Kristine Joyce Erni Santos
A Strategy Leader who fuses deep consumer understanding with sharp marketing instinct to craft Brand Strategies that win hearts and grow markets, and with a proven track record leading brand strategies for global and local powerhouses across FMCG, tech, retail industries, and more
acumen wins
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EXPERIENCE
- Marketing Director, Gainersand Corporation
- Senior Brand Manager, Detergents, Unilever Philippines
- Brand Manager, Regional Brand Manager, Unilever Philippines and Unilever Singapore
- Senior Strategy Planning Consultant, PC&V Communications, Inc.
- Co-Founder, Managing Partner, The Bridefolio
INDUSTRY EXPERTISE
FMCG, Food and Beverage, Digital Technology & Innovation, Education
CORE SKILLS
- Brand Building
- Brand Strategy Development
- Portfolio Growth
WHAT SHE BRINGS
Kristine brings over 14 years of extensive experience in Brand Strategy Development and Business Management in FMCG and Consulting for Multinational companies across Asia and Local Filipino Companies. She has led new Brand launches, successful innovations, business turnarounds and regional expansions for some of the world’s most loved brands
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our work
We help businesses scale with clarity, understand customers, empower teams, and build future-ready leaders.
Unlock Growth
Acumen enables companies to win in the market by sharpening their value propositions, how to enter or expand in the market, and rethinking their customer experiences – unlocking step-change, sustainable revenue growth.
Sharpen Strategy
Acumen creates clarity, confidence, and alignment among leadership teams — enabling them to define a clear ambition, make focused choices on where to play and how to win, and translate strategy into executable initiatives that deliver long-term growth.
Organizational Alignment
From strategy rollouts to culture shifts, we help leaders of family businesses and complex organizations create a winning people strategy, build governance structures, plan for succession, shift mindsets, sync culture, and rally leaders so that the organization can deliver the company’s business ambitions, and transform its most important asset – its people.
Build Capability
From learning to performing — Acumen’s bespoke training programs help teams apply commercial skills tailored to the needs of the business and grounded in real-world application.