Michael Berreth Email & Phone Number

Hired in a player-coach role to start-up a dedicated global marketing department; and develop direct reports into a high-performing team that provides marketing support for licensees unlike any other entertainment studio. Reported to COO. Oversaw team of 4 direct reports and freelancers.​• Drove double digit increase in brand awareness by leading development and execution of company's first global marketing plan for 2024. Secured approval of plans including first paid marketing budgets from COO, CFO, Board, and new CEO. • Drove sell-through of toys at Walmart -- and selection on their 2024 Top Toy List -- with sponsored search ads with Return on Ad Spend 2x the average benchmark; and YouTube video ads with Video Thru Rate of 46% above Google benchmark.

Started Boutique Youth Marketing Agency | Generate New Business | Provide Digital Marketing Consultation• NO COMPROMISE GAMING: Drove +38% increase in sales conversions in 2022 with audit recommendations and strategic marketing plan. Led client in working with creative agency to develop new marketing campaign and videos.• GREENSCREENS.COM: Doubled online store sessions and delivered Return on Ad Sales between 5 to 10 with digital marketing plans that included Google ads and AdRoll retargeting ads. Grew Facebook into #2 traffic source. Ran Facebook and LinkedIn ads with Click-Through Rate that exceeded industry benchmarks by 5x and 2x, respectively.• MAGIC JUMP: Served as VP, Marketing & Licensing. Drove $2 million in incremental sales in one year by leading start-up of licensed product business and securing licensing deals with top entertainment studios (Disney, Warner Bros., NBCUniversal, Nick). Drove highest sales growth (+10%) on base business in 5 years by spearheading lead generation marketing. Turned email into #1 traffic source. Drove 25% increase in Facebook followers. Led development of new branding (logo, videos, website).• DARBY POP PUBLISHING: Sold out inventory of graphic novels and comic books with earned media (online press, YouTube influencer outreach) that reached up to 9 million “targeted” unique visitors per title; and paid digital ads. • SUPER LEAGUE GAMING: Successfully launched licensed Minecraft gaming events with average Click-Through Rate across all paid marketing tactics significantly exceeding industry benchmark by 9x. Exceeded management expectations with ticket sales.• SKY ZONE FRANCHISE GROUP: Served as Digital Marketing Director. Generated incremental $2 million in revenue by leading development of first national media campaign. Helped generate company’s highest-grossing month ever with digital campaigns on “Undercover Boss” episode. Grew social media footprint by 46% from 800k to 1.2 million followers.

Head of Marketing Department with responsibility for brand management, consumer marketing, interactive, strategic partnerships, and marketing services. Reported to C-level executives. Oversaw team of up to 6 direct reports. Core member of Executive Leadership Team.• Generated $2 million in sales revenue and significant marketing value by securing and executing licensed promotions with McDonald’s, Wendy’s, and Carls Jr.; licensed food deals with Kellogg’s and Litehouse Foods; strategic partnerships with non-profits such as American Automobile Association (AAA), Alex’s Lemonade Stand Foundation, Produce for Better Health Foundation, 4-H. • Rejuvenated Strawberry Shortcake character franchise to $3.4 billion in cumulative global retail sales by leading major global brand re-launch including oversight of licensing agents and global marketing plans. This was the company’s #1 largest revenue stream.• Generated 88% increase in sales revenue from $2.6 to $5 million on Cookie Jar brands (Caillou, Richard Scarry’s Busytown, Johnny Test) by leading brand development: toy launches, retail marketing, e-commerce, tie-in promotions, Facebook, mommy blogging, and mobile apps. • Delivered 30% increases in TV ratings and only upward trend in network broadcast TV on Saturday mornings on CBS Kids’ TV programming block with “tune-in” marketing: advertising, watch & win promotions, digital marketing.• Oversaw digital marketing and launched websites, social media sites, e-commerce sites, digital marketing campaigns and mobile apps that drove consumer engagement and sales revenue.

Oversaw agency's largest client Mars Petcare (world's largest petcare manufacturer) with account management, promotion plans, payout analyses. Reported to president. Oversaw 3 direct reports.• Drove agency’s highest annual retainer increase of +55% with 120% increase in number of annual marketing activities (from 26 to 57) and corresponding 71% increase in promotion spending (to $17 million) on Mars Pet Treats brands.• Drove 28% increase in client’s sales revenue (from $119 to $152 million) across Mars Pet Treats brand portfolio with comprehensive consumer promotion plans.

Burbank, Ca, Us

Managed Disney’s Winnie-the-Pooh, the company’s top franchise (before corporate acquisition of Star Wars, Marvel, and Pixar), across the company, including P&L responsibility.• Drove 10% increase in global retail sales on a mature $5.9 billion Disney’s Winnie-the-Pooh business to become the #1 most valuable character franchise in world per Forbes’ “Top Earning Fictional Characters” list with company’s first global strategic brand plan, brand stewardship on entertainment content across The Walt Disney Company, and new licensed product programs.• Generated incremental merchandise revenue of $60 million on Disney’s Winnie-the-Pooh by driving licensing programs on secondary characters. • Helped drive $4 million in sales at Target and Petco by developing strategic platform for new line of Disney Pets dog products.

New York City, Ny, Us

Responsible for strategic marketing plans for rental titles within Home Entertainment Division and previously for Hispanic marketing within Theme Park Division.• Achieved record-breaking results on The Fast and the Furious home entertainment release with $75 million in sales in 1st week -- and biggest 1st week in DVD rental history with $6 million in rental revenue -- by developing creative marketing plan with auto promotions, publicity stunt, MTV sponsorship, multi-media advertising, and DVD special features. • Tripled local Hispanic attendance to Universal Studios Hollywood theme park by leading Hispanic marketing with fully-integrated marketing programs, general market overlays, in-park programs, special events, park discounts, Coca Cola partnership, and multi-media advertising.

Vevey, Ch

Managed brands that generated $94 million in annual retail sales. Traditional brand assignment with P&L responsibility and “channel marketing” role on Nestlé’s candy brand portfolio in movie theaters. Oversaw 2 direct reports and training for all Marketing Associates.• Increased sales of Nestlé’s “Movie Candy” brand, Nestlé Raisinets, by $10 million (from $24 million to $34 million) by launching new flavor extension and pack type, Nestlé Yogurt Raisinets in stand-up bag, and "guerrilla marketing" campaigns.• Increased retail sales of Nestlé’s chocolate & confection brands by 10% (from $23 million to $25 million) in movie theater channel by co-developing new go-to-market plan with menu of consumer-driven, co-marketing programs.

Battle Creek, Michigan, Us

Managed brand that generated $240 million in annual sales with $30 million marketing budget. Led all brand activities: brand plans, P&L responsibility, cross-functional team leadership, new product/pack types, consumer engagement, and consumer understanding.• Led team that transformed Kellogg's Rice Krispies Treats into major snack brand by doubling annual retail sales to $240 million by launching in Front End, benchmarking candy marketing practices, developing brand plans for all channels, and driving start-up of Kellogg’s Snack Division.• Drove impulse sales of Kellogg’s Rice Krispies Treats by investing $30 million marketing budget on consumer engagement activities, including multi-media advertising plan that built in-your-face presence and advertising creative for three TV commercials that built top-of-mind awareness.• Generated $60 million in sales on Kellogg’s Rice Krispies Treats by launching new candy pack types. Fun-Size Bag became #1 selling new Halloween item; and King-Size Bar was awarded “Best New Snack Product” by Convenience Store News.

Mba, Marketing

Bachelor'S Degree, Pre-Law