Darryl Kelley Email and Phone Number

Lead a team of regional marketers across multiple markets, ensuring alignment and visibility in the end-to-end development and execution of global and regional campaigns on LEGO owned engagement platforms.• Drive the seamless integration of owned channels and engagement experiences within all global campaigns. • Function as liaison between regional and global marketing, ensuring regional and local needs are communicated and considered in global campaign planning.• Collaborate with data and analytics teams to establish and refine campaign KPIs, establish benchmarks, and deliver after action reviews to key stakeholders and executive leadership.engagement.

Americas Lead for Digital Consumer Engagement Marketing in the Americas. Enabling and growing communities of LEGO fans across LEGO owned digital ecosystem. Developing world class digital marketing and communication strategies across the America’s Markets through owned, earned, shared and paid channels.• Activating kids and adult owned and earned channels in local marketing mix with regional teams and media agencies.• Effectively influencing and selling marketing integration opportunities for owned channels to regional marketing and sales teams.• Developing innovative and highly impactful marketing campaigns with highly engaging content and creative.• Support global marketing drive periods and priorities across multiple themes within LEGO digital offerings.• Managing multimillion-dollar marketing budgets across US and Canada.

Drove development of global product and marketing solutions based on LEGO user ideas generated on crowdsourced platform. Additionally, sold in product and marketing campaigns to global marketing organization, developed overall go to market strategy and communication, tracked business performance, and implemented best practices to optimize business performance.• Developed global marketing and go to market strategy for crowd sourced platform in LEGO portfolio.• Defined overall business case for crowd sourced platform products within The LEGO Group.• Effectively influenced and sold in current year portfolio globally to market stakeholders.• Developed innovative and highly impactful marketing communication and campaigns internally and with external intellectual property owners.• Organized fan events for AFOL Community, focused on LEGO Ideas products globally.• Grew the LEGO Ideas business on a global scale, resulting in 220% growth in 2017 for this platform.

Managed partner relationships and contract negotiation from start to end with new and existing partners. Furthermore, coordinated product and marketing campaign development with both internal and external stakeholders throughout product development lifecycle at a global level. • Research and analyzed 60+ potential opportunities annually for the LEGO Group’s intellectual property portfolio finding the best-in-class partners.• Negotiated terms and execute global contracts with over 40 partners covering more than 60+ unique intellectual properties providing continued growth in the IP portfolio for the LEGO Group within the consumer products space. • Took a lead role as the conduit between our intellectual property partners and with our global marketing and product development teams, building strong synergies and campaigns with our external partners that align with LEGO themes/products and core values. • Deliver quarterly and monthly forecasts, sales actuals, and business critical needs to partners working in partnership with our finance teams.

Managed game production development and marketing alignment from kick off to launch, managing both internal and external stakeholders throughout product development cycle. • Led the integration of video games within our global marketing and development teams, building strong synergies and campaigns aligning with LEGO themes and physical product. • Project managed sixteen mobile games, produced 12 AAA console titles and 1 Massive Multiplayer Online Game with multiple digital game developers.• Effectively worked with IP partners to produced games with Lucasfilm, Warner Bros and Disney.• Championed quality, innovation and novelty within our digital games’ portfolio providing thirty percent growth for the LEGO Group within the digital space via console and mobile games. • Developed short- and long-term digital strategy for digital games at the LEGO Group.

Focused on both new business development and existing licensing categories for the LEGO Group. Collaborated with team in research and analysis of new product categories and business opportunities. • Managed potential partners and executed product development plans, bringing over fifteen external partners as licensees for The LEGO Group.• Developed, negotiated, and executed multiple license agreements/contracts with global partners and facilitated the collection of royalty reports and forecast data from partners. • Led contract development, product development and global marketing support associated with licensed product portfolio for soft lines, electronics, videogames, videogame peripherals. • Collaborated with strategic partners to develop impactful soft and hardlines products, across multiple licensing categories with first party IP owners such as Lucas Film, Disney Consumer Products, and Warner Bros. • Coordinated with a global LEGO PMD teams and partners, establishing compliance of processes established by The LEGO Group.

Working closely with sales and brand marketing stakeholders, I developed and led strategies to meet account specific In Store and Promotional Partnership objectives. In this capacity, helped to manage million dollar marketing campaigns related to co-promotion and event marketing experiences. After approval of plans, I managed the development, production, logistics, P&L and execution of highly impactful and cost efficient co-promotional sponsorships, In-Store programs and events. Promotional programs I have worked on include a Kellogg’s Eggo Waffle/LEGO Mars Mission program, Space Camp and LEGO Mars Mission, Energizer and LEGO MINDSTORMS, Minor League Baseball and BIONICLE and General Mills and LEGO Racers, San Diego Comic Con, Star Wars Celebration, LEGO Travelling Exhibit and more.

Responsible for providing the consumer contact center with training and development opportunities to further increase sales, improve product and brand knowledge and ensure consumers receive the best possible service as part of global strategy. In this capacity, I designed and delivered training sessions by means of presentations, hands on product training, coaching and discussion groups on a global level. Additionally, I participated in a number of Consumer Marketing events to gain a better understanding of the different consumer segments we market to, including a gorilla marketing campaign for the Star Wars Movie Releases, LEGO Building Events, San Diego Comic-Con and the International Toy Fair in New York City.

Project and Product Development CoordinatorResponsible to manage products through various stages of development including conception, execution, integration and maintenance. Additional responsibilities included recruitment competitive research, market analysis and communication with internal and external clients, developing project plans, use cases, business requirements and more. Focused on improving the recruitment process for our clients as well as Monster.com itself. Tour de Monster Developed, initiated and participated in cross-country cycling brand marketing campaign to promote the use of Monster.com on college campuses. Developed overall concept, budgets, presentation, itinerary and mapped out 4000-mile bike route from Kittery, Maine to San Francisco, California. While at the colleges and universities, we provided participants with important and effective ways to use the Monster.com services to assist graduating students in their job search and career development. This tour took 49 days to complete and we visited 25 schools.