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Work experience

Jun 2012Mar 2015

Sr Pricing Strategy / Commercial Manager

Ericsson - North America

VoLTE l VoWiFi l RCS l M2M l MVNO l Virtualize

Act as commercial adviser for the sales team, in optimizing commercial strategies for Core Solution proposals against the company’s business growth objectives

  • Led commercial strategy discussion and provided business intelligence to stakeholders.
  • Established winning price-strategy and assessed impact of competition.
  • Advised solution team to integrate commercial strategy into solution development
  • Pioneered development of analytic tools and processes that supported timely executive approvals, identification of trade-offs and optimized price.
  • Appointed Product-pricing expert, responsible for pricing governance and escalation.
  • Ensured contract alignment with the commercial pricing strategy and risk mitigation.
Sep 2005May 2012

Regional Pricing / Commercial Manager

Ericsson - North America

Led a team that managed the end-to-end tender and transactional pricing needs of specific sales team. Supported pricing tenders in US and Canadian sales.

  • Managed the Sales team price targets against the internal sales directives.
  • Secured stakeholder approvals through risk assessment and financial analysis
  • Led a team that provided fast turn-around, consistent and accurate pricing.
  • Advised contract finalization ensuring favorable T&C and specific conditions for incentives.
Sep 2003Aug 2005

Regional Pricing & Business Support Manager

Ericsson - South East Asia

Supported pricing tenders in the Philippines and Malaysia.

  • Consolidated pricing from different product units and services, recommended the overall commercial pricing solution to the sales team
  • Developed and generated customer business case (TCO) calculation to aid sales team in aligning the offer to customer revenue model.

Manager, Product Marketing & Service

Sony Mobile communications

Led a high performance team that managed products from pre-launch to end-of-life that enabled sales and achieved market share target.

  • Led a high performance team that ensured commercial readiness of new products at launch
  • Manage product differentiation and customer segment positioning to enhance brand image.
  • Developed and executed channel partner strategies that increased product awareness and hastened inventory turn-over achieving market share targets.
  • Led a high performance team that ensured service readiness of call center, repair and logistics centers



Executive Course

Asian Institute of Management

Strategic and Business Model Analysis


Master's Degree

University of the Philippines

Technology Management


Executive Course

University of Asia and the Pacific

Finance for Non-Finance Managers


Bachelor's Degree

University of San Carlos

Electronics Engineering


Product Management
Analytics Development
Commercial Strategy



Certified Product Manager (CPM)

AIPMM The Association of International Product Marketing and Management

Individuals holding the CPM certification validate their product management skills in the areas of:

  • Building case studies
  • Writing business plans segmented for each major function
  • Market planning
  • Competitive analysis
  • Project plans for each major activity
  • Product specifications
  • Develop product launch plans
  • Product Life Cycle Project modeling
  • Phase-Gate Process modeling
  • Product/Market Data modeling

Certified Pricing Professional (CPP)

Professional Pricing Society

Individuals holding the CPP certification validate their pricing management skills in the areas of:

Subject Matter Expertise for Pricing

  • Foundations of Pricing and Pricing Management
  • The role of cost in pricing
  • Pricing and Customers
  • Pricing and Competition
  • Segmentation, Products, and Pricing
  • Science of Pricing

Managing the Pricing Functions

  • Developing the Pricing Strategy
  • Communicating Price
  • Pricing in the distribution-supply channel
  • Researching Price
  • Internet Pricing
  • Global Pricing
  • Pricing Implementation and organization
  • Negotiation Strategies


Certified Commercial Manager


Certified Electrostatic Discharge Control Engineer

International Association of Radio, Telecommunications and Electromagnetics