1. MENANDRO F. VALERIO JR Email : jfvalerio@yahoo.com
Blk 4 Lot 10 Westwingresidences Mobile 0917-735-4840 /0920- 474-4880
BeltonCommunitiesBrgy Talipapa Landline 02-423-9688
QuezonCity
SeniorExecutive – FMCG Personal Care,Healthcare,HouseholdProducts, Marine and Processed meat,
Agriculture, Turnaround Specialist, Strategic Growth Management, Start Ups
ResultorientedFMCGExecutive with32yearsof pioneeringsuccessesleveragingconceptstoprovide
brand extensions,increase productplacementtodeliverychannelsof the ModernandGeneral trade.
Highperformerdrawson FMCG expertise asprincipal anddistributor.Handsonconceptualizationand
actual implementationof productsinthe healthcare,personal care, householdindustry,Marine,
ProcessedmeatandCoconutIndustry. Positioningorganizationasindustryleadersinhighlycompetitive
market.Maverick,persuasive andinfluential change agent.
Areas of Expertise
 NewMarketPenetration
 NewBusinessDevelopment
 IntegratedMulti Channel Placement
 ProductDevelopmentandMarketing
 ProjectManagementMethodologies
 Strategicand Operational Planning
 Profit/Loss Management
 RiskManagement
Career Successes
Consultant FranklinBakerCompanyof the Phils Sept2012 to present
SeniorVice President Frabelle FoodsCorporation Nov2010 to Aug2012
Managing Director K2 Band ManufacturingServices Dec 2006 to Oct 2010
President Adamson& Adamson,Inc. May 1999 to Nov2006
President&COO Tropical FruitCorporationand Nov1992 to April 1999
QualibrandMarketingCorporation
Market DevelopmentManager Adamson& Adamson,Inc. Jan 1988 to Sept1992
Group HeadAccount Management CitibankNA Aug1986 toNov 1988
AccountManagementHead UnionBank Los Angeles April 1983 to June1986
Currentlymanagingownbusinessengage inSocial Enterprise handlingaclusterof 3,000 Coconut
FarmerssupplyingmatureddehuskedCoconutstoFranklinBakerCompanyof the Philippines.

2. As Retail ConsultantforFranklinBaker – initiatedanddirecteddiversificationof the companyto focus
on highvalue productsforretail anddistributioninthe global market.Currentbusinessof FranklinBaker
for the past 100 yearswas focusedondesiccatedcoconutwhichisa commodity.Byfullyutilizingthe
coconut,retail productsgive birthto Virgincoconutoil, coconutmilk, coconutflourand coco water.
The attributable factorsthatput a strongholdonmarketleadership were mymethodologieson
Organizational Development,SalesManagement( Basiccall procedure,InventoryControl Objective,
Identificationof total Universe,Focusonplacement,skewing,Mappingoutof the entire territory) and
motivational trainingsupportedbyincentive schemes.
As SeniorVice Presidentof FrabelleFoodsCorporation –initiallyhiredasVice President tospearheada
start up companyto enterthe meat processingindustry.While the startupcompanywas beingsetupI
was taskedtohandle a subsidiary FrabelleMarketCorp ( frozenseafoodandprocessedballscompany).
Re organizedthe entire Frabelle MarketCorpinitiatingchangesonproductportfolio,salesoperationsas
well asthe entire Managementteam.Trainedthe entire company personnel anddidhandson
implementation. Hiredanew GMPlantManager for Frabelle MarketCorp. After2 monthsof my tasked
to turn arounda subsidiary( Frabelle marketCorp ) Iwas promotedtoSeniorVice President.
As SeniorVice PresidentforFrabelleFoods –My responsibilitywastosetupthe entire operationfrom
Companyname to brandsand sku’sto be launchedinthe processedmeat market,advertisingand
promotions,setupthe entire salesandmarketingoperations andLogisticsteam.AlsoConceptualized,
negotiatedandimplementedthe ideaof appointingacooperative forall plantpersonnel forplant
operations.
As ManagingDirectorof K2 BANDManufacturing managedthe entire organizationinthe toll
manufacturingof the 2nd
largestleadingbrandinthe plasticstripindustryMEDIPLAST(Php300M). This
brand isownedbyMercury Drug. Developed/Conceptualized/Manufactured/IMPLEMENTED 2 new
brandsin the PhilippineMarket: NEXCAREplasticstripsownedby3M Philsandownhousebrand
MEDICAID plasticstrips.AppointedaNational distributorforthese 2new brandsto coverboth Modern
and General trade.
As Presidentof PubliclylistedAdamson&Adamson- initiallyinvited to rejoin the company (1986-Market
DevelopmentManager).Entrylevelas Vice President for Business Development and Corporate Affairs
tasked to handle the toll manufacturing business. Accomplished increasing the toll manufacturing
business of our competitor and major client Philusa ( Cleene Cotton ) thereby increasing tonnage
capacity of the plant resulting to increase in GP for the company.
Promoted to Senior Vice President for Sales and Distribution tasked to increase current sales of
Adamson products. Established Regional distribution network to supplement the current National
distributor. This module resulted to 50% increase in sales upon my assumption.

3. Promoted to Executive Vice President & Managing Director overseeing and managing accomplished
goals and liasing with creditor banks of the company.
Promoted to President - conceptualized / negotiated and implemented outsourcing through
appointment of a third party to be logistical arm, manufacturing arm and collection agency for the
company. Entered into a half baked licensing agreement with appointed 3rd party using our brand
equity resulting to 10% profit for the organization.
As President&COO of Tropical Fruit Corporation- spearheadedthe exportof mangopuree inSoutheast
Asia and Middle East as well as handled the distribution arm of local products for market leading
Philippine products such Ginebra San Miguel, Datu Puti Vinegar, UFC / Papa Ketchup, Mylac Instant
Formula, AlaxanIbupropenTablets,Neozepdecongestantetc.Managedthe entire distribution of goods
covering the whole Southern Tagalog Region in the Philippines including Romblon, Marinduque and
Zambales aswell as NorthManila with100 salespersonnel and30 deliverytrucks. AwardedbyUnilab as
distributor of the year attributable to modules conceptualized and implemented such as jobbing out
operations, Basic call procedure and mapping / combing of the entire area of coverage resulting to
60%% placement for all product lines both in the Modern and General trade.
As Market Development Manager Adamson &Adamson) handled the 15 depots nationwide by
appointedNationalDistributor(AssetMarketing) Priortothisposition entry level as senior coordinator
taskedto handle 2 BiggestDepotsof national distributor. Increased sales volume by 100% attributable
to hands on work coverage with distributor sales personnel ensuring 70% placement in both modern
and general trade. Thisachievementgave rise toapromotion handlingthe entire 15depotsnationwide
of appointed distributor.
As Group Head launched the Citibank Mastercard by forming a sales team to acquire merchant
establishments and consumer acquisition. In charge of account management group for 3 branches
Makati, Greenhills and Cebu. Formulated product portfolio of the bank resulting to increase in
depository base for the then 3 branches of a multinational bank.
As AccountManagementHead of Union BankBeverlyHillsbranchLosAngeles CA handled the tellerLine
and loans division- conceptualized a sales team to promote consumer banking by going to the clients
and presentingproductportfolioof the bank. Createdatelemarketingsalesteamto promote the bank.
This resulted to increase in depository base of the bank by 50%
EDUCATIONAL ATTAINMENT
MBA Major in Management
University of California Los Angeles
UCLA 1985

4. Bachelor of Science Major in Management
San Beda College
Manila, Philippines 1983
Secondary Education
Ateneo de Manila University
Quezon City, Philippines 1979
SEMINARS
Louie Allen, Palo Alto California / Delar Consultancy Services
AMPRO/AMPAC/LIFO Seminars
Coaching & Counselling, Problem Solving/Decision Making,
Team Building, Interpersonal Communications Skills
Ateneo de Manila Professional Managers Program
REFERENCES
1. Ms. ShielaUrbano Mobile 0927- 537-8386
HR Head
WizerIndustriesInc
2. Mr AntonioDing 0917-530-1735
Frabelle Foods
3. Mr. Kent Valderrama 0917-5365368
Managing Director
BisolvAsia