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Head of Marketing, Boys Portfolio, Asia Pacific Region

A seasoned marketing professional with over 10 years of experience in a wide variety of marketing capacities and proven executive presence. Vetted and exceptional experience in product development, content development, creative activation, agency relationship, international sales, and digital marketing. I thrive on the excitement of developing unique marketing strategies and activations to generate not only revenue, but also inspire joy across the team. My experiences are drawn from living in Orange County, New York, and Hong Kong, and traveling the world to become a truly global thinker in how to play in the world economy. My worldwide experience is backed by a passion and work-ethic that effortlessly combines optimistic California culture with the urgency of New York, and the efficiency of Hong Kong.

Managing a complex portfolio of over 20 global and local brands, across 14 countries in the Asia Pacific Region. Laser focus on efficiency, scale, and relevance has generated sales growth of +30% for the portfolio vs. 2014, becoming the #1 department and region for growth across Mattel.  
•	Regional P&L responsibility including product selection, pricing, media spend, non-media activation planning, and commercialization strategies for a wide range of products across a variety of retail environments
•	Liaison and advocate for local APAC countries and retailers to corporate Mattel headquarters for product development and brand strategy
•	Approves and optimizes local marketing plans to ensure effective media spend and adherence to global brand standards while allowing for cultural flexibility and localization
•	Lead development of unique product offerings, from strategy to final product execution, that will appeal to highly developing markets including China, Indonesia, India, and Korea.   
•	Key stakeholder in commercialization strategies and long term planning for regional forecast with cross-functional collaboration with Consumer Products, Sales, Finance, Supply Chain, and local retailers and agencies.  
•	Manage licensor relationship for major studios, entertainment properties, and brands for all Asia Pacific.  Lead representative for Senior level pitch and business update presentations.

Developed and Synthesized Global Brand Strategy and Marketing for Hot Wheels, the #1 Boys Brand in Toys, representing over $900MM in worldwide volume 
•	Led creation of global brand campaigns from strategy definition to creative development and implementation; ensuring marketing synergies and brand alignment worldwide and collaborative agency relationships
•	Drove the social/digital/live event strategy for Hot Wheels.   Increased the brand’s social media fan base over 300% with the Hot Wheels for Real campaign and world records stunts, athlete sponsorship packages, Rad Dads Father’s Day initiative, and the Darth Vader life-size car. 
•	Managed the content creation and distribution for Hot Wheels across live action motorsport stunts, animated content for Netflix, and YouTube customized programming.  Content has received over 500MM+ video views across all of Hot Wheels’ online channels. Winner of the Gold Lion for Branded Content and the Silver Lion for Promo & Activation at the 2013 Cannes International Advertising Festival.  
•	Managed a wide network of cross-functional stakeholders, including Mattel’s global subsidiaries, internal business units, and external partners in order to monitor and deliver worldwide market performance and adherence to global brand standards.
•	Senior strategist and project manager for co-branded collaboration efforts with external companies and athletes such as Red Bull, Ford, Chevrolet, Gas Monkey Garage, Comic-Con International, and SEMA trade show.

Sr. Marketing Manager, Global Brand Strategy, Hot Wheels

Created and implemented Global Brand Partnership Marketing and Activation Strategy for Mattel Games division, developing a new benchmark for partnership marketing across Mattel and generating significant brand awareness for Mattel Games.
•	Responsible for selection, hiring and management of Partnership Marketing agency to ensure effective agency/client relationship
•	Presented marketing programs for several brands to prospective partners at key trade shows such as Licensing Show Las Vegas, tailoring each presentation to the partner and securing 12 new promotional partnerships in celebration of the UNO 50th Anniversary celebration
•	Special assignment in Brazil to analyze the games category and design and implement action plan to expand Mattel’s presence.  Generated additional $2MM in profitable growth to the company in a rapidly declining market. 
Full ownership of TV commercial development process from briefing, creative approval, on-set shoot management, and final editing approval for all Games spots.  Winner Mattel Commercial of the Year for Scrabble “Meet Blank”

Sr. Marketing Manager, Global Brand Activation & Partnerships, Games

Led product development efforts for all Mattel Games synthesizing Consumer Insights into actionable launch plans with marketing activations across traditional and new media to generate over 10% annual growth in a declining category.
•	Cross-functional collaborator with Games product and packaging design team to lead product development efforts for years of games offerings based on research with consumers for informed decision making.
•	Winner of several toy development and marketing awards including the Toy of the Year for UNO Moo and Mindflex.
•	Created Games retail promotional plans with Customer Marketing and Sales divisions to increase Games share of retail space by over 15% across major big-box retailers including Wal-Mart and Target.

Marketing Manager, Games

Sole responsibility for managing UNO, the largest brand within the Mattel Games portfolio
•	Led cross-functional teams from Design, Finance, Operations, Sales, and Marketing to design and launch new UNO products based on consumer insights and concepts rated highly rated on both qualitative and quantitative metrics.
•	Performed detailed POS analysis utilizing proprietary data streams, created inventory management standards to reduce out of stock incidents and eliminate costly inventory overages.

Associate Marketing Manager, UNO

•	Developed Marketing fundamentals key in CPG businesses and flawlessly executed 2 new product line launches.  Integrated seamlessly into the Mars organization acquiring knowledge of Customer Marketing, Channel Segmentation, Sales Merchandising, Consumer Insights, Agency Relationship, and Product Development. 
•	Identified appropriate macro consumer trends, competitor moves, and business performance through market observation, external agencies, and IRI data analysis.
•	Provided strategic direction and critique to design agency to develop a unique and compelling package design with clear communication and consistency with the Pedigree brand.

Associate Marketing Manager, Pedigree & Whiskas

•	Negotiated sponsorship plan and activation of the Teen People Rock ‘n Shop Tour.  Responsible for budgets, creative advertisements, staffing, and on-site execution.  Presented proposal and key findings upon completion to the Marketing Director and Senior Brand Manager.
•	Assisted with ROI calculations for call-to-action activities associated with athlete sponsorships, MTV Movie Awards, and other national marketing promotions.  Collaborated with cross-functional teams to implement findings.
•	Supported the Channel Marketing team with analysis of retail accounts and the effectiveness of the trade program.

Marketing Associate, Promotions and Partnerships

Find out detailed information about Rebecca Cottrell, Head of Marketing, Boys Portfolio, Asia Pacific Region in Orange, CA

Rebecca Cottrell: Head of Marketing, Boys Portfolio, Asia Pacific Region in Orange, CA

Rebecca Cottrell

Mattel East Asia, LTD

Mattel, Inc.

Mattel, Inc.

Mattel, Inc.

Mattel, Inc.

Mars, Inc.

Virgin Mobile USA

New York University, Stern School of Business

University of California, Irvine