Jul 2024 — Now
Brand and Product Consultant · Freelance
• Identified core customer demographics and developed branding and marketing strategies for CPG brands and founders.
• Managed product line white space analysis, sourcing, engineering, lifecycle management, and packaging development.
• Achieved a 20% increase in brand awareness and a 15% growth in product sales through targeted marketing campaigns and product enhancements.
Oct 2023 — Jul 2024
Senior Merchant · Event Network, LLC
BRINGING NEWNESS AND EXCITEMENT TO RETAIL
Current oversight includes performance, merchandise strategy, development, and buying team management for Toys/Games, Plush, and Geology categories at all zoo, aquarium, science, nat history, art, botanical, historical, military, and iconic partner retail locations.
STAY AND PLAY
Elevating the customer retail experience by identifying fun, engaging, sustainable product suitable for in-store demonstration, customization, and play.
SOMETHING FOR EVERYONE
Representation and inclusion matters in product assortment and enjoyment in order to connect on an emotional level with each guest and customer. #theEXPERIENCEmatters
Jul 2023 — Oct 2023
Toys Special Project Consultant · Event Network, LLC
Event Network operates retail services within zoos, aquariums, art and military museums, botanical gardens, and other cultural centers.
My consultant work focuses on business analysis within the toy vertical, identification of line plan gaps, strategy to augment growth of key drivers, private label brand development, new product sourcing, ideation of new products/categories disruptive to the current assortment offering that will wow guest & customers, and establishing external raw material and technology partner relationships that can help achieve company conservation and product sustainability goals.
Jan 2022 — Dec 2022
Vice President Of New Product Development · Doing Things Media
Doing Things Media owns and operates more than 25 of the most culturally relevant brands across social media. Everyday, millions of consumers interact with our content. We understand modern internet culture and have a proven methodology for creating, navigating, and incubating cultural digital trends. Our process is unique, and our purpose is to connect consumers across the world with humor and happiness.
Created and executed data-driven strategies to scale DTM’s consumer product programs through planning, conceptualizing, development, and delivery of fun, on-trend, and shareable products. Primary focus on transforming online digital content into physical real world products.
Apr 2021 — Nov 2021
Director of Product Development & Engineering ·
NixonNixon is a 20+ year veteran of the surf/skate industry and pioneered watches marketed directly to the action sport athletes and enthusiasts.
My responsibilities included managing a team of PDMs through full cycle product development for hardgood and softgood categories, identifying 3rd party development partners, new technology adaption, and product and cost engineering.
Apr 2015 — Apr 2021
Vice President of Product Development · Equity Management Inc.
Equity Management is a licensing agency focusing on corporate brand management and represents primarily Fortune 500 companies in a domestic and global capacity.
In this role I led the team responsible for all new product development in brand advancement and brand extension categories (over $100million annual in retail dollars), as well as serve functions in client and licensee management, potential licensee review, and new client development.
Apr 2013 — Jan 2015
Director of Product Development · Cartwheel Kids
Cartwheel Kids LLC was a kitchen table startup that designs and manufactures unique and innovative playthings for children ages infant to tween including preschool toys, figures, play sets, plush, dress-up, role-play, seasonal and novelty items, and more.
Directly responsible for oversight of hardline and plush product development including sourcing, negotiations, engineering, quality management, testing, vendor management, and global process controls in a dynamic startup environment.
Nov 2010 — Apr 2013
Product Manager · KidKraft, Inc
KidKraft is a specialty toy manufacturer specializing in wooden toys, playsets, and outdoor play.
Hired to integrate a new development engineer/project manager role into the existing organization. Oversaw development of company’s largest 2 categories (60% overall revenue): kitchens and dollhouses. Custom product specialist for Costco, Target, and other mass retailers providing unique skus and differentiation between competing retailers.
Jun 2005 — Aug 2010
President · South Bay United Water Polo Club
While fully employed at Mattel, I was the organizational director and a team coach for this 501(c) community youth sports club. Reporting included 7 coaches and 3 parent board members. Reversed negative spending and a 2 quarter runway into self sustainability through renegotiating contract terms with the city, brand image and website updates, hiring players of the US women's Olympic team as coaches, and growing membership by 200%+. So proud to see those I coached at 10 and 12 years old go on to compete in college and US National Team level.
Also served as California Coastal Zone Assistant Coach for the USA Water Polo Olympic Development Program for 3 years.
Nov 2004 — Sep 2010
Cost/Value engineering, product development, tool planning, cost estimation, project management, milestone planning, stage gate development
Business unit development lead on tween brands including High School Musical, Hannah Montana, and the introduction of Mattel’s first new IP in 30 years, Monster High.
Sep 2003 — Oct 2004
Cost Engineer · Jakks Pacific
