Michael Angelo Garcia, MM

As the driving force behind the distribution operations and go-to-market strategy for the traditional trade channel across the MENA region, I lead the execution of FHH’s commercial vision to expand and strengthen our market presence. Reporting directly to the Chief Commercial Officer, I oversee strategic planning and rigorous implementation to ensure the highest operational standards. My focus is on sustainable growth, empowering teams, and driving commercial excellence across diverse markets. I am responsible for defining and implementing comprehensive market strategies that penetrate 50% of the MENA outlet universe, significantly increasing numeric distribution and expanding FHHs presence in both vertical and horizontal markets. I also work closely with distributor managers and supervisors to enhance collaboration, foster best practices, and ensure seamless execution of strategic initiatives. Key Achievements:  Increased reach and penetration across the MENA region by, contributing to significant growth in numeric distribution.  Successfully developed and implemented go-to-market strategies that expanded FHH’s footprint and enhanced product availability across the region.  Spearheaded capability-building initiatives to optimize sales team performance and operational efficiency.  Pioneered new processes for distributor engagement and product placement, achieving consistent year-over-year growth.

Oversaw full country operations including sales, trade marketing and distributor engagement. Reported to the Asia General Manager

As the Head of Trade and Route to Market (RTM) Operations Head for BAT Philippines, I was responsible for spearheading trade marketing, sales, distribution, and RTM strategy nationwide. Reporting directly to the General Manager and serving as part of the leadership team, I led initiatives that transformed BAT’s market presence and operations in the country. I played a pivotal role in establishing BAT’s RTM model, successfully opening numerous routes and driving a significant expansion in outlet coverage and sales performance. My advancement in market share growth drove substantial improvements across key regions. Key Achievements:  RTM Deployment: Successfully launched the RTM system, opening hundreds of new routes and exponentially increasing outlet coverage.  Market Share Growth: Contributed to significant market share growth in key regions.  Strategic Leadership: Led the Due Diligence team for potential acquisitions or partnerships, exploring key local market opportunities.  Sales Empowerment Program: Deployed the global BAT "POSITIVE" sales empowerment program, training employees and sales staff, boosting sales productivity.  Cost Optimization: Transitioned RTM distributors from a Cost Plus to a Shared Cost model, delivering substantial cost savings.  Volume Achievement: Delivered record-breaking volume growth and expanded outlet coverage.

As the Sales (GT) Development Officer at KCPI, I was responsible for driving the development of the General Trade (GT) channel through the implementation of strategic programs, systems, and processes. My role focused on enhancing the capabilities of the sales team and distributors while ensuring operational excellence through data-driven insights. I played a pivotal role in the conceptualization and execution of GT programs that contributed to the channel's overall growth. I also collaborated with cross-functional teams, providing critical data analysis to support Marketing, Supply Chain, Finance, and Sales initiatives. Key Achievements:  Spearheaded the development and implementation of General Trade programs that improved market penetration and sales team performance.  Collaborated in the design of work processes and incentive schemes for KCPI’s sales team and distributors.  Delivered valuable data analysis and insights to cross-functional teams, enhancing decision-making in areas such as sales, marketing, and supply chain management.

As Field Operations Manager for North and Central Luzon at JTI, I was responsible for overseeing sales volume and distribution performance across the region. I played a key role in re-establishing JTI’s market presence, consistently achieving business targets, and driving growth in the region. Throughout my tenure, I advanced through multiple promotions, demonstrating my commitment to operational excellence and leadership in field sales and distribution. I also contributed to the development of regional distributor programs, including the formulation of service fees and subsidies to optimize distributor performance. Key Achievements:  Successfully re-established the distribution of JTI products across North and Central Luzon, increasing regional market penetration.  Consistently met or exceeded business targets, leading to multiple promotions from Field Sales Operations to Distributor Supervisor, and eventually to Field Operations Manager.  Played a key role in designing effective service fees and subsidies for regional distributors, enhancing their efficiency and profitability.

As Operations Manager at VCSI, I was responsible for overseeing the distributor’s business operations, ensuring both profitability and strong market presence. My role involved driving key performance indicators (KPIs) such as reach, effective reach, and lines sold while maintaining operational efficiency across various business areas. I consistently delivered on PMPMI KPIs, which contributed to my promotion from Distributor Sales Supervisor to Operations Manager. My leadership ensured that receivables were collected on time and in full, while maintaining optimal inventory levels to meet market demand. Key Achievements:  Consistently achieved and exceeded KPI targets, including reach, effective reach, and lines sold over a three-year period.  Ensured timely collection of receivables and maintained appropriate inventory levels to support business continuity and growth.  Successfully met and surpassed PMPMI KPIs for distributors, leading to a promotion from Distributor Sales Supervisor to Operations Manager.