Manager Marketing

Email address

*********@***.***

First Name Middle Last Name Suffix Maiden Name

Tom Bobich

N/A

Work Phone & Ext Toll Free Phone Fax Phone Home Phone

Cell Phone Pager Personal Web Site Address

925-***-**** www.linkedin.com/in/tombobich

Secondary E-mail

*********@**************.***

Address City, State

Zip

206 Castle Creek Place Alamo CA 94507

Month/Year Hired Month/Year Left Total Years with Company

Jun 1981 Sep 1985 4

Office Division Title

Los Angeles Consulting Senior

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(Previous positions, duties, or fun info)

United States

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c Copyright Andersen Alumni Association 2012. All Rights Reserved.

Tom Bobich - Executive Resume - May 2008.doc

TOM BOBICH

206 Castle Creek Place 925-***-****

Alamo, CA 94507 *********@**************.***

EXECUTIVE SUMMARY

Successful General Manager and Marketing Executive with distinctive skills in developing

teams to deliver outstanding results. Demonstrated abilities include operations and P&L

management; technology, service, and consumer marketing; client and partner management;

strategic planning; and team building. Experience spans consumer telecommunications

(AirTouch/Verizon), packaged goods (Clorox), and software services industries (Accenture,

Visage Mobile).

KEY ACCOMPLISHMENTS

Led organization development and product definition for successful startup, including

initial services launch and introduction of major client products. Grew company to $25+M

in sales and 250+ FTE.

Spearheaded company-wide service delivery initiative to scale operations from start-up

and development mode to growth and operations focus. Achieved 98%+ on SLA goals.

Branded $1B company. Led development and introduction of AirTouch corporate identity.

Involved all 9,000 company employees in launch of innovative service delivery and

branding effort.

Saved $17 million (70% above target) annually by consolidating advertising efforts.

Managed largest product launch in Clorox company history, achieving 150% of share

objective.

Won multiple industry awards for successful advertising campaigns.

Advised Web 2.0 wireless content social networking company in launch activities

EXPERIENCE

VISAGE MOBILE, San Francisco, CA 2001- 2007

Leading provider of systems and services to enable private label wireless service

General Manager and Chief Operating Officer20052007

Senior Vice President, Marketing and Product Development 2001 - 2005

Member of initial senior management team for Software as a Service (SaaS) provider.

Responsible for P&L and all operations, including product development, client management,

IT development, and technology operations, managing staff of 200+ FTE.

Led product and service definition from the inception of the company s operations.

Initiated operations management and organizational development activities.

Spearheaded Visage 2.0 initiative to address service challenges and drive company

operations to mature, consistent delivery. Team-based effort delivered reduced costs,

enhanced quality, increased organizational clarity and improved staffing.

Stabilized services delivery through initial client launches to steady on-going business

operations. Achieved 98+% of service level goals.

Active in business development and venture capital fundraising activities, netting 5 lead

clients such as ESPN and Disney and $90M in venture funding.

Recruited and developed high-performing team, including 15 direct reports.

Developed successful public relations campaign that achieved strong coverage and early

industry attention for initial market development efforts.

AIRTOUCH CELLULAR (now VERIZON WIRELESS), Walnut Creek, CA 19932000Managing Director, Brand Development and Direct Marketing (promoted from Director)

Led brand definition and development efforts, working with senior management and various

functional leaders. Managed marketing communications efforts to drive brand development

and new products. Initiated development of database marketing capability and customer

relationship management function. Implemented marketing research function. Directed team

of 20.

AIRTOUCH CELLULAR (continued)

Led transition of brand identity from PacTel Cellular to AirTouch Cellular, including

brand strategy definition, name selection, and name implementation. Achieved 90+%

awareness levels for new name and surpassed previous brand within seven months.

Defined and implemented brand management system. Included definition of brand

positioning, recruitment of brand management organization, and implementation of on-going

brand management processes. Directed brand definition team that won 1997 Golden

President s Award.

Championed development and introduction of the AirTouch Promise, a unique-in-the-industry

service program designed to change company culture and improve customer service levels in

support of strong brand differentiation. Achieved brand preference among consumers within

six months.

Developed database marketing capability. Facilitated management education, secured $20M

multi-year funding, developed team and led requirements definition and system

implementation.

Initiated marketing research function. Hired marketing research staff, supervised

development of research plan, and obtained funding. Introduced share measurement to

monitor business results.

Launched award-winning advertising effort, driving strong brand recognition and capturing

cellular industry Excellence in Marketing Awards.

Managed annual marketing and development budgets of up to $40 million.

THE CLOROX COMPANY, Oakland, CA 19871993

Brand Manager (19911993)

Managed existing brand and new product development efforts for Clorox Pre-Wash and Tilex

franchises. Line manager with responsibility for managing P&L, volume delivery, strategy

development, brand positioning, and marketing and development budgets up to $40 million.

Reversed declining Tilex Instant Mildew Remover business. Developed and launched two new

SKUs, increased shipments 19% and improved profitability by 25%.

Revitalized declining Clorox Pre-Wash franchise with new product development and relaunch

plan.

Assistant Brand Manager (19881991

)

Brand Assistant (19871988)

Provided strategic input and managed cross-functional project teams on Clorox Detergent,

Clorox Liquid Bleach, and New Products assignments. Developed and executed marketing

plans, fielded market research, and supervised advertising agency efforts.

Managed regional expansion of Clorox Detergent, largest product launch in company

history. Led marketing plan development, market research, advertising development, and

coordination of sales effort. Managed $200 million nationalized marketing budget.

Directed development of new product from prototype to market preparation.

ACCENTURE, Los Angeles, CA 19811985Senior Staff Consultant (promoted from Staff Consultant)

Led consulting projects. Managed project teams. Developed industry expertise in financial

institutions and manufacturing. Member of Advanced Technology Practice group.

EDUCATION

Stanford Graduate School of Business

Master of Business Administration

Loyola Marymount University (Los Angeles)

Bachelor of Business Administration, summa cum laude, Management and Marketing

TOM BOBICH Page

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