With over two decades of experience in the Pharma and Distribution industry, AJ Astoriano has become a key driver in shaping sales force effectiveness (SFE) and learning frameworks that are now industry benchmarks. Her ability to refine and implement SFE strategies has transformed organizations across multiple regions, creating systems that have guided not only sales teams but also warehouse and operations units.

AJ’s leadership transcends borders. By regionalizing SFE processes, she ensured their alignment across markets, from the Philippines to South Korea, Cambodia to Vietnam, creating a unified approach to sales excellence. Her commitment to continuous improvement is evident through her regular market visits, where she immerses herself in the field to assess performance, address gaps, and share best practices.

Her work extends beyond frameworks and strategies. AJ has mentored and coached thousands of sales professionals, many of whom have gone on to become influential leaders themselves. Her pride in the Philippines and its talent shines through as she consistently taps into local expertise, promoting homegrown leaders to regional roles, fostering a culture of excellence, and pushing for innovation across markets.

AJ’s leadership is rooted in a deep understanding of people and processes. By bridging cultural gaps and championing innovation, she continues to build a legacy of leadership that empowers others to achieve success.

AJ Astoriano’s transformative leadership in sales force effectiveness has made a lasting impact on the Pharma and Distribution industries. As a recipient of the inaugural Mansmith Sales Masters Awards, her dedication to excellence and mentorship continues to inspire and uplift sales professionals across the region. AJ's innovative approach, regional alignment, and commitment to nurturing future leaders serve as a powerful example for others to follow.

In 2012, Bart co-chaired the successful launch of the Pfizer Consumer APAC Sales Council in Shanghai, China, a pivotal initiative designed to foster collaboration and strengthen alliances among top sales leaders across the region. His work in developing the Council Charter helped establish a platform for sharing best practices and global strategies, which focused on customer and consumer engagement, retail execution, and addressing complex sales challenges. This program also identified and showcased emerging talent, ensuring business continuity and long-term success across the region.

At Fly Ace Corporation, Bart's leadership was instrumental in building and launching high-performing sales teams and structures that fueled the company's growth. His strategic introduction of innovative service models, including the development of the Drug Convenience Channel Group and the One Mercury service model, helped expand Fly Ace’s product reach and market share. By making significant investments in sales structures, merchandising, and route-to-market capabilities, Bart helped establish a solid foundation for sustained success.

During the pandemic, Bart's forward-thinking leadership was evident in the creation of the Fly Ace Ecommerce Team. Collaborating with cross-functional groups, he spearheaded the establishment of essential systems and processes that ensured the company's brands remained accessible to consumers. This initiative positioned Fly Ace for continued growth and relevance in an increasingly digital marketplace.

Bart’s commitment to regional distributor partnerships is also a cornerstone of his leadership. His dedication to building strong, long-term relationships with distributors has resulted in continuous growth and investment in Fly Ace’s operations. His focus on data science and the development of a sophisticated Distributor Management System allowed for more strategic and profitable distribution opportunities, further strengthening the company’s market position.

Bart Canon’s visionary leadership has made a profound impact on the Pharma and Consumer Goods industries. As the inaugural recipient of the Mansmith Sales Masters Awards, his strategic initiatives, dedication to innovation, and commitment to building strong partnerships have shaped the growth of organizations across the region. Bart’s legacy of excellence and mentorship continues to inspire and drive success for future generations of sales leaders.

Beth Dureza is a transformative leader whose strategic vision and dedication have shaped the success of IBS Electronics in Asia-Pacific. As the managing director for the region, she played a pivotal role in establishing the company’s offices in the Philippines and India, driving their growth and building a solid foundation for long-term success.

Beth's remarkable career began with a diverse range of roles, from sales engineer to country manager. Her versatility and strategic foresight helped her excel in every position, culminating in her leadership of IBS Electronics in both the Philippines and India. Through her efforts, the company not only achieved impressive sales growth but also secured key multinational accounts, including top industry names across various sectors.

Her resilience was tested during the global pandemic, yet Beth led IBS Electronics to record-breaking sales during one of the most challenging periods in history. Her ability to adapt, innovate, and lead her team to new heights has earned her recognition as part of the inaugural batch of winners of the Mansmith Sales Masters Awards.

Beth's legacy extends beyond sales success. Under her leadership, IBS Electronics expanded its product portfolio, forging partnerships with respected brands like Panduit, Mersen, and Diotec. Her emphasis on building a high-performing, collaborative team has made IBS Electronics one of the Top 5 Great Places to Work in the Philippines.

Beth Dureza’s achievements are a testament to her exceptional leadership and dedication to excellence. As an inaugural recipient of the Mansmith Sales Masters Awards, her commitment to innovation, mentorship, and operational growth continues to inspire future generations of sales professionals and leaders.

Asher’s remarkable leadership as the first-ever Market Strategy & Planning (MS&P)/Trade Marketing Director for key product categories has set new benchmarks in the industry. His strategic acumen and ability to drive transformative results have made him an invaluable asset to the business. Notably, his turnaround of the Safeguard brand into a success story, coupled with record-breaking innovations and sales performance, highlights his expertise in revitalizing brands.

Asher's impact is most evident in his ability to design and execute game-changing strategies. He successfully engineered a pricing and promotion strategy that reversed the decline of Pampers, significantly increasing its market share. Under his guidance, Old Spice saw sales nearly double, while his leadership in the Hair Care category resulted in unparalleled performance, further cementing his reputation as a strategic planner.

A champion of new ventures, Asher was instrumental in launching brands like Corkcicle, Monbento, and Shiok Shack in the Philippines, driving their market success. His ability to empower his team and elevate the MS&P role within the sales organization has created a culture of excellence, recognized both locally and regionally.

Asher John Lu’s exceptional leadership and transformative impact have earned him a well-deserved place as a recipient of the inaugural Mansmith Sales Masters Awards. His ability to drive strategic excellence and brand growth is complemented by his deep commitment to innovation and empowering his team. Beyond his impressive achievements, Asher has codified sales frameworks and processes that now serve as the gold standard for future success. His visionary approach continues to inspire, leaving a lasting mark on both his team and the broader industry. Asher’s legacy of mentorship and leadership sets a new standard for success in sales, shaping the future of the industry for years to come.

Cheri Moran has made an indelible mark on the sales industry through her exceptional leadership and trailblazing career. As the first woman to hold the position of Vice President of Sales at Universal Robina Corporation (URC), she has consistently broken gender barriers in a male-dominated industry.

At URC, Moran’s leadership has delivered remarkable results. She reversed a three-year decline in the company’s key account business, achieving a significant turnaround with a 45% growth in 2022, despite the challenges posed by the pandemic. Her focus on transforming the organization’s trade servicing competencies earned URC the prestigious Industry Best-In-Class recognition from trade partners. This recognition helped elevate the company’s status, propelling it from 13th place in 2019 to a Top 5 ranking in the Retail Advantage Survey for two consecutive years, making URC the only Filipino-owned company in this elite tier.

Moran has also been a driving force in digital growth, spearheading a fourfold expansion of URC’s e-commerce business since its inception. One of her landmark achievements was pioneering the Beverage Solution Center, a breakthrough initiative that gained global recognition for its excellence. This initiative significantly boosted category incidence by 19%, foot traffic by 18%, and immediate consumption by an impressive 80%.

Cheri Moran's groundbreaking achievements at URC earned her a place in the inaugural batch of winners of the Mansmith Sales Masters Awards. Her strategic leadership, coupled with a commitment to innovation and operational excellence, continues to set a powerful example for women in leadership roles and the broader sales industry.