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.