I led Hasbro's largest business unit, overseeing iconic brands such as Transformers, Star Wars, Marvel, GI Joe, Beyblade, Power Rangers, Fortnite, and more. With full P&L responsibility and decision-making authority, I developed a 5-year strategic plan to drive growth and enhance profitability. My team consisted of 6 direct reports (SVP/VP level) and a total of 100 members.Key Accomplishments:• Transformed Portfolio Growth: Drove 50% growth in portfolio revenue within 3 years, reaching $2.0 billion and securing the #1 position in the category.• Enhanced Profitability: Achieved a 25% increase in profitability through strategic operational and organizational efficiencies.• Pioneered Product Innovation: Leveraged consumer insights and retooled product development process.• Revamped E-Commerce: Reimagined Hasbro’s D2C e-commerce strategy, scaling sales to $300 million within 2 years.• Digital Transformation: Increased engagement 400% by implemented a comprehensive digital-first marketing approach.• New Consumers: Expanded into new demographics, preschool and collectors, generating an incremental $350 million in revenue.• Franchise Expansion: Untapped markets and opened new revenue streams including entertainment (Transformers One, Bumblebee, Rise of the Beast, GI Joe: Snake Eyes Theatrical/Par; War For Cybertron Anime/Netflix, Earthspark Animation/Nick), regional growth (China, +100% rev increase), AAA video games (Splash Damage), new licenses (Lego and Robosen), and publishing (Skybound Entertainment).• Strategic Licensed Partnerships: Disney, Sony, NFL/NBA/MLB, Epic Games (Fortnite), and more.• Omni-Channel Retail Programs: created bespoke content and campaigns for key retail partners globally.

I led the revitalization of the Nerf and Play-Doh brands through a focus on category-leading innovation, modernized marketing strategies, and a franchise approach that repositioned these brands to resonate with today’s contemporary consumer. Full P&L and decision making oversight. Key Accomplishments:• Strategic Vision: Developed a 5-year strategic roadmap to double revenue within 5 years.• Innovation Pipeline: Streamlined innovation pipeline, focusing on fewer but more impactful products, boosting revenue by 30% and enhancing profitability by 25% in first year.• Elevated Marketing: Created interest and impact through strategic partnerships with top athletes/influencers, extending reach to new platforms like Fortnite, Roblox, and TikTok. Doubled sales and achieved 1.25 billion impressions during the campaign.• Franchise Expansions: Introduced Play-Doh entertainment (Squished//Amazon Prime), apparel, and licensed extensions; launched new Nerf sports partnership (NFL Flag), gaming (console, VR, mobile), LBE (Action Xperiences), digital (official TikTok channel and influencer campaigns), and high-profile collabs (e.g., Fortnite X Travis Scott).

I was entrusted to lead Hasbro's flagship Transformers franchise, along with a portfolio of key partner brands.Key Accomplishments:• Revenue Growth: Spearheaded a transformative "Franchise First" strategy that led to the most commercially successful five-year period in Transformers 35+ year history. • Portfolio Expansion: Grew the partner brands portfolio to $300+ million by securing new licensees and successfully repositioning Beyblade Gen 3 as an evergreen battling brand ($1.0 BN lifetime rev).

I oversaw the strategic development of int’l go-to-market plans for New Release Films across both Physical (DVD/Blu-ray), and Digital (EST/VOD/TVOD). Key Accomplishments:• Record Performance: Grew portfolio 65% to $300M in rev. • Market Penetration: Increased Blu-ray penetration by 50% and Digital HD unit sales by 200%.• Strategic Planning: Helped define consumer roadmap to digital adoption and increasing Blu-ray penetration.

I was responsible for Franchise Management and Theatrical Marketing of key DWA franchises.Key Accomplishments:• Box Office Success: Oversaw successful releases of major films, including Kung Fu Panda ($632M), Madagascar 2 ($582M), and How to Train Your Dragon ($494M). • Franchise Expansion: First ever KFP Online World, Monstrous 3D Super Bowl Event, and TV series "Penguins of Madagascar".

I oversaw the Franchise Management and Consumer Marketing for all Lucasfilm properties including Star Wars, Indiana Jones, and more. Responsible for the global Theatrical, Home Ent, Television, and Digital strategy and execution of Star Wars Episode III franchise and marketing plans. In addition, helped develop and manage integrated marketing and promotional plans for Star Wars Episode I and II across all consumer touch points.