Marketing, Brand Management
Resume:
Felicia Bompane
Mahwah, NJ 07430
********@*****.*** Cell 201-***-****
SUMMARY
Dynamic, MBA-trained brand evangelist and lifetime learner with online and offline experience.
Fast moving consumer goods (FMCG), healthcare and retail marketing experience in both large matrix organizations (Fortune 500) and small to mid-size entrepreneurial environments.
New product development and launch leadership experience, predisposed to sweat all details.
Persuasive communicator, easily able to translate complex ideas into clear, compelling broadcast, print, collateral, signage, email and digital display advertising and impactful sales presentations.
Foster collaborative relationships with direct reports, cross-functional team members and third party agencies and vendors. Roll up sleeves when necessary.
PROFESSIONAL EXPERIENCE
Toys R Us and Babies R Us, Inc. (Specialty retail) Wayne, NJ December 2012 – May 2015
Integrated Marketing Manager
Managed multichannel campaigns (including direct mail and digital rich media display adverting) for world’s leading toy and baby products retailer. Oversaw marketing vehicles generating $1.8 billion sales.
Drove improvements in direct mail ROI for Toys R Us and Babies R Us despite reduced circulation by collaborating with Merchants, CRM, Creative and Brand teams to set consumer-centric communication objectives, marry relevant creative concepts and content and optimize promotions and segment targeting.
Doubled Babies R Us rich media banner advertising engagement in one year by promoting compelling, relevant promotional content and motivating messaging.
The Goldstein Group (CPG branding & design agency) New York, NY January 2011-November 2012
Brand Strategy Consultant
Conceived brand strategy and performed market research for branding and design agency clients.
Developed brand architecture and segmentation strategy for 1,100 skus The Vitamin Shoppe.
Sourced Search Engine Marketing and Search Engine Optimization (SEM/SEO) agencies, new web agency and promotional opportunities for Ella’s Kitchen, British organic baby food expanding into the U.S.
Promotion In Motion, Inc. (CPG/Candy manufacturer & marketer) Closter, NJ, December 2008-October 2010
Director of Marketing
Managed trade and consumer marketing budget including advertising, media, package design, trade promotion, trade shows, new product development, POS displays and sales support for manufacturer and marketer of proprietary confections and fruit snacks. Brands included Welch’s Fruit Snacks, Sun-Maid Milk Chocolate Raisins, and My M&M’S brand chocolate candies, Sour Jacks Sour Candies and more.
Developed creative briefs and spearheaded revamp of Promotion In Motion’s corporate and brand websites, trade advertising and packaging to communicate consistent brand voice. Implemented first search engine optimization (SEO) effort and blogger outreach, digital advertising campaigns and social media strategy including Facebook page development.
Successfully launched new customer-preferred standup re-sealable packaging for My M&M’S Brand Chocolate candies in specialty retailers with FSI and collateral support.
Felicia Bompane Resume P 2 of 2 ********@*****.*** 201-***-****
Phreesia, Inc. (Healthcare technology) New York, NY September 2007-June 2008
Marketing Director
B2B marketing direct to physicians and healthcare professionals for healthcare technology startup.
Built physician lead generation/acquisition machine and filled Phreesia sales pipeline with qualified leads via compelling value proposition and messaging. Tactics included email, direct mail, website enhancements, target market segmentation, physician & pharmaceutical conferences/speaking engagements and PR.
The Himmel Group (CPG/food and OTC marketer) New York, NY November 1994-December 2006
Vice President of Marketing 12/04 – 12/06
Director of Marketing 8/98 – 11/04
Senior Marketing Manger 11/94 – 7/98
Brand management and Profit and Loss (P&L) budget responsibility for brand revitalization company. Brands included Ovaltine, Gold Bond, Breck and Marezine.
Resuscitated Ovaltine brand by analyzing and redefining market segmentation, producing high-impact multi-media advertising, repositioning based on taste and nutrition, and leading packaging redesign. Increased sales by 300% and share by 20 points.
Persuaded Licensor (Novartis) international management in Switzerland to approve packaging material change/cost savings which improved The Himmel Group’s gross margin by more than 3 percentage points.
Lead a cross-functional team of multiple stakeholders to victory in NAD challenge of Ovaltine by key competitor (Nestlé), resulting in stronger advertising claims.
Collaborated with sales management to increase Ovaltine penetration into non-core distribution outlets resulting in entry into Wal-Mart, Kmart, and Target.
EARLY EXPERIENCE
Senior Product Manager, Product Manager for ConAgra Foods (formerly American Home Foods) (CPG/food)
P & L responsibility for brands including PAM Cooking Spray and Polaner Spices as Senior Product Manager and Gulden’s Mustard and Chef Boyardee Dinners as Product Manager.
Product Manager, Assistant Product Manager for RB (formerly Boyle Midway Household Products) (CPG)
Managed Woolite Liquid, Powder and Gentle Cycle and Sani-Flush and Dependo toilet cleaners as Product Manager and Noxon Metal Polish, ZUD Cleanser and Red Devil as Assistant Product Manager.
Intern, Pharmaceutical Marketing for Pfizer, Inc. (healthcare)
Planned and marketed large scale meetings for physicians and other health care professionals for Continuing Medical Education (CME) credit.
EDUCATION
Masters of Business Administration (MBA)
Leonard N. Stern School of Business Administration (New York University), New York, NY
Graduated with Honors. 3.7 GPA
Bachelor of Science, Public Relations
Boston University, Boston, MA
Magna Cum Laude Honors, Dean’s List All Semesters, 3.6 GPA
COMPUTER SKILLS
Microsoft Office Suite (Word, Excel, PowerPoint, Outlook), IRI, Nielsen, Wal-Mart Retail Link, Google Analytics, PR Newswire, Adobe Contribute CMS, Salesforce, JIRA, Aptaris, Media Compass, Adobe Photoshop.
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