Kristine Joyce Erni Santos
Strategist and Program Director for Commercial Strategy
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
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
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.
Sharpen Strategy
From billion-peso bets to organization-wide transformation, these stories show how clarity, alignment, and long-term thinking helped leaders make better choices—and deliver results that matter.
Organizational Alignment
Whether guiding family businesses or complex conglomerates, these stories show how we helped align leadership, clarify decision rights, and build the talent needed to lead into the future.
Build Capability
From learning to doing—Acumen’s capability-building programs helped teams apply new skills right away and raise the bar on everyday execution.