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Commercial Strategy

GROW YOUR BRAND AND MARKET SHARE

WITH CUSTOMER-CENTRIC STRATEGIES 

  ​

With 20 years of delivering relevant and actionable solutions under its belt, Acumen helps you navigate challenging business environments and turn around performance to thrust your brand into growth. 

Contact us to grow with  the Acumen Advantage

WHY ACUMEN

  • We help you grow your brand through strategies that are founded on a deep understanding your customers and the most critical considerations of your business.​

  • We utilize and continuously improve our proprietary and commercially-proven frameworks and methodologies​

  • Projects are led and guided all throughout by C-Suite level consultants with local and global business experience​

Strategic Brand Building

Business-building brand proposition that is compelling, differentiated, ownable and brings forth your brand’s innate strength

Brand Expansion & Portfolio Strategy

Defined strategy on how to expand a brand and the resulting scope, roles and relationships of all its extensions into a coherent portfolio architecture

Go to Market and Shopper Marketing Strategy

Shopper insight-driven distribution, omni-channel and trade marketing roadmap to get products/services bought by the end-shopper

Innovation Lab

Game-changing and revenue generating ideas, processes, products, ventures and solutions to grow the business.

Marketing Excellence Program

Equips the commercial and marketing teams with the foundational skills critical to navigate today’s fast paced, highly digital environment

MARKETING & BRAND STRATEGY  IS HEADED BY CHELET TANJUATCO

Chelet has 20 years of marketing experience in various industries such as Beverage, Dairy, Food, and Confectionary. She started her Marketing Career in San Miguel Beer where she handled both economy and premium beer brands.


She then spent 9 years in Fonterra Brands, and led the growth of different Dairy Categories such as Maternal, Family Milk, and Dairy Foods with her expertise in Brand Positioning, Innovation and Concept Development. She was part of Fonterra Regional Team (Asia Middle East) think tank for Innovation and brand architecture for brands in the Maternal, Kids, Family, and Dairy Foods categories.

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Chelet’s passion for understanding the business and the consumer continues to drive her in leading various projects for Acumen such as Tanduay, Conti’s, Century Pacific, Western Union, Sky Cable, and Hershey’s, and the first cross-generational consumer understanding research of Acumen. She is also a professor at the UA&P, teaching Brand Management and Human Insight to IMC students.

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OUR TEAM OF EXPERTS WITH YEARS OF BRAND BUILDING EXPERIENCE

CLIENTS  WE'VE WORKED WITH

WHAT OUR CLIENTS SAY ABOUT US

"Acumen helped kickstart the Gokongwei Group’s transformation journey, and ten years from now, we will view this partnership as critical part in making the Gokongwei Group a much more customer centric, agile and digital organization"

Lance Gokongwei

Chief Executive Officer 

JG Summit Holdings, Inc.

All Videos

All Videos

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Client Testimonial: Globe Telecom

Client Testimonial: Globe Telecom

04:36
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Client Testimonial: Globe Telecom

Client Testimonial: Globe Telecom

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Client Testimonial: JG Summit Holdings

Client Testimonial: JG Summit Holdings

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Testimonial Videos

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Benjie Jimenez

  • Adjunct Professor – Brand Analytics and Finance Effectiveness, University of Asia and the Pacific

  • Marketing & Innovations Head, LaFarge Holcim

  • Marketing Director – Corporate & Trade Marketing, Samsung

  • Vice President – Marketing & Sales (Nutritionals), Wyeth Philippines

  • Senior Vice President – Marketing, SM Supermalls

  • Senior Vice President & Senior Chief Marketing Officer, Asia Brewery & Tanduay Distillers

  • Marketing Director, Procter & Gamble

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Chelet Tanjuatco

  • Adjunct Professor – Brand Management and Human Insighting, University of Asia and the Pacific

  • Chief Marketing Officer, 24/7 International Kation Technologies

  • Business Process Consultant, Soluziona Phils (Indra)

  • Regional New Product Development Consultant, Fonterra Brands, Inc.

  • Marketing Manager – Anmum Maternal Milk, Anchor Milk & Dairy Foods

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Nadine Cariño

  • Adjunct Professor – Human Insighting, University of Asia and the Pacific

  • Executive Program, Australia Graduate School of Management

  • Executive Program, Michigan University

  • Senior Vice-President / Chief Marketing Officer, Security Bank

  • Marketing Director, Mead Johnson Nutritionals Indonesia

  • Category Marketing Manager, Mead Johnson Nutritionals Philippines

  • Marketing Manager, Unilever Philippines

  • Brand Director, Coca-Cola

  • Account Manager, Ace Saatchi

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Albert Cuadrante

  • President & CEO, Acumen Strategy Consultants

  • Head of Digital Commerce & Customer Loyalty, Jollibee Foods Corp.

  • President, Greenwich Pizza

  • VP for Marketing, Jollibee Foods Corp.

  • Marketing Director, Red Ribbon Bakeshop

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Pauline Fermin

  • Managing Director, Acumen

  • Business Development Director, Beverage Partners Worldwide Asia (Bangkok)

  • Director for Strategic Planning, BPW Asia (Bangkok) & Coca-Cola Philippines

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Cherry Tantoco-Daniels

  • Marketing Director for Malaysia and Singapore, Reckitt Benckiser Malaysia

  • Global Brand Marketing Manager, Reckitt Benckiser London

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Anny Oliveros

  • Head of Knowledge Center & Sr. Strategist for Digital Transformation, Acumen Strategy Consultants

  • PMP & AgilePM Foundations Certified

  • Consumer Services , CRM and Loyalty Head, Del Monte Philippines

  • Anlene Regional Brand Manager, Fonterra Brands Singapore

  • Segment Head, Universal Robina Corporation

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Mila Guerra-Lee

  • Independent Marketing Consultant, UK (Baccarat Crystal, Ayala Land UK, Philippine Embassy London)

  • Global Marketing Director, Corporate Strategy & Capability, Procter & Gamble US

  • Global Shopper Marketing Director, Procter & Gamble

  • Regional Marketing Director & Category Leader, Procter & Gamble Greater China

  • Various marketing and finance roles in Procter & Gamble Asia including Philippines

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Liel Gonzalez-Biscoe

  • Founder/Managing Member, Manila Consulting Group LLC

  • Vice President/Cards Business and Marketing Head, Citibank Guam

  • Acting Asia Pacific Insurance In-Business Risk & Control Head, Citibank

  • Vice President/Marketing Communications Head, Citibank Philippines

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Barbara Young

  • Category Director, Diageo Asia Pacific

  • Marketing GM, Chevron Asia Pacific

  • CEO, Cohen's Lifestyle Centre Philippines

  • Marketing Director, Procter & Gamble Asean, Australia, India

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