Mansmith and Fielders Inc. recently recognized the winners of its first Mansmith Sales Masters Awards. This inaugural event highlighted five outstanding sales professionals whose achievements are truly inspiring. As I reflect on the event, I am struck by the collective impact these individuals have made in their respective industries and the broader business community.
A Diverse and Distinguished Group
The awards honored five exceptional sales leaders: two men and three women, representing a range of industries including B2B, pharmaceuticals, and FMCG. Each winner brought unique strengths and insights to their roles, demonstrating that excellence in sales is not confined to one industry or gender.
1. AJ Astoriano, Senior Regional Sales Force Effectiveness Manager in Asia, Zuellig Pharma Asia Pacific. AJ has over two decades of experience in sales. She has developed and continually improved sales force effectiveness (SFE) and learning frameworks within the pharma and distribution industry. She established regional alignment and implemented SFE processes across various markets, including the Philippines, Cambodia, Hong Kong, Indonesia, Macao, Malaysia, Myanmar, Singapore, South Korea, Taiwan, Thailand, and Vietnam. AJ’s hands-on market visits allow her to identify and address gaps, share best practices, and drive improvements. Her extensive training and coaching have shaped thousands of successful sales professionals and leaders both locally and internationally.
2. Bart Canon, Senior Vice President for Commercial Operations, Fly Ace Corporation. Bart’s unwavering commitment to regional distributor partnerships has been exemplary. Over the past 11 years, his leadership has ensured zero distributor resignations and continuous growth through exclusive operations, with 80% of viable distribution sites now operating exclusively. His focus on data science led to the development of the Distributor Management System, enhancing complex sell-out data analysis and creating more profitable distribution opportunities. By managing Vismin operations independently, Bart optimized both Modern Trade and General Trade Operations for greater agility and localized focus.
3. Beth Dureza, Managing Director, IBS Electronics. Beth’s remarkable achievements are a testament to her exceptional leadership and strategic vision. Under her guidance, IBS Electronics successfully established offices in the Philippines and India, generating an impressive combined sales revenue of US$15 million in 2023. She secured major multinational accounts, including Schneider Electric, Amkor, IMI, Collins Aerospace, and several prominent Japanese companies. Despite the global pandemic and economic challenges of 2021 to 2022, Beth achieved record-breaking sales, demonstrating resilience and adaptability. Her expansion of IBS Electronics’ product lines to include top-tier brands like Panduit, Mersen, and Diotec further solidified the company’s market position. Additionally, Beth’s leadership in building a high-performing sales and customer service team earned IBS Electronics a place among the Top 5 Great Places to Work in the Philippines for 2022.
4. Asher John Lu, Sales Director, P&G. Asher has demonstrated exceptional leadership as the inaugural Market Strategy & Planning (MS&P)/Trade Marketing Director for multiple categories, including Personal Care, Hair Care, and Baby Care. His strategic vision was so impactful that his role was split into two separate director positions. Under his guidance, Old Spice sales in the Philippines nearly doubled, and he achieved record-high Sales Fundamentals and market shares for the Hair Care category. As a turnaround specialist, Asher transformed the Safeguard brand with its most significant innovation in 2024, yielding record-breaking results. His expertise in developing and implementing a cutting-edge pricing and promotion strategy also revitalized Pampers, dramatically increasing its market share and reversing a period of decline.
5. Cheri Moran, VP Sales, URC. Cheri has achieved outstanding results, reversing a three-year decline in URC’s key account business with a remarkable 45% growth in 2022 despite pandemic challenges. She revitalized URC’s trade servicing, earning Industry Best-In-Class recognition and elevating the company from 13th to the Top 5 in the Retail Advantage Survey. Cheri also expanded URC’s e-commerce sector fourfold and pioneered the Beverage Solution Center, which increased category incidence by 19%, foot traffic by 18%, and immediate consumption by 80%. As the first female Sales Director at Coca-Cola Philippines and URC, she has set a powerful example for women in leadership and significantly influenced URC’s market success.
Celebrating Inspiration and Contribution
What made this year’s awards particularly compelling was the celebration of not just individual success but also the broader impact on the economy and society. Each winner was recognized not only for their impressive sales achievements but also for their contributions to their industries and the ethical standards they uphold.
A Memorable Ceremony
The winners were recognized with an official ceremony at the Carlos P. Romulo Auditorium in Makati, complete with early networking dinner and the biggest lechon to nurture them before the event. The atmosphere was electric, with an enthusiastic audience cheering them on. Each winner received a golden prosperity trophy, a symbol of their achievement and contribution.
Unlike other awards, the Mansmith Sales Masters Awards did not charge any entry fees or awards night fees, making it an inclusive and accessible event. This was made possible with the support of market-leading brands such as Century Tuna, Chooks-to-Go, ConvergeICT, Dona Elena, GCash, JS Unitrade, NutriAsia, Orocan, UnionBank, Abenson, Waters Philippines, and Inquirer.
The Mansmith Sales Masters Awards was more than just a recognition of sales excellence; it was a celebration of the qualities that drive true leadership in sales. The diverse backgrounds of the winners, their significant contributions, and their commitment to ethical practices underscore the importance of celebrating and emulating excellence in the field.
As we look to the future, may the stories and achievements of these sales masters continue to inspire and guide the next generation of sales professionals. Their success is a testament to the power of integrity, innovation, and dedication in achieving remarkable results.
The search for the second batch of winners is ongoing, and they will be awarded in February 2025. Visit our website at http://mansmithsalesmasters.com for more details.
