Managed the Barbie brand’s premiere collectors line of dolls. Coordinated promotional activities with entertainment properties in addition to implementing all product development and advertising initiatives. Responsibilities include strategic business planning, P&L management, licensing acquisition and relationship development, direct to consumer catalog and website, retail distribution strategy, product development, leading marketing campaigns, events and media support Responsible for over $50MM in yearly revenue Management of over 100 skus per year of fashion dolls, celebrity, pop culture licensees and designer collaborations. Trade marketing liaison, presenting to top retail buyers from all major segments including Walmart, Target, Kmart, Toys R Us and others. Collector relationship management, garnering trust and building goodwill.  Consumer communication and targeted marketing programs supporting a diverse product line, print, online and event-based marketing support. National Barbie doll Collectors Convention, Mattel Chairperson, managing promotional budget of $100,000 and an on-site staff of 15. Marketing strategy, product development and creative direction for Barbie Collector Catalog & website.

Managed the development, execution and analysis of all consumer sales promotions and activities for 1700 ARCO gasoline stations and ampm convenience stores. Worked closely with the ARCO’s advertising agencies to construct an integrated communications plan that focuses on the organization’s goals and objectives.  Created and managed the development of an integrated marketing plan for the company’s convenience store franchise (ampm.) for 2002 and 2003. For both years, the company has surpassed industry growth rates with an increase of 4.8% in 2001 and a year to date increase of 6.1% in 2002 (2x the industry growth rate). Implemented new differentiating programs, promotions and product offers that would support the ampm brand strategy. Organized promotional events such as Internet promotions, venue sponsorships, product placements, radio remotes and point of purchase materials to maximize their sales impact. Negotiated an additional $4 million per year in additional funding with key vendors to support product promotions. Leveraged ARCO/ampm sponsorship relationships with the ARCO Arena, the Sacramento Kings, the Los Angeles Clippers, the PAC 10 and various other affiliations. Instituted new in-arena awareness activities centered on ampm as well as in-store promotions that linked ampm with its partners. Developed monthly promotional plans, vendor negotiations, field communication, creative briefs and sales analysis. Created a standardized analysis tool to gauge the effectiveness of each promotion. The analysis was used system wide in marketing meetings as well as regional sales meetings. Led distribution solutions for promotional activities including verification of dates, costs, stock levels and delivery schedules with distributors and manufacturers. The solution is currently being utilized as a best practice within the organization