JENICA FLORES-WANG

Strategic Brand Management*Consumer Marketing

7811 Ridgewood Dr, Annandale, VA 22003 * M 571.241.2427 * T 703.641.0313 * wangn
ikka@gmail.com

Profile
* Accomplished marketing professional with nearly six years of experience leadin
g brand campaigns and other marketing activities in the highly competitive consu
mer goods industry for Johnson & Johnson Inc.
* Developed and launched award-winning, integrated marketing campaigns. Expert i
n the technical, conceptual and content assessment aspects of campaign developme
nt and sales-driving collateral.
* Proven ability to drive marketing response rates and execute winning product l
aunches through successful execution of challenging assignments, results orienta
tion and strategic thinking.
* Consistently exhibits creative problem solving and develops trust and support
of subordinates, colleagues, senior management.
Skills
* Marketing Strategy and Campaign Development and Implementation
* Product Positioning and Branding
* Focus Groups and Other Market Research Tools (quantitative and qualitative)
* Creative Team Leadership
* Strategic Planning
* New Product Launch
* Development of Sales Collateral and Support
Professional Experience
BRAND MANAGER, JOHNSON & JOHNSON INC. (2008-2009)
* Integrated advertising campaign development for Asia focused on offline media
(TV, radio, print) as lead vehicles, supplemented by OOH media, events, press la
unches, trade merchandising and activation.
* Leadership of product positioning, market research, creative briefing, creativ
e team leadership and media planning (Advertising: McCann Erickson and BBDO, Med
ia: Universal McCann).
* Leadership of online marketing strategy and implementation.
* Leadership of brand operations: ROI analysis and total brand P&L management, a
dvertising and media budget management, short-term strategic planning and volume
projections, brand health tracking through qualitative and quantitative researc
h, new product launches via leadership of a global, cross-functional team.
Achievements
* Achieved 9% ($1.8M) sales increase for base business, reversing the declining
trend, via leading the development of the "Slalom" campaign that communicated a
new value proposition for the existing product. Led market research to uncover c
onsumer insights for the campaign. Due to positive results, it was rolled out in
other Asian markets and South Africa.
* Authored the "Sweet Dreams" integrated campaign which increased penetration by
23% in a niche, high-value segment. This uncovered an alternative growth source
and improved profitability for the brand. Despite running on a small budget, th
e campaign yielded a 22% increase in sales and 150% ROI.
* Led development and launch of "Project Eveolution," J&J Philippines' first cus
tomer relationship marketing (CRM) campaign which allowed Stayfree and Carefree
to gain competitive advantage in the teen segment. Led creative briefing for onl
ine media (website, SEM, SEO, banner ads, eDM's, social network marketing) in ad
dition to a press launch event, trade merchandising and below-the-line component
s. The CRM model won J&J's Best in Innovation award and is being considered for
global adaptation.
* Performed ongoing consumer/market research to identify and capitalize on unmet
 market needs ahead of the curve. Based on this, led the positioning strategy, a
dvertising development and launch of Stayfree Thermocontrol which yielded 3% ($7
00k) in incremental sales. Due to its success, the campaign will be rolled out i
n the rest of Asia. The campaign recently received the James E. Burke Award for
Print, J&J's most prestigious marketing citation, and will be representing the A
sia Pacific region in the global competition.
ASSISTANT BRAND MANAGER, JOHNSON & JOHNSON INC. (2006 - 2008)
* Leadership of local advertising campaign development and implementation focusi
ng on offline media (TV, radio, print) and trade merchandising and activation.
* Product positioning development, market research, creative team leadership and
media planning (Advertising: McCann Erickson and BBDO, Media: Universal McCann)
.
* Leadership of brand operations: ROI analysis and total brand P&L management, a
dvertising and media budget management, brand health tracking through qualitativ
e and quantitative research, new product launches via leadership of local cross-
functional team.
Achievements
* Achieved 30% growth vs. PY for Carefree Pantyliners after the launch of the He
althy Fresh variant. Developed positioning unique to Philippine market by leadin
g market research, and growth was largely due to this localized execution. This
entailed gaining approval from local and regional stakeholders to depart from th
e global benefit proposition of this variant.
* Led the development of Stayfree's low-tier/flanker portfolio strategy which al
lows the brand to effectively compete with low-priced players while minimizing c
annibalization on the base business, safeguarding total brand profitability. Dev
eloped advertising and a targeted media plan. A year after launch, Stayfree's fl
anker slowed down attrition to other low-priced players by 50% and grabbed share
from other brands (40% of users are switchers).
* Posted 10% growth vs. PY for Band-Aid, reversing the declining trend in previo
us years, through developing an insightful and cut-through radio advertising, an
d a cost-efficient media plan. This increased awareness on a shoestring budget,
maintaining overall profitability.
* Improved affinity and credibility of Carefree and Stayfree among teens by re-l
aunching a 30-year-old school program aimed at recruiting new category users int
o these brands.
MANAGEMENT TRAINEE, JOHNSON & JOHNSON INC. (2004 - 2006)
Supported senior managers in marketing and sales teams through specific projects
.
* MARKETING. Minimized and delayed the impact of a major competitor's re-launch
by effectively preempting their plans and promptly implementing an assault strat
egy. This entailed leadership of creative and media agencies to ensure quick tur
naround for various communication materials, wise investment in media that would
yield maximum reach, and timely roll-out of consumer promotions in the trade.
* SALES: Attained 18% growth in territory despite previous declining trend throu
gh improving product assortment in assigned accounts, improving line item fill r
ate and partnering with retail counterparts to grow the business together. Manag
ed key accounts, assisted in territory development and mentored other business d
evelopment managers for J&J's largest distributor.
Recent Awards and Recognition
* James E. Burke Marketing Excellence Award, Print Category (Stayfree "Thermocon
trol"), 2010. The campaign will represent Asia-Pacific in the global competition
.
* Bronze Award for Outstanding Radio Campaign (Stayfree "Sweet Dreams"), 2009
* Best Campaign Key Visual (Stayfree "Sweet Dreams" print and outdoor), 2009
* Two Best Innovation Awards (J&J Women's Health "Project Eveolution" CRM campai
gn), 2009
* Finalist, Print Category (Stayfree "Bed" print ad), 2008
* Part of Johnson & Johnson's HP2 Program (High Performing, High Potential) ever
y year since joining the company in 2004.
Education
BS Management Engineering, 2000 - 2004
Ateneo De Manila University (Manila, Philippines)
Dean's Lister, average GPA of 3.2/4.0
Technology and Leadership
* Microsoft Office (Outlook, Excel, Word, Powerpoint, Project), Apple Keynote, A
dobe Photoshop
* Led global, cross-functional taskforces through successful project launches; a
rticulate presenter to all levels of management; experienced in mentoring subord
inates; excellent interpersonal skills
References on Request