Marissa Beck Viola Email & Phone Number

Mclean, Virginia, Us

Mclean, Virginia, Us

Brought in to lead global brand identity and content creation for M&M’S and Skittles while supporting North America brand-building and content initiatives for the entire Mars Wrigley confectionary portfolio. I oversee remote teams and global agencies (a collection of some of the best talent in the business) to evolve, transform, and energize these celebrated, beloved brands.I helped establish the North American Brand & Content group. I drove entry into new digital arenas, and evolved the social media department into a full-service, in-house digital production studio. I also led the embedding of Performance Marketing into the Snickers brand team—a first for the company and data-driven shift that became a company best practice.Other initiatives and accomplishments:• Produced consumer-engaging, award-winning advertising and brand engagement campaigns across the entire portfolio.• Appealed to the “next generation of snackers,” effectively landing four Mars Wrigley brands on the list of Gen-Z’s top 20 most beloved brands.• Generated double digit growth for M&M’S, a multibillion-dollar brand. Achieved this result through brand transformation and evolution: modern look and feel, innovative campaigns, purpose-driven messaging, cutting-edge partnerships, and the first new character (the first in 10 years): Purple.• Triggered growth for Skittles by making the brand more relevant—and exciting—to younger consumers (while holding tight to longtime fans). Launched the first consumer-obsessed Skittles campaign, which exchanged the green apple flavor and brought back the coveted lime.• Managed and strengthened a pivotal, ongoing partnership making Snickers the official candy bar sponsor of the NFL. Heightened both visibility and engagement with original campaigns, such as “Rookie Mistakes.”• Energized the marketing and digital approach to keep #1 position in the gum category.

El Segundo, California, Us

Reporting to the President & COO of Mattel, I build and execute global strategies, programs, and initiatives to increase awareness and drive revenue for $4.5B portfolio including all of Mattel’s product categories. I’ve been working with Barbie for years—managing the brand and reputation—as well as other product lines such as Hot Wheels, UNO, Monster High, Polly Pocket, and other owned and licensed intellectual property.My team is exceptional in targeting multiple audiences (kids, parents, and the global community) through 360-degree marketing and communications. We create compelling content, captivating campaigns, and brand-aligned media outreach to reach consumers in the US and around the world.I represent the company and its brands to business, lifestyle, and parenting media outlets, and serve as on-air contributor for “Access Hollywood Live.”• Led corporate and brand conversations addressing racial equality. • Launched the multiyear Barbie Dream Gap Project, the company’s first mission-driven initiative, and deepened the program to better support girls of color from around the world.• Directed marketing and communications for Barbie’s 60th anniversary, resulting in >6B media impressions (more than the Olympics) and triple-digit sales growth.• Used marketing and communications to showcase the relevance of Hot Wheels’ 50th anniversary. This program captured >3B media impressions and a cover story in Autoweek calling the 2018 event the “most influential moment in car culture.” • Created all programming for the wildly popular Mattel Playroom, a free resource encouraging families to #KeepPlaying during COVID-19 quarantine. • Supported brand programs under the corporate “Play It Forward” platform to give back to communities in need during COVID-19. The initiative garnered >1B media impressions including People, ABC News, Good Morning America, and Women’s Wear Daily.

El Segundo, California, Us

Promoted to oversee high-stakes categories and brands, making up 60% of the global business. In this brand marketing and communications role, I led a team to develop powerful content and campaigns that used storytelling and pop culture connections to reach targeted consumers in 150+ countries.In addition to shaping strategy and creating marketing roadmaps, I built Mattel’s first influencer program and continued evolving and energizing Barbie to infuse new energy into the brand and maintain relevance in a changing society.• Part of the core team leading the most significant launch since Barbie’s introduction in 1959 by launching three new Barbie body types (tall, curvy, and petite)—a major rebranding effort that was covered extensively in the media (5B impressions), landed on the cover of Time magazine, and won a Silver Cannes Lion Award.• Repositioned Barbie by creating diversity themes and rolling out new careers, such as entrepreneur, robotics engineer, video game developer, and politician (candidate in the US Presidential election).• Promoted all Mattel brands at major events: New York Toy Fair, Licensing Show, Comic-Con, and others.• Represented the company and brand to the media and public.

El Segundo, California, Us

Tapped to manage and orchestrate brand marketing and communications for Barbie and other product lines. This was an interesting time for Mattel—change was on the horizon and the company was definitely up for the challenge. In this position, I initiated the effort to redefine, revitalize, and modernize the Barbie brand while protecting and enhancing its global icon status. I was accountable for marketing management, internal and external communications (content strategy and management), campaign planning and execution, and crisis management in the US market.• Launched the “Sheroes” program—an ongoing initiative honoring female role models who inspire the next generation of girls. The program has honored 50+ women to date, including Eva Chen, Ava DuVernay, Ashley Graham, and Zendaya.• Co-directed the Barbie in Sports Illustrated campaign, which secured >4B impressions and won a Bronze Cannes Lion award.• Provided crisis management and worked with Senators, lobbyists, thought leaders, and industry stakeholders to mitigate privacy and security concerns for Hello Barbie, the first doll in the world to use artificial intelligence to connect with kids. Through proactive crisis management, Hello Barbie achieved the highest pre-sale of any Barbie product in history.• Appointed Interim Director, US Brand Communications for 6 months.

New York City, New York, Us

I earned a series of fast-paced promotions during my tenure with Ketchum Public Relations. I started as an intern and quickly advanced to Account Coordinator, Associate Account Executive, and Account Executive before stepping into the role of Senior Account Executive.Throughout my experience with this company, I worked with some of the world’s most well-known and respected companies in food and beverage and fast-moving consumer goods (FMCG). I planned marketing campaigns, communications strategies, and nationwide sampling events for new and existing products. I supervised teams, managed timelines, developed editorial calendars, managed Facebook and Twitter pages, tracked KPIs.Clients included Bayer Consumer Care, Clorox, ConAgra Foods, Frito-Lay, Hershey’s, Kraft Foods, and Sony. Campaign budgets often exceeded $2M.• Directed award-winning integrated marketing campaigns, including Lay’s “Do Us A Flavor,” Dreyer’s “A Reason to Smile,” Clorox’s “Bleach it Away,” and Healthy Choice’s “Progressive Coupon.”• Tracked both social media and traditional coverage through food recalls, regulatory changes, environmental backlashes.

Washington, Dc, Us

In this internship, I pitched 1,000+ radio / TV stations and managed media tours for stakeholders from Denny’s, Exxon, Samsung, and other Fortune 500 companies. Edited content and proposals for new and existing clients.

Brisbane, California, Us

I gained hands-on experience as a social media and fashion intern for Glam Media. In this role, I helped launch Tinker, a proprietary micro-blogging application that enabled Glam to outpace the competition in reporting fashion trends directly from the runway. Produced real-time content on Twitter including front-row tweets, twitpics, and videos for 30+ fashion shows.

San Francisco, California, Us

I marketed, sold, and serviced financial products as lead teller in high-volume retail location. Earned top scores for customer satisfaction and loyalty (per Gallup poll), and assisted the branch in ranking in the top 10% of all Wells Fargo locations.

New York , Us

I developed, researched, and pitched stories to Head Producers at Fox News; three ideas were broadcast to 140+ affiliate stations. Represented Fox at Red Carpet premieres, award shows, and media events.

Santa Barbara, Ca, Us

As an intern for this ABC News affiliate, I supported the producers, reporters, and on-air anchors of five live morning and evening news shows each week. Researched and covered two of the largest fires in Santa Barbara’s history.