Manila, Philippines – Global beauty brand Avon in the Philippines has recently tapped Emmanuel Cruz as its new head of omnichannel. Cruz recently came from Mondelez International, where he was the e-commerce lead for the Philippines.
Aside from Mondelez International, he also previously held e-commerce leadership positions at Wyeth and Bayer, where he aided in improving the omnichannel strategies for these companies, and brick-and-mortar onboarding, digital paid media, social commerce, and performance.
In an exclusive interview with MARKETECH APAC, Emmanuel shares that he will help accelerate Avon’s online and offline retail expansion locally.
“As we all know, Avon’s legacy has always been on relationship selling, and this entry into retail is a milestone as we make our loved Avon products more accessible to more consumers anytime and anywhere in the country,” he stated.
Creating strategies from the ground up
When asked what specific omnichannel strategies he looks forward to implementing, Emmanuel shares that he wants to create different consumer experiences in their offline and online verticals.
“In any omnichannel strategy, the shopper is always at its core. With this in mind, I’m excited to create a differentiated and meaningful offline and online experience for Avon shoppers with the right products at the right platform,”
At its core, Avon has been about direct selling to customers in real life. Its Avon sales representatives are well-known in the country for offering the latest from the company across multiple product categories, such as cosmetics, skincare, perfume, and personal care products.
With this in mind, his statement reflects the company’s ongoing commitment to enhancing its offerings across multiple channels, as Avon continues to advance its strategic initiatives while delivering the personalised beauty experience that customers know and love.
Nonetheless, Emmanuel is determined to push through, given his past leadership experiences.
“As what I always impart to my team: First, be agile. Second, test and learn. Third, learn and scale up. Building the e-commerce businesses for Bayer, Wyeth and Mondelez from the ground up taught me these three values I carry with my new role today,” he said.
Navigating omnichannel challenges and opportunities
For Emmanuel, the biggest challenges involve both their competitors and the type of selling being done. “Competitors (both local and global brands) are becoming even tougher with pipeline innovations, campaigns and digital marketing strategies. [Moreover], platforms online [are] ever-so evolving and fast-paced. [Lastly] shoppers [are] becoming more demanding and mindful of purchases,” he stated.
Given this wide array of challenges, he then states that the opportunities for Avon lie ahead in the relationship between offline and online channels. Given that shoppers are browsing online and offline, they can be converted from online to offline as well.
This also explains why Avon in the Philippines has expanded its reach by allowing its sales representatives to go live on TikTok for greater reach while expanding its offline retail network.
A good example of this expansion is Avon’s partnership with Watsons, which kicked off with the brand’s presence in Watsons’ 500 local stores in October 2024.
“Through Watsons, we’re bringing Avon closer to customers who may not have had the chance to experience our products before. Whether you’re looking for your favourite skincare, makeup, body and toiletries, or fragrances, you’ll now find them in Watsons stores nationwide,” he said.
Emmanuel also highlighted how this partnership was a win for its representatives, stating, “This partnership is also a win for our Avon Representatives. By increasing brand visibility and accessibility, we are helping our Reps reach new customers and grow their businesses. We are committed to supporting them as they continue to be the heart and soul of our brand. We invite everyone to visit Watsons and discover the Avon products you love, now even more accessible to you.”
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An effective omnichannel strategy is crucial for augmenting direct sales by seamlessly integrating online and offline touchpoints to create a cohesive customer experience. By meeting shoppers wherever they are—whether through digital platforms, in-store visits, or personalised consultations—brands can build stronger relationships, drive higher engagement, and boost conversions. With Emmanuel on board, Avon aims to improve its standing in the Phillippine market and reach more offline and online customers.
