Mark Cheng CPA

Primarily responsible for accelerating the Philippines portfolio growth with accountability for revenue, market share and equity for all brands. In charge of cultivating sustainable, profitable business partnerships across all key customers in the market. Member of the organization’s leadership team which steers total company strategy in country. • Leads the business planning and execution for all brands in the portfolio with deep understanding of the market financial metrics, consumer fundamentals and customer KPIs • Owns key operational processes in the market including annual commercial planning, long-term financial planning • Spearheads development and execution of best-in-class RTM strategies to drive brand objectives • Develop extensive understanding of consumers and customers to create and execute winning plans

Leads the sales organization in delivering robust, profitable revenue growth. Member of the company leadership team and oversees three departments – Modern Trade, Distributor Operations, Sales Operations & Trade Marketing. Responsible for establishing various systems, processes, and ways of working from the ground up towards a best-in-class, commercial structure • Improved on-shelf availability (OSA) of Baby Category in retail to an all-time high of 98% amid the pandemic • Attained a 2% gross margin increase in retail business thru product mix optimization strategies in Q4 2021 • Established a channel-based retail organizational structure to drive work efficiencies and increase employee retention

Leads region in ensuring numbers-driven approach in growing market share. In charge of the overall commercial planning process. Owns region sales forecasting to drive quality sales. Enables regional team in ensuring sustainable market share growth across all product categories. • Led team towards achieving one of the highest demand forecast accuracy in the entire sales organization of +/- 1% variance during 2020 • Successfully spearheaded localized countermeasures in the milks category to combat strong competitive expansion, preserving profitability and market leadership of Nestle milks in the region • Created regionalized defense plan that sustained market share and leadership of flavorings category amid entry of lower-priced competitive substitutes in the Visayas

Primary liaison of Nestle Philippines HQ in the region. Drives operational excellence in all below-the-line initiatives across all product categories for the region. • Awarded Best Sales Region – Food and Culinary Milks Category in 2017 • Devised system to enhance quality of feedback loop between Nestlé HQ and the region, resulting to substantial improvement in execution scores

Primary gatekeeper of all trade or below-the-line activities for the Philippines’ #1 All-purpose cream. In-charge of driving total category growth via various trade executions hinged on strategic customer/shopper insights. Steward of national trade development budget for the brand. • Part of team that propelled Nestlé All-Purpose Cream (NAPC) to be Nestle’s Best Performing Product in 2017 by growing sales volume by 16% • Co-created category plan which increased NAPC in-store presence and visibility during peak seasons – resulting to >95% on-shelf availability (OSA) and a stronger share of voice versus competitors on trade • Devised a 5P commercial plan to soften pricing impact on Nestlé creams amid raw material inflation pressures which eventually led to exceeding projected revenue targets • Conceptualized a demand forecasting tool to drastically increase forecast accuracy of Creams during the Christmas season, thereby contributing to optimal inventory levels, reducing trade returns by more than 50%

Ensures sustainable market share growth and distribution across all product categories in area of responsibility. Coaches/leads distributor leadership team to achieve total company objectives, profitability and competitiveness. • Distributor being managed was one of “Top Distributors in 2015”, all while being only less than a year in role. • Was part of the “Top Performing Area Sales Managers of 2015” for driving robust growth amid a highly volatile business environment. • Secured 50% Nescafé market share in Negros Oriental, which over-indexed versus national averages via targeted trade strategies to counter heavy competitive activity.

Part of a select group of individuals handpicked to undergo an accelerated training program. Exposed to various commercial roles in the company to gain better understanding of the intricacies in an FMCG setting. • Spearheaded an initiative to create a feasibility model for various trade investments – paving the way for the development of a robust distributor contribution statement which analyzes total distributor profitability • Set up a localized feedback system, which improved distributor operational capability in a span of 3 months, resulting to 10% uplift in sales and improvement of numeric distribution scores from 85% to 90%

Led strategic financial planning for total Philippines beauty and feminine care. Directly responsible for maintaining national pricing integrity across all P&G product portfolio. Ensured fiscal prudence in category operations. • Led pricing study to determine optimal price increase threshold that increased profitability of beauty category while avoiding substantial drops in demand • Served as finance lead for P&G bottom-of-the-pyramid activations that target point-of-market entry (POME) opportunities in the diapers category

Performed financial statements analysis for banking clients. Assisted in the execution of various audit procedures • Successfully identified material financial statement errors prior to filing of major banking clients with SEC and BIR – resulting to tax savings • Part of the team that assessed inherent risks in a financial institution’s internal policies which resulted to more efficiencies and cost reductions