JOSEPH MASTRANGELO-•- • linkedin.com/in/mastranj
MARKETING EXECUTIVE
Marketing executive with extensive experience developing brand strategies, bringing new products to market,
and leveraging digital technologies. Proven track record guiding sizable, cross-functional teams towards a
common goal. Core competencies include:
Marketing Strategy • Digital Strategy • Launch Strategy • Brand Management
Digital Marketing • New Product Development • Product Launch • Marketing Communications
Strategic Business Planning • Brand Development • Lifecycle Management • Consumer Behavior
Market Research • Market & Competitive Research • Customer Insight • Marketing Technology (MarTech)
PROFESSIONAL EXPERIENCE
Masthead Marketing, West Chester, PA
2012-Present
PRINCIPAL/MARKETING CONSULTANT
• Large Pharmaceutical Company: Developed and implemented marketing strategy that sought to
influence healthcare professionals through a digital marketing campaign that included email, web, and
social media efforts.
• Large Pharmaceutical Company: Built a cross-functional new product launch playbook that identified
the activities, milestones, and objectives associated with each discipline to enable them to prepare for
vaccine and pharmaceutical product launches.
• Large Pharmaceutical Company: Guided the marketing team in the bringing new movement disorder
drug to launch across two indications. Guided separate marketing team in bringing preventive
migraine therapy to launch.
• Latin American Distributor/Beauty Products Manufacturer: Worked with the teams of both
organizations to build a launch strategy and associated plan for entry into the Latin American region.
• Medical Device Company: Developed market profiles for prospective international markets.
Conducted primary market research to gain a deeper understanding of prioritized countries and built
initial financial models and concepts for each market.
Accenture Song (Interactive), Philadelphia, PA-
DIGITAL MARKETING SENIOR MANAGER
• Large Pharmaceutical Company: Led a team in the development of a marketing framework for the
organization and then used that framework to develop and execute a training program for an initial set
of marketers.
• Large Pharmaceutical Company: Worked with client to modify a sister company’s marketing framework
into one that met the needs of the organization and developed a training curriculum for the 300+
marketers in the organization.
• Large Pharmaceutical Company: Designed an all-employee event that celebrated this organization’s
recent success, welcomed people back to the office, and helped acclimated new employees (the
company experienced 4x growth during covid) into the organization’s culture.
• Modular Content CoE: Led Accenture’s efforts in developing Modular Content and Next Best Action
offerings to prospective pharmaceutical clients.
Band Digital, Philadelphia, PA-
NATIONAL DIRECTOR OF STRATEGY
• Primary Responsibility: Secure and manage all Strategy work and Band Digital’s Strategy team
Joseph Mastrangelo
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Personas Research: Conducted primary research in an effort to gain insights into the attitudes and
behaviors of those who use client and competitive digital properties for the purpose of determining
appropriate content and levels of engagement with each identified segment. Personas were
instrumental in informing design, media decisions, and differentiating Band Digital from competitors.
Brand Strategy: Developed and outlined strategies that enabled clients to leverage digital marketing
in a way that aligned with offline efforts while meeting brand objectives. Following strategy
development, designed tactics that enable clients to achieve agreed-upon performance metrics.
Brand Planning: Participated in the development of each client’s annual brand plan. Responsibilities
included representing the interactive channel, ensuring the voice of the customer is heard and adding
an additional marketing perspective to the process.
Accenture, Philadelphia, PA-
MANAGER, CUSTOMER STRATEGY DEVELOPMENT: Health & Life Sciences Strategy
• Primary Responsibility: Manage client-side projects, from commencement through the initiation of
follow-on projects
• Client Offering: Developed a client offering designed to assist pharmaceutical clients with the
introduction of new products. Offering generated revenue of more than $5MM.
• Large Pharmaceutical Company: Designed an innovative curriculum that trained the organization’s
marketing department on the value of consumer marketing, how to use it, and the tactics available.
• Large Pharmaceutical Company: Worked with a biologics team to develop and execute a product
launch strategy for a new physician web portal.
• Large Pharmaceutical Company: Managed the day-to-day operations of team of 10 that was been
instrumental in launching a new indication for an established pharmaceutical brand, improving the
value of 2nd and 3rd position sales calls and developing brand and business unit strategies.
• New Product Ideation Initiative: Led a team in the development of a new product ideation portal that
allows all levels of personnel within Accenture to submit and comment on client-focused and
organization-focused ideas.
Vistakon/Johnson & Johnson Vision Care, Jacksonville, FL-
PRODUCT DIRECTOR: Acuvue Bifocal
• Responsible for Acuvue Bifocal product line. Delivered sales of $25MM, surpassing 2003 objective of
$23MM. Day-to-day responsibilities included managing P&L, promotions, advertising, forecasting and
strategic business planning.
• Led a cross-functional team in the development of a new product that addresses the needs of
presbyopic patients globally. Product launched in Q1 2005 and achieved forecasted Year 1 sales of
$30MM. Worked with business partners to build new product business case, conduct consumer and
professional positioning research and develop new product claims plan.
• Managed one Associate Product Director.
ASSOCIATE PRODUCT DIRECTOR: New Products / Acuvue Advance
• Led a cross-functional team towards the launch of a new contact lens that exceeded its Year 1 sales
forecast of $100MM. Responsibilities included identifying target, determining positioning, naming and
packaging, developing merchandising units, developing point-of-purchase materials, and managing
public relations initiatives and professional media.
• Led a Process Excellence team that developed a new product process for Vistakon Americas. The
process has since been adopted worldwide.
ASSOCIATE PRODUCT DIRECTOR: Acuvue, Acuvue 2, Acuvue 2 Colours
• Led a cross-functional team in the Q4 2002 launch of a line extension for Acuvue 2 Colours. Worked
with key business partners to identify launch scenarios. Made recommendation to the Board on
optimal launch scenario, resulting in an earlier than expected product launch.
Joseph Mastrangelo
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Managed Acuvue’s sponsorship of the Enrique Iglesias 2002 U.S. concert tour. Responsibilities
included managing the budget, developing point-of-purchase materials, working with Edelman Public
Relations on promotional elements, working with McCann-Erickson on radio and working with the
Johnson & Johnson Advertising Group and Yahoo! on an Interactive campaign that is now a Johnson
& Johnson case study. Program generated 200MM impressions and 40MM sweepstakes registrants.
ASSOCIATE PRODUCT DIRECTOR: New Products and Technologies
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Assisted in leading a new product launch team to introduce a new color contact lens. Responsibilities
included developing consumer concepts, developing point-of-purchase materials, modifying
Acuvue.com, identifying synergies with the Acuvue mall tour and incorporating the new product into
the teen initiative. Product achieved first-year sales of $30MM.
Led a cross-functional team in evaluating, selecting, and directing an interactive agency for the
redesign of Acuvue.com.
Represented Acuvue in the development of a multi-branded J&J teen marketing initiative. The
initiative included a channel on MTV.com supported by television, print and Internet advertising.
The Dial Corporation, Scottsdale, AZ-
ASSISTANT BRAND MANAGER: Purex liquid and Gentle Soft
• P&L responsibility for Purex liquid detergent and Gentle Soft fabric softener.
• Managed Gentle Soft brand, increasing sales by nearly 50% using consumer and trade vehicles.
Managed a cross-functional team to launch new size of Gentle Soft.
• Managed agencies and led all consumer promotion activity including creative development, targeting
and execution of direct mail pieces, couponing, sampling events, brand websites, and internet
promotions. Worked closely with Trade to maximize impact of promotional activity.
• Led development of monthly IRI report, which provided Senior Management with a topline review of
the Purex franchise and its individual brands.
ASSISTANT BRAND MANAGER: Purex dry, Trend detergent, Laundry additives
• P&L responsibility for Purex dry detergent, Trend detergent and Laundry additives.
• Developed and executed “Coupon-In-Box” program, which provided consumers with $5 coupon
booklet inside Purex dry detergent box. Program increased sales 18% versus previous year, while
category segment declined 2%.
• Led a cross-functional team to launch a line extension for Sta-Flo liquid starch. Product was accepted at
Walmart and generated revenue of nearly $1MM in first three months.
Bayer Consumer Care, Morristown, NJ
MARKETING INTERN: Alka-Seltzer, Alka-Seltzer Plus, Flintstone’s Vitamins, Midol, Phillips’
• Developed and designed presentation materials for three product launches
• Led creative process for in-store displays and sales force materials
1997
CAREER NOTE
Additional tenure in Customer Service and Systems Development with First Chicago Trust Company of New
York (New York, NY and Jersey City, NJ). Details available upon request.
EDUCATION
RUTGERS UNIVERSITY, MBA in Marketing
EAST STROUDSBURG UNIVERSITY, BS in Management
