ECOMMERCE EXCELLENCE PROGRAM

Most eCommerce challenges don’t come from a lack of tools—they come from fragmented decisions across teams.

To succeed, organizations need a unified approach that connects insights, planning, execution, and management across channels.

The eCommerce Excellence Program is a 4-module, 2-days-per-module, expert-led program that equips brand, digital, and marketing teams with the practical and strategic capabilities to turn fragmented execution into shared ownership of eCommerce performance. Participants tackle real-world scenarios and industry use cases to see how shopper insights, channel strategies, campaign execution, and account management drive measurable business outcomes and sustainable growth.

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    PROGRAM OBJECTIVE
    By the end of the 4-module, 2-days-per-module program, participants will be able to develop and present an end-to-end eCommerce growth plan—defining digital shopper personas, prioritizing multi-channel strategies, creating eCommerce brand campaigns, and structuring account management plans—aligned with clear performance indicators to drive measurable business growth.

    RECOMMENDED FOR

    • Marketing and brand teams responsible for driving growth across digital and eCommerce channels
    • Sales and commercial teams focused on maximizing online revenue and performance
    • eCommerce and omni-channel leads managing marketplaces, social commerce, and owned platforms
    • Trade marketing teams aligning commerce execution with broader business objectives
    • Account and relationship managers supporting client success and performance outcomes

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    Modular Upgrades: Flexible Learning for Teams

    Lighter live sessions combined with self-paced modules designed by our instructional designers and subject matter experts, giving your teams the flexibility to learn without disrupting business operations.

    Upgraded Course Content: Driving Business-Relevant Insights

    The program now includes updated best practices, case studies, and strategic frameworks, with a focus on how emerging technologies like AI are shaping digital marketing strategy and driving measurable business impact.

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    Program details

    MODULE 1 | SHOPPER MARKETING IN ECOMMERCE

    LIVE ONLINE TOPICS

    I. Key Shopper Personas

    II. Evolution of FMCG shopping behavior in the Philippines

    III. Omnichannel Shopper Mindset

    IV. Digital shopper insights: Data collection & analysis

    V. Cultural nuances affecting online FMCG purchasing

    VI. Cultural nuances affecting online FMCG purchasing

    VII. Developing comprehensive shopper personas

    VIII. Mapping the FMCG omnichannel experience

    IX. Touchpoint analysis & moment of truth identification

    X. Journey optimization strategies for FMCG products

    MODULE 2 | ECOMMERCE CHANNEL STRATEGY

    LIVE ONLINE TOPICS

    I. Overview of major platforms: Shopee, Lazada, TikTok Shop

    II. Platform business models and monetization strategies

    III. Marketplace vs. direct-to-consumer approaches

    IV. The role of social commerce in the Philippines

    V. Matching product categories to optimal platforms

    VI. Aligning shopper personas with platform demographics

    VII. Mapping shopper journeys to platform touchpoints

    VIII. Matching product categories to optimal platforms

    MODULE 3 | ECOMMERCE BRAND CAMPAIGN MANAGEMENT

    LIVE ONLINE TOPICS

    I. Translating brand equity to e-commerce environments

    II. Content strategy for FMCG brands online

    III. Platform-specific advertising solutions

    IV. Integration with broader digital marketing efforts

    V. Category captaincy in e-commerce

    VI. Category captaincy in e-commerce

    VII. Seasonal campaign planning and execution

    VIII. Measuring campaign effectiveness

    MODULE 4 | ECOMMERCE ACCOUNT MANAGEMENT

    LIVE ONLINE TOPICS

    I. Adapting KAM principles for e-commerce platforms in the Philippines

    II. Building strategic partnerships with platform category managers

    III. Joint business planning with e-commerce accounts

    IV. Ideal Team Structures for Different Brand and Company Maturities

    V. Content and inventory management

    VI. Trade terms and promotional planning

    VII. Setting KPIs and performance metrics for e-commerce accounts

    Rate Inclusions

    • 15 total hours of learning sessions (live online and self-paced or asynchronous)
    • Access to the Student Learning Portal with a library of supplementary content
    • Get to network will other participants and consult with Subject Matter Experts

    Get Immersed Online
    Unlike your regular recorded webinar and online class, CDM online classes are expert-led and live by leveraging on the Zoom platform and our Student Portal that connects our Students with our Subject Matter Experts (SMEs).

    Wherever you are, be involved and connect with SMEs and other learners, ask questions, and interact on class activities. The CDM Support Team will also be there to make sure everyone is engaged, moderate the class, and support you on Q&A, and other challenges.

    Collaborative Learning
    We designed our classes to strike a balance between theory (30%) and practice (70%) by featuring more individual and collaborative activities for a richer learning experience. A good mix of learning tools and apps will be used including Thinkific, Kahoot, Mentimeter, and Google Jamboard, to name a few.

    In the activities, you will be asked to solve real business and marketing cases so you can sharpen your analytics and strategic skills. Work with your learning teams through virtual breakout rooms.

    Never Stop Learning
    Get additional learning content and go through asynchronous (self-paced) case studies and reflection activities in between sessions via our Student Portal to boost your upskilling!

    Our programs are conducted by Subject Matter Experts (SMEs) who are industry experts and thought leaders in their respective fields. CDM boasts a 200+ SME network as partners who provide ongoing feedback on our program design.

    Your class will be taught and facilitated by a mix of SMEs coming from this line up.

    Manny was a born marketing strategist supported by his experience as a Strategy Director for multiple ad agencies, namely Publicis Manila, NuWorks, and Ogilvy.

    He has been in the brand and marketing communication industry for more than 15 years, and has developed marketing communication, data, and digital strategies for brands such as Nestle, Unilever, P&G, Jollibee Foods Corporation, San Miguel Beer, Asia Brewery, Philippine Basketball Association, Belo Essentials, Smart, PMFTC, Monde Nissin, and Resorts World Manila, among others.

    Manny Gonzales

    Shayne has been in the media industry for more than 16 years, having spent her advertising agency journey with Starcom, Carat, UM, Mediacom, iProspect, Havas Media-Ortega, and now as the Managing Director of IXM Hakuhdo.

    She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – three of which include Campaign Asia Digital Agency of the Year Award 2017, '40 under 40' individuals in APAC, and one of the Women to Watch also by Campaign Asia in 2016 and 2020 respectively.

    Shayne Madamba

    Arthur "Art" Policarpio is a seasoned digital entrepreneur and transformation leader with over 22 years of experience helping businesses stay ahead of what's next. A pioneer in the Philippine mobile marketing space, Arthur founded one of the country's first mobile agencies in 2003—well before digital became mainstream. Since then, he has built, scaled, and exited three successful digital startups by staying ahead of trends in marketing, E-Commerce, and AI.

    Today, Arthur is the CEO of Emporia Group, where he helps businesses scale through on-demand digital talent, performance-driven E-Commerce strategies, and AI-powered solutions. His work is focused on helping companies accelerate growth while reducing complexity—through smarter use of people, platforms, and technology.

    Known for his forward-thinking mindset and hands-on leadership, Arthur continues to guide organizations through digital transformation with a strong focus on results, innovation, and adaptability.

    Arthur Policarpio

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