Riza Javellana
Vice President, Marketing, Mattel, Inc.
Professional Overview
Riza Javellana is an accomplished marketing executive with over 25 years of experience driving brand growth and digital transformation in the consumer products industry. As the Vice President of Marketing at Mattel, Inc., she leads a team of marketing professionals responsible for developing and executing integrated marketing strategies that enhance brand visibility, drive sales, and create engaging consumer experiences.
Experience Summary
Current Role
As the Vice President of Marketing at Mattel, Inc., Riza is responsible for overseeing the company's global marketing efforts across its diverse portfolio of iconic toy and entertainment brands, including Barbie, Hot Wheels, Fisher-Price, and American Girl. She leads a team of cross-functional experts in developing and implementing omnichannel marketing campaigns that leverage data-driven insights to deliver measurable results. Under her leadership, Mattel has strengthened its brand positioning, expanded its digital footprint, and enhanced customer engagement, contributing to the company's sustained growth and market leadership.
Career Progression
Prior to her current role, Riza held several progressive marketing leadership positions at Mattel, including Head of Marketing, Digital and Franchise, where she spearheaded the company's digital transformation and developed innovative brand-building strategies. She also brings valuable experience from her previous roles at L'Oreal and Unilever, where she honed her skills in brand management, marketing communications, and digital marketing. Throughout her career, Riza has demonstrated a track record of driving business growth, fostering cross-functional collaboration, and delivering award-winning marketing campaigns that have earned industry recognition.
Academic Background
Riza holds a Bachelor of Business Administration degree from the University of the Philippines and a Master of Business Administration from the University of Western Ontario's Ivey Business School, where she specialized in marketing and international business.
Areas of Expertise
- Brand strategy and positioning
- Omnichannel marketing and digital transformation
- Consumer insights and data-driven marketing
- Integrated campaign development and execution
- Cross-functional team leadership and collaboration
- Driving business growth and achieving measurable results
Professional Impact
During her tenure at Mattel, Riza has been instrumental in spearheading the company's digital transformation, leading the development of award-winning marketing campaigns that have strengthened the brand's connection with consumers across various touchpoints. Under her leadership, Mattel's digital marketing efforts have achieved significant growth, resulting in increased customer engagement, sales, and market share. Riza's strategic vision and innovative approach have positioned Mattel as an industry leader in the toy and entertainment sector.
Conclusion
With her exceptional marketing expertise, strategic mindset, and proven track record of driving business success, Riza Javellana is a valuable asset to Mattel, Inc. As the Vice President of Marketing, she continues to lead the company's marketing efforts, leveraging data-driven insights and digital capabilities to deliver innovative, impactful campaigns that enhance the company's brand equity and drive sustainable growth.
