UnionBank Direct Sales team gears up for innovation and growth in 2025
By: Neil Patrick G. Nepomuceno
UnionBank Direct Sales Leaders gathered for their 2025 Senior Leadership Planning Session, “Direct Sales 5.0” last August 20 with focus on how they can level up the Direct Sales team to reach sustainable growth for the year 2025.
The event was led by Cherrie Tinoko, Head of UnionBank Direct Sales, along with Regional and Area Heads from Luzon, Visayas, and Mindanao. Key leaders from the Direct Sales team were in attendance, together with Cla Matias (Head of Sales Enablers Unit), Bern Bonzon (Sales Performance Management and Analytics Head), Rachel Asuncion (Sales Governance Head), Ian Ricardo (from Cards Acquisition), and Robin Roxas (Sales & Distribution Head).
Senior Organizational Development Manager, TJ David facilitated the session and shared some insights on “being adaptable for a successful career and personal life.”
Both Robin and Cherrie challenged the team to innovate and apply UnionBank’s “High tech and High Touch” approach, focusing on people-tech and developing client-centric innovative solutions that leverages both on tech, and the people within the organization.
Looking back at their previous high-level planning, Direct Sales 1.0 delivered the dream 5 years ago through a simple strategy: hiring more to ramp up productivity. In 2020, the team transitioned from 100% paper to 100% online, resulting in a 32% growth in efficiency, delivering instant results with zero PII breaches.
Building on the success of Direct Sales 3.0, UnionBank introduced Direct Sales 4.0 in 2024, where the team shifted from managing people to both people and territories, leveraging local talent and partners. This resulted in another significant jump curve in terms of efficiency.
Stay tuned for future updates and milestones with Direct Sales 5.0!