Aimee L.

Vice President, Global Franchise Marketing

Professional Overview

Aimee L. is an accomplished marketing executive with over 15 years of experience driving strategic brand growth and franchise development for leading consumer product companies. As the Vice President of Global Franchise Marketing at Mattel, Inc., she is responsible for developing and executing innovative marketing strategies to elevate the company's iconic brands worldwide.

Experience Summary

Current Role

As Vice President of Global Franchise Marketing at Mattel, Inc., Aimee oversees the strategic direction and integrated marketing initiatives for the company's diverse portfolio of toy and entertainment franchises. In this role, she leads a team of marketing professionals to drive brand awareness, consumer engagement, and revenue growth across global markets. Key achievements in her current position include:

• Spearheaded the successful launch of a new digital-first marketing campaign for the Barbie franchise, resulting in a 25% increase in brand engagement among Gen Z consumers.

• Implemented a data-driven approach to franchise planning, leveraging customer insights to optimize product development and distribution strategies, leading to a 15% year-over-year increase in franchise sales.

• Fostered cross-functional collaboration with the product development and licensing teams to enhance brand synergies and maximize the commercial success of Mattel's global franchise offerings.

Career Progression

Prior to her current role, Aimee held several marketing leadership positions at Mattel, Inc. and Fisher-Price, where she showcased her ability to drive brand growth and innovation. As the Senior Director of Marketing, she led the strategic repositioning of the Fisher-Price brand, resulting in a 12% increase in market share within the infant and toddler category. Additionally, as the Senior Marketing Manager for the Barbie brand, she spearheaded the development of a content-driven marketing campaign that received industry recognition and a 20% uplift in brand favorability.

Academic Background

Aimee holds a Bachelor of Business Administration degree with a specialization in Marketing from the Wisconsin School of Business, where she graduated with Honors. She is currently serving on the External Advisory Board for the Wisconsin School of Business, leveraging her industry expertise to shape the curriculum and support the development of future marketing leaders.

Areas of Expertise

• Integrated marketing strategy and execution

• Franchise development and brand portfolio management

• Consumer insights and data-driven decision-making

• Cross-functional collaboration and team leadership

• Digital marketing and content strategy

• Omnichannel customer engagement

Professional Impact

Aimee's strategic vision and innovative marketing approach have earned her recognition within the industry. She was recently featured in AdAge's "40 Under 40" list, highlighting her contributions to the evolution of the toy and entertainment marketing landscape. Additionally, Aimee's leadership and mentorship have inspired the next generation of marketing professionals through her involvement with the Chief network, a community dedicated to supporting and empowering senior-level women in business.

Conclusion

With her extensive experience, proven track record of success, and industry-leading expertise, Aimee L. is positioned to continue driving transformative growth and innovation for Mattel, Inc.'s global franchise portfolio. Her strategic vision, data-driven approach, and collaborative leadership style make her a valuable asset in the ever-evolving world of consumer marketing.