Led by Jose Antonio “Tonton” Mapa

Vice President for Corporate Strategy & Capability Building

Commercial Strategy

Unlock Growth

See how our clients broke through plateaus, captured new markets, and turned insight into impact. These are stories of bold repositioning, sharp market entry, and renewed brand relevance—driving real business growth.

Our Work
<p class="rteBlock">Brewing Distinction: Cracking the Code to Compete in Coffee</p>

Brewing Distinction: Cracking the Code to Compete in Coffee

Our team helped a global joint venture enter the crowded Philippine coffee market—developing a differentiated brand idea that transformed a white space into a powerful growth platform.
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Our Team
What we bring

We work with CMOs and CCOs to achieve strategic clarity—unlocking market opportunities and driving topline results—so you can make critical business decisions and align your teams around a focused growth agenda with confidence.


Our Commercial Strategy practice focuses on defining your target market and what matters most to them, strengthening your value proposition and product/service offers, and aligning your channels and teams to deliver results.

  • Clear Growth Direction

    Through Acumen’s unique Business Drivers Mapping, we help you uncover your biggest growth opportunities—whether that means targeting a high-value customer segment, entering new markets, improving your offer, or improving execution and customer experience.

  • Sharpened Target Market

    We define exactly who your ideal customers are and why they’ll choose you—ensuring your marketing, sales, and product teams are deeply focused on customer needs.

  • Compelling Value Proposition

    We craft a compelling positioning and story that differentiates you from competitors and connects with what your customers truly care about.

  • Optimized Channel Strategy

    Whether online, offline, or omnichannel—we design the channel blueprint to ensure you’re present at the right touchpoints in the customer journey.

  • Actionable Go-to-Market Plans

    We don’t stop at strategy—we co-create comprehensive go-to-market plans with you, grounded in customer insight and market realities, so you can move from strategy to execution with confidence.

  • Internal Alignment

    We facilitate alignment across leadership and cross-functional teams—ensuring that everyone is on the same page, enabling faster, more consistent execution.

contact us

Contact Us (Commercial Strategy)