Christine S. Casanova, C.F.E.
Since 1998, she has been handling Francorp’s marketing strategy and lead generation program that helps many entrepreneurs understand the benefits of franchising and discover their franchise potential through Francorp’s franchise seminars, consultations, franchisability analysis, PR and information campaign, expos, and regional events. She is also involved in Francorp’s Franchise Sales and Marketing Program for clients, that includes developing franchise marketing plans, roll-out or launching plans, franchise brochures, organizing and conducting sales trainings, as well as mentoring clients on sales techniques and tools. Part of her client services work entails providing support services on IPO application, mall relations, strategic linkages; as well as researches. A Communications Arts graduate, Major in Communications Research, at the University of the Philippines, College of Mass Communications, where she was a consistent College Scholar and awarded Best Thesis for her batch, she pursued her MBA at the De La Salle University and completed her Certified Franchise Executive (CFE) title with Mini-MBA in Franchising in 2009 at the Asian Institute of Management under the CFE Program of the Philippine Franchise Association (PFA). She trained in Francorp, Chicago, USA on franchise sales and marketing in 2002, after joining the PFA delegation at the International Franchise Expo 2002 in New Orleans, USA on the same year. She was also part of the PFA delegation at the Franchise International Malaysia 2013 and Vietnam International Franchise Expo in 2009. As project manager of the Philippine Retailers Association (PRA). she handled PRA’s “Asia’s Next Shopping Capital” Project with the Department of Tourism, that generated the support of major shopping malls, top retailers and government. She took the SME Retail Store Management Seminar-Workshop in Indonesia in October, 2001 as PRA representative. Before joining Francorp, she’s had 25 years of work experience in the field of media, information and communication, including 8 years with Philippine Information Agency/NMPC/PTV-4, and international organizations such as UNICEF (Child and Maternal Care Program), Colombo Plan Staff College, APEC Media Bureau, Filipino-Canadian Community News, and NewsAsia, the English-arm of Daily Manila Shimbun and Kyodo News Service, noted Japanese media. She spearheaded Franchise Talk Magazine, a regular Francorp publication where she was involved with editorial and sales/marketing work. She was also an active part of the initial development of the firm’s selling arm – namely Global Franchise Marketing Inc., Franchise Link Asia and U-Franchise Sales and Management Inc.