Vianca led channel enablement and brand transition across 92 Avon branches, launching the company’s first retail kiosk while managing marketing programs across physical and digital channels. She utilized cross-channel branding, retail activation strategies, and sales forecasting to expand direct-to-consumer sales.

Summary of Experience
Company: SM Retail (Baby Company)
Role: Senior Assistant Vice President for Operations
Duration: July 2023 – January 2025
Responsibilities:

• Led a corporate revamp to align business entities, reducing operational expenses by over 10% in 13 months.

• Streamlined assets, re-evaluated overhead costs, and improved financial tracking.

• Spearheaded the first-ever Baby Company Product Knowledge Challenge and Playbook.

• Managed eCommerce and fulfillment warehouses to unify backend support.

• Rationalized manpower in response to merchandising shifts.

• Led the transition of Baby Company into Kids World.

• Oversaw cost-benefit analysis to optimize operational expenses.

• Reason for Leaving: Completed a major restructuring project, and the role no longer aligned with career goals in brand management.

• Notable Achievement: Completed a three-year financial restructuring project in just 11 months, significantly improving operational efficiency.

Company: Avon Cosmetics
Role: Channel Enablement Lead
Duration: April 2021 – July 2023
Responsibilities:

• Led four divisions handling marketing programs across 92 Avon branches.

• Launched Avon’s first retail kiosk, introducing direct-to-consumer sales for the brand.

• Developed a new retail business model and successfully expanded Avon’s market presence.

• Managed branding transition across physical stores and digital channels.

• Reason for Leaving: Opportunity to return to retail management at SM Retail.

• Notable Achievement: Opened the first Avon retail kiosk, exceeding the annual sales target (PHP 2.8M vs. PHP 1M projection).

Company: Primer Group of Companies
Role: Senior Brand Manager
Duration: November 2013 – March 2021
Responsibilities:

• Managed international brands in footwear, travel, and cosmetics.

• Grew eCommerce sales from 11% to 34% in 2020 by optimizing digital channels.

• Achieved 8-12% YoY growth across multiple brands with P&L responsibility.

• Led Guinness World Record-winning DC Shoes event with 1,100 attendees.

• Oversaw store expansion, increasing locations from 19 to 27 in five months.

• Reason for Leaving: Business impact from the pandemic and industry downturn in travel and retail.

• Notable Achievement: Organized the world’s largest skateboarding parade, recognized by Guinness World Records.

  • Also helped setup the e-commerce business of Primer on Lazada and Shopee, inviting experts from TaoBao to train them on dropshipping from the warehouse to the frontline

Key Skills and Tools

• Brand Management & Strategy

• Retail Operations & Financial Restructuring

• E-commerce & Marketplace Optimization

• Profit & Loss (P&L) Management

• Event & Campaign Execution

• Cross-functional Team Leadership

Motivational Fit

• Looking For: A role focused on brand strategy, marketing, and eCommerce growth rather than operational restructuring.

• Current Rate: Php 380,000 plus 60K allowance

• Asking Rate: same

• Availability: Immediate.

• Open to any work schedule

Red Flags

• Prefers brand and marketing roles but recently held operational leadership positions, which might require role alignment discussions.

• Experience is heavily weighted towards large retail organizations, which might affect adaptability in smaller business environments.

Assessment of Suitability for the Role
Vianca Tan has a strong background in brand management, retail strategy, and eCommerce with proven results in sales growth, operational efficiency, and market expansion. Her leadership experience in restructuring and launching new business models makes her a strong candidate for senior brand and marketing roles in retail, luxury, and consumer goods sectors. However, ensuring alignment between her role expectations and the company’s needs will be crucial.