Elizabeth Klompmaker Moshier
By J.B. Shelton

en years ago, Elizabeth Klompmaker Moshier (BSBA '87, MBA '92) graduated from Kenan-Flagler with an MBA in marketing and a career path destined for ever-increasing responsibilities. As a marketing assistant at Bali Brands in Winston-Salem, she applied her in-depth analytical skills and persuasive communication abilities to the shapewear business.

Just two years after leaving Kenan-Flagler, Moshier led the Bali Co. marketing team's efforts for Wonderbra's U.S. launch. Celebrating the Big 3-0, she relished her "once-in-a-lifetime birthday gift," when Advertising Age recognized her as one of the country's top 100 marketers.

Her mentor at Bali advised, "Always consider yourself a free agent. Know what your company and position provide to you and what you provide to them. It is every individual's responsibility to manage her own career." She has followed that advice ever since and has given that same advice to many of her colleagues and employees.

Seizing responsibility and opportunity - and wary of being pigeonholed in apparel marketing - Moshier became product director for the Johnson & Johnson Baby and Kids Franchise in Princeton, N.J.

Fast-forward three years. An executive headhunter tempted her: senior product manager in U.S. Pharmaceuticals with GlaxoSmithKline. The Research Triangle Park location lit the "you can come home again" fire, and she moved back to North Carolina, close to her family, with a new career.

Life/work balance is definitely a priority. "I work to live, not live to work. Knowing family comes first helps me be secure, grounded and successful."

She emphasized that business success means, "being professional in any and all situations. Thinking and speaking on your feet without using notes show you really know your business. Be respectful (but not nervous) around people who are at higher management levels. Position and promote yourself as ready for - and worthy of - innovative projects."

"Especially in marketing, it's critical to understand the category you're working in, your competitors and target audiences," she explained. "In every business, understand your organization, establish relationships and work to gain respect."

Moshier added, "When management trusts your decision-making and analytical abilities, they'll cut through the red tape and help push your project through. Clearly tie your goals to their impact on your division's revenues, the company's bottom line and the corporation's strategy/mission."

"State what you want and the rationale behind it," she recommended. "Be direct, succinct and actionable."

Promoted to director of marketing for GSK (GlaxoSmithKline) Respiratory Institute, Moshier's challenges focus on the dramatic increases in respiratory diseases, especially asthma.

"Our stakeholders are physicians, patients, medical associations and public advocacy groups, all fighting for the same thing - getting messages across about long-term impacts of health care systems and products affecting people's lives." She is responsible for marketing, public relations, advocacy, Web site content and educational materials.

Daughter of Kenan-Flagler's (retired) marketing professor/legend Jay Klompmaker, her marketing enthusiasm began at age 6. She's a guest lecturer, marketing course panelist, business adviser to faculty and corporate recruiter. Moshier takes her dad's advice to heart: "When you believe in something and enjoy what you're doing, you want to share that belief and joy with everyone."