• Hired to lead business development and transition revenue model from primarily direct-to-consumer to wholesale• Developed a strategic 3 year product plan designed to meet financial growth goals while anticipating the loss of the company’s strongest licensed brand• Built a product dashboard and P&L that served as a guidepost for the Sales and Opps teams, bringing information from disparate resources into one centralized database• Secured more than 100 new sales contacts and established relationships with Target, Walmart, Gamestop & Hot Topic • Established new licensor relationships and pitched cross-category product plans with Disney, Lucasfilm, Warner Bros., Universal, Nickelodeon, WWE, King Features, Blizzard/Activision, Sesame Workshop and more• Led development and licensing of company’s original IP to Universal/Dreamworks and Stoopid Buddy Studios• Responsible for all PR, digital marketing and social media outreach

Responsible for identifying emerging technologies and developing play platforms to bring them to a mass consumer audience. Currently working on Virtual/Augmented Reality, 3D Printing, Robotics and IoT.

• Responsible for driving new Boys and Girls IP development for the company, finding a need in Mattel’s portfolio and a void in the marketplace through in-depth opportunity analysis, ideation, and testing• Developed 3-stage franchise plan for re-launch of Masters of the Universe, driving awareness for the characters and brand prior to a planned Sony motion picture in 2018 • Streamlined licensing program for Masters of the Universe, working closely with licensing agent Dreamworks• Heavily involved in Mattel mentoring program and MBA recruitment activities

• Responsible for driving the $670MM global product portfolio for the Hot Wheels brand, managing a team of 8 • Led strategic AsiaPac growth initiative, with a primary focus on China; Overall results in first year were 19% growth for all of AsiaPac, with China +181% and beating financial plan by 61%• Worked with cross-functional partners at manufacturing facilities in Hong Kong, Thailand, Malaysia and China to find cost efficiencies and deliver compelling product within margin targets• Grew direct-to-consumer operating profit 52% by developing a more focused and efficient line• Secured die-cast rights for Marvel and Star Wars franchises after long negotiations with Disney – a milestone moment for the company• Led package refresh initiative, vastly improving on-box communication for Mom via new segmentation strategy & developing “system” messaging for track sets• Expanded the brand into new categories with development of “Workshop” segment, focused on creativity and design• Oversaw development of 14 TVCs per year for key products, and established low-cost method for developing and testing TVCs prior to production commitment • Developed and maintained licensor relationships with automotive partners, entertainment studios and external brands

• Established first ever Track Task Force, working with design teams and vendors overseas to find cost efficiencies and new innovations for track development; now an annual event for brand• Implemented focused strategy to reinvigorate collector lines at retail; reduced collector skus by 50% and increased sku productivity by 105%; Beat financial plan by 20%• Developed clever, attention grabbing pop culture product for Comic-Con, increasing revenue by 28% and securing celebrity appearance by David Hasselhoff• Quickly developed Team Hot Wheels product line to align with and monetize tentpole global brand initiatives• Drove innovation with breakframe products in the Wheels portfolio: Car Maker, Video Racer, Apptivity, Carcade, and more, garnering numerous awards and press for the brand

• Beat financial plan for Monster Jam product line by 24%• Initiated effort to cost-reduce popular 1:24 scale trucks while maintaining quality and consumer perception; By changing manufacturing source, redesigning sku and developing new package we were able to reduce costs by 26% and lower SRP, while increasing margin and OP• Was awarded Marketing MVP award by Sales Team

Associate Marketing Manager, Hot Wheels • Developed compelling product offerings for collector market during 40th Anniversary year• Increased revenue of direct-to-consumer business by 15%• Analyzed historical shipping model of direct to consumer website and developed a tiered structure projected to increase shipping revenue by 50%

• Developed PR plans, budgets and press materials for Mattel Brands including Hot Wheels, Tyco R/C, Mattel Games, Superman Returns and Batman Begins• Conceived and implemented Speed, KS initiative for Hot Wheels, handling all logistics, event planning, messaging and materials development for a rural celebration of the brand and American car culture in a town of 37; more than 15,000 people attended the event with press coverage from MSNBC, ESPN, "Good Morning America," Associated Press, and Wall Street Journal, resulting in 335MM media impressions• Spearheaded outreach efforts for Superman Returns line of toys, securing hits with "Extra," "Access Hollywood," "The Tonight Show," Newsweek, New York Daily News, Chicago Sun-Times and more• Other client work included: Nintendo, Nestle, Australia Week, AMGEN Tour of California, AEG’s King Tut exhibit, Montana Meth Project and more

• Managed the public relations efforts of six toy brands for Bandai America, developing annual brand plans, providing outreach to national trade and general market media outlets, securing interviews for key executives, and planning the successful launches of several new product lines• Re-launched the Tamagotchi virtual pet with events in San Francisco and New York, garnering national coverage at the start of the holiday shopping season• Participated in launch of D1 Grand Prix for Yokohama Tires, bringing the sport of “Drifting” to the United States • Conducted media outreach and wrote press materials for BSH Home Appliances (Thermador, Bosch, Gaggenau) which resulted in articles in Better Homes & Gardens, Food & Wine, Dwell and more• Wrote numerous press releases for Los Angeles World Airports and supervised tour of LA/Ontario International Airport and Ontario, CA for International POW WOW travel convention