ETAILY has welcomed its new fast moving consumer goods (FMCG) director, Alexandra Garcia, whose expertise as former e-commerce lead of the country’s top snacking company will further strengthen its position in the online trade field.
“It’s exciting to be part of etaily. Its service of helping brands scale up their business in the growing online marketplace is important to respond to the needs of the expanding FMCG market,” she said.
Previously leading the strategy and business foundations of Mondelez Philippines Inc.’ e-commerce platform, Garcia was instrumental to the company’s successful virtual trade, which currently boasts of a thriving business-to-business omni-channel and marketplace e-commerce business that makes it one of the largest and fastest growing e-commerce countries in Mondelez Southeast Asia, all the while ensuring total channel profitability.
Now joining the Philippine-based e-commerce enabler, she will handle etaily’s global and local FMCG and beauty brands like Lactum, Enfagrow, Sustagen, Equal, URC, and Century Pacific Food Inc.
With the company’s growing clientele, she will implement the best practices she has developed over the years.
Garcia, likewise, will build talent capabilities as she onboards experienced young talents from known multinational FMCG brands.
Complementing her vast experience in Mondelez, she brings with her the sterling credentials she gained from her previous stints in other top-tier companies including L’Oreal, wherein she spearheaded the growth of Kiehl’s —today’s No. 1 luxury skin-care brand in Lazada.
Prior to this, she worked as the Consumer Product Division (CPD) Platform lead for Lazada and handled its total CPD portfolio: Maybelline, L’Oreal, and Garnier.
Having developed expertise across leading beauty subcategories (makeup, skin care, and hair care), the brands she handled were consistently recognized as part of the Top 5 Brands on key platforms like Lazada and Shopee.
“We are super excited to have Alexandra part of the etaily rockstar team. Her complementary experience, valuable insights and track record are impactful and will further strengthen our position and capabilities as a full-funnel partner to help our clients gain a competitive edge in today’s digital world,” said etaily cofounder and chief executive officer Alexander Friedhoff.
etaily provides retailers with the technological expertise, brand management, operational services, and data capabilities to e-tail their business. It enables retail brands to provide a customer-centric and consistent brand experience through seamless integration of omnichannel operations to maximize the scale of their services.