Leah Barash Email & Phone Number

Novato, California, United States

San Francisco Bay Area

• Account Team & Employee Management – Hire, develop and mentor high performance teams of up to eight people. Experience managing five agency staff. Develop key client plans and campaigns and lead internal teams through implementation. Primary day to day client contact. • Studio Partner Management – Lead on planning and execution of PR, integrated comms and influencer marketing plans between LEGO Systems Inc and multiple major studios, including Disney, Lucasfilm, Universal, Warner Bros and Netflix. Primary liaison between PR and license partners. • Company Spokesperson – Operate as spokesperson for the LEGO Group on local and national scale. Have served as approved spokesperson for additional clients during tenure, including Looxcie, Texture and Neato Robotics. Example 2019 NY Toy Fair: https://www.youtube.com/watch?v=Y_3hf6A2k2M

• Video Content Management – Ran point on largest company content piece in support a major LEGO anniversary, securing placement on The Late Late Show. Co-wrote, edited and directed top performing content appearing on NBC, NBCUniversal social, LEGO social and LEGO YouTube. Primary advisor to San Francisco Giants on media approach and release of Friends video content. • Strategy Development & Implementation – Ran all strategy surrounding unveil and sustained PR for The LEGO Batman Movie, The LEGO NINJAGO Movie and LEGO Star Wars product portfolios. Oversaw internal team, ensuring goals were surpassed and ROI effectively communicated. • Product Launches & Media Campaigns – Managed national press tours, reviews programs and launch campaigns reaching national tech, entertainment and lifestyle media. Led media and social campaign supporting LEGO Star Wars line, while collaborating with Disney and making LEGO the key licensor partner for a national charitable social campaign. Created global comms plan and aligned with six European agencies to unveil new product portfolio in smart home space. • Employee Hiring & Onboarding – Created formalized onboarding protocol. Managed three employees through performance review challenges to promotions.

• Content Development & Distribution – Developed fresh strategy to drive LEGO NINJAGO purchase intent through collaborative partnership with NBC’s American Ninja Warrior. Project managed tactical execution of LEGO American Ninja Warrior video content series. Cross-departmental and multi-partner production management to ensure authentic, appealing and relevant content. • Client Service & Strategic Counsel – Day to day contact with clients for media updates, strategic counsel and planning. • Partner Relations – Primary agency point of contact for key licensed partners and respective product launches. Ran all product PR for The LEGO Movie portfolio, San Diego Comic Con press opportunities, and primary film spokesperson at New York Toy Fair. • Media & Venture Relations – Developed overarching media strategy to unveil The LEGO Movie product portfolio, collaborating with Warner Bros. theatrical and publicity teams. Managed and staffed bi-coastal media tours for new LEGO tech-focused product line. Worked with A and B round portfolio companies and drove storytelling opportunities for Signia Venture Partners. Launched new product category for video recording wearables through targeted media campaign.• Employee Management - Manager for entry level staff, including onboarding, goal setting, and conducting reviews.

San Francisco

• Media Relations – Created media lists in support of product launches, media tours, consumer and media event outreach and ongoing seasonal and holiday pitch campaigns. Drafted product and service pitches for The LEGO Group, Shutterfly and Pricelock reaching national consumer, tech, enthusiast and trade press. • Systems Management & Business Development – Created and managed coverage tracking structure for agency, still used today. Tracked and reported coverage both internally and externally. Key contributor on new business pitches, including internal brainstorming, presentation development and in person pitch. • Events & Tradeshows - Acted as company representative for the LEGO Group at New York Toy Fair and GenCon. Spearheaded concepting, creation, management and on-site activation of product line launch event for new LEGO Monster Fighters line.

Manager of Midwest region during the preparation, execution and reporting stages for a 5-month long national Nintendo holiday program promoting Nintendo Wii, DSi and 10 software titles, including Wii Sports, Wii Sports Resort, Rayman Raving Rabbids TV Party, Scribblenauts and Imagine: Fashion Designer World Tour. • Metrics & Reporting: Hit 125% of goal by reaching over 1.25 million consumers nation-wide. Holiday sales surpassed 1 million hardware units and 650,000 software titles. Reported weekly findings, challenges, and achievements to internal staff.• Staff Management – Directly interviewed, hired, trained and managed 70 Brand Ambassadors, 28 Assistant Managers and 7 Market Managers.

Responsible for developing and executing all corporate sponsored promotions and marketing programs – both Dallas Mavericks, and NBA-specific.• Sponsorship Fulfillment – Fulfilled sponsored activations every game night and off season for national and local market accounts including American Airlines, Coca-Cola, TXU Energy, Anheuser Busch and Guitar Hero. • Inventory Creation – Created 30+ new game night promotions and $225,000+ in additional revenue through inventory development, including Festival de los Mavs, Party on the AT&T Plaza and Guard the Planet.

Ba, Marketing

Ba, Spanish