Wholesale Channel Development
Standing up and growing direct wholesale, marketplaces, and distributor channels from the foundations up.
B2B Commercial · Wholesale · Partnerships
Growing brands through wholesale, partnerships, and relationships that last.
I'm Karrina Wenceslao, a B2B commercial professional who builds wholesale channels, manages key accounts, and turns client relationships into long-term growth — across Australia, ANZ, APAC, and the Philippines.
Antipolo, PhilippinesRemote · day-shift preferred
- B2B Sales
- Wholesale Management
- Account Management
- Partnerships
- CRM & Pipeline
- ANZ / APAC Experience
- Client Relationship Management
- Commercial Growth
About
Commercial growth, built on relationships
I help brands grow their commercial and wholesale channels — building the foundations, systems, and relationships that turn a first order into a long-term account.
My background spans wholesale and FMCG/coffee, retail and corporate sales, technology solutions, advertising, and communications. That range means I can speak to buyers, founders, distributors, and executives with equal fluency, and connect commercial decisions to what each of them actually cares about.
What ties it together is a relationship-led approach to B2B: clear commercial structure, disciplined CRM and pipeline management, and accounts that keep coming back.
At a glance
- Based in
- Antipolo, Philippines
- Availability
- Remote · day-shift preferred
- Education
- Bachelor of Arts in Arts Management, De La Salle–College of Saint Benilde
- Languages
- English (Advanced) · Filipino (Advanced)
Tools
- HubSpot CRM
- Salesforce
- SAP
- Prospect CRM
- Cin7
- Apollo AI
- Clay
- Vibe Prospecting
- Google Workspace
- Microsoft Office
What I do
Commercial capability, end to end
From building a wholesale channel to running the CRM behind it, I cover the full commercial picture — and the relationships that make it work.
Account & Relationship Management
Owning key accounts end to end, with the trust and consistency that keep buyers loyal.
B2B Sales Operations
The structure behind the sell: pricing, process, reporting, and the day-to-day that keeps deals moving.
CRM & Pipeline Management
HubSpot and Salesforce set up and run with discipline, so nothing slips and forecasting is real.
Partnerships & Channel Coordination
Working with distributors, resellers, and partners to move opportunities forward together.
Inbound Sales & Client Retention
Consultative, relationship-led selling and the follow-through that turns customers into repeat business.
Sales Materials, SOPs & Foundations
Brochures, decks, pricing, and SOPs that give a commercial function something solid to stand on.
Premium Client Communication
Clear, credible communication with buyers, stakeholders, and executives.
Selected Experience
B2B sales & partnerships background
A commercial career spanning wholesale, FMCG/coffee, retail, technology solutions, corporate sales, and communications — most recent first.
Ovalware
B2B Wholesale Manager
Nov 2025 — Present
- Wholesale ownership
- CRM setup
- Customer acquisition & retention
Own the wholesale channel end to end — Direct Wholesale, Faire, and Snappy.
- Built the Direct Wholesale foundation from scratch: sales assets (brochure, wholesale deck), distributor pricing, and SOPs.
- Set up and manage HubSpot CRM for pipeline visibility, with lead generation and automated sequences (Apollo, Clay, Vibe Prospecting).
- Own new-customer acquisition and the retention of existing accounts.
- Run research and segmentation to identify customer segments, average order value, and commercial opportunities.
- Manage Snappy and the full Ovalware SKU catalogue, and oversee the Faire channel.
BMG Australia
Customer Service Representative
Mar 2025 — Present
- B2B order management
- SAP
- Retail buyer support
B2B order management and buyer support for major Australian retailers.
- Process purchase orders for retailers including TK Maxx, JD Sports, Rebel, and New Balance in SAP.
- Push POs to pick-and-pack and keep buyers updated on order status.
- Maintain staging reports, invoices, free-to-sell data, and the B2B PO tracker.
Owl Labs
Business Development Representative
Dec 2024 — Present
- Lead qualification
- ANZ / APAC
- Partner coordination
Qualify and advance B2B opportunities for hybrid-workplace technology across ANZ and APAC.
- Qualify inbound leads for ANZ and APAC businesses seeking video conferencing and collaboration solutions.
- Coordinate with distributors and channel partners to advance qualified leads into opportunities.
- Run online demos of Owl devices for interested prospects.
Bronrob
B2B Sales Consultant
Oct 2023 — Oct 2024
- B2B sales
- Client relationships
- Australian market
B2B sales and client relationship management for Australian retail and gardenware customers.
- Handled inbound and outbound customer interactions, strengthening engagement and brand awareness.
- Partnered with business owners on sales, retention, and customer growth.
Nespresso PH / Novateur Coffee Concepts
B2B Commercial Sales Manager
Dec 2021 — Oct 2023
- Team leadership
- Partnerships
- Account management
Led B2B commercial sales for hospitality, corporate, restaurant, and enterprise accounts.
- Built and nurtured strategic partnerships with hotels, restaurants, multinationals, and corporate clients.
- Managed and coached a sales team, strengthening account coverage and performance discipline.
- Embedded account management practices that drove retention, repeat business, and long-term partnerships.
- Used market research, sales analytics, and executive reporting to guide commercial growth.
SM Prime Holdings
Advertising & Corporate Sales Manager
Mar 2016 — Dec 2021
- Corporate partnerships
- Advertising & sponsorship
- Sales mentoring
Acquired and managed corporate partnerships through advertising, sponsorship, and 360° campaigns.
- Marketed entertainment and lifestyle brands, aligning sales strategy with market and competitive insight.
- Mentored the team on account management, cross-sell and upsell, and client presentations.
Cosco Capital
Corporate Communications Manager
Oct 2014 — Mar 2016
- Stakeholder messaging
- Executive comms
- Media relations
Owned internal and external communications — media relations, stakeholder messaging, and executive comms.
- Developed company literature, annual publication content, and internal training materials.
- Ran company events, town halls, and executive communications.
Proof
What that looks like in practice
Concrete commercial work — the kind that builds channels, keeps accounts, and gives a sales function something to stand on.
Built a direct wholesale foundation from zero
Stood up Ovalware's direct wholesale channel — assets, pricing, SOPs, and process — from a blank page.
Set up HubSpot CRM for pipeline visibility
Implemented and run HubSpot so the wholesale pipeline stays clean, trackable, and forecastable.
Supported major Australian retail buyers
Coordinated POs and order flow in SAP for retailers like TK Maxx, JD Sports, Rebel, and New Balance.
Qualified ANZ / APAC technology leads
Qualified and advanced hybrid-workplace technology opportunities across the ANZ and APAC markets.
Managed B2B relationships in coffee / FMCG & corporate
Led commercial accounts and partnerships across hospitality, corporate, and enterprise clients.
Developed sales materials and SOPs
Created brochures, decks, pricing, and SOPs that gave commercial teams a foundation to grow on.
Consulting
Ways to work with me
For founders and teams who need to build or sharpen their commercial engine — engaged as a focused project or ongoing support.
Wholesale channel setup
Stand up a direct wholesale or distributor channel — structure, pricing, and process — from the ground up.
B2B sales process & operations
Design the commercial workflow: pipeline stages, SOPs, reporting, and order coordination that scale.
HubSpot CRM setup & cleanup
Implement or untangle HubSpot so your pipeline is clean, automated, and genuinely useful for forecasting.
Sales decks, brochures & segmentation
Create the sales assets and customer segmentation that make a commercial pitch land.
Lead-gen workflow setup
Build lead-generation and outreach sequences using Apollo, Clay, and modern prospecting tools.
Account management & partnership support
Hands-on account management, client relationship management, and partner outreach for growing teams.
Ideal Opportunities
Where I do my best work
- Best aligned with relationship-led, account-based, and consultative sales environments.
- Most effective in roles where client trust, commercial coordination, and long-term account growth matter.
- Available for remote-first opportunities across strategic sales, partnerships, wholesale, and account management.
Roles I'm a strong fit for
- B2B Sales Manager
- Account Manager
- Key Account Manager
- Wholesale Manager
- Partnerships Manager
- Channel Manager
- Client Relationship Manager
- Customer Success Manager
- Sales Operations Manager
- CRM Manager
Endorsements
What partners and managers say
References from managers, clients, and business partners are available on request — and featured here soon.
Contact
Let’s discuss a role, partnership, or consulting project.
Open to remote-first B2B sales, account management, partnerships, and wholesale roles — and to premium clients building their commercial engine. Based in Antipolo, Philippines; remote · day-shift preferred.