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JOYCE FABYANSKI
431 Timber Dr.
Berkeley Heights, NJ 07922
908-265-7910 ([email protected])
SUMMARY
Brand Manager with unique combination of consumer and dental marketing expertise. Experience in the areas of strategic
planning, market research, budget management, advertising development, packaging design, cross-functional team leadership,
external agency management, issues management, professional trade shows and sales training, including telemarketing to dentists
and hygienists. Strong leadership and managerial skills with exemplary record of exceeding business objectives while beating
aggressive deadlines. Over 15years experience working with, selling and marketing to dental professionals.
PROFESSIONAL EXPERIENCE
ZEROCHAOS, Orlando, FL
2009 – June 2012
Brand Manager(Consultant)GlaxoSmithKline Consumer HealthCare – Alli, TUMS, Fiber Choice and Beano
Developed and executed medical marketing strategy/plans for Alli and TUMS. Responsible for budget management of all brands. Managed all aspects
of brand management for Beano and Fiber Choice including retail account support, public relations, digital, promotions and packaging revisions.
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Launched new medical campaign supported by new alli clinical claims. Grew Alli recommendations +39% while category
recommendations declined -6%.
Significantly improved alli Marketing team relationship with Professional Sales team measured through a Sales Team
Engagement Survey
Led TUMS professional insights research initiative and developed strategy, plan and metrics. Used compelling consumer and
expert insights to deliver differentiated expert brand positioning.
Managed Fiber Choice and Beano service/supply issues to enable GSK to maintain positive customer relationships and
retain distribution.
Managed Beano and Fiber Choice through the divestment process.
GLAXOSMITHKLINE, Parsippany, NJ
2001 – 2008
Associate Brand Manager /Brand Manager – Consumer Marketing OTC Niche Brands
2006 – 2008
Developed and executed strategic marketing plans for $100 million business unit comprised of the following portfolio of OTC brands: Contac, Tagamet,
Gaviscon, Ecotrin, Vivarin and other niche brands. Reported to Director of Marketing.
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Managed re-formulation and re-launched Contac brand. Repositioned the product line, broadening shopper appeal with two
new sku’s. Re-designed package graphics to enhance shelf visibility.
Increased Debrox brand profit with line a extension and reduced COGS. Developed new packaging graphics that leveraged
#1 Doctor Recommended claim. Increased consumption +21% .
Applied a professional insight to a consumer promotion to increase Feosol consumption at Walgreens by 42% during the
promotion period.
Leveraged Ecotrin’s #1 Cardiologist claim creating stronger brand commitment, allowing brand to introduce an annual price
increase while maintaining consumption and distribution levels.
Brand Manager – Professional Marketing
2003 – 2006
Managed all professional brand management responsibilities for Sensodyne toothpaste. Developed and executed annual professional dental strategy/plan,
budget management, ROI analysis, sales force training and communication, targeting and sample forecasting. Marketing liaison with key opinion
leaders and professional industry associations. Reported to Director of Marketing.
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Championed the development of the first new professional claim for Sensodyne in over 10 years. Contributed to a 50%
increase in Sensodyne’s use before whitening treatments which differentiated Sensodyne during a competitive launch.
Developed and executed professional defense plan for Sensodyne. Delivered 3% growth in Sensodyne’s professional
recommendations in face of P&G’s Crest Sensitivity launch.
Created best-in-class professional marketing campaign for the new Sensodyne pre-whitening claim. Launched the campaign
at the American Dental Association (ADA) annual meeting with new booth graphics & detailing material, pre-show traffic
drivers and educational sessions.
Developed professional dental strategy and launch plan for Pronamel toothpaste.
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JOYCE FABYANSKI
908-265-7910
Associate Brand Manager – Professional Marketing
2001 – 2003
Assisted in the development and execution of professional marketing plans, with specific emphasis leading the development of acquiring company’s
professional marketing activities: journal advertising, sales material, sampling, market research, trade shows, sales force training and communication,
targeting, forecasting and budget management.
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Developed strategy and plan for professional launch of NicoDerm and Nicorette Smoking Cessation Brands, Super PoliGrip
Denture Adhesive and Polident Denture Cleanser.
Launched Detailing Program for Denture Care and Smoking Cessation brands, including leading the design and creation of
professional samples, creation of the Denture Essentials Kit, DTC materials and compelling professional communication.
Grew GSK Smoking Control brand Recommendations +17%, Polident +12% and Super Poligrip+36%. Denture Care
buyers in detailed areas purchased more than national average: Polident +100% and Super Poligrip +60%.
BLOCK DRUG COMPANY, Jersey City, NJ (acquired by GlaxoSmithKline in 2001)
1990 - 2001
Assistant Brand Manager – Professional Marketing
1999 – 2001
Managed all aspects of professional marketing for Atridox, an antibiotic gel for treatment of chronic adult periodontitis. Duties included development
and execution of annual marketing plan, market research projects, symposium events, trade show material and booth graphics, sales training and
product education materials and DTC material. Managed brand P&L with $8 million sales and A&P budget of $2.6 million.
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Also managed the professional marketing for the following brands: Perioglas – a synthetic bone grafting material, Atrisorb –
guided tissue regeneration barrier, Vital Defense Disinfecting and Sterilization solutions, Ada x-ray mounts, Pycopay and
Sensodyne toothbrushes and Mynol endodontic products.
Executive Call Center Supervisor
1997 – 1999
Directed daily Call Center operation and managed 31 representatives to ensure attainment of sales and service objectives. Sales represented 60% of
annual professional division sales. Reported to VP, Professional Sales.
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Transformed call center operation into a professional sales group. Staffed, developed and managed sales department. Set
department objectives.
Managed and motivated staff through coaching and counseling. Developed staff for advancement to field sales positions.
Designed incentive programs to increase department productivity and sales performance.
EDUCATION
Bachelor of Science in Marketing, NEW JERSEY CITY UNIVERSITY, Jersey City, NJ 1991
SPECIAL SKILLS AND ACHIEVEMENTS
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Co-authored study published in the Journal of Clinical Dentistry entitled ”Brushing with a Potassium Nitrate Dentifrice to
Reduce Bleaching Sensitivity”
2006 GlaxoSmithKline Pyramid Award for Best Compelling Professional Communication, in world-wide competition.
Various training programs (Professional Selling Skills, Customer Service Skills, Lessons in Leadership, Advertising Academy,
Marketing Leadership, Time Management, Management, Train-the-Trainer)
Sales Achievement Awards – Block Drug Company: 1991, 1993, 1994, 1995, 1996
Marketing representative on GSK Brand Divestment Team for Consumer Healthcare brands 3 years
Proficiency with MS Office, including Excel and Power Point. Strong understanding of Access.
Over 5 years of experience working in dental office setting, assisting Prosthodontist, Periodontist, Oral Surgeon,
Endodontist and several General Dentists.
Experience working with AC Nielsen, Spectra, Verispan and Wolters Kluwer data