capability across a large territory through deep field immersion and hands-on coaching of distributor supervisors. Through structured field routines and on-ground leadership, he elevated execution standards and strengthened regional performance.
He began his P&G journey by turning around a low-performing region, rebuilding dealer trust through field immersion and practical problem-solving. By aligning corporate metrics with ground realities and balancing service with pricing discipline, he restored growth and improved operational standards.
He consistently simplifies execution complexity, aligns stakeholders, and builds sustainable growth systems across distributors and retail partners.
REYNALDO GABUNADA | Vice President - Head, Regional Business Unit & Head, National Key Accounts Group of Jollibee Group
Mansmith Sales Masters Awardee 2026
Reynaldo “Kakam” Gabunada is a regional business leader within Jollibee Group PH, recognized for leading the significant turnarounds by rethinking channel strategy, accelerating operational excellence, and strengthening execution. His leadership is anchored on stabilizing complex operations while driving meaningful transformation across company-owned and franchise stores.
He assumed leadership of his regional business unit at the heels of the COVID-19 pandemic, when the quick-service restaurant industry was severely impacted. With his unit covering a significant share of the company’s network, revenue base, and workforce, the challenge required both immediate recovery and long-term rebuilding across the system. Kakam led the turnaround by aligning with shifting consumer behavior and obsessive focus on brilliance at the basics of execution. As a result, the unit achieved its strongest post-pandemic performance, surpassing pre-pandemic benchmarks in sales and profitability and sustaining record-breaking results.
Beyond business results, the region achieved strong employee engagement, reflecting leadership alignment and organizational commitment. He held full P&L responsibility, leading the design and scaling of various initiatives, which were later adopted across other regions.
Concurrent to his role as regional business head, Kakam is concurrent Head of National Key Accounts Group (NKAG), responsible for business-to-business and institutional sales of all Jollibee Group brands in the Philippines. In under three years, Kakam led NKAG’s to grow its business 3x, through a blend of creative partnerships and first-in-QSR initiatives.
Kakam leads with a philosophy of alignment, blending his roots built on Swiss efficiency and Asian resilience, and maximizing his rich commercial acumen both as Mansmith Young Market Master for Marketing Management in 2016, and Mansmith Sales Master in 2026.
He assumed leadership of his regional business unit at the heels of the COVID-19 pandemic, when the quick-service restaurant industry was severely impacted. With his unit covering a significant share of the company’s network, revenue base, and workforce, the challenge required both immediate recovery and long-term rebuilding across the system. Kakam led the turnaround by aligning with shifting consumer behavior and obsessive focus on brilliance at the basics of execution. As a result, the unit achieved its strongest post-pandemic performance, surpassing pre-pandemic benchmarks in sales and profitability and sustaining record-breaking results.
Beyond business results, the region achieved strong employee engagement, reflecting leadership alignment and organizational commitment. He held full P&L responsibility, leading the design and scaling of various initiatives, which were later adopted across other regions.
Concurrent to his role as regional business head, Kakam is concurrent Head of National Key Accounts Group (NKAG), responsible for business-to-business and institutional sales of all Jollibee Group brands in the Philippines. In under three years, Kakam led NKAG’s to grow its business 3x, through a blend of creative partnerships and first-in-QSR initiatives.
Kakam leads with a philosophy of alignment, blending his roots built on Swiss efficiency and Asian resilience, and maximizing his rich commercial acumen both as Mansmith Young Market Master for Marketing Management in 2016, and Mansmith Sales Master in 2026.
OMNI AMISOLA | Business Head - Manufacturing and Services Industries of PLDT Enterprise
Mansmith Sales Masters Awardee 2026
Omni Amisola is a customer success and enterprise sales leader within PLDT Enterprise, recognized for driving growth, strengthening client relationships, and leading high-impact commercial programs across the Commercial Market segment.
She led a major multinational FMCG account during a period of operational disruption caused by system migrations. Despite service issues affecting connectivity, she retained the client through transparency, persistence, and strong customer advocacy, while other accounts disengaged.
When the client later faced a supply chain crisis, she mobilized internal PLDT and ePLDT teams to stabilize operations by improving connectivity, deploying monitoring tools, and strengthening service support. These actions helped restore operations and deepen long-term trust.
Through this partnership, she enabled adoption of managed services, cybersecurity solutions, and digital connectivity offerings, strengthening PLDT’s position as a strategic technology partner.
Beyond this key account, she designed and led enterprise-wide programs focused on renewal, upselling, service upgrades, and faster installation processes across multiple customers. These initiatives improved revenue stability, increased digital adoption, and enhanced customer experience across the segment.
She also implemented programs that strengthened revenue retention, expanded SD-WAN adoption, modernized legacy plans, and reduced installation delays by addressing key operational bottlenecks. These efforts created scalable frameworks that were replicated across other accounts.
Omni is recognized as a growth architect and customer champion within PLDT Enterprise. She demonstrates that sustained customer commitment, disciplined execution, and proactive problem-solving can drive long-term account transformation and enterprise-wide impact.
She led a major multinational FMCG account during a period of operational disruption caused by system migrations. Despite service issues affecting connectivity, she retained the client through transparency, persistence, and strong customer advocacy, while other accounts disengaged.
When the client later faced a supply chain crisis, she mobilized internal PLDT and ePLDT teams to stabilize operations by improving connectivity, deploying monitoring tools, and strengthening service support. These actions helped restore operations and deepen long-term trust.
Through this partnership, she enabled adoption of managed services, cybersecurity solutions, and digital connectivity offerings, strengthening PLDT’s position as a strategic technology partner.
Beyond this key account, she designed and led enterprise-wide programs focused on renewal, upselling, service upgrades, and faster installation processes across multiple customers. These initiatives improved revenue stability, increased digital adoption, and enhanced customer experience across the segment.
She also implemented programs that strengthened revenue retention, expanded SD-WAN adoption, modernized legacy plans, and reduced installation delays by addressing key operational bottlenecks. These efforts created scalable frameworks that were replicated across other accounts.
Omni is recognized as a growth architect and customer champion within PLDT Enterprise. She demonstrates that sustained customer commitment, disciplined execution, and proactive problem-solving can drive long-term account transformation and enterprise-wide impact.
RANI ROQUE | National Sales Manager - General Trade & Wholesale of Reckitt and Mead Johnson Nutrition
Mansmith Sales Masters Awardee 2026
Rani Roque is National Sales Manager for General Trade and Wholesale, leading a high-performing organization focused on sustained growth, execution excellence, and distributor capability building. His leadership strengthened category performance, channel and field execution, reinforcing Reckitt leadership in General Trade.
Delivered strong category growth across General Trade exceeding targets in Health & Hygiene and Nutrition through whitespace expansion and underserved penetration across channels including hotels, offices, and institutional accounts, improving execution and aligning distributor capabilities to unlock growth.
He championed Smart Order Project, AI-guided selling initiative improving assortment quality, order accuracy, and returns management by recommending optimal SKUs per outlet. Pilot delivered gains in productivity, offtake growth, return reduction, and distributor efficiency enabling intelligent selling.
He redesigned distributor assessment and rewards systems through standardized scorecards and incentive structures improving engagement KPI consistency coverage distribution performance reducing trade returns enhancing profitability and replenishment efficiency. These initiatives strengthened value chain alignment, improved distributor collaboration, and enabled more disciplined execution supporting sustainable growth and profitability across.
Implemented Vision Store across network improving execution governance availability display activation share of shelf and conversion performance.
He achieved coverage and productivity through route optimization improved field deployment and distributor collaboration enabling higher productivity and SFA excellence.
Despite transformation system changes and evolving expectations he maintained strong engagement reflected in high scores leadership trust and career confidence across organization.
His leadership reflects approach General Trade transformation combining category growth digital enablement distributor capability building execution excellence delivering business impact overall impact.
Delivered strong category growth across General Trade exceeding targets in Health & Hygiene and Nutrition through whitespace expansion and underserved penetration across channels including hotels, offices, and institutional accounts, improving execution and aligning distributor capabilities to unlock growth.
He championed Smart Order Project, AI-guided selling initiative improving assortment quality, order accuracy, and returns management by recommending optimal SKUs per outlet. Pilot delivered gains in productivity, offtake growth, return reduction, and distributor efficiency enabling intelligent selling.
He redesigned distributor assessment and rewards systems through standardized scorecards and incentive structures improving engagement KPI consistency coverage distribution performance reducing trade returns enhancing profitability and replenishment efficiency. These initiatives strengthened value chain alignment, improved distributor collaboration, and enabled more disciplined execution supporting sustainable growth and profitability across.
Implemented Vision Store across network improving execution governance availability display activation share of shelf and conversion performance.
He achieved coverage and productivity through route optimization improved field deployment and distributor collaboration enabling higher productivity and SFA excellence.
Despite transformation system changes and evolving expectations he maintained strong engagement reflected in high scores leadership trust and career confidence across organization.
His leadership reflects approach General Trade transformation combining category growth digital enablement distributor capability building execution excellence delivering business impact overall impact.
DHANICA MAE DUMO - TIU | General Manager of Haleon Indonesia
Mansmith Sales Masters Awardee 2026
Dhanica Mae Dumo-Tiu is a General Manager with a strong track record as a Sales Director across multiple markets, where she led large-scale commercial transformations focused on profitability, channel execution, organizational capability, and sustainable growth across modern and general trade channels.
She improved customer profitability in a structurally low-margin key retail account by redesigning the investment approach rather than reducing support. She optimized shelf placement, strengthened planogram design based on shopper behavior, and refined promotional cadence to prioritize high-margin, high-turnover SKUs. Through data-driven negotiations and joint business planning, she improved profitability while maintaining strong customer relationships and stable store performance.
She also led a business turnaround by shifting long-standing non-working trade investments toward performance-based, consumption-driving initiatives. This included reallocating spend into in-store execution and brand activation, supported by strategic pricing adjustments and reinvestment into shopper-focused programs. The shift improved category growth and strengthened channel performance despite initial disruption.
Following a major merger, she played a key role in integrating two organizations into one commercial structure. She unified teams, aligned commercial terms, and standardized ways of working across different systems and cultures. By establishing shared operating principles and integrating customer agreements, she ensured continuity while enabling stronger post-integration growth and collaboration.
She built commercial systems that improved reporting, forecasting, and performance tracking. By digitizing dashboards and simplifying reporting processes, she reduced manual workload and enabled faster, more accurate business insights, allowing teams to focus more on customer value creation and decision-making.
She also redesigned route-to-market architecture in a fragmented and complex distribution environment. By rationalizing distributors, strengthening channel priorities, and improving service levels, she increased execution efficiency and freed up investments for higher-impact growth drivers such as advertising and in-store execution.
Across all roles, she consistently simplifies complexity, reallocates resources effectively, and aligns stakeholders toward consumer-driven strategies. Her leadership reflects strong analytical discipline, commercial rigor, and execution excellence in driving sustainable business transformation.
She improved customer profitability in a structurally low-margin key retail account by redesigning the investment approach rather than reducing support. She optimized shelf placement, strengthened planogram design based on shopper behavior, and refined promotional cadence to prioritize high-margin, high-turnover SKUs. Through data-driven negotiations and joint business planning, she improved profitability while maintaining strong customer relationships and stable store performance.
She also led a business turnaround by shifting long-standing non-working trade investments toward performance-based, consumption-driving initiatives. This included reallocating spend into in-store execution and brand activation, supported by strategic pricing adjustments and reinvestment into shopper-focused programs. The shift improved category growth and strengthened channel performance despite initial disruption.
Following a major merger, she played a key role in integrating two organizations into one commercial structure. She unified teams, aligned commercial terms, and standardized ways of working across different systems and cultures. By establishing shared operating principles and integrating customer agreements, she ensured continuity while enabling stronger post-integration growth and collaboration.
She built commercial systems that improved reporting, forecasting, and performance tracking. By digitizing dashboards and simplifying reporting processes, she reduced manual workload and enabled faster, more accurate business insights, allowing teams to focus more on customer value creation and decision-making.
She also redesigned route-to-market architecture in a fragmented and complex distribution environment. By rationalizing distributors, strengthening channel priorities, and improving service levels, she increased execution efficiency and freed up investments for higher-impact growth drivers such as advertising and in-store execution.
Across all roles, she consistently simplifies complexity, reallocates resources effectively, and aligns stakeholders toward consumer-driven strategies. Her leadership reflects strong analytical discipline, commercial rigor, and execution excellence in driving sustainable business transformation.
Meet the Mansmith Young Market Masters Awardees 2026
MICHELLE HO | General Manager - Philippines of Klook
Mansmith Young Market Masters Awardee 2026 for Technology and Innovation
Michelle Ho transformed her extensive experience with Klook into building its Philippine business from the ground up, establishing it as a leading platform for both international and domestic travel. Under her leadership, the local entity achieved remarkable growth, becoming a highly trusted brand among millions of Filipinos.
Her strength lies in expanding and curating unique local products and services, elevating how travel is experienced across the country. From enabling digital ticketing for major attractions such as Manila Ocean Park and Cebu Ocean Park to forging a groundbreaking partnership with GCash, resulting in Asia’s first-ever VISA travel card offered through an e-wallet and online travel company, she continues to redefine accessibility and convenience for travelers.
Beyond commercial success, she plays a pivotal role in shaping the tourism landscape. She led Klook into an agreement with the Philippine Department of Tourism to support initiatives that drive domestic tourism and digitalization. Recognizing systemic challenges in attracting foreign tourists, she actively engages the public sector, fostering discourse and sharing insights from neighboring markets such as Thailand and Vietnam.
Even across markets, Michelle has demonstrated strong leadership, having also served as Country Director for Thailand and Vietnam. In these roles, she led a successful turnaround and built high-performing teams across multiple cities, strengthening operations across business development, marketing, and operations.
Michelle Ho’s journey exemplifies leadership, strategic vision, and a commitment to advancing the travel and tourism industry, inspiring excellence across markets.
Her strength lies in expanding and curating unique local products and services, elevating how travel is experienced across the country. From enabling digital ticketing for major attractions such as Manila Ocean Park and Cebu Ocean Park to forging a groundbreaking partnership with GCash, resulting in Asia’s first-ever VISA travel card offered through an e-wallet and online travel company, she continues to redefine accessibility and convenience for travelers.
Beyond commercial success, she plays a pivotal role in shaping the tourism landscape. She led Klook into an agreement with the Philippine Department of Tourism to support initiatives that drive domestic tourism and digitalization. Recognizing systemic challenges in attracting foreign tourists, she actively engages the public sector, fostering discourse and sharing insights from neighboring markets such as Thailand and Vietnam.
Even across markets, Michelle has demonstrated strong leadership, having also served as Country Director for Thailand and Vietnam. In these roles, she led a successful turnaround and built high-performing teams across multiple cities, strengthening operations across business development, marketing, and operations.
Michelle Ho’s journey exemplifies leadership, strategic vision, and a commitment to advancing the travel and tourism industry, inspiring excellence across markets.
IVAN BORG AGUSTIN KING | Group Brand Manager of Del Monte Philippines, Inc.
Mansmith Young Market Masters Awardee 2026 for Brand Management
As Group Brand Manager at Del Monte Philippines, Ivan King has proven that legacy brands can be both historically rich and fiercely modern. A strategist of brand relevance, he ensures Del Monte remains a deliberate choice for Filipino households amidst shifting lifestyles and rising economic pressures.
Ivan is a specialist in the insight-led pivot. Confronting a decade-long decline in Spaghetti Sauce, he didn't just tweak the media plan; he strategically repositioned the product around the Filipino birthday. By transforming a seasonal item into a family staple, he successfully reversed a ten-year downward trend. Similarly, he protected the company's market leadership in Tomato Sauce by reframing a special-occasion ingredient into an everyday essential, driving double-digit profitability despite intense market competition.
Beyond product turnarounds, Ivan spearheaded the Centennial “Kaayo” movement, turning a historic corporate milestone into a forward-looking cultural platform. By authentically connecting a century-old icon with Gen Z and Millennials, the campaign bridged the generational gap and delivered the highest core business growth in seven years—proving the brand could outperform even its pandemic peaks.
Defined by purposeful innovation and long-term stewardship, Ivan doesn't just defend market share—he actively expands it. He has set a new benchmark for how enduring brands stay relevant, resilient, and ready for the future.
Ivan is a specialist in the insight-led pivot. Confronting a decade-long decline in Spaghetti Sauce, he didn't just tweak the media plan; he strategically repositioned the product around the Filipino birthday. By transforming a seasonal item into a family staple, he successfully reversed a ten-year downward trend. Similarly, he protected the company's market leadership in Tomato Sauce by reframing a special-occasion ingredient into an everyday essential, driving double-digit profitability despite intense market competition.
Beyond product turnarounds, Ivan spearheaded the Centennial “Kaayo” movement, turning a historic corporate milestone into a forward-looking cultural platform. By authentically connecting a century-old icon with Gen Z and Millennials, the campaign bridged the generational gap and delivered the highest core business growth in seven years—proving the brand could outperform even its pandemic peaks.
Defined by purposeful innovation and long-term stewardship, Ivan doesn't just defend market share—he actively expands it. He has set a new benchmark for how enduring brands stay relevant, resilient, and ready for the future.
JOANA MARIE LAGURIN | Senior Consumer Engagement Manager of NutriAsia, Inc.
Mansmith Young Market Masters Awardee 2026 for Brand Management
Growth, for her, has never been about staying within the same boundaries—it is about choosing a different path when needed and expanding what is possible. She began her career in the creative agency world, learning how ideas are built and strategies move people, before making a deliberate shift into brand marketing to pursue a broader, more transformative impact.
Joana’s approach is anchored in the belief that growth comes from going beyond default roles and conventional boundaries—expanding vinegar beyond food, Mang Tomas beyond lechon, and NutriAsia beyond condiments. Across her journey in Corporate Marketing, Mang Tomas, and Datu Puti, she has taken on the challenge of growing heritage megabrands not by building them, but by redefining how they are used and experienced.
With Datu Puti, she focused on usage expansion grounded in real household behavior, transforming vinegar into a daily habit through initiatives such as the Happy Home Hacks community. She further strengthened relevance among younger homemakers through creator-led platforms like Kusina ni Joshua, demonstrating how cultural insight and modern engagement can unlock new avenues for growth.
Beyond individual brands, she expanded the role of Mang Tomas from a celebration sauce to an everyday food partner by anchoring it on widely consumed meals, shifting long-held perceptions and increasing daily relevance. These efforts reflect a consistent ability to unlock growth even in categories with deep household penetration and established dominance.
Beyond brand leadership, she has contributed to strengthening NutriAsia as a purpose-led organization, supporting sustainability platforms and advancing digital transformation initiatives that preserve heritage while adapting to changing consumer needs.
Joana Marie Lagurin’s journey reflects a mindset anchored in continuous reinvention—the belief that growth is always possible, not by doing more of the same, but by finding new spaces where both people and brands can evolve and thrive.
Joana’s approach is anchored in the belief that growth comes from going beyond default roles and conventional boundaries—expanding vinegar beyond food, Mang Tomas beyond lechon, and NutriAsia beyond condiments. Across her journey in Corporate Marketing, Mang Tomas, and Datu Puti, she has taken on the challenge of growing heritage megabrands not by building them, but by redefining how they are used and experienced.
With Datu Puti, she focused on usage expansion grounded in real household behavior, transforming vinegar into a daily habit through initiatives such as the Happy Home Hacks community. She further strengthened relevance among younger homemakers through creator-led platforms like Kusina ni Joshua, demonstrating how cultural insight and modern engagement can unlock new avenues for growth.
Beyond individual brands, she expanded the role of Mang Tomas from a celebration sauce to an everyday food partner by anchoring it on widely consumed meals, shifting long-held perceptions and increasing daily relevance. These efforts reflect a consistent ability to unlock growth even in categories with deep household penetration and established dominance.
Beyond brand leadership, she has contributed to strengthening NutriAsia as a purpose-led organization, supporting sustainability platforms and advancing digital transformation initiatives that preserve heritage while adapting to changing consumer needs.
Joana Marie Lagurin’s journey reflects a mindset anchored in continuous reinvention—the belief that growth is always possible, not by doing more of the same, but by finding new spaces where both people and brands can evolve and thrive.
EDMER MAGUAN | Marketing Director of Weee!
Mansmith Young Market Masters Awardee 2026 for Marketing Management
A builder and operator of a category-defining multi-ethnic marketplace, he has focused on delivering authentic, community-driven commerce through data-driven go-to-market strategy. At Weee!, he has built and scaled multiple business lines, transforming complexity into growth while serving immigrant communities with relevance and purpose.
Edmer’s strength lies in building scalable growth engines anchored in deep customer insight and rigorous execution. From leading cross-Asian growth across multiple ethnic verticals to developing internal marketing automation tools that significantly improved efficiency, he combines strategy, technology, and operations to unlock sustained performance.
His innovation is evident in launching new platforms and expanding underserved markets. He led the rapid creation of MásGusto, a Latino grocery platform, partnering across functions to bring it to market and scale it with strong momentum. In parallel, he accelerated Filipino expansion by growing revenue, building a robust micro-influencer ecosystem, improving retention through community-led lifecycle marketing, and driving geographic and assortment growth across key regions.
Beyond business building, his career reflects a consistent ability to identify and capture growth opportunities across industries. From revitalizing performance at L’Oréal Philippines and launching its e-commerce presence with major platforms to contributing to high-impact initiatives at Facebook and Amazon, he has demonstrated both strategic foresight and operational discipline. His academic foundation from Stanford University further strengthens his ability to lead at the intersection of product, marketing, and growth.
Edmer Maguan’s journey exemplifies customer obsession, disciplined execution, and platform-building at scale, inspiring a new model for creating meaningful, high-growth businesses that serve diverse communities.
Edmer’s strength lies in building scalable growth engines anchored in deep customer insight and rigorous execution. From leading cross-Asian growth across multiple ethnic verticals to developing internal marketing automation tools that significantly improved efficiency, he combines strategy, technology, and operations to unlock sustained performance.
His innovation is evident in launching new platforms and expanding underserved markets. He led the rapid creation of MásGusto, a Latino grocery platform, partnering across functions to bring it to market and scale it with strong momentum. In parallel, he accelerated Filipino expansion by growing revenue, building a robust micro-influencer ecosystem, improving retention through community-led lifecycle marketing, and driving geographic and assortment growth across key regions.
Beyond business building, his career reflects a consistent ability to identify and capture growth opportunities across industries. From revitalizing performance at L’Oréal Philippines and launching its e-commerce presence with major platforms to contributing to high-impact initiatives at Facebook and Amazon, he has demonstrated both strategic foresight and operational discipline. His academic foundation from Stanford University further strengthens his ability to lead at the intersection of product, marketing, and growth.
Edmer Maguan’s journey exemplifies customer obsession, disciplined execution, and platform-building at scale, inspiring a new model for creating meaningful, high-growth businesses that serve diverse communities.
SAM RAZON RAMOS | Vice President, Adult Health & Wellness of Nestle Philippines, Inc.
Mansmith Young Market Masters Awardee 2026 for Brand Management
She began her Nestlé journey in the Philippines as the VP of Marketing for the Adult Health and Wellness category bringing both strategic insight and choiceful execution to deliver brand growth.
With experience across strategy, innovation, and portfolio management, she has led multiple business turnarounds while unlocking new growth opportunities by expanding heritage brands beyond their original consumer audiences.
Sam redefined the Adult Milk category, solidifying Bear Brand Adult Plus as the market leader. By addressing pricing and awareness challenges through a campaign highlighting age-appropriate milk benefits, she changed category perceptions and led one of the brand’s most significant renovations to date.
Sam also made a 120-year-old brand, Bear Brand Sterilized, relevant to younger consumers. By identifying target needs and repositioning the brand as a partner for strength and performance, she launched a digital-first campaign that renewed relevance and drove consistent market share growth in the Ready-To-Drink category.
She further drove inclusion through product innovation with the launch of Bear Brand Fortified in a Ready-to-Drink format. By making this premium category more accessible through a thoughtfully priced innovation, she captured an untapped consumer segment and beverage occasion and drove incremental growth for the portfolio.
Sam Razon Ramos’s journey reflects strategic insight, a deliberate mindset, and the ability to expand heritage brands into new markets and audiences, ensuring that long-standing brands remain relevant, trusted, and growth-ready.
With experience across strategy, innovation, and portfolio management, she has led multiple business turnarounds while unlocking new growth opportunities by expanding heritage brands beyond their original consumer audiences.
Sam redefined the Adult Milk category, solidifying Bear Brand Adult Plus as the market leader. By addressing pricing and awareness challenges through a campaign highlighting age-appropriate milk benefits, she changed category perceptions and led one of the brand’s most significant renovations to date.
Sam also made a 120-year-old brand, Bear Brand Sterilized, relevant to younger consumers. By identifying target needs and repositioning the brand as a partner for strength and performance, she launched a digital-first campaign that renewed relevance and drove consistent market share growth in the Ready-To-Drink category.
She further drove inclusion through product innovation with the launch of Bear Brand Fortified in a Ready-to-Drink format. By making this premium category more accessible through a thoughtfully priced innovation, she captured an untapped consumer segment and beverage occasion and drove incremental growth for the portfolio.
Sam Razon Ramos’s journey reflects strategic insight, a deliberate mindset, and the ability to expand heritage brands into new markets and audiences, ensuring that long-standing brands remain relevant, trusted, and growth-ready.
MARTIN LEMUEL TAN TEE | Head of Regional Marketing of Beiersdorf Middle East FZCO
Mansmith Young Market Masters Awardee 2026 for Marketing Management
Martin is a brand builder, global marketer, and educator at heart, with over a decade of experience across the FMCG beauty and personal care industry.
In his current role at Beiersdorf Dubai as Regional Marketing Category Head for Eucerin in Emerging Markets, he led Eucerin Anti-Age to achieve #1 category leadership across the region. He spearheaded the launch of a unique and pioneering innovation in the dermocosmetic space with the “Epicelline Serum,” helping the brand outpace both the market and its key competitors. Through a clear strategy to win in Face Care — anchored on strong campaign assets, a robust innovation pipeline, and sharp go-to-market execution, he played a key role in elevating Eucerin to be the overall #1 derma brand in the region.
Prior to his move to Dubai, Martin spent three years in Beiersdorf Thailand as Head of Regional Marketing for ASEAN. During this time, he led Eucerin to become the #1 derma brand in key skincare markets Thailand and Malaysia, turning around underperforming categories through consumer-centric innovations and crafting Asia-relevant communications that drove stronger engagement and brand affinity.
Earlier in his career, Martin drove innovation at PepsiCo Asia, leading sugar-reduction initiatives across multiple brands to mitigate the impact of sugar tax laws. He delivered product reformulations meeting flavor benchmarks and consumers standards at record speed despite COVID constraints. At Henkel Asia, he led the turnaround of Schwarzkopf and Syoss, reviving declining brands through deep consumer insights, upgrading the brands’ communication idea, and driving premiumization via new line extensions.
Across countries, brands, and roles, Martin has consistently demonstrated strong brand and thought leadership. Despite his global career, he remains deeply connected to his roots in the Philippines—giving back by teaching marketing to university students and sharing the real-world lessons he has gained throughout his journey.
In his current role at Beiersdorf Dubai as Regional Marketing Category Head for Eucerin in Emerging Markets, he led Eucerin Anti-Age to achieve #1 category leadership across the region. He spearheaded the launch of a unique and pioneering innovation in the dermocosmetic space with the “Epicelline Serum,” helping the brand outpace both the market and its key competitors. Through a clear strategy to win in Face Care — anchored on strong campaign assets, a robust innovation pipeline, and sharp go-to-market execution, he played a key role in elevating Eucerin to be the overall #1 derma brand in the region.
Prior to his move to Dubai, Martin spent three years in Beiersdorf Thailand as Head of Regional Marketing for ASEAN. During this time, he led Eucerin to become the #1 derma brand in key skincare markets Thailand and Malaysia, turning around underperforming categories through consumer-centric innovations and crafting Asia-relevant communications that drove stronger engagement and brand affinity.
Earlier in his career, Martin drove innovation at PepsiCo Asia, leading sugar-reduction initiatives across multiple brands to mitigate the impact of sugar tax laws. He delivered product reformulations meeting flavor benchmarks and consumers standards at record speed despite COVID constraints. At Henkel Asia, he led the turnaround of Schwarzkopf and Syoss, reviving declining brands through deep consumer insights, upgrading the brands’ communication idea, and driving premiumization via new line extensions.
Across countries, brands, and roles, Martin has consistently demonstrated strong brand and thought leadership. Despite his global career, he remains deeply connected to his roots in the Philippines—giving back by teaching marketing to university students and sharing the real-world lessons he has gained throughout his journey.