Helping founders turn
product ideas into market-ready
consumer brands

I work with founders and companies to transform product ideas into market-ready consumer brands.

Many consumer products begin with a strong concept but struggle to compete in the market. Brand positioning, packaging, pricing, and distribution are often developed separately, resulting in slow launches and weak differentiation.

My work focuses on designing the brand and commercial systems required to bring consumer products successfully to market.

This includes brand positioning, product and packaging strategy, pricing architecture, and go-to-market planning.

ABOUT CZARINA

I have more than 14 years of experience across FMCG and retail markets in Asia, working in brand management, product marketing, and market expansion roles.

My experience spans multiple consumer categories including food and beverage, personal care, wellness, and household products. Throughout my career I have worked on product launches, brand growth strategies, and market entry initiatives across Southeast Asia.

This background provides a deep understanding of how consumer brands compete in retail environments, distribution networks, and digital commerce platforms.

Alongside my corporate career, I founded Clean Earth Project, a sustainability-focused home care startup in the Philippines.

The company develops cleaning products from upcycled pineapple peel waste, transforming agricultural by-products into safe and environmentally responsible household cleaning solutions.

Building the brand required developing the product concept, packaging system, distribution strategy, and market launch plan.

This experience gives me firsthand insight into the challenges founders face when building consumer brands from the ground up.

I studied Industrial Design at the University of the Philippines, graduating Cum Laude, and I am currently pursuing my MBA at NUCB Business School in Nagoya.

Outside of work, I enjoy painting, reading, working out, traveling, and exploring new cultures and cuisines.

See Her Works

My approach combines strategy with practical execution

I work closely with founders and leadership teams to define the brand strategy, develop the product and packaging system, and design the commercial roadmap required to launch and scale the brand.

The objective is simple: to build consumer brands that are not only well designed but also commercially viable and prepared to compete in real markets.

PERFORMANCE HIGHLIGHTS

300%

Revenue Growth

Scaled Clean Earth Project within 10 months by restructuring the business portfolio

75%

Market Leadership

Managed Kopiko 78 and Kopiko Iced under PT Mayora, controlling 75% of the RTD coffee market while driving 60% growth

113 USD

Managed Portfolio

Managed an HKD 890.5M business and 150+ SKU national portfolio at Lee Kum Kee, achieving 15% value growth and 13% volume growth

28%

Brand Expansion

Led market entry for Okamoto driving 28% growth and ranking 4th in category with a 70% lower-spend 360° launch campaign.

CLIENTS AND PARTNERS

CREDENTIALS AND EXPERIENCE

EDUCATION

UNIVERSITY OF MICHIGAN STEPHEN M. ROSS SCHOOL OF BUSINESS, Ann Arbor, Michigan, USA

Global MBA Exchange Program, Fall Semester 2026

NUCB BUSINESS SCHOOL, Aichi, Nagoya, Japan

Global MBA, March 2027

Emphases: Driving Competitive Advantage, Grade A
Marketing Management and Ethics, Responsibility and Sustainability, Grade B

UNIVERSITY OF THE PHILIPPINES, DILIMAN, Quezon City, Philippines

Master of Arts in Education, April 2023

45 units taken

UNIVERSITY OF THE PHILIPPINES, DILIMAN, Quezon City, Philippines

Bachelor of Fine Arts Major in Industrial Design, April 2010

Cum Laude

CERTIFICATIONS

Leading High Performance Teams, 2025
Clear as Ice, Business Presentation, Dec 2024
User Experience: The Beginner’s Guide, IDxF, 2023
Design Thinking: The Ultimate Guide, IDxF, 2023
Google Analytics Individual Qualification, 2022
Social Media Marketing, HubSpot Academy, 2022
Content Marketing, HubSpot Academy, 2022
Fundamentals in Digital Marketing, Google, 2022
Project Management, Harvard Manage Mentor, 2021
Innovation and Creativity, Harvard Manage Mentor, 2021
Professional Diploma in Digital Marketing Digital Marketing Institute, Ireland, 2017

WORK EXPERIENCE

KENJA K.K., Tokyo, Japan, Remote

Business Development Intern, October 2025 to Current

Mapped and evaluated target VC firms aligned with growth-stage strategy.
Developed investor pitch materials and financial projections to support venture capital fundraising targeting 150m yen valuation.
Conducted market sizing for AI RAG and competitive benchmarking to strengthen funding narrative.

CLEAN EARTH PROJECT, Manila, Philippines

CEO and Co-Founder, Sept 2023 to January 2026

Pivoted business model gearing to FMCG space, rebuilding portfolio, positioning, and GTM offline strategy, and online operations for a sustainability-driven home care brand to achieve repeatable monthly revenue.
Scaled revenue from by 300% within 10 months, driving overall company growth.
Selected as a cohort member for the Villgro Philippines ClimAccelerate program; established a strategic foothold in the ERS and Sustainability sectors, culminating in successful VC pitching

AGRIPACIFIC CORPORATION, Pasig, Philippines
Brand Manager for B2C and Retail Division, October 2022 to January 2025

Managed two divisions of B2C Baking Needs (Joy of Baking) and Retail (Pastry Shops) and oversaw the product lifecycle from conceptualization, market testing up to digital acquisition programs to improve sell-through performance.
Posted a notable growth performance of the flagship store 40% SOB at 130% target achievement, and 7% growth vs LY through lead-to-store advertisements and improved store experience through renovation
Achieved a best-in-class marketing funnel at 45% conversion and 76% retention rates for baking needs users.

LEE KUM KEE SDN BHD, Shah Alam, Malaysia
Regional Product Manager, February 2020 to September 2021

Managed a 895m HKD business handling 150+ SKU national portfolio reaching an all-time high of 15% growth in value and 13% growth in volume.
Established flagship e-commerce platforms to accelerate digital revenue channels during Covid-19 incremental of 10% business contribution
Led the Philippine market growth initiatives and worked with cross functional strengthened distributor and retail execution across modern and general trade.

PT MAYORA INDAH TBK, Jakarta, Indonesia

Brand Manager, May 2018 to February 2020

Defended the RTD Coffee portfolio with 75% market share.
Revitalized and doubled the RTD category size within one year by expanding penetration and accelerating trial through integrated tri-media campaigns.
Improved A&P efficiency by reducing CTS ratio from 20% to 14% while sustaining category growth.

EARLIER WORK EXPERIENCE

ZEST-O CORPORATION, Quezon City, Philippines

Brand Manager, July 2017 to May 2018

PEERLESS PRODUCTS MFG CORP, Makati City, Philippines

Trade Marketing Manager, July 2016 to May 2017

GETZ BROS PHILS, Pasig City, Philippines

Associate Brand Manager, February 2013 to June 2016

REGENT ASIA GROUP, DUTY FREE PHILIPPINES, Mandaluyong City, Philippines

Assistant Brand Manager, February 2012 to February 2013

CELINE MARKETING CORPORATION, Pasig City, Philippines

Brand Associate, May 2010 to February 2012

Helping founders turn product ideas into market-ready consumer brands