Avelino Eric

Retail and Trade Marketing professional with experience in sales, retail intelligence, shopper insights, and competitive analysis within the technology industry. Skilled in translating market data into actionable insights and business strategies. Curious, adaptable, and continuously developing expertise in strategic thinking, data analysis, and business intelligence.

RISE (Retail Intelligence & Shopper Experience) at HP (2024-11 – Present)

• Conduct retail intelligence and shopper experience assessments across key retail channels to evaluate brand visibility, product presence, display execution, POSM implementation, and overall in-store experience.
• Monitor and analyze competitor activities, including branding, promotions, product assortment, merchandising, visibility, and shopper engagement to identify market gaps and competitive opportunities.
• Analyze Share of Visibility (SOV), Share of Display (SOD), and Share of Wallet (SOW) to assess HP's retail presence and benchmark performance against key competitors.
• Identify retail execution gaps across stores, including outdated visuals, incomplete display fulfillment, POSM inconsistency, asset utilization, product availability, and promotional execution.
• Translate store-level observations and market data into actionable insights and recommendations to improve retail visibility, shopper engagement, sales execution, and brand presence.
• Conduct mystery shopping and store observations to evaluate the end-to-end shopper journey, including store awareness, price discovery, sales staff engagement, promotional communication, and purchase conversion opportunities.
• Develop structured market and retail reports highlighting key findings, business implications, opportunity areas, and recommended countermeasures for marketing and retail stakeholders.
• Collaborate with relevant stakeholders to identify execution priorities and strengthen alignment between retail strategy, store execution, partner commitment, and business objectives.

Sales Manager at Tekad Utama Perkasa (2023-07 – Present)

Stell Distribution

• Responsible for leading a team of sales professionals and driving sales growth.
• Developed and implemented sales strategies to meet targets and achieve revenue goals.
• Built and maintained relationships with key clients, identifying their needs and providing tailored solutions. Through effective team leadership and collaboration,
• Motivated my team to exceed sales targets and deliver exceptional customer service.
• Built and maintained relationships with key clients, identifying their needs and providing tailored solutions.
• Motivated and guided a team of sales professionals to exceed sales targets and deliver exceptional customer service.

Trade Marketing Manager at HP (2017-08 – 2020-02)

Job Description

• Develop marketing strategies aligned with brand strategies.
• Maintain and monitor manpower (promoters and ASM) to achieve target performance.
• Track and analyze sales performance data (sell-in, sell-thru, sell-out) and inventory data.
• Monitor store and partner performance.
• Manage program budgets and monitor ROI.
• Work closely with the manpower agency.
• Track and monitor budget and profit & loss.
• Key Achievements:
• Developed effective marketing strategies aligned with brand objectives.
• Achieved target performance through effective management of manpower.
• Improved sales performance through data analysis and insights.
• Optimized program budgets and achieved positive ROI.
• Successfully managed agency relationships and ensured cost-effective budget utilization.

National Field Force Manager at Huawei Consumer Business Group (2015-12 – 2017-08)

Responsibilities

• Analyzed sales performance and identified areas for improvement.
• Prepared detailed sales reports with insights and recommendations.
• Developed and implemented standardized regulations and SOPs.
• Monitored SOP compliance and effectiveness.
• Utilized data mining techniques for store coverage analysis.
• Key Achievements:
• Implemented standardized regulations and SOPs for improved efficiency.
• Optimized expenses related to Field Force activities.
• Developed strategic incentive plans to increase motivation and performance.
• Maintained accurate sales team coverage data for better decision-making.

National Sales Support Manager at PT BERCA HARDAYAPERKASA (2013-11 – 2015-12)

Responsibilities

• Analyzed sales performance and identified areas for improvement across various roles and regions.
• Prepared detailed sales reports with valuable insights and recommendations for management.
• Developed and implemented standardized regulations and SOPs, optimizing daily tasks and operational efficiency.
• Monitored SOP compliance and effectiveness in multiple regions.
• Utilized data mining techniques to analyze store coverage and provide strategic insights for sales team optimization.
• Key Achievements:
• Successfully implemented standardized regulations and SOPs, improving operational efficiency and compliance.
• Implemented cost-saving measures and optimized expenses related to Field Force activities.
• Developed and executed strategic incentive plans, increasing motivation and performance.
• Maintained accurate sales team coverage data, enabling data-driven decision-making and resource allocation.

Area Manager at PT BERCA GLOBAL ACCESS (2011-12 – 2013-11)

• Sales Target Achievement and Adherence:
• Achieved sales targets and ensured compliance with company procedures at the branch office.
• Led and supervised the operational team responsible for overall sales activities.
• Sales Team Management and Training
• Developed and implemented quarterly activity plans for the sales team.
• Conducted regular Morning Briefs and provided training to enhance teamwork and increase sales performance.
• Supervision and Relationship Management:
• Conducted joint visits and supervision with sales supervisors.
• Established cooperation and managed relationships with third-party partners.
• Branch Operations and Reporting:
• Oversaw smooth branch operations, including sales, gallery, Marcomm, RIS, finance, and HR-GA departments.
• Prepared sales reports, business reviews, and sales plans, and provided analysis and updates to the VP and Area Coordinator.
• Represented the company to third parties, partners, local governments, and stakeholders.

Assistant Product Manager at PT Berca Global Access

As an Assistant Manager of Product 4G in Product Department

• Create New Product for launching WiGO 4G+ Analyze and develop the existing product
• Maintains related data from Sales (package, churn, and consumer behavior)
• Testing new products or bundling products related to WIGO Modern 4G
• Analysis of market growth and market share
• Movement of competitor analysis and prepare a plan to anticipate competitor's product.
• Monitoring packets that have been sold by sales
• Analyze the level of churn and prepare a plan for anticipating the churn
• As Taskforce for the new opening of branch office

Product Marketing Supervisor at PT Smartfren Telecom (2007-06 – 2011-08)

• Smart BlackBerry Internet Service Management:
• Tracked daily activations of Smart BlackBerry Internet Service, ensuring accurate records and usage maintenance.
• Coordinated with Research In Motion (RIM) BlackBerry for product launches, troubleshooting, and provisioning.
• Stock Control and Distribution:
• Managed incoming stock from distributors, ensuring proper allocation and inventory control.
• Developed joint promotions with distributors to boost sales and market penetration.
• Promotion and Marketing Strategy:
• Created and executed promotions to compete with local BlackBerry service providers and expand market presence.
• Implemented marketing strategies to increase the user base of Smartfren BlackBerry services.
• Sales Reporting:
• Prepared and submitted daily sales reports, providing valuable insights for decision-making.
• Key Achievements:
• Efficiently managed Smart BlackBerry Internet Service activations and usage.
• Established successful partnerships and joint promotions with distributors.
• Developed impactful promotions and marketing strategies.
• Provided accurate sales reports to support decision-making.

Area Sales Supervisor at PT Smartfren Telecom (2007-06 – 2011-08)

• Sales Coordination and Promotion:
• Coordinated sales team to promote and sell Smart products to stores and end-users.
• Developed new markets for Smart products in traditional channels, implementing market expansion strategies.
• Ensured continuous product availability and maintenance for specified accounts, managing stock and order fulfillment.
• Sales Strategies and Event Management:
• Implemented strategies to drive selling-out of Smart products in distributors through promotional activities and events.
• Increased selling-in of goods by executing targeted sales initiatives and collaborating with distributors and stores.
• Sales Force Management:
• Recruited, trained, and set sales targets for the Sales Force (Canvasser/Sales) in the area.
• Managed and trained Canvassers to boost selling-in and selling-out of Smart products directly to consumers.
• Data Management and Market Analysis:
• Maintained organized sales data and documents, ensuring accuracy and accessibility.
• Collected data from various sources to support market analysis and inform decision-making.
• Brand Management and Awareness:
• Maintained Smart brand image, including branding efforts, product availability, and awareness among distributors and end-users.
• Key Achievements:
• Expanded market reach of Smart products in traditional channels, driving sales growth and market penetration.
• Implemented effective sales strategies and events, resulting in increased selling-out and improved brand visibility.
• Successfully recruited and trained a high-performing Sales Force, achieving sales targets and enhancing customer engagement.
• Developed efficient data management processes, enabling accurate market analysis and timely decision-making.
• Maintained strong brand image for Smart products, enhancing awareness and customer perception.

Sarjana in Ekonomin Management Marketing – Universitas Atma Jaya (1999-01 – 2005-01)