Erica Hewitt Email & Phone Number

Orange, Ca, Us

Burbank, Ca, Us

DESCRIPTION: As the Director of Marketing Strategy since 2021, oversee a team of 13 and manage a multibillion-dollar revenue portfolio. Promotion followed a crucial role in the complex reopening of Disneyland Resort after a 412-day pandemic-induced closure. Currently direct 360-brand campaigns, sales marketing (B2B and B2B2C), on-property hotel marketing, merchandise, food and beverage (F&B), and DE&I initiatives.DELIVERED RESULTS:► Championed the development of holistic 360-degree go-to-market strategies, driving team alignment for critical business initiatives.► Navigated live campaign strategy adjustments under the CEO’s guidance, successfully boosting attendance and revenue records without breaching the budget.► Ensured a near-perfect utilization rate and sustained normal nightly ADRs amid construction challenges through effective strategy for the transformation of Pixar Place Hotel.► Pioneered the strategic groundwork for the Disneyland Resort’s innovative “Content as Product” model in FY22, achieving cross-functional leadership consensus with Star Wars and Marvel as focus areas.

Burbank, Ca, Us

DESCRIPTION: Served as Senior Manager of Marketing Strategy and trusted with leading new business areas, including corporate alliances, franchise and synergy, merchandise, and F&B, while managing $5B+ in revenue. Took on additional responsibilities as an interim leader of brand campaigns and acted as a media representative for Disneyland Resort, navigating various revenue and demand-generating aspects of the business.DELIVERED RESULTS:► Spearheaded the launch of “A Touch of Disney,” achieving event sellout within days; masterminded Disneyland Resort’s triumphant reopening; and set a new per capita record with “Avengers Campus” at Disney California Adventure Park.► Executed the “California Resident Ticket Offer,” driving significant admissions in Q4 and achieving full utilization, and masterminded seasonal events like “Oogie Boogie Bash” and “Merriest Nites.”► Secured an influential co-branded digital campaign with Honda and generated a significant incremental investment from Coca-Cola by formulating an annual alliance partner brief-in process.► Identified an opportunity, crafted a new offering, and launched “Pluto’s Pumpkin Pursuit,” a Halloween-themed scavenger hunt, resulting in an impactful increase in sales.► Managed Disneyland Resort Franchise and Synergy Committee and accomplished 20+ on-property activations supporting priority titles across all studios in FY21.► Advocated for DE&I initiatives, including collaborative art projects showcasing diverse talent and the “Love, Victor” PRIDE month marketing campaign, which drove integrated support for Disneyland Resort’s Rainbow Collection.

Burbank, Ca, Us

DESCRIPTION: Promoted to lead Disneyland Resort’s marketing division, overseeing 3 direct and 1 indirect report while managing multibillion-dollar revenue. Reported directly to the Director of Marketing Strategy and led initiatives, including piloting the marketing integration for launching Disney+. Recognized for overseeing marketing for sales channels (B2B and B2B2C) while managing brand promotion for on-property resort hotels.DELIVERED RESULTS:► Drove a remarkable high-percentage utilization in its inaugural month by directing the go-to-market strategy for the Grand Californian Hotel’s new “Disney Princess Breakfast Adventures” Character Dining offering.► Pioneered the go-to-market strategy for Marvel’s 80th-anniversary celebration, resulting in exclusive after-hours ride opportunities for annual pass holders, themed F&B offerings, special entertainment, button giveaways, and collaborative synergy support from Marvel, generating substantial incremental media value.

Burbank, Ca, Us

DESCRIPTION: Recruited to develop and execute 360-marketing campaigns with oversight of multibillion-dollar revenue. Led strategy for delivering the site’s annual attendance and revenue goals while focusing on marketing for major campaigns, including Return of the Classics, Holidays, Give the Gift, and Pixar Fest.DELIVERED RESULTS:► Accelerated growth by 3% over plan in FY17 and FY18, focusing on improving resort attendance.► Generated a substantial increase in revenue by engaging in consumer behavior insight data and uncovering an opportunity for the Give the Gift campaign.

El Segundo, California, Us

DESCRIPTION: Hired to manage Newborn Toy and Baby Gear portfolios within Fisher-Price brand with multimillion-dollar P&L oversight. Oversaw global accounts and managed products throughout the entire life cycle, encompassing design and development, first-to-market strategies, channel segmentation, pricing, pitches, inventory management, and obsolescence.DELIVERED RESULTS:► Delivered 9%+ growth in revenue across both portfolios in 2015 through influential consumer insight strategies, competitive landscaping, and utilizing sales data effectively.► Transformed the financial success and YoY growth to exceed 140 basis points by identifying the need for a strategic shift in line architecture for the newborn toy brand.• Manage cross-functional teams of engineers, designers, etc. through the new product development process in order to ensure on-time and profitable launches of Fisher-Price SKUs at least twice a year

El Segundo, California, Us

Managed U.S. commercial marketing responsibilities for Fisher-Price Baby Gear & Newborn Toy, representing over $300M in annual revenue and more than 180 SKUs• Led a financial turnaround of the Newborn Toy portfolio by changing the line architecture strategy, resulting in YoY growth of more than 140bps• Developed retail pitch presentations, first-to-market strategies, channel segmentation strategies, pricing structures, etc., resulting in +9% YoY revenue growth across both portfolios in 2015• Partnered with creative agencies to execute full-year digital media campaigns, in-store visual merchandise displays, social media influencer campaigns, and a weekly promotional email program featuring top accounts• Routinely analyzed POS data, NPD data, and the activities of key competitors in the Baby Gear space (e.g. following patent filings, studying SEC filings, etc.) to monitor the success of the business and provide strategic recommendations to maneuver the competitive landscape.Volunteer Commitments:• SLICE Brainstorming team (Share. Learn. Innovate. Connect. Execute.)

Burbank, Ca, Us

During my time on the Regional Marketing Strategy team at the Disneyland Resort, my projects included: the launch of "Captain America: The Living Legend & Symbol of Courage" meet & greet; 2014 Big Thunder Mountain Ranch re-opening; 2013 Halloween Time at the Disneyland Resort - After Action Review; 2014 CHOC Walk Annual Passholder Team program management; Pacific Northwest market analysis; strategic support for the Diamond Celebration.• Developed creative briefs, integrated communication plans, and strategic road maps for key marketing initiatives like the Phase 1 launch of the Disneyland Resort Diamond Celebration• Led the re-branding efforts of the Disneyland Annual Passholder program including curriculum development and facilitation of a two-day ideation workshop that served as the foundation of the rebranding strategy• Analyzed attendance, financial, and consumer behavior data of regional markets to assess effectiveness of the media buy strategy, resulting in a recommendation to reallocate funds to alternative markets• Prepared the "After Action Review" of the 2014 Halloween Time campaign, which involved analysis of the actions of 14 cross-functional teams in order to make recommendations to meet 2015 growth goals. VoluntEAR Commitments• 2014 Minnie's Moonlight Madness Cast Member Support• 2014 CROW Cast Member Participant / Support

Orange, Ca, Us

Provided accounting and operational support for the law school Financial Analyst • Executed the 2011-2012 fiscal year close, prepare accruals, and analyze departmental fiscal data, programs and operations • Reduced department expenses related to late fees by 17% by reorganizing fiscal procedures to more accurately track expenditures • Created business office policies to reduce turnaround time related to financial services by 27% and processing time related to employee recruitment by 75%• Monitored accounts payable and receivable; process and research status of payments and receivables associated with all law school accounts• Prepared ABA and AALS accreditation documents for the School of LawVolunteer Commitments• Chapman University Annual Staff Summit planning committee for 2012 and 2013

Los Angeles, Ca, Us

Researched market opportunities and provide competitor and brand analysis for two Los Angeles County non-profit organizations, Outward Bound Association and St. Barnabas Senior Services (SBSS)• Analyzed print and digital marketing materials to evaluate positioning, messaging, and cohesion; present key recommendations to drive 50% growth in enrollment• Identified potential participant referral sources; cultivate relationships with key leaders to increase referral rates• Created educational marketing materials for SBSS sales team to facilitate presentations to potential customers• Launched a service evaluation program and use data to develop a customer conversion strategy

Researched market opportunities and provided competitor and brand analysis for Orange County non-profits• Prepared feasibility analysis of a new line of business for the Girl Scouts of Orange County including: assessment of total market potential, competitive landscape analysis, survey design, potential client interviews, pro-forma preparation, and final presentation of recommendations to the GSOC executive board• Researched and analyzed a brand comparison study of six competitive organizations for Human Options

San Diego, Ca, Us

Facilitated and developed educational programs; managed organizational operations and staff.• Managed teams of up to 30 staff to coordinate overnight programs for up to 250 participants • Developed curricula, training manuals and marketing materials for five different educational programs designed to drive program enrollment and attract new audiences• Presented a wide range of educational tours and programs to diverse audiences of visiting guests and school groups to promote the mission of San Diego Zoo Global

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

Bachelor Of Arts (B.A.), Major: Biology Minor: English & Comparative Literary Studies