Senior Manager, Marketing
June 2012 — Present
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Senior Manager, Marketing. Mattel
Managed portfolio of top entertainment franchises and broad appeal video games, overseeing a multimillion dollar budget and 3-member team. Direct brand management, PR, media relations, positioning, product strategy, creative and promotional partner relationships.
Managed and maintained global relationships including key licensors, first party, promotional partners and global territories.
Monthly and quarterly full product presentations including strategy and product plans to key internal and external stakeholders.
Strict financial management of multimillion dollar portfolio budgets from planning through to execution.
Initiated and delivered the first on-box call out for THQ on a McDonalds Happy Meal. Rolled out these promotional assets globally. Developed and localized an innovative online flash game based off of the console game for the exclusive use on the McDonalds website globally.
Moved to the APAC office to manage the THQ and Disney kids, family and casual portfolio for the Australian and New Zealand markets.
Led and managed the local territory marketing campaigns for Disney Interactive Studios’ Toy Story 3, Club Penguin and Epic Mickey. The hugely successful Toy Story 3 campaign saw the AU market over-index to become the third largest territory worldwide.
Managed the entire licensed entertainment game business for Australian and New Zealand region and supervised a direct report on that portfolio.
Developed, managed and maintained local relationships with key licensing partners such as Nickelodeon, DreamWorks and Disney. Secured unprecedented integration with key partners and set best practices moving forward.
Oversaw the trade marketing function for the Australia and New Zealand markets across all games.
Managed the Nickelodeon business before advancing to GBM and heading up the kids new IP category. Responsibilities include financial P&L, forecasting, creation of marketing materials and global brand management.
Full control of media planning ensuring maximum reach and frequency among the target audience for NA.
Led the successful roll out of a new portfolio strategy to the international territories on both the Nickelodeon business and then the new IP category.
Worked closely with the channel team to deliver innovative and strong campaigns at store level.
Headed up and managed the Disney/Pixar portfolio across Europe.
Set the European strategy for the Disney/Pixar portfolio.
Visited each European office to present the game and strategy to local teams.
Set best practices and encouraged sharing across territories.
Management of all of the THQ’s kids licenses including Scooby-Doo!, SpongeBob and Disney/Pixar.
Successfully launched Finding Nemo, The Incredibles and Cars videogames in the UK and Export markets; smashing all forecasts and setting a new bar for movie games.
Full local management of kids portfolio licensors including reporting, relationships and presenting and executing plans.
Initiated and delivered new game packaging and TV creative for the UK that was then rolled out across Europe.
Secured and delivered promotions with QSR partners, Nestle and national newspapers.
Joined the online games division as a key member of their marketing department.
Developed and lead the execution of the marketing strategy for the games division.
Researched and produced online marketing papers for use throughout the company.
Managed online advertising campaigns from pitch to evaluation.
Supported the Senior Brand Manager with the development of the Action Man 2000 line including new product development and forward looking brand strategies.
Managed and coordinated across Europe the naming of the Action Man 2000 range, this included liaising with all the territories.
Responsible for the development of the European Action Man internet site and coordinating activity with local markets.
Compiled in-depth competitor analysis and research within the toy industry.