East Aurora, New York, United States
With 20+ years experience achieving multimillion dollar growth for Fortune 500 brands, I inspire & motivate large teams of professionals to understand and influence the way consumers and customers feel, significantly expand the appeal and reach of brands and products, and exceed corporate financial goals. How does your brand make people feel? What does it say about them? What does it do for them? Would they care if your brand went away? How are your products differentiated? Are the differences meaningful to your target consumer? Are you communicating the benefits in a way that connects with your audience? How motivated and inspired is your team? Are they passionate about achieving greatness? I pride myself on empowering many internal creative teams and external agencies simultaneously with an entrepreneurial mindset. My teams are highly motivated and passionate about exceeding financial targets, delivering strategic and targeted business and creative plans, and meaningfully differentiated and innovative product development. ★ I have been a senior marketing executive for the past 20+ years and have held full P&L responsibility for up to $1.7 billion in annual sales with marketing and operational budgets up to $100 million. ★ In 2011, I built the new North American marketing division of Fisher-Price from the ground up, providing motivational and executive leadership to form highly functioning, motivated and productive teams across multiple geographic offices. ★ In 2017, I built the Delaware North Creative Studio from the ground up, forming an extremely talented team of approximately 35 creative rock stars - including art directors, graphics designers, production artists, writers, project managers, photographer’s, and videographer - who support the creative needs of all divisions within Delaware North enterprise. As a Change Leader, my goal is to inspire teams to align with customer experience and insights in the globalized multi-channel landscape, and to create a fun, creative and challenging environment where people can thrive and grow. I welcome connection requests, or feel free to reach out to me. ★ [email protected] ★
Mattel is a global Fortune 500 Company, producing Fisher-Price, Barbie, Hot Wheels, and Entertainment Licensed toys, among other premier childrens’ products brands. As Vice President of US Marketing, overseeing all aspects of U.S. $1.7 billion business, I led change management and provided executive leadership during formation of the new North American marketing division, directing cross-functional teams in both New York City and East Aurora offices. I grew market share and sales expectations through the empowerment of a creative, dynamic work culture. Despite industry softness, I grew market share in top brands with over 2000 products and expanded sales via integrated marketing campaigns, encompassing TV, digital, social media, video, direct mail, print, experiential, on-line, and in-store initiatives. I drove sell in and sell through at all major accounts, including Walmart, Target & Amazon, and developed long-term corporate strategic growth plans.
As Vice President of Global Marketing, I led the global revitalization of the Fisher-Price brand, creating a new, emotionally resonant brand identity, and repositioned the 80-year old FP brand as a contemporary brand in touch with today’s consumer. I grew the $1.1 billion Babygear, Newborn, and Infant Toy businesses globally, inspiring new product development (over 100 new products annually), positioning, pricing & marketing plans based on customer insights and market knowledge. In addition to leading the brand management teams, I led the digital marketing team, pioneering the expansion of digital and social media presence -- re-launched website, introduced key SEO / SEM initiatives, developed Facebook and Mobile presence, and launched new proprietary games and apps.
Achieved 8 years of consistent year-over-year growth exceeding 100% of financial goals for the FP Baby business (Grew Babygear by 500% and Toy 200%). In addition to overseeing the brand management teams, I established and directed a Brand Marketing team that launched new corporate Hispanic marketing initiatives, handled all product messaging, public relations and robust strategic partnerships with top consumer brands like Royal Caribbean Cruise Lines and Loews Hotels, creating a strong brand identity, product experience and incremental sales. Developed product strategy and item level plans including pricing for all categories, and heavily influenced new product design and development. Career Note: Previous roles at Mattel/Fisher-Price include Director of Marketing, Manager of Public Relations, Manager Fisher-Price Foundation, and Market Research Analyst To learn more about my experiences, email: ➤ [email protected]