Patrick Schneider Email & Phone Number

Pawtucket, Ri, Us

Pawtucket, Ri, Us

• Responsibility over brand marketing and new product development for $300MM Star Wars and Indiana Jones business. Manage and develop team of six to create brand marketing plans and innovation strategy for portfolio of brands.• Led marketing team in developing brand strategy and promotional plans for 2022 Star Wars business. Worked with agency on linear TV marketing campaigns, partnered with PR team on earned media plan, and piloted new influencer strategy. In my first year, drove top results since 2017• Built marketing strategy for new Indiana Jones brand, arranging media reveal of partnership, launching brand at PulseCon, Hasbro’s virtual comic con, and developing plan for continued influencer engagement, live events, and social support. Record launch for new brand, exceeding benchmarks by 2x, and setting #1 item in category• Crafted 2022 retail event strategy, including Obi-Wan Wednesdays, a first-of-its-kind omnichannel program driving in-market product tied to entertainment. Program launched with May the Fourth kick-off integrating ownable Livestream, PR activation, and broadcast television earned media, driving revenue +190% v LY

Pawtucket, Ri, Us

• Led brand marketing and new product development for portfolio of Star Wars premium brands and new Indiana Jones brand. Manage and develop two direct reports• Built marketing plans for 2020 & 2021 Star Wars Premium segment, developed new PR strategy to generate increased demand, and led teams in execution and delivering the business. Drove two consecutive record years for Star Wars Premium segment• Identified incremental expansion opportunity for Indiana Jones brand. Developed vision for the new business, led team in brainstorming white space, and secured buy-in from external and internal partners. Selected to lead brand, expanding portfolio by 25%• Led Star Wars team planning for 2020 virtual PulseCon event. Set vision for brand content, crafted strategy to drive maximum news and excitement, and moderated brand presence. Star Wars achieved highest brand viewership, and drove top brand sales

Pawtucket, Ri, Us

• Led brand marketing and new product development for half of Star Wars line, including premium, collectibles, and value segments. Manage and develop two direct reports.• Defined new strategy for Value Channel based on unique needs of value retailers & consumers. Reacted quickly to retailer need, secured buy-in from senior management, and drove speed-to-market launch in less than one year. Drove topline growth of 300% YOY• Worked with team in launching HasLab, industry’s first crowdfunding platform, establishing new direct-to-consumer business model for Hasbro. Defined product offering, set pricing strategy, and crafted PR and marketing plan. Final volume exceeded target by 80% and HasLab established as new company-wide platform• Partnered with Consumer Insights to identify and segment consumer for Black Series brand. Conceived and executed research study fielding brand consumers from Hasbro selling website. Analyzed and interpreted data to successfully identify demographic & psychographic breakdown of Black Series consumer• One of fifty employees accepted into Hasbro Mentor Program. Only individual chosen to work directly with Hasbro CEO

Pawtucket, Ri, Us

• Led new product development for half of Star Wars line, including premium, roleplay, and interactive segments• Built first long-range global plan for premium segment to drive volume in under-indexed markets, overhauling pricing and advertising strategies. Conceived and led Hasbro’s first EU Fan Summit. Increased segment volume in target markets by 34% over three-year period• Identified forecasting optimization as opportunity to drive volume in six global markets. Led team to improve communication and deliver improved mix to market. Drove meaningful incremental net revenue in first months

Minneapolis, Minnesota, Us

Pillsbury Frozen Biscuits, Foodservice:• Assigned increased leadership responsibility $200MM business (31 SKUs), with 52% category share. Managed P&L and established volume, profit, and share expectations. Led team to create and execute marketing plan strategies, including advertising, packaging, and promotions. Coached and mentored junior associate marketing managers and business analyst• Managed cross-functional team in strategic K-12 channel-specific initiative to renovate/reposition portfolio by increasing menu frequency within regulations. Directed customer testing, developed sales materials, and supervised launch. Quick reaction to Customer need yielded 63% volume increase in first months of launch• Led team through portfolio growth strategy to address consistent volume declines by expanding to incremental geographies and channels. Analyzed existing research, traveled in-field to conduct new research, led ideation, and personally crafted one platform of new strategy. Expected volume growth of 11%

Minneapolis, Minnesota, Us

Pillsbury Refrigerated Dough:• Promoted within one year to position. Managed all white-space innovation and commercialization for $1.3B business with 70% category share. Challenged to build out pipeline, increase speed-to-market, and combat competitive entry. Won company award for remarkable work• Led cross-functional team in driving the Pillsbury Melts sub-brand from initial concept through launch in 9 months. Oversaw pricing strategy for premium category tier and identified product positioning targeting incremental usage occasion. Consumer testing on TPO passed by 10-20% over all hurdles• Developed $1.5MM launch campaign for Pillsbury Melts integrating package design with full digital advertising, sampling, in-store promotion, and price promotion cross-marketed with core line. Line exceeded year-one sales objectives of $16MM, with volume in top 20% of segment and 5.3% segment share• Developed new strategy to expand seasonal offerings and establish new partnerships with retailers. First offering, Pumpkin Roll, launched within two months of ideation. A top performer in target timeframe with volume in top 20% of seasonal portfolio. Biggest retail partner requesting additional offerings

Minneapolis, Minnesota, Us

Established Fruit Shapes:• Managed $160MM Fruit Shapes portfolio (28 SKUs). Grew volume 27% and segment share 4.8% after years of declines through new marketing campaign, strategic focus on shelf presence (5 package refreshes), and new product innovation (4 new SKUs and 2 equity rotations). Awarded one of three division annual awards in recognition of success in returning brand to growth• Partnered with agency to craft advertising strategy, design media plans, and develop creative assets for $1.4MM digital campaign featuring Mott’s equity. New campaign boosted baselines 14%• Created new licensing strategy and led successful bid for Minions equity. Developed integrated package graphics and sales release materials for Minions and Teenage Mutant Ninja Turtles (TMNT) launch. Minions #2 turning equity in category and TMNT top-third turner, with combined sales of $22MM• Developed brand architecture and repositioned Ocean Spray line to emphasize fresh and upbeat personality in new package design. Improved shelf presence yielded 23% increase in base turns

Cupertino, California, Us

• Led review of financial reporting process to determine most efficient design and secure buy-in on a common structure. Design presented to senior executives as a potential company standard• Automated report in Excel, producing a dynamic product with multiple filtering and selection options. Manager committed to this report as the group standard moving forward

Boston, Ma, Us

• Managed P&L for Summer Program and associated brand. Developed brand strategy and led team in shaping marketing plan strategies. Set volume and profit expectations. Managed and developed five direct reports. Stabilized brand after two years of declines, maintaining category leadership• Created new advertising campaign combining traditional print, PR, and direct mail with full digital and social integration. Campaign delivered annual revenues of $2.5MM and nearly doubled profits• Developed industry’s first international growth strategy, expanding to 17 countries in Europe, Asia, and Latin America, and gained leadership approval to launch. International sales accounted for 24% of total volume

Mba, Marketing

Ba, Math, History, Drama