Experience

Angel Studios

• United States
• Entertainment Providers
• 100 - 200 Employee

• Sr. Director of Merchandise

  • Jun 2023 - Present



MGA Entertainment

• United States
• Consumer Goods
• 700 & Above Employee

• Senior Brand Manager

  • Mar 2021 - Jan 2023

  Led and managed a portfolio of 4 brands including 3 new brand launches. Led brand franchise planning, slot planning, cost analysis & positioning with executive support across Product Development & Packaging using consumer insights & industry trends. Presented, pitched and collaborated with Retailer Buyers and Global Markets, providing Sales & Supply Chain with financial quotas, exclusives, & materials to hit revenue goals. Led, developed and executed 360◦ creative integrated marketing strategies, innovative campaigns and engaging experiences including TV, digital media, live action & animated series entertainment content, social media, PR, Influencers, QR/AR, email & retail marketing (B&M and ecommerce) with cross-functional teams to drive consumer demand. Coached, mentored and trained multiple direct reports. • Grew Na! Na! Na! Surprise brand 25% YOY in '21 to $125M. Top 10 Fashion Doll Property, Top 15 Overall Doll Property, and Top 50 Fashion Doll Accessories. Top 50 Overall Toys in US and many global markets: #5 Overall Toy in in Italy & #3 Fashion doll in BX & NL (NPD '21 FY & Q1 '22). 260M social impressions as of Dec '21. Walmart Top Rated By Kids and Wonder Lab, Target Bullseye’s Top Toys, Amazon Holiday Toy List, “Hot New Releases”, and “Most Wished For” F21. Original animated music videos.• Re-launched Lalaloopsy to be the #1 Large Doll Item and Top 5 Large Doll Property (NPD Q1-Q3 '22). 74M YouTube views as of Dec '21, using new live-action series & animated content from Netflix series. Target Bullseye’s Top Toys, Amazon Toys We Love, Amazon Holiday Toy list, Walmart Toys Girls Like Best F21• Launched MGA’s Dream Ella brand as Top 9 New Toy Property & Top 3 New Doll Property (NPD June '22). New Entertainment Series on YouTube, Kidoodle.TV & Happy Kids Roku app. Amazon Holiday Toy list F21• Led Pui Pui Molcar licensed brand launch, doubling POS in Q4 '22. Stop motion animation increased TikTok & Instagram metrics. Toy Insider’s '22 Holiday Gift Guide Show less

• Global Brand Project Manager

  • Aug 2019 - Mar 2021

  Contributed to the L.O.L. Surprise! team winning three 2020 TOTY awards: Toy of the Year (3 years in a row), Doll of the Year, & Collectible of the Year. Promoted in Feb. 2020 to lead International Marketing for all Girls brands, improving processes & workflows• Pitched new L.O.L. Surprise! F20 products to buyers and distributors at New York Toy Fair (NYTF) 2020, Na! Na! Na! Surprise at F21 showroom, and new brands at MGA Open House• L.O.L. Surprise! Franchise management, aligning senior executives across sales, marketing, entertainment, legal, licensing, media, PR, supply chain, research, experiences, and Int’l, including successful F19 tentpole Winter Disco launch of product & Amazon movie, and Sony Music partnership• Planned displays for NYTF, Showroom & Int’l Toy Fairs (Hong Kong, Nuremberg, Australia, Benelux, etc.)• Assisted in Rainbow High Entertainment Content Series production, schedule tracking & script edits/approvals• Managed 2 MGAE Holiday sponsorships: 125 U.S. Simon Malls Santa displays and 4 targeted NY/LA Westfield Malls including window displays, collateral, and 100+ high-impact large-format video screens, and OOH NY billboard • Managed POG displays for Showroom, Walmart, & Target, sales training, retail, ads, POS, price lists, & research reports Show less

• Brand Manager

  • Feb 2019 - Aug 2019

  Interim role to brand manage The Original Moj Moj collectibles brand and contribute to other new emerging MGAE Girls brands, including Na! Na! Na! Surprise. Included brand positioning, pitch scripts, presentation materials, videos, packaging, sales analysis, photoshoots, YouTube branding & content, ecommerce, social media, influencers, & shopper marketing, including Google ads & 328% ROAS on Criteo.• Added organizational process and leadership to L.O.L. Surprise! franchise management, aligning senior executives across LOL initiatives in sales, marketing, entertainment, legal, licensing, media, PR, supply chain, research, experiences, and International. Led competitive research projects.• Led Walmart Top Rated by Kids event planning; the team effort resulted in all 4 toys submitted winning the TRBK rating! L.O.L. Surprise! O.M.G. Assortment, L.O.L. Surprise! Glamper, Rainbow Surprise Dolls, & What’s In My Purse Doll Purse.• Led the Girls Marketing Vidcon planning & execution; brought together a cross-functional collaborative team, including experiences, PR, marketing, media, entertainment & design. Created run of show, games, demos, sourced vendors and booth needs, collaborated on social media assets & social planning, scripts, A/V content, and POS tech. Show less



Disney Media & Entertainment Distribution

• United States
• Entertainment Providers
• 700 & Above Employee

• Manager, Marketing, Digital Media, Disney Baby

  • Aug 2013 - Nov 2018

  Developed and executed annual plan for digital advertising, SEM, CRM, lead generation, and website for the Disney Baby brand. Role expanded to oversee digital advertising, media agencies, and creative initiatives spanning strategy, creative ideation & direction, budget administration, and vendor management. Drove cross-functional social media, influencers, website, and creative teams to continually optimize messaging and marketing mix/channel strategies. Focused efforts on expanding brand awareness, engaging millennial customers, and growing sales at leading retailers. • Creative producer: all display advertising, search engine marketing, website redesign & merchandising, email. Produced videos e.g. “Designing Spaces” segment on Lifetime TV, and multiple Amazon video shorts, including writing/editing scripts, hiring celebrity talent, & negotiating terms. Created innovative mobile advertising resulting in benchmark-breaking CTRs• Media: Doubled paid media CTR and reduced CPC to 1/10th YOY. +121% increase in audience impressions YOY & +15% increased reach of targeted audiences• CRM: Acquired high-quality leads who click to retail at 134% over industry benchmark • Licensees reported 20-60% lift in product sales per tactic• Captured new market share by launching Hispanic-based marketing efforts leveraging digital content and retail promotions. • Received recognition from Punchbowl.com as #1 blog from a brand. Show less

• Assistant Marketing Manager, Disney Baby

  • Jun 2012 - Aug 2013

  Guided brand building, customer engagement, and marketing for this leading DCP brand in partnership with sponsor Kimberly Clark. Led product launches on Amazon, Stride Rite, and other major mass retailers. Commissioned content from bloggers, led CRM and customer acquisition. Successfully launched Disney Baby in China, Japan, and Russia with marketing strategy spanning advertising, packaging, websites, and collateral.

• Project Manager, Creative Operations

  • Jul 2009 - Jun 2012

  Managed 300+ cross-segment global marketing projects, contributing to $500M in WSS annually. Received Leadership Award for exceptional work and “leading the way.” Recruited back to Disney team to drive the conception of creative and product development projects for 2 major teams and numerous cross-lines of business/cross-segment pitches and global initiatives. Openly collaborated with or led teams consisting of C-suite, global partners, sales, design, creative, legal, franchise, and more.• Expertly managed global marketing projects, including video productions, Blu-Ray special features, and direct-to-consumer marketing campaigns.• Oversaw entire lifecycle of creative, retail, and events projects - prioritizing workflow, managing budgets, and monitoring milestones to consistently deliver on-time and in compliance with financial objectives. Show less



DIRECTV

• United States
• Entertainment
• 700 & Above Employee

• Manager, Sales Communications

  • Mar 2009 - Jul 2009

  Was responsible for writing, developing and managing all communications to DIRECTV dealers via sales guides, fact sheets, weekly Dealer Update emails, urgent e-flashes, monthly newsletters, dealer website content, presentations and video. I researched, with input from multiple departments, and wrote the weekly Team Update email which is the authority on internal news for the Sales and Marketing departments. Managed the development of new collateral for the Consumer Electronics channel. Was responsible for writing, developing and managing all communications to DIRECTV dealers via sales guides, fact sheets, weekly Dealer Update emails, urgent e-flashes, monthly newsletters, dealer website content, presentations and video. I researched, with input from multiple departments, and wrote the weekly Team Update email which is the authority on internal news for the Sales and Marketing departments. Managed the development of new collateral for the Consumer Electronics channel.



Disney Media & Entertainment Distribution

• United States
• Entertainment Providers
• 700 & Above Employee

• Project Manager, Creative Operations, Fashion & Home/Home Improvement

  • May 2008 - Jan 2009

  Received a Mickey Award for excellent work, successfully managing every detail of multiple marketing projects. Worked with the marketing, branding and creative teams on the launches of two major multi-faceted product lines with licensees along with multiple other projects. I was integral in the process of product development, retail pitches, photo shoots, packaging, POP, collateral, website development, guide development, and legal clearances. Received a Mickey Award for excellent work, successfully managing every detail of multiple marketing projects. Worked with the marketing, branding and creative teams on the launches of two major multi-faceted product lines with licensees along with multiple other projects. I was integral in the process of product development, retail pitches, photo shoots, packaging, POP, collateral, website development, guide development, and legal clearances.



Disney Media & Entertainment Distribution

• United States
• Entertainment Providers
• 700 & Above Employee

• Production Planner, Digital Studio, Retail Sales & Marketing (RSM)

  • Jun 2005 - Feb 2006

  As Project Manager for the Digital Studio, I was the liaison between the various lines of business (LOB) within DCP and the production artists in the areas of Retail Production, Digital Production, Photography and Digital Ink & Airbrushing. Scheduled and tracked multiple projects daily, estimated project costs for LOBs and RSM Project Managers, interacted daily with finance, and compiled SAP cost reporting per project. As Project Manager for the Digital Studio, I was the liaison between the various lines of business (LOB) within DCP and the production artists in the areas of Retail Production, Digital Production, Photography and Digital Ink & Airbrushing. Scheduled and tracked multiple projects daily, estimated project costs for LOBs and RSM Project Managers, interacted daily with finance, and compiled SAP cost reporting per project.



Gymboree Play & Music

• United States
• Education Administration Programs
• 300 - 400 Employee

• Regional Corporate Teacher/Trainer

  • Oct 2002 - Mar 2005

  As the So. California Regional Corporate Music Trainer and Lead Art, Play and Music Teacher for the International leader in child development play programs, I taught all of the programs, organized and facilitated training events for new employees, and traveled to evaluate employees regionally. As the So. California Regional Corporate Music Trainer and Lead Art, Play and Music Teacher for the International leader in child development play programs, I taught all of the programs, organized and facilitated training events for new employees, and traveled to evaluate employees regionally.



John Tesh Radio Show

• Sherman Oaks, California

• Associate Producer

  • Jan 2002 - Oct 2002

  Sole writer for John Tesh’s weekly 3-hour lifestyle radio show of “music and intelligence for your life,” the largest independent syndicated radio show in the U.S. with 8 million listeners worldwide. Produced 30+ page scripts weekly based on extensive research from the Internet, newspapers and magazines. During my time as primary writer, the show experienced great success with a growing number of stations and began the process to become a daily show. Sole writer for John Tesh’s weekly 3-hour lifestyle radio show of “music and intelligence for your life,” the largest independent syndicated radio show in the U.S. with 8 million listeners worldwide. Produced 30+ page scripts weekly based on extensive research from the Internet, newspapers and magazines. During my time as primary writer, the show experienced great success with a growing number of stations and began the process to become a daily show.



Unison Music and Pamplin Records

• Nashville, Tennessee, United States

• Freelance Writer

  • Oct 1998 - Dec 2001

  As the primary marketing copywriter for the Unison music label and the Pamplin record label in Nashville, TN, I wrote descriptive benefit-oriented marketing copy about each album series for sales brochures, one-sheets and album packaging. As the primary marketing copywriter for the Unison music label and the Pamplin record label in Nashville, TN, I wrote descriptive benefit-oriented marketing copy about each album series for sales brochures, one-sheets and album packaging.



Word Records

• Nashville, Tennessee, United States

• Manager of Advertising and Merchandising

  • Jun 1998 - Dec 1999

  Created marketing plans and executed all advertising and merchandising for all artists’ albums on the Word Records label, one of the world's leading record companies creating content for the faith-based market, resulting in many gold and platinum selling albums. I purchased all print, direct mail, radio and television media, secured financial partnerships with co-op advertisers, wrote copy, designed ads and worked with the in-house creative services team and outside vendors and delivered all under deadline and budget for numerous brands (artists) simultaneously. I was also responsible from conception to production and delivery for all point-of-purchase merchandising, music samplers, and album pre-releases. I contributed to radio promotion when we were short-staffed by producing packaging and content of radio singles, spots, specials, resource disks, liners, edits and hiring talent. Show less



Donrey Media

• Fort Smith, Arkansas, United States

• Writer, Communications Division, Advertising/Promotions Dept.

  • Jan 1998 - May 1998

  Provided writing, copyediting and graphic design for internal and external communications. Created promotions for Donrey’s 48 newspapers, wrote and designed newspaper ad campaigns, as well as POP displays and flyers. Wrote feature articles and news releases and copyedited many corporate newsletters and printed materials. Coordinated the 1998 Donrey Awards program, improved contest brochure, and recruited judges. Contributed to research, photography, and creation of visuals. Provided writing, copyediting and graphic design for internal and external communications. Created promotions for Donrey’s 48 newspapers, wrote and designed newspaper ad campaigns, as well as POP displays and flyers. Wrote feature articles and news releases and copyedited many corporate newsletters and printed materials. Coordinated the 1998 Donrey Awards program, improved contest brochure, and recruited judges. Contributed to research, photography, and creation of visuals.



Rheem Manufacturing

• United States
• Consumer Goods
• 700 & Above Employee

• Publications Specialist, Marketing Communications Dept.

  • Jan 1997 - Jan 1998

  Responsible for all product literature for Rheem’s three brands: Rheem, Ruud and Weatherking. Interacted daily with printing vendors, artists and advertising agencies to produce final product. Included travel. Oversaw production and revisions of hundreds of technical manuals, consumer brochures and technical communication bulletins. Created an electronic template for company-wide use to standardize and automate posting of Intranet bulletins. Heavy proofreading, editing copy, research and writing of reports, press releases and the corporate newsletter. Show less



Philips

• Netherlands
• Hospitals and Health Care
• 700 & Above Employee

• Production Supervisor, *FunHouse* Production Group, Philips Media Games

  • May 1993 - Jan 1996

  Second in command under the director/producer, I was responsible for organizing and supervising the production pathway in the creation of animated CD-ROM and console games. Served as the project manager/central coordinator working with artists, engineers, directors and others in the creative process to ensure quality control and maintain the production schedule of several multi-million dollar projects. Tasks included managing, scheduling, tracking, planning, problem-solving, and hands-on technical manipulation of art using 5 computer platforms. Also included research and report generation. Show less