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As Girls & Preschool Global Brand
Manager I launched Paw Patrol, an
animated series in partnership with
Nickelodeon
Partnerships: Managed the relationship
between Spin Master, Nickelodeon and
Guru Studios to develop the Paw Patrol
animation and overall theme of the brand.
TVC: Devised the messaging and managed
the execution and media buy of two TV
commercials. Managed on-set production to
ensure campaign objectives were being met.
Digital Footprint: Developed
Pawpatrol.com into a complete brand
experience utilizing key components of the
IP.
Social Strategy: Organized “The Mom
Patrol” to initiate engagement with our core
consumer, millennial Moms aged 23-35.
Master Toy License:
• Responsible for Slots & Rationale of the
Mainline and Exclusive assortments
• Lead strategic assortment planning and
managed development expectations for the
design and packaging teams.
• Owned the P&L and managed marketing and
direct contributions on a SKU level to
surpass corporate hurdles and maximize the
brand’s profitability.
• Demonstrated proficiencies in cost reduction
to maintain target costing while insuring
quality product reaches the market.
• Marketed and lead the development of the
#3 Toy in the industry (sited by NPD Oct. 2014) The
Lookout Playset.
• Over 2M units (sited by NPD Oct. 2014) have been
sold since the June launch, elevating Spin
Master Ltd. as a growth contender in the
preschool space.
After my success with Paw Patrol, I moved to the
Games division to drive innovative and effective
marketing.
Product Development: Responsible for slots
& rationale and P&L financial management of
the Family & Adult Games Category.
• Partner with packaging team to develop
strong messaging and visually compelling
statements on pack.
TV Commercial: Designed the promotional
positioning as well as managed production for
Fall 2014 key drivers.
• Managed the media buy in partnership with
Mediacom to ensure GRP’s, Reach
Frequency and Media Mix remain optimal
for the target audience and spend.
Babies R Us Private Label
Launched the Purely Simple Feeding Line, Babies R
Us’s first attempt at an infant and toddler feeding
program with innovative technologies.
• Partnered with well established manufacturer to
develop and deliver the Purely Simple brand in
a variety of categories including Infant, Toddler
and Breastfeeding.
• Expanded assortment offering to several other
categories to increase margin expectations to
60%+ IMU.
• Managed over 300 items and spearheaded
initiatives to market them including
Educational Resources (shelf talkers, flip
books, QR Codes)
• Utilized marketing strategies such as
Facebook and pioneered BRU’s involvement
on Pinterest to introduce BRU product for new
mother’s.