Kaye Sumanga

(1) Led end-to-end new product development, from concept to communication, packaging to pricing, while optimizing portfolio profitability (2) Planned and stewarded distribution and effective use of marketing budgets for Baby Franchise regionally. (3) Governed regional marketing business process operating rhythm, ensured cross-functional teams work in sync to deliver new products and marketing communication tool kits to country teams on time, on budget, on quality (4) Led the evolution of marketing agency Holding Company commercial models for all APAC Consumer brands in partnership with Procurement

Crossed over to the Client side, and joined J&J's Procurement team where I led shaping the New Agency Operating Model, with the following highlights: (1) Led the commercial negotiation with 3 Agency holding companies, across 13 geographies in APAC for 10+ consumer and vision care brands yielding 25% efficiencies vs YA. (2) Led the assessment, transition planning and de-risking of global brand alignments to Agencies of Record to drive brand consistency and maximised investment synergies (3) Drove better transparencies and eliminated wastage in Production spend thru Decoupling, Transcreation, Dgital Asset and Usage Rights Management. Year 1 yielded 20% improvement in marketing investment without compromise to quality and speed to market. (4) Uplifted performance and relationship quality between Marketing stakeholders and agency partners thru disciplined SRM. (5) Earned Procurement a valued "seat at the table"; proactively pulled and consulted at Business & Budget Planning. Strong trifecta relationship with Marketing and Finance leaders built on shared goals, mutual trust and respect

Rejoined BBDO to lead Johnson & Johnson account (Johnson’s megabrand, Stayfree/Modess, Nicorette, Listerine) across 13 countries. Championed "Fewer, Bigger, Better” campaign initiatives. Within the first year of re-joining the agency: (1) Drove improvement of the agency's copy effectiveness rate from 66% to 88%, and subsequently to 100% on year 2 (2) Turned around declining agency performance rating from Below Global Average to Top 3 Best Performing J&J Agencies

Ventured into media and worked hand-in-hand with clients, creative agencies, broadcast partners and content properties in building ideas that integrate brands into places and spaces where consumers are most passionate about – sports, entertainment, music, arts and film. Client brands managed: Coca-Cola, Sony, Caltex, Singapore Tourism Board, Singapore Economic Development Board, Barclays, SingTel

(1) Partnered with J&J senior regional marketing clients in developing new product concepts and marketing communication for Stayfree/Modess and Band Aid brands. (2) Part of the pitch team that won SingTel for BBDO (then termed as the smallest contender and the "dark horse"). Post award, I led through-the-line brand campaigns for SingTel's sponsorship of the first FORMULA ONE night street race, SingTel's PayTV business mioTV, and the revamp & re-brand of SingTel's corporate communication identity.

Moved overseas and first time handled regional FMCG brands Johnson & Johnson and Ferrero Asia. Within a year, I was commended by Agency Sr leaders as outstanding regional account manager, surpassing performance of more seasoned regional peers.

Managed day to day advertising communication for the Philippines' largest telecom brand, PLDT and largest local petroleum brand, Petron. Role demanded high reserves of energy to plan and execute new advertising on a weekly basis.