Fortune 100 Career Journey Narrative Insights

I grew up listening to stories of my dad's career. This is part one of his journey.

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My business career was one of extremes. The first half of my career was working for Fortune 100 companies - Colgate Palmolive; Johnson & Johnson; Warner-Lambert and American Express. The second half started with a 3-man company.

I graduated Wagner College with a degree in Business Administration specializing in accounting. I received an MBA from Pace University in Financial Management.

Fortune 100 Career Journey

I started out as a cost accountant with Colgate at their Jersey City, N.J. plant. I worked in a bullpen area with the sound of old-fashioned calculators throughout the day. Most of the accountants graduated from nearby St. Peters College. Two years after I joined one of my Colgate associates got a job with Johnson & Johnson in New Brunswick, N.J. A few months after he joined J&J, he called me up and said they had a job opening and to give it a shot. I did and I got the job making a few thousand a year more than at Colgate. I worked five years at J&J and my last boss got a job with Warner-Lambert in Morris Plains, N.J. He called and said a job working for him as a senior accountant was mine if I wanted it. My Fortune 100 Career Journey continued and I took the job in the Consumer Products Division doing P&Ls for each brand in the division... brands such as Listerine, Efferdent, Trident, Dentyne, Rolaids and Halls Cough Drops. I worked very closely with the Product Managers on each brand. The largest brand was Listerine, a market leader product that dominated the mouthwash category. The Group Manager on Listerine was a man named Steve Rothchild. He had a degree from Columbia and an MBA from Harvard. All the product managers had MBAs from the best universities.

One day Steve approached me and says marketing a product is so much more than making commercials and going to sales conferences in Florida or Nassau. There is day to day involvement with market research, trade promotion, consumer promotion, shipping, costs, etc. I need someone who can work the numbers for me... "How would you like to become a Product Manager on Listerine?" I said sure Steve, but I don't have the MBA credentials. He said the ones who have these MBAs don't want to get involved with the numbers. They want to go to New York City and work with J. Walter Thompson, our ad agency, developing TV and print commercials. Then they want to go to the Palm with their agency counterpart for a steak dinner. I need someone who can get me the numbers I need accurately and on time. Steve was a real up and comer at W-L and was able to sell his Division President to give me the job.

Current view of the competition between Listerine and Scope, sitting on a CVS shelf.

I couldn't have joined the Listerine marketing team at a more critical time. Procter and Gamble had recently launched Scope mouthwash, and their advertising campaign was built around the fact it had the same germ kill efficacy but with a fresh minty taste. Listerine's typical user was older and skewed male by 2-1. Scope's was younger and skewed women by 2-1. Scope was beginning to erode Listerine's dominant share. A big meeting between the Listerine marketing team and J. Walter Thompson account executives took place. They came up with an ad campaign for Listerine that ranks as one of the greatest of all time.

The campaign for Listerine took on Scope head on. It recognized Listerine tasted like medicine, but it worked. It also addressed the fact that Listerine users mostly gargled once a day in the morning, so the campaign drove home a simple message:

Listerine Antiseptic—"The Taste People Hate Twice A Day." The commercial went after usage over users. It helped stabilize the brand and give Listerine the time to develop a sister brand... Listermint.

https://www.youtube.com/watch?v=1oSZ0pncaEU

You have to love YouTube as I was able to find this commercial from 1973

My job was to develop consumer in store Listerine displays, sweepstakes, coupons and trade incentives to keep from going out of stock.

An interesting sidebar to this is that I worked with a lower-level creative person who was just starting at J. Walter Thompson. His name was James Patterson who has become one of the bestselling authors of all time. Patterson rose up the ranks at JWT and became Creative Director. He left the agency when his first novel featuring Alex Cross became a best seller.

At Warner-Lambert I was offered the position of Director of International Marketing. I went to every Latin American and Asian company in the 5 years I had the job. My main claim to success was as a strategic planning facilitator. I would ask the questions regarding all the internal and external factors affecting their country business. Then we would develop 5-year growth plans and action plans to meet timetables.

Page 1 of my dad's story.

Internal factors are personnel, products, assets, liabilities, R&D. External factors are competition, government regulations, technology, legal, environmental. Internal factors can be controlled for the most part. External factors cannot be controlled (an example is COVID).

My work in International Marketing attracted some suitors... the most interesting and lucrative was American Express where I worked for three

years as Vice President of International Marketing. Then the man who brought me into the company and was my boss left and my new boss and I didn't connect. So, for the first time in my 18-year business career I was out of work. Compounding the situation was that the job market was one of the worst ever.

At that point I did a strategic plan about myself. I analyzed my strengths, weaknesses, opportunities and threats. I came to the conclusion maybe it was time to join a smaller company. In Part II of my career, I'll go into the second half of my story.