“I had to live up to my name,” chuckles Cherry Lyn “Cheri” Masipag-Moran, Vice President for Sales at Universal Robina Corporation, as she talks about her formative years. She is, of course, referring to her maiden name, which denotes the qualities and approach she’s applied throughout her life and career: being industrious, hardworking, diligent, and dedicated.
These traits are evident in every step of her journey, from her initial dream of becoming a broadcast journalist to her achievements in the sales industry, notably with URC over the last five years. Since coming onboard, she’s helped the company rank consistently as a preferred partner of choice among retailers, contributed toward its robust revenue growth, and laid the foundations for the food giant’s now thriving e-commerce business. These are a testament to her tenacity and adaptability, shaping Cheri into one of the most respected and lauded leaders in the sales field today.
Early Aspirations
Cheri’s career began with a different dream. She initially aspired to become a broadcast journalist, drawn by the allure of storytelling and the power of media to mold public perception. However, after completing her Communication Arts degree with a major in Speech Communication and Advertising at the University of the Philippines Los Baños, Cheri found herself pivoting toward the corporate world, where she would eventually make her mark in sales.
“I wanted to be a news anchor. I thought I was going to be the next Karen Davila, but God had a different plan for me,” says Cheri without regret, revealing her faith as a devout Christian. Sharing that her family was dealing with some financial constraints when she graduated, she couldn’t rely on the “allowance” that she would have received to train at one of the country’s major broadcasters. To help support her family and put her two younger brothers through school, she had to have a more stable source of income.
Finding work at Unilab as an executive assistant, she started on a path to success from which she’d never look back. “My boss there gave me some roles in analytics: understanding the sales figures, helping him with business reviews, and putting together the presentation deck for his boss. It piqued my interest,” admits Cheri. After a year doing that, an opportunity as a key account manager in Unilab’s distributor business opened up, and encouraged by her boss, Cheri began her career in sales.
I stay motivated by having the mindset that someone out there needs my service, and there is something of value that I can give or do. The challenges we go through every day are unique. There are similar themes, but they will have varying degrees of difficulty or look, and that allows me to stay sharp and always think about something new.
In the years to follow, she worked with some of the most recognized companies in the country. Apart from Unilab, glowing stints at Unilever and the Coca-Cola Company (Philippines) followed, further honing the skills that would later define her career.
At Unilever, Cheri was exposed to the intricacies of customer needs and market dynamics, sharpening her understanding of the sales industry. “All of my sales foundation, I have to credit it to that background because we were trained to understand what the customer needs are and how to match the solutions that would best fit the business challenges of that customer. That's where my analytical skills were further sharpened and also my executional capabilities, because we (sales officers) need to make things happen.”
Her close to 10-year stint at Coca-Cola was another memorable experience. Starting there as a business development manager, she steadily rose to become the first-ever female sales director in the company’s then 100-year history in the Philippines.
Daring to Do
Perhaps even more amazing is that Cheri progressed in her career while impressively balancing her profession with her other hat as a wife and mother. In fact, it was while pregnant with her second child that she made another giant career leap forward. “URC actually hired me when I was in my third trimester. I was so pregnant when I was being interviewed by Irwin Lee (URC President and CEO) in February 2019, and then I joined April. I remember I had an interview with Oca (URC Managing Director Oscar Villamora) in the morning, then later in the evening, it was with Irwin. It was a marathon interview session!”
URC, a company known for its innovative spirit and commitment to progress, proved to be the perfect platform for Cheri to showcase her talents. She was hired as the Sales Director for National Key Accounts before her promotion to Vice President of Sales in October 2022.
In her current role, she manages URC’s Philippine sales operations (a portfolio valued at US$1.2 billion), focusing on growing downline distribution, sustaining strategic partnerships with key customers, and propelling the e-commerce business, among her other deliverables. With her sales force of 300 people, Cheri is tasked with ensuring that URC continues to be among the leaders in the fast-moving consumer goods industry.
I believe that no one in their career has gotten to where they are alone. I am so grateful to my previous mentors that they took a chance on me. Even in those times when I did not yet believe in my capabilities, they invested, they trusted. They helped me build that ‘capability muscle’ that I needed to develop. Because of that experience, that is what I am doing also now with my team.
While she has certainly done her share to boost URC’s bottom line in recent years, what she is most proud of is contributing towards achieving the vision that CEO Irwin Lee set in 2019 for URC to become a “partner of choice” among local retailers and distributors. “Prior to my coming in, our rank was Number 13 and at the end of 2023, we are in the top five of the preferred partners in the Philippines,” shares Cheri proudly, talking about URC’s performance in the 2023 Retail Advantage Survey, which is conducted independently by the Advantage Group.
Asked about her contribution to this achievement, Cheri talks about introducing the concept of joint business planning, where the company’s goals as well as those of its customers “are being pushed together in the same direction.” Though URC has always been customer-centric, the partnership with customers was brought to a deeper level, from basic servicing, from being merely transactional, to really championing the principle of shared success as espoused by all companies in the Gokongwei Group. She adds, “I do believe that because of that introduction and executing that at scale with our most important customers, we were able to have a joint growth agenda and through this, we were able to grow our business a lot. From the close of 2022 and the numbers we had in 2019, it was about 40% growth. It’s such a big difference because we were able to match the goals that we have for each other.”
In her view, the fact that URC is the only Filipino-owned company ranking in the top five of the Retail Advantage survey is another triumph definitely worth celebrating. “Why? Because it means we were able to level up the capabilities of our people in terms of servicing, in terms of understanding what the customer needs are, in terms of understanding what the business challenges are and solving them. And at the same time, it means we've also leveled up our organization. We believe that this recognition is a bonus, the cherry on top. Underlying it all is being able to make our people become the best versions of themselves.”
The Power of Mentorship
On a personal level, Cheri derives great pride and joy from her commitment to mentorship and fostering a positive work culture. In her mind, a successful team is built on trust, mutual respect, and a shared vision. “I believe that no one in their career has gotten to where they are alone. I am so grateful to my previous mentors that they took a chance on me. Even in those times when I did not yet believe in my capabilities, they invested, they trusted. They helped me build that ‘capability muscle’ that I needed to develop. Because of that experience, that is what I am doing also now with my team.”
Completing the cycle, Cheri relishes being a mentor at this stage in her career, guiding the next generation of leaders and helping them navigate the challenges of the industry. “I’m privileged to be part of their journey. To be part of their improvement and their pursuit of excellence. It's not just with work but also in their personal lives. It has come to that as well, especially about mental health and other issues. When we have discussions, it's all-encompassing, and we become lifelong friends."
There is the psychological safety that I try to espouse, which is that no idea is bad and every voice is heard. Because of this, people are not afraid to talk and people are not afraid to offer their point of view, whether that’s a challenging point of view or an agreeing point of view. With this, we're able to bring forth, hopefully, the best ideas that will change the game.
Cheri’s leadership style is characterized by her belief in the mantra of “Progress over Perfection,” which is deeply ingrained in URC’s corporate culture. This is aligned with URC’s core values of “Dare to Do” and “Move Forward Fast”, which encourage innovation and continuous improvement, driving the company to constantly seek better ways of doing things. She embodies this in her approach to leadership, always pushing her team to strive for excellence while understanding that mistakes are part of the learning process. It’s how she fosters a positive and productive work environment for her team. “I am the first one to say that I do not know everything, and that combined with their ideas – my team’s and mine — our thinking together is always better than my thinking alone,” says Cheri. She adds, “There is the psychological safety that I try to espouse, which is that no idea is bad and every voice is heard. Because of this, people are not afraid to talk and people are not afraid to offer their point of view, whether that’s a challenging point of view or an agreeing point of view. With this, we're able to bring forth, hopefully, the best ideas that will change the game.”
Breaking Barriers
In a traditionally male-dominated field, Cheri is living proof that women can excel and lead in sales. Asked to distill what the sales profession is all about, she says its simply offering and providing to customers what they need on a regular basis. In her capacity as the vice president of sales, she oversees customers in three major areas: General Trade, Modern Trade, and Digital or e-commerce. The general trade business typically includes retailers, wholesalers, and distributors at the local or community level, dealing with smaller product volumes. Modern trade deals with regional or national chain retailers like bigger convenience stores, supermarkets, and hypermarkets. E-commerce, meanwhile, includes platforms like Lazada, Shopee, Tik Tok, and GrowSari.
What is the significance of this multipronged approach? Cheri answers, “The landscape has changed. It has become multi-format. And we ourselves, as shoppers, we’ve become so fragmented in our buying behavior. Sometimes we buy in this channel, the following day we buy in another channel. Certain products we buy in this channel. The context of shopping today is so different from 20 years ago, compared to even just five years ago. So, we need to be omnipresent in sales. Shoppers today, even if you're already in the supermarket, you're still Googling to compare products, to see if you're getting the best deal in this store or not. If you find out you're not getting the best deal, there’s a chance you won't buy it!”
As mentioned by Cheri, the growth of URC’s e-commerce distribution channel was greatly accelerated during the pandemic. Deciding that digital commerce was somewhat related to modern trade, which Cheri was already handling at the time, URC’s top brass decided the e-commerce business should also fall under her direct supervision. Taking the reins when the business was generating revenue of around 19 million a year, she led a team that grew online sales to 100 million in just 12 months. “Digital commerce is a unique channel as well. It's so fast, it's so dynamic. You need to be quick on your feet.”
Mastering Her Craft
In this fast-changing industry, what keeps her going after more than two decades in sales? “I stay motivated by having the mindset that someone out there needs my service, and there is something of value that I can give or do. The challenges we go through every day are unique. There are similar themes, but they will have varying degrees of difficulty or look, and that allows me to stay sharp and always think about something new. At the same time, it inspires me to motivate others become better at what they do and bring out the best in them. Those are the main things: adding value to the business, to the company, and also to the people working with me. That’s includes my team, my leaders, and my customers.”
Cheri was among the recipients of the inaugural Mansmith Sales Masters Award. Here she's with the Mansmith and Fielders organizing team led by Josiah Go (left) Chiqui Escareal-Go, and Emilio Macasaet III (1st and 2nd from right) accompanied by Irwin C. Lee, URC CEO and President, and Oca Villamora, URC Managing Director for Beverages and Head of Commercial Functions, BCFG Philippines.
Cheri’s contributions to the industry have not gone unnoticed. This August she was honored with the Mansmith Sales Masters Award, a recognition bestowed for the very first time this year on outstanding sales professionals driving the industry forward and inspiring greater success. According to Mansmith and Fielders, the consultancy firm behind the award, the distinction “serves as a platform to amplify the success stories of these inspirational and aspirational sales professionals, who contribute a positive economic impact while upholding the highest standards of integrity and ethical conduct in business in the Philippines.”
Reflecting on the award's significance at this stage in her career, Cheri says it’s partly a validation of her belief in stewardship: “That concept is so important to me, to be able to leave something better than how I first found it. This award means that all of the assignments that I've had so far, I was able to somehow leave it at a better state than how I found it.”
Her message to those interested in following in her footsteps is to just go for it. “For all of those who are dreaming, especially women, do not be afraid to start somewhere. Even if it's uncomfortable, because you will always discover yourself in the process. Do not be apologetic of your dreams. Even if it has not been done before, it doesn't mean it can't be done. It's always crazy until someone does it. So, be crazy enough to go for it. Just do your best every time and remain authentic, true to yourself.”
Though thoroughly deserved, she doesn’t take sole credit for the Mansmith award and heaps praise on all those involved in URC’s recent success. Cheri shares, “This award means that those people that have trusted me and those people that I was able to mentor and bring with me will know that we are able to do something special together. It validates all the hard work that we have done over the years.”
A Balanced Life
Beyond her professional achievements, Cheri is also a devoted mother of two. She balances her demanding career with her responsibilities at home, demonstrating that it is possible to excel in both areas of life. Since childhood, Cheri has been involved in sports, excelling in volleyball, table tennis, and swimming, activities that keep her physically fit and mentally sharp. In college, she even joined the UPLB Jazz dance troupe and the Sama Sining theater organization. “I did all the extra-curricular activities!” jokes Cherri.
These days, she continues to shares a love for video games with her husband Christian, a pastime that allows her to unwind and connect with her family. “It took us nine years before we had our first child, so in those years, we played a lot! Now, I’m a gamer mom. We have consoles in the house and I play with my kids, who are 7 and 5.”
A Future of Innovation and Progress
Looking ahead, Cheri Moran is excited about the future of URC. In her eyes, the key to its success in the years to come is the company’s ability to stay ahead of the curve and adapt to the changing market landscape, especially with an even greater focus on all things digital. “We need to accelerate more of it. We need to be digitally unified, digitally enabled, everywhere,” she says. Driven by the company’s purpose to “Delight everyone with good food choices” and a critical part of its mission – “Enhancing the lives of our employees, customers, consumers and communities” – Cheri has no doubt in URC’s ability to lead the way in product innovation and customer satisfaction.
Ready to help get URC through the next set of challenges, Cheri is committed to pushing boundaries, exploring new ways to meet the evolving needs of customers, and setting new standards of excellence. Aiming always, as her personal motto goes, to being “better than yesterday.”
