Chelet Tanjuatco
Client Director
Strategy and brand expert with 20+ years in consulting, growth planning, and marketing leadership.
ACUMEN WINS
- Led the Tanduay Commercial Strategy project that resulted to a business turn around - arrested the decline and grew the brand to be the number 1 rum brand in the world
- Led the Fonterra Food Service Commercial Strategy Ideation project that resulted to a +140% growth in food service sales
- Led a Commercial Strategy Brand Positioning project for a chocolate brand which resulted to a +25% revenue turnaround
- Led Generika’s Commercial Strategy Project which increased awareness and relevant equity drivers for the company. The research we led for them is one of the major researches used by the company to set directions and plan for the succeeding 3 years since our engagement
- Led the Ayala Pharmaceutical's Commercial Strategy Project that developed a differentiated health and wellness hub for the joint venture between Ayala Pharma, Sugi Pharma and St. Joseph Drug Store
- Led the Commercial Strategy Brand Positioning Engagement for the instant noodle brands of one of the largest FMCG companies in the Philippines that resulted to a +5pp market share growth for total portfolio
- Led the Commercial Strategy team that developed the marketing mix for the launch of a Rewards Program in the Philippines
- Developed the module and was Lead Faculty for the Brand Positioning and Architecture module - which piloted in NutriAsia's Marketing Academy
- Was a Subject Matter Expert and one of the Lead Facilitators of the Capability Building InnovationPOT module for Universal Robina Corp.
EXPERIENCE
- Chief Marketing Officer, 24/7 International Kation Technologies
- Business Process Consultant, Soluziona Philippines (Indra)
- Regional New Product Development Consultant, Fonterra Brands, Inc.
- Category Head - Anmum Maternal Milk, Anchor Milk & Dairy Foods
- Adjunct Professor - School of Marketing, University of Asia and the Pacific
INDUSTRY EXPERTISE
FMCG (Fast-Moving Consumer Goods), Food and Beverage, Digital Technology & Innovation, Consultancy
CORE SKILLS
- Commercial Strategy
- Faculty / Facilitation
- Insighting
- Consumer Understanding
- Innovation Ideation
WHAT SHE BRINGS
Chelet brings over 20 years of Strategy and Consulting and more than 12 years of teaching Marketing and Brand Strategy. She has led business growth, turnarounds, re-positions, and portfolio strategies for both local and international brands and trained and mentored teams and students to be brand leaders and strategists.
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