Jorge Ma. Q.

Concepcion
7085 Paddlewheel Dr., Mira Loma CA 91752
Cellphone: (909) 979 0569 * jcc76020@westpost.net

General Manager & Marketing Executive: VP * Director * Manager

Accomplished senior management professional with demonstrated achievements acros
s diverse cultural and ethnic markets with among the largest multinational fast-
moving branded consumer goods organizations in the US and in the world. People-o
riented management style. Key architect behind integrated marketing and demand g
eneration initiatives that propel market share, revenue growth, and maximize pro
fitability. Consummate at identifying true competitive advantage and simplifying
complex business models in order to better define clear organizational objectiv
es and leverage strategies for optimal results.

Business Development * Marketing Research * Product Management * Distribution &

Retail Sales * International Marketing
Strategic & Corporate Planning * Advertising & Communications * Branded Consumer
Packaged Goods * Franchising

PROFESSIONAL EXPERIENCE

UNILEVER - CPC/Best Foods Group * 1978-1996

Philippine Refining Co., Inc. - Project Manager
- Brand Manager
California Manufacturing Co., Inc. - Group Product Manager
- Corporate Planning Director
CPC/AJI(Malaysia) Sdn. Bhd. - Vice-President Marketing & Sales
CPC/AJI(Singapore) Pte. Ltd. - Vice-President Operations & Country Manager
Led a distinguished career in the world's largest consumer multinational organiz
ation marked by a progression of more senior responsibilities across diverse mar
kets. This tenure provided the basis for invaluable training and relevant profes
sional experience.

CONAGRA - Universal Robina Corporation Group * 1996-2004

Hunt-Universal Robina Corp., Inc - General Manager
URC Dairy Products Division - General Manager (concurrent position)
URC Foodservice Division - General Manager (concurrent position)
Repatriated to the Philippines to head the 50-50 joint-venture company between C
onAgra's Hunt Wesson International (HWI) and JGSummit's Universal Robina Corpora
tion (URC).

Red Ribbon Bakeshop Holdings * 2004-2007

Red Ribbon Bakeshop Inc (Phil) - EVP & General Manager
Red Ribbon Bakeshop Inc (USA) - Marketing & Sales Director
Appointed to lead the front-end retail operations of what had been a traditional
family private corporation. Led the transition into a more professionally mana
ged organization and developed a strategic master plan with marketing as the eng
ine of future growth.

4MY2C Holdings, Inc. * 2007-2010

Goldilocks Corp. of California, Inc. - Marketing & Sales Director
Moved to oversee and direct sales and marketing of a private family corporation'
s various business interests in the US, primarily the flagship Goldilocks bakesh
op retail operations in Southern California.
Jorge Ma. Q. Concepcion * Page 2 of 3 *
jcc76020@westpost.net

CAREER HIGHLIGHTS

* Started marketing career with UNILEVER PRC Foods Division, was responsible for
the formulation and implementation of marketing plans, budgets and briefs, as w
ell as development of advertising and promotional campaigns and research require
ments. Monitored sales volume and profit margins, distribution network, producti
on planning, including progress on developmental activities. Revitalized market
share position by implementing a new ad campaign following indicative market res
earch info. Structured a model Brand History file on which marketing plans were
based.
* Progressively moved across more senior product marketing positions handling mo
re important brands such as Lipton, Mazola, Best Foods and Knorr. Appointed as t
he sole Asian representative in an international CPC task force convened in New
York that formulated a strategy for the Corporation's worldwide margarine busine
ss.
* As Corporate Planning Director, prepared the Company's annual 5-year Strategic
Business Plan and defined a framework for its long-term growth, with major emph
asis on new business opportunities. Primary achievement was the evolution of the
Strategic Masterplan that envisioned the desired transformation of the company'
s standards. Member of the first CPC/AJI representative team that visited Tokyo
to meet with Ajinomoto counterparts.
* Expatriated to Kuala Lumpur to oversee consumer marketing and sales for Compan
y Foodservice and Retail operations in Malaysia, Singapore, Brunei and Indonesia
. Main achievements consisted of setting up a new distribution network in East M
alaysia with Diethelm, integrating the acquisition of the BOVRIL and MARMITE bus
iness from Beechams, consolidating retail market leadership share positions and
transforming the Company's CATERPLAN business into a model benchmark operation.
Net result was to reverse a losing operation that was in a 3-year sales decline
into a profitable company that doubled in sales turnover within 4 years.
* Transferred to Singapore as resident Country Manager to oversee and direct all
aspects of Company operations with direct report to the Company President based
in Kuala Lumpur, Malaysia. Developed and implemented a strategic vision and est
ablished the necessary infrastructure for the Company's future growth. With a mo
re diversified business portfolio and strengthened market leadership position, s
ales more than doubled while profitability trebled during the tenure of the incu
mbent. Showcased the Caterplan Asia model in a CPC - Latin America familiarizati
on and exchange tour.
* Headhunted to lead the CONAGRA joint venture (JV) company in the Philippines.
Streamlined operations and heralded the organization to break into the list of t
he top 1000 Corporations in the country inside of 5 years. Drove market shares o
f its leading brand to all-time historical highs. Established record profitabili
ty ratios that have become benchmark models for both ConAgra Grocery Foods Inter
national and URC joint-venture platforms.
* Concurrent Dairy Products Division (DPD) appointment to the JV responsibility
- was tasked to formulate and execute a hold-and-exit strategy in the declining
and non-core ice cream business of URC. Developed the introduction of Swiss Miss
ice cream (on a royalty arrangement), Hershey's ice cream (on a tolling and dis
tribution agreement), Sara Lee frozen cakes distribution and Haagen Dazs deliver
ies that optimized the existing cold chain infrastructure. Maximized return on a
ssets without any capex infusion that allowed for a managed exit from the busine
ss.
* Additional concurrent Food Service (FS) responsibility to the JV and DPD assig
nments in a transitional capacity - was tasked to formulate and execute an entry
strategy in a large and growing segment of the food business where the Company
was a new player. Set-up the initial organization, system and processes as well
as recruited and appointed the key personnel of the group. Oversaw the establish
ment of a new service-oriented and more focused business unit that brought new a
nd incremental volume to the Company.
* Recruited by Red Ribbon Bakeshop Holdings to instill a more consumer-oriented
focus in business development from what had historically been more product-drive
n. Key result was enhanced and maximized shareholder value prior to being sold t
o a public company. Aggressively expanded geographical reach through franchising
and brand recognition via TV advertising.
* Transferred and assigned to understudy the COO of the RRBI US operations, deve
lop, implement and profitably execute an aggressive growth and expansion plan fo
r the business.
* Tapped by 4MY2C Holdings to develop for its Goldilocks business a proactive ma
rketing calendar that served as the basis for budgets and plans. Identified key
areas of new business development that leveraged brand equity and asset utilizat
ion. Implemented new internet-based and technology-driven marketing initiatives
to maximize targeted marketing opportunities.
* Managed to lead a sharp revenue growth during the first year of the recession.
From the second year, exceeded objective of improving on store traffic count ta
rgets. In the third year, focused on improving average check value.
Jorge Ma. Q. Concepcion * Page 3 of 3 *
jcc76020@westpost.net

ACADEMIC BACKGROUND

Master of Science in Industrial Engineering/Operations Research (Candidate)

 University of the Philippines, Quezon City, Philippines
Bachelor of Arts in Mathematics(Honors)/Pre-Engineering
De La Salle University, Manila, Philippines
Faculty Member
College of the Holy Spirit, Manila, Philippines
De La Salle University, Manila, Philippines
San Beda College, Manila, Philippines
Part-time instructor of Quantitative Business Methods, Production Management, Ca
lculus and Elementary Statistics

OTHER AFFILIATIONS / AWARDS / SEMINARS / TRAINING

Terta Pak Familiarization Tour (Europe 2003)

Bedans of the Century (2001)
Rotary Club of Makati West (1999)
Steven Covey Seven Habits (Clarkfield, Philippines 1998)
Philip Koetler Senior Management Seminar (Hongkong, China 1995)
CPC Asia/Latin America Exchange Tour (Latin America 1994)
Basic Culinary and Kitchen Training Course (Manila, Philippines 1993)
Knorr Marketing, Research and Development Workshop (Manila, Philippines 1992)
Asian Marketing Communications Workshop (Phuket, Thailand 1991)
CPC/Ajinomoto Familiarization Program (Tokyo, Japan 1990)
Philip Koetler Marketing Seminar (Kuala Lumpur, Malaysia 1989)
CPC Intl Margarine Task Force (NY, USA 1985)
Louis Allen Management Seminar (Manila, Philippines 1983)