Carolina Reyes is a 47-year-old marketing executive with over 25 years of experience in marketing and general management roles. She is currently the Chief Executive Officer of Reyes Barbecue, a fast casual barbecue chain she helped grow from 32 to 48 stores in one year. Previously, she held various leadership positions at Jollibee Foods Corporation and The Coca-Cola Export Corporation, where she successfully launched many new products and implemented strategies that delivered strong sales and income growth. She holds an MBA degree from De La Salle University Graduate School of Business.

1. RESUME OF CAROLINA INEZ S. REYESResidenceReyes Compound819-B Torres St., Mandaluyong CityPhone(632) 724-7626Mobile(0917) 8684301Emailinezsreyes@yahoo.comAged 47, married with two sons, aged 10 and 7 years________________________________________________________________CAREER OBJECTIVE To handle the General Management function of a company with a highly recognizable portfolio of brands.PROFESSIONAL EXPERIENCENovember 2007 to present Chief Executive Officer REYES BARBECUERetired from Jollibee after five years to take over management of Reyes Barbecue, a chain of 50+ fast casual stores serving unique barbecue formulations, founded (2003) and owned by Frank and Inez Reyes.Re-engineered the organization and set up a strong Head Office support services system – Accounting, Human Resources, Purchasing, Marketing, Operations Management, Research and Development. Currently building the Engineering, and Information Technology support service teams.Set-up the production and logistics capability platform to support the fast growth of stores – both franchise and company owned. Led the organizational transition of the company-owned Commissary to ensure efficient production with a strong quality focus. Currently developing the logistics support system to handle a triple-digit store base.From December 2007 when the company had a 32 store base, by December 2008 the store base grew by 50% to 48 stores.July 2002 – Oct 2007Vice-President & Division Head, MarketingJOLLIBEE FOODS CORPORATIONResponsible for the formulation and execution of the strategic marketing plan of the company. Accountable for system-wide sales and brand growth. Division responsibilities include : strategic planning, brand management, category management, new product development, marketing research, merchandising development, promotions management, customer care management, communications management, corporate tie-ups, kids marketing, mascot management, corporate relations management, public relations management, novelties development, events management, brand licensing.Starting 2007, global marketing is now part of the division’s responsibilities.Achievements :2007 Developed and implemented the marketing strategy that delivered a 17% sales growth and 30% net income growth,the highest sales and transaction count growth rate for thecompany IN THE LAST TEN YEARS. Successfully launched two nationwide promotions and ten new product variants, all of which delivered on sales targets.Market share as of the Oct 2007 has increased by one point and all brand imagery measures are on an uptrend vs same period last year. Jollibee was awarded a GOLD MEDAL in the Asian Marketing Awards sponsored by the Singapore-based Media Magazine. Jollibee won the.“Most Effective Use of Sponsorship,” award, beating 500 entries across Asia, for its innovative content integration project with ABS-CBN’s “Bituing Walang Ningning,” that generated significant business-building impact for the brand. 2006 Developed and implemented the marketing strategy that delivered a 7% sales and 15% income growth for Philippine Operations and a 50% sales growth and turn-around for US operations. Successfully launched 13 new products that sustained market share of the brand and grew leadership imagery in terms of “new product innovations.” Delivered P85M in sales revenue from major system-wide corporate tie-ups, and pioneered non-traditional marketing efforts in the fast food industry with the first content integration tie-up in the leading serialized television series of ABS-CBN. This innovation was immediately copied by other brands.2005 Developed and implemented the marketing strategy that delivered a 9% sales growth and for the company in an economically challenged year.Successfully launched 14 new products, 90% of which achieved sales targets. Launched two major brand innovations : Jollibee VCD, and Jollikids Apparel. Year-to-date brand market share has increased by 2 points nationwide. 2004 Developed and implemented the marketing strategy that delivered a 14% sales growth for the company, the highest in the last six years. End 2004 sales was above target by P1 Billion.Successfully launched 13 new products/variants, 85% of which exceeded sales targets and allowed the brand to cater to new markets. In addition, 95% of all advertising directly increased patronage of the business.All key brand metrics from the monthly nationwide consumer tracking survey - market share, visit frequency, brand loyalty – increased vs previous year, indicating both the brand and business have strengthened significantly. The Jollibee thematic TVC “Novena” was recognized and awarded the “Best Branded TV Commercial” in the 2004 Catholic Mass Media Awards, and received the Gold Medal in the 2004 Araw Values Awards of the Advertising Board of the Philippines.Jollibee was again awarded as the “Most Admired Company inThe Philippines” by the Asian Wall Street Journal/Far EasternEconomic Review annual poll. It was particularly cited as the leading company in terms of “responding to consumer needs.” 2003Reorganized the Marketing Division from functional specialization to category management focus. This led to the launch of several new products and the double digit growth of the desserts, rice meals and novelties categories. Developed and launched three strong corporate tie-ups at no cost to the company which generated P40 Million incremental sales. Developed and launched a new Jollibee brand campaign which received public acclaim and further strengthened the equity of the Jollibee brand and company. By the end of the year, Jollibee was again awarded the “Most Admired Company” in the Philippines by the Far Eastern Economic Review.2002 Created a campaign that aired in Sept 2002 and doubled themonthly sales growth trend the company was experiencing. Thisled to the market revitalization of the company’s core product.July 2001 – June 2002Division Marketing DirectorNon-Carbonated Beverages Business UnitTHE COCA-COLA EXPORT CORPORATIONResponsible for the formulation and execution of the strategic and annual business and marketing plans of the non-carbonated beverage business of the company. This includes the following products : powdered juice, ready-to-drink juice, bottled water, ready to drink tea, and sports drinks.Achievements :Set-up and developed the non-carbonated beverages marketing team of the company. Developed the marketing plans that resulted to double digit sales growth of the company’s newly acquired powdered and ready-to-drink juices, as well as its distilled water line. This included the launch of new ready to drink juice variants.The Philippines became the global model for powdered juice marketing, and the Philippine strategy and several of its marketing initiatives were implemented by Coca-Cola India.Led the development of the new packaging and brand campaign for its mineral water line that was launched in late 2002 and today is delivering double digit sales growth.Dec 1999 – June 2001Director, Alternative BeveragesTHE COCA-COLA EXPORT CORPORATION Responsible for developing the long-term strategic plan for the company’s non-carbonated beverage business, which during that period was on its developmental stage.Achievements :Developed and executed the marketing plans for Hi-C Juice and Powerade brands.Developed the business plan for a new ready to drink juice brand, applying several global learnings. March 1999 – Nov 1999Vice-President, Marketing ServicesLA TONDENA DISTILLERS, INCResponsible for the management, development and execution of the Promotions, Marketing Research and Sales Information Systems functions of the company covering its liquor and non-liquor (ready to drink juice and bottled water) businesses.March 1997 – Feb 1999Vice-President, Marketing and SalesNon-Liquor (Bottled Water & Juices)LA TONDENA DISTILLERS, INCResponsible for the formulation and development of the strategic business plans of the bottled water and ready to drink juice businesses of the company, as well as the execution of the annual plan. Accountable for nationwide sales and profit growth in all distribution channels, as well as for the over-all, long-term business development of both product categories.Dec 1995 – Feb 1997Asst Vice-PresidentLA TONDENA DISTILLERS, INCFormulated and executed the short and long-term business plan for the company’s purchase and takeover of SMC Juice, Inc, (completed in May 1996) as well as the integration of the new company into the La Tondena corporate systems and facilities. Dec 1994 – Nov 1995Area Sales Director for Metro ManilaLA TONDENA DISTILLERS, INCResponsible for the sales growth of the company’s liquor business in the entire Metro Manila geographic area, which accounted for 30% of total company sales. Developed the criteria, systems and guidelines for the milestone shift of the company from internal sales management to full distributorship management in 1995.April 1990 - Dec 1994Marketing Services ManagerLA TONDENA DISTILLERS, INCResponsible for the development and management of the Marketing Research and Sales information Systems functions of the company, ensuring that top management always received timely and accurate information for decision-making. March 1988 – March 1990Head, Marketing ResearchLA TONDENA DISTILLERS, INCJuly 1986 – June 1987Marketing AssociateURBAN BANKDec 1983 – June 1986Staff Assistant, Film Ratings BoardEXPERIMENTAL CINEMA OF THE PHILSEDUCATIONAL BACKGROUNDMasters in Business AdministrationDe La Salle UniversityGraduate School of BusinessA.B. Economics University of the Philippines(Diliman)College Scholar AwardeeHigh School Poveda Learning CentreThird Honorable MentionGrade School Institucion TeresianaSecond HonorsAFFILIATIONSMarketing & Opinion Research Society of the Philippines(former President)Philippine Association of National Advertisers(Corporate Representative)Philippine Marketing Association(Corporate Representative)Television Research Council(representative of Philippine Association of National Advertisers)Member, Panel of Judges – 2003, 2004, 2006 Agency of the Year AwardsSpeaker - 2002 Phil Marketing Associatiion Conference (Manila) - 2003 Asian Advertising Awards (Jaipur, India)2004 Phil Franchising Conference (Manila)- 2006 National Retailers Conference (Manila)Chairman, Finance and Ways & Means – 20th Philippine Advertising Congress held at Subic, Olongapo City in November 2007HOBBIES & INTERESTSOFitness - regular workouts at Rockwell Club GymOFood – took short course at Culinary Institute of America, Hyde Park, New York ; took sauce-making course at Chinese Culinary Arts Center, Manila ; collects cookbooks and food-oriented novelsO Filipino History and Culture - collects antiques, history books, and Filipiniana coffeetable books OFilms - collects historical documentaries, Filipino and European filmsOBusiness – together with spouse, set-up and manages the Reyes Barbecue food chain (50+ stores as of June 30, 2009)isr 7.10.09