Susan Zheng

Senior Director - Global Brand Marketing, Dolls Portfolio

Professional Overview

Susan Zheng is a seasoned marketing executive with extensive experience in brand strategy, marketing, and franchise development. As the Senior Director - Global Brand Marketing for the Dolls Portfolio at Mattel, Inc., she spearheads innovative marketing initiatives that drive growth and engagement for iconic doll brands.

Experience Summary

Current Role

In her current role at Mattel, Susan is responsible for developing and executing global marketing strategies for the company's premier doll brands, including Barbie, Monster High, and Ever After High. She leads a team of marketing professionals to devise integrated campaigns that enhance brand visibility, strengthen customer loyalty, and drive sales. Under her leadership, Susan has successfully launched several new product lines and brand extensions, consistently exceeding revenue targets and expanding the company's market share.

Career Progression

Prior to her current position, Susan held various marketing and strategy roles at NBCUniversal Media, LLC, where she led the global franchise strategy for the DreamWorks and Universal Studios Hollywood brands. She also gained valuable experience in brand marketing and new product launches at Mattel, Inc., working on prestigious lines such as Disney Princess. Throughout her career, Susan has demonstrated a keen ability to identify market trends, translate business objectives into impactful marketing strategies, and deliver measurable results.

Academic Background

Susan holds a Bachelor of Arts degree in Marketing from the University of Southern California, where she graduated with honors and was recognized for her outstanding academic achievements.

Areas of Expertise

• Global brand strategy and marketing

• Integrated marketing campaign development and execution

• Franchise and portfolio management

• New product and brand launch

• Consumer insights and market analytics

• Cross-functional team leadership and collaboration

Professional Impact

Under Susan's leadership, the Barbie brand has experienced a significant resurgence, with double-digit sales growth and a renewed focus on diversity and inclusivity. She has spearheaded the development of innovative digital content and immersive brand experiences that have increased customer engagement and brand loyalty. Additionally, Susan has been recognized for her contributions to the industry, serving as a guest speaker at various marketing conferences and contributing to thought leadership publications.

Conclusion

With her extensive experience, strategic vision, and proven track record of success, Susan Zheng is a highly sought-after marketing executive. Her ability to drive transformative change, coupled with her deep understanding of the doll industry, positions her as a valuable asset to Mattel, Inc. as the company continues to evolve and capitalize on emerging market opportunities.