Wholesale Channel Development
Growing direct wholesale, marketplace, and distributor channels, and the outreach that fills them.
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 — qualifying the right customers, running a clean pipeline, and turning first orders and enquiries into lasting relationships.
My background spans wholesale and FMCG/coffee, retail and corporate sales, workplace-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, consultative approach to B2B: careful lead qualification, 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 with the trust and consistency that keep buyers and partners loyal.
B2B Sales & Business Development
Consultative selling, lead qualification, product demos, and follow-through that moves deals forward.
CRM & Pipeline Management
HubSpot, Salesforce, and Apollo managed with discipline, so nothing slips and pipeline is clear.
Partnerships & Channel Coordination
Working with distributors, resellers, and partners — with clean handoffs and clear next steps.
Inbound Sales & Client Retention
Qualifying inbound demand and nurturing it into repeat business and long-term accounts.
Customer Onboarding & Sales Support
Pricing sheets, catalogs, MOQs, and order-process guidance that get customers to first order.
SOPs & Commercial Foundations
Turnover materials, SOPs, and lead-tracking references that keep commercial work consistent.
Selected Experience
B2B sales & partnerships background
A commercial career spanning wholesale, FMCG/coffee, retail, technology solutions, corporate sales, and communications — most recent first.
Owl Labs
Business Development Representative, APAC & ANZ
Jan 2024 — Jun 2026
- Lead qualification
- ANZ / APAC
- Channel partners
Qualified and advanced inbound B2B opportunities for workplace-technology solutions across ANZ and APAC.
- Qualified and managed inbound leads across ANZ and APAC — assessing fit, following up, and guiding prospects through the sales process.
- Ran product demos, explaining features, technical capabilities, and hybrid-meeting use cases based on customer needs.
- Served as the first point of contact for prospects, answering product and technical questions.
- Coordinated with distributors and channel partners to connect qualified leads with the right partner for pricing, availability, and next steps.
- Handed over sales-ready opportunities with clear ownership; managed activity in Salesforce, Slack, and Notion.
Ovalware
B2B Wholesale Manager
Jun 2023 — Jan 2024
- Wholesale outreach
- Onboarding
- SOPs & continuity
Ran direct wholesale outreach and onboarding for coffee, retail, gifting, and specialty product segments.
- Managed direct wholesale outreach, lead qualification, account follow-up, and sales coordination.
- Used Apollo AI, HubSpot, and email workflows to identify, qualify, and engage prospective wholesale customers.
- Supported onboarding with pricing sheets, catalogs, MOQ details, portal instructions, and order-process guidance.
- Qualified wholesale sign-ups and coordinated account approvals, moving customers from interest to direct orders.
- Created SOPs, turnover materials, and lead-tracking references for continuity across the Direct Wholesale department.
Bronrob
B2B Sales Consultant
Mar 2023 — Jun 2023
- B2B sales
- Client relationships
- Australian market
B2B sales and client relationships for Australian retail and gardenware customers.
- Managed inbound and outbound customer interactions to strengthen engagement, retention, and brand awareness.
- Collaborated with business owners on sales, growth, and retention based on market and customer feedback.
- Managed Prospect CRM and Cin7 inventory.
Nespresso PH / Novateur Coffee Concepts
B2B Commercial Sales Manager
Dec 2021 — Mar 2023
- Team leadership
- Partnerships
- Account management
Led B2B commercial sales for hospitality, corporate, restaurant, and enterprise accounts.
- Built strategic partnerships with hotels, restaurants, multinationals, and corporate clients to expand market presence.
- Managed and coached a sales team, strengthening account coverage, client engagement, and performance discipline.
- Used market research, sales analytics, and executive reporting to identify opportunities and 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 brand portfolios, aligning sales strategy with customer trends and competitive insight.
- Mentored the team on account management, cross-sell, up-sell, and persuasive 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.
- Managed media relations, stakeholder messaging, company events, town halls, and executive communications.
- Developed company literature, annual publication content, and internal training materials for the company and affiliates.
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.
Ran direct wholesale outreach & onboarding
Managed outreach, qualification, and onboarding for Ovalware's Direct Wholesale segment across coffee, retail, gifting, and specialty products.
Qualified ANZ / APAC technology leads
Qualified and advanced inbound workplace-technology opportunities across ANZ and APAC, and ran product demos for prospects.
Coordinated channel partners & handoffs
Connected sales-ready leads to the right distributors and channel partners, with clean handoffs and clear next steps.
Managed B2B relationships in coffee / FMCG & corporate
Led commercial accounts and partnerships across hospitality, corporate, restaurant, and enterprise clients.
Ran CRM & pipeline with discipline
Managed leads and pipeline across HubSpot, Salesforce, Apollo, and Prospect CRM to keep opportunities moving.
Built SOPs & sales materials
Created SOPs, turnover materials, pricing sheets, and lead-tracking references that kept commercial work consistent.
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 — outreach, onboarding, and process — from the ground up.
B2B sales process & operations
Design the commercial workflow: pipeline stages, SOPs, follow-up, and coordination that scale.
HubSpot / CRM setup & cleanup
Set up or untangle HubSpot and Salesforce so your pipeline is clean, current, and useful for forecasting.
Sales decks, catalogs & onboarding
Create the sales assets, pricing sheets, and onboarding flow that get customers to first order.
Lead-gen workflow setup
Build lead-generation and outreach sequences using Apollo and modern prospecting tools.
Account management & partnership support
Hands-on account management, client relationship management, and partner coordination 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
- Business Development 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.