Alanna Fernandes Email & Phone Number

Los Angeles, California, United States

New York, New York, Us

New York, Ny, Us

El Segundo, California, Us

Leads all aspects of new business development, including go-to-market strategy, planning, and execution, for new American Girl growth initiatives aimed at accelerating the franchise.

El Segundo, California, Us

Leading global product and brand marketing as well as partnerships & franchise development. Focused on the future proofing, innovation and strategic direction of the American Girl brand with a long term view to profitable growth via a consumer mindset.

Burbank, Ca, Us

Burbank, Ca, Us

Burbank, Ca, Us

El Segundo, California, Us

As a Global Brand Manager on the heritage Barbie brand at Mattel, I developed and implemented product strategy to ensure and maximize consumer engagement, brand affinity, and revenue goals.I managed and drove development of key product segments totaling $270MM in yearly worldwide volume, leading consumer insights testing, design ideation, line architecture, marketing plan creation, internal and external line presentations to senior leadership, continuous cost improvement, P&L management, and US/global commercialization. Leveraging financial analytics guided by consumer insights, I grew my segment 56% year-over-year in 2017, representing a $19MM increase in worldwide volume. Concurrently, I launched an innovative flanker segment, creating an engaging experience to build awareness and drive conversion with Barbie's entry into the small-doll category. To support my portfolio, I developed robust marketing activations, entertainment content, TV/digital advertising, promotions, strategic pricing, and merchandising to optimize revenue, while ensuring engagement with kid and parent consumers at key touchpoints. I also represented the Barbie brand at key industry events, including New York Toy Fair, Nuremberg Toy Fair, and the yearly Walmart Holiday Meeting, during which I engaged directly with thousands of Walmart store managers to ensure buy-in of the line. Day-to-day, I led cross-functional product teams and managed three direct reports.

El Segundo, California, Us

As as Associate Marketing Manager on the Barbie brand, I managed core segments of business, leading cross-functional product development teams and driving brand-wide initiatives to integrate brand messaging through SKU development and launch.My role included a heavy volume of SKU-level financial analysis/forecasting, NPD and competitive tracking, as well as frequent opportunities to present to senior leadership across the company.

El Segundo, California, Us

During my Summer MBA internship at Mattel, I analyzed pipeline franchise opportunities and developed a short-form content recommendation in my role within the Global Franchise Development team.

Los Angeles, Ca, Us

I coordinated cross-functional teams of architects, engineers, and client owners during the RFP and building design phases for Frank Gehry's key architectural projects. I also curated project profiles to provide our clients with customized resources according to their interests. Materials I assembled included articles on the sustainability, economic impact, and design of our work, and I was a point of contact for prospective new clients on a daily basis.

Stryn, No

I developed and implemented the social media strategy for a niche vibrant international lifestyle brand as it moved into the North American market. I created its Twitter account, which I grew by 7x followers, and integrated seasonal brand initiatives into Facebook, Pinterest, and local promotional activities.

I coordinated production for marquee experiential marketing events for entertainment and lifestyle clients, and provided support to Brent Bolthouse, Founder and CEO. My role included heavy talent outreach and client management. I also worked with in-house graphic design and marketing teams in assembly and distribution of company marketing collateral, and collaboratively developed marketing plans and product seeding opportunities for specialty brands.

I served as key point person for Ms. Hilton’s television, film, music, endorsement and philanthropic endeavors. In partnership with her agency and PR teams, I drove growth for Ms. Hilton’s global brands, including apparel and footwear approvals, correspondence with licensees and negotiation for personal appearances. I co-developed branding content, company logos, and oversaw development of her website, and served as a liaison to all Ms. Hilton’s professional and personal contacts.

I developed and conducted market research and performed commercial production assistant duties for the Korbel Champagne and Kenwood wine brands.

Master Of Business Administration (M.B.A.), Marketing

Ba Liberal Arts Special Honors, Psychology