Manilyn Raquedan

Led the Data Insights function, delivering analytics strategy, BI, and commercial analytics solutions for FMCG clients. Managed and mentored analysts across delivery and consulting engagements, and owned the analytics roadmap from ingestion and harmonization to dashboarding and insight generation. Built KPI frameworks and reusable analytics assets to improve decision support and delivery efficiency. Worked with clients to translate business priorities into analytical requirements and recommendations, including forecasting and simulation approaches.

Led consumer insights and commercial analytics engagements, turning market and transactional data into recommendations for FMCG clients. Built dashboards using panel, retail measurement, POS, and distribution data to assess performance, opportunities, and risks. Supported Revenue Growth Management initiatives via pricing, promotion, assortment, and distribution analysis, including RGM dashboards. Designed KPI frameworks and reporting systems using Power BI, Excel Power Pivot, and SQL with integrations across multiple data sources.

Led the Insights and Analytics team for the Commercial Division, covering customer experience analytics, consumer research, and business intelligence reporting. Built a self-service reporting ecosystem and data warehouse architecture to enable a single source of truth for commercial reporting. Developed Power BI dashboards for merchant sales, occupancy, and foot traffic, and defined KPI frameworks for commercial performance and customer experience. Partnered with marketing, leasing, operations, and technology stakeholders on studies and analytics programs to improve data capture and measurement.

Led market research and analytics projects supporting commercial and operational decisions. Conducted stakeholder discovery sessions and translated business priorities into research and analytics initiatives. Evaluated marketing campaigns and customer programs, communicating findings and recommendations to stakeholders. Mentored junior analysts and officers while guiding delivery and analytics workstreams.

Managed key client accounts and translated business requirements into research and analytics solutions. Supported retail measurement and panel analytics offerings, including designing surveys and preparing custom analytical reports. Collaborated with business development to support innovation and new product development initiatives tied to client needs. Ensured analytics outputs aligned with client business questions and delivery expectations.

Owned end-to-end market research engagements, aligning research methodologies and analytical approaches with client business and marketing objectives. Designed and led quantitative and qualitative studies across brand health tracking, advertising and communications, shopper behavior, customer experience, and innovation. Served as an internal champion for branding, communications, and shopper research capabilities. Synthesized research evidence into strategic narratives and recommendations, managing budgets, timelines, and cross-functional delivery support.

Delivered research projects from proposal preparation and fieldwork coordination through data validation, analysis, reporting, and recommendations. Created questionnaires, sampling plans, coding frameworks, and analytical plans for both quantitative and qualitative studies. Supported the transition from paper-based surveys to digital data collection using CAPI, CAWI, and CASI. Prepared outputs for client presentations and recommendation discussions.

Conducted qualitative and quantitative research to support marketing and business strategy needs. Managed client accounts and coordinated project requirements, analyses, and presentation materials. Translated research findings into recommendations relevant to marketing decisions and client priorities. Supported end-to-end research delivery within client-facing engagements.