Summary
Overview
Work History
Education
Skills
Activities
Timeline
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CHARLENE ZAPISOCKI

Toronto,ON

Summary

Accomplished Product, Digital and Sales Manager with extensive marketing expertise. Over twenty years of experience in retail, pharmaceutical and consumer healthcare industries, across Canada, succeeding in fast-paced growth environments. Proven management success with Brands, Corporate Accounts, Sales Teams, e-Commerce, and Digital Marketing. Ability to strategize and execute with excellence.

Overview

10
10
years of professional experience

Work History

MARKETING MANAGER – Women’s Health

Bayer
08.2023 - Current
  • Responsible for success of Bayer Women’s Health brands as market expert with full understanding of environment, competitor and customer needs
  • Drive strategic brand planning in alignment with Region/Global direction, ensuring successful omnichannel activation
  • Align in collaboration with cross-functional partners with goals of executional excellence in fast-paced environment
  • Lead with ability to bring cross-functional stakeholders (internal and external) together for achieving brand objectives with customer centric initiatives
  • Strategize and execute HCP and DTC core asserts to contribute to achievement of business and betterment of patient care
  • Conduct market research to identify new opportunities and target markets.
  • Deliver compelling presentations to stakeholders, demonstrating value of proposed marketing initiatives in driving business results.
  • Manage marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.

BRAND AND e-commerce MANAGER - OTC

Norwell Consumer Healthcare
07.2021 - 08.2023
  • Developing strategic marketing and promotional plans for Women's Health, Rehydration and Eye Care categories, gaining market share in all categories within 18 months, by over 10 share points in each category
  • Member of the team involved in the launch of Norwell Consumer Healthcare stand-alone business from the Pharmascience OTC portfolio in six months
  • Creating strategy and developing annual national direct-to-consumer plans, and HCP programs including traditional and digital media, collaborating with external Media, PR and Digital partners
  • Design and implementation of inaugural national Brand Influencer program
  • Conducting on-going market research studies and competitive analysis to evaluate current market trends and price strategies
  • Develop, manage and track budgets to achieve organization profitability goals
  • Responsible for all Norwell portfolio management, investment and growth on Amazon
  • Collaborated with cross-functional teams to develop and launch new products, meeting market demands.
  • Analyzed sales trends, identifying opportunities for growth and proactively addressing underperforming categories or products.

BRAND AND KEY ACCOUNT MANAGER (Hybrid) - OTC

Pendopharm, a division of Pharmascience
01.2019 - 07.2021
  • Oversaw and developed strategic marketing and promotional plans for Women's Health, Decongestion eye care categories with consistent market share growth over 2.5 years
  • Created brand strategy and product positioning, moving mature product into growth funnel, achieving market share growth in 12 months
  • Promotional programs - developed national strategies, managed, and liaised with external suppliers and internal cross-functional team to execute programs
  • HCP program – Created messaging, presentations, material and lunch & learn programs for Sales Representatives to detail OTC products to physicians & pharmacists
  • Implemented, managed, and drove all portfolio business on Amazon.
  • Analyzed sales and customer data to identify trends and opportunities for increased profitability.
  • Built and maintained strong client relationships to drive business growth.
  • Conducted regular account reviews with clients to assess performance, identify areas for improvement, and strategize future growth opportunities.
  • Improved account management by predicting potential competitive threats and outlining proactive solutions.

REGIONAL SALES AND KEY ACCOUNT MANAGER - OTC

Pendopharm, a divsion of Pharmascience
01.2017 - 01.2019
  • Responsibility for sales, contracts, negotiations, and reporting in all Western Canadian retail key accounts
  • Managed 12 direct sales reports across Canada, driving retail programs, HCP initiatives, education, and tactics across Canada
  • Cultivated relationships with key accounts to gauge promotional and portfolio success and promote satisfaction
  • Utilized sales data and account feedback to improve organizational strategies
  • Negotiated contract terms with key accounts and established important milestones
  • Monitored performance and analyzed sales/POS data to ensure sales and Brand's success, identifying potential market opportunities
  • Responsible for all budget development and customer investment to maintain profitability.
  • Negotiated contract renewals with existing clients, securing long-term commitment and fostering ongoing collaboration.

SALES REPRESENTATIVE AND KEY ACCOUNT MANAGER - Cosmeceutical and OTC

Sanofi
12.2013 - 01.2017
  • Sales Representative in Vancouver Territory, launching and detailing new diabetes device to Pharmacists
  • Cultivated retail pharmacist relationships through consistent quality, productivity, exemplary service, and proactive management
  • Implemented solutions and strategies for pharmacist recommendation of products versus competitive business
  • Maximized retailer sales of products through experience marketing, providing exceptional customer service
  • Sales success in territory resulted in acquiring Key Account Manager role (Hybrid) of OTC products at account level
  • Responsible for all budget development and customer investment to maintain profitability.
  • Developed tailored solutions in response to unique customer needs, increasing overall satisfaction rates.

Education

Bachelor of Commerce - Major Marketing, Minor Organizational Analysis

University of Alberta
Edmonton, AB

Certification - Digital Marketing

University of Calgary
Calgary, AB
03.2022

Skills

  • Sales Management: Motivation, Development and Coaching
  • Strong leadership skills and ability to influence and defend ideas and vision
  • Highly motivated to work in transforming business environment
  • Flexible, adaptable, and autonomous
  • High personal integrity & accountability
  • Knowledge of Canadian retail and pharmaceutical landscape
  • Experience managing multi-channel digital marketing campaigns in CPG or OTC
  • Retail Marketing, People and Key Account Management
  • Brand-building strategies
  • Tactical execution
  • PAAB and ASC proficient
  • Social media and influencer management and execution
  • Financial knowledge and Budget planning
  • Computer skills: Microsoft Office Suite, IQVIA, consumer media knowledge
  • Well versed user of website and marketing tools such as Google Analytics, Google AdWords, Google Data Studio, Salesforce and Salesforce Marketing Cloud

Activities

  • Avid Traveler
  • Outdoor Enthusiast
  • Personal Development and growth focused
  • Recognized in Performance
  • Account Manager Presidents Award - 2020
  • Innovation Presidents Award - 2021

Timeline

MARKETING MANAGER – Women’s Health

Bayer
08.2023 - Current

BRAND AND e-commerce MANAGER - OTC

Norwell Consumer Healthcare
07.2021 - 08.2023

BRAND AND KEY ACCOUNT MANAGER (Hybrid) - OTC

Pendopharm, a division of Pharmascience
01.2019 - 07.2021

REGIONAL SALES AND KEY ACCOUNT MANAGER - OTC

Pendopharm, a divsion of Pharmascience
01.2017 - 01.2019

SALES REPRESENTATIVE AND KEY ACCOUNT MANAGER - Cosmeceutical and OTC

Sanofi
12.2013 - 01.2017

Bachelor of Commerce - Major Marketing, Minor Organizational Analysis

University of Alberta

Certification - Digital Marketing

University of Calgary
CHARLENE ZAPISOCKI