Baterna - Marketing Professional - Barangay BF Homes, Parañaque, Metro Manila, Philippines

Lea Baterna

Barangay BF Homes, Parañaque, Metro Manila, Philippines


I bring with me years of extensive experience in strategic marketing, volume and revenue generation, product/brand development and management, marketing communications (advertising and promotions – conceptualization and implementation, event conceptualization and management, visual merchandising, media relations, website development/management, social media management), market research/intelligence, account development and client relationship management, customer service management, people management and development.

With the experience and exposure that I have gained through the years, with my passion and commitment to deliver results and make things happen, and with team work, I can and will contribute significantly to the organization toward its success.


Marketing Professional


I've been in charge of volume and revenue generation, business development, client relationship management/customer relations, product development/management, market intelligence, consumer/trade marketing, advertising/promotions, and communications.

Work History

Marketing and Business Development Director

Asian Hospital and Medical Center

June 2011 - July 2014

• Headed the Marketing and Business Development division comprised of:
o Product Development / Management which handled:
* development of new services and centers - working together with the doctors and allied medical staff, and other support services such as Finance
* development of information materials
* launch of new services to the internal community (doctors / medical staff, allied medical staff, employees), corporate clients and the general public
o Marketing Services (or Marketing Communication) which handled:
* developing / producing marketing collaterals
* activities and events
* promotional campaigns / programs
* media activities (advertising, PR, relationship building with the media / press and agencies)
* digital marketing
o Customer Relations Management which included:
* Guest Services - Front Desk / Reception / Information; in charge of assisting patients during admission and discharge
* Local Health Services which takes care of local and locally based patients
* International Health Services which took care of foreign/foreign-based patients/clients
* Patient Assistance Unit which was in charge of handling patients who had complaints
o Business Development (or Sales) which was in charge of:
* revenue and volume target setting; and ensuring achievement of the targets by the corporate clients (Health Maintenance Organizations, Corporations or Companies, Insurance Companies - local and foreign, Medical Tourism Facilitators, Third Party Facilitators, etc.)
* relationship building with and management of clients
* accreditation of new accounts/clients
o Communication Center (Telephone Operators)
* enhanced work process and service quality
• Was the Brand Champion
o took charge of image-building for the hospital
o Improved and standardized the hospital's brand name / logo
o Improved marketing, product and corporate communication materials (branding, design, content, template)
• Accomplishments:
o Initiated the revamp and upgrade of the hospital's website...

Business management & marketing consultancy work

March 2010 - June 2011

• Did business management consultancy for a graphic design and marketing agency
• Also did business development and marketing consultancy work for a food and beverage manufacturing company

Category Leader - Dairy Products

QuenchPlus Corporation

October 2009 - November 2009

(This start-up company was dissolved because of a
major disagreement / conflict that was not resolved between the president / leader of the organization and the investors / financiers.)
• Headed the team in conducting market studies for Soy Milk, Milk Tea, Smoothie and Soy Creamer
• Prepared recommendations for product development and launch of the Dairy products


November 2008 - August 2009

• Conducted market study on processed meat products
• Was in charge of product and packaging development of meat products

Vice President - Strategic Marketing and Corporate Affairs Division

St. Luke's Medical Center

February 2008 - October 2008

• Headed the division in charge of achievement of target patient volume and revenues, and market share growth
• Was in charge of developing and implementing marketing and sales plans and activities as follows:
o Corporate branding and image-building programs
o Advertising, publicity and promotional campaigns
o Media relations
o Event management
o Business development and client relationship management
o E-marketing
o Market intelligence
o Website improvement and management
o Customer relationship management
• Was responsible for the sales and marketing of the new infrastructure
o Recruitment of MDs
o Sales of clinic/office space and parking lots

Director for Marketing

Telus International Philippines, Inc

August 2006 - January 2008

Director for Marketing & Talent Acquisition

August 2006 - October 2007

• Headed marketing and talent acquisition, or recruitment of manpower being the "main product" and doing "service delivery" to the clients
• Was in charge of driving the team in achievement of target hiring requirements including: manpower/talent sourcing activities, attainment of staffing nos. and ramp plans, recruitment of personnel based on qualifications, compliance to recruitment process based on set standards and agreement w/ clients, achievement of and monitoring of performance indicators/scorecards of the team and team members
• Was in charge of developing and implementing marketing plans and activities
• Handled internal and external communications, events, advertising and promotions

Director - Marketing & Sales

The Medical City (Hospital)

August 2003 - August 2006

• Was head of the Marketing and Sales Division consisting of these departments: Product Management, Medical Marketing Services, Marketing Communication, Events Management, and the Sales unit (Relationship Management and Business Development)
• Was responsible for the marketing / promotion of the institution, our products or services, and our Doctors, shaping / influencing client (internal and external) or consumer perceptions
• Was in charge of the conceptualization, planning and implementation of marketing plans / campaigns; managing corporate affairs; planning and implementing PR and media campaigns; internal and external communications (newsletters, website, brochures/leaflets/flyers/banners/streamers and all other marketing communication materials/campaigns); and managing relationships with the press and media.
• Was responsible for achievement of revenue and profit targets

Senior Marketing Manager

Philips Electronics & Lighting Inc

January 2002 - May 2003

• Was tasked with handling Consumer & Trade marketing for Philips Consumer Electronics
o Developed and implemented marketing plans
o Planned and implemented advertising, promotions, PR, e-marketing, website upgrading and management, visual merchandising, events, incentive programs, trade promotion activities
o Conceptualized and implemented consumer promotions and trade marketing programs including: trade exhibits, special events, sponsorships, tie-up activities with business partners/alliances, visual merchandising (product displays in dealer outlets, and supervision and training of promo-merchandisers), and store upgrade program nationwide
• Was in charge of market intelligence (market research/surveys, market data, competitive information)
• Worked very closely w/ Regional Management and other Asia-Pacific counterparts on the planning and implementation of regional campaigns and events

Senior Product & Marketing Manager

Philips Consumer Electronics Division

January 2001 - December 2001

• Was Head of the Marketing Group: Product Marketing Management, Marketing Communications, and Merchandising
• Was in charge of product marketing management of Philips Color Television and VCP/VCR (Video Cassette Players/Recorders). Functions included:
o Introduction and launch of product range
o Conceptualized, developed and implemented marketing initiatives: trade exhibits, special events, tie-up activities with business partners, sponsorships, regional activities
• Handled account management of assigned top dealers
• Worked very closely w/ the Regional Management Team and attended Asia-Pacific Regional meetings regularly
• Also provided support to the Corporate Management Group under the Country Manager for special projects such as corporate outdoor advertising; event management such as the visit of the Global CEO; etc.

Product Manager

Philips Color Television

July 1997 - December 2000

Handled product management of Philips Color Television (CTV) and VCP/VCR (Video Cassette Players/Recorders)

Senior Product Manager - Oral Care & Pharmaceutical Products

Block Drug Co. (Phils.) Inc

March 1996 - July 1997

Handled the product management of dental and denture care products such as: Sensodyne toothpaste and toothbrushes, Corega denture adhesive powder, Poligrip denture adhesive cream, Polident denture cleanser, Dentu-Crème denture paste; and medical products, specifically, Kwell / Quellada products

Marketing Manager

Techno Holdings Corporation

July 1994 - January 1996

Handled all advertising, promotion and merchandising activities including trade exhibits; provided market information (market trends, competitive activities, economic indicators) to the companies under the holding company; also coordinated with Sales and Operations of the different businesses which were involved in: (1) distribution of imported foodservice, laundry and industrial product lines, (2) distribution of imported golf course maintenance equipment and irrigation systems, (3) marketing of imported lighting system, and (4) restaurant operations

Product Manager - Feeds Business Unit

San Miguel Foods, Inc

July 1992 - May 1994

• Handled the marketing of animal feed products
• Spearheaded the expansion of distribution of the animal feeds (specifically, hog and fighting cock feeds), enhancement of brand awareness and exposure through promotional campaigns / programs

Product Manager - Baby Care Products and Infants' Wear

Comark International Corp

October 1990 - July 1992

• Was responsible for the product and packaging development, development of marketing plans (including advertising and promotions), monitoring of stock inventories - both finished goods and raw materials, formulation of business / sales targets, monitoring of competitive activities, analysis of the market and brand share readings
• Completed a market research study for the baby care products (feeding bottles / nipples, baby care accessories, apparel)

Executive Asst. for Marketing, & Advertising & Promo Head

Viva Productions, Inc

August 1989 - August 1990

Was in charge of the development and implementation of advertising and promotional campaigns for the films produced and distributed (local and foreign films) by the company.

Brand Manager - New Products

Edward Keller (Phils.), Inc

December 1988 - August 1989

• Directed market research studies, product development and tests, packaging development
• Developed marketing and launch plans for the food consumer products such as powdered orange drink, brewed coffee, spice / flavor mixes and candies

Brand Manager - Hershey's Chocolate Products

Philippine Cocoa Corporation

November 1987 - December 1988

Handled the marketing - product and packaging development, pricing and profitability analysis, market study, sales and distribution planning, stock inventory planning, advertising and promotions planning / implementation - of the Hershey's product lines (chocolate products, syrup, powdered cocoa)

Brand Manager

Universal Robina Corporation

November 1986 - November 1987

Assistant Brand Manager

November 1985 - October 1986

Brand Assistant

May 1985 - November 1985

- Handled Nissin's Ramen instant noodles and Mama Mia pasta
• Was in charge of the product management of the instant noodles and pasta product lines
• Developed and implemented marketing plans, pricing structure, advertising and promotional programs
• Was responsible for managing product supplies and inventories: regularly discussed with Production to monitor raw materials and finished goods to ensure stock availabilities and manage costs.

Qualifications & Certifications

Management Engineering

Ateneo de Manila University


Ateneo de Manila University

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