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Senior Design Manager
El Segundo, CA
Mar 2016 - Jul 2019 (3 years 4 months)
Steered team of 5 -10 designers through complex process of product design and development from trend research to brainstorming to rendering to proof-of-concept through to manufacturing. Oversaw conception and development of over 200 Monster High (MH) toys annually with peak sales of $800M. Collaborated with Entertainment and Marketing teams for yearly key tentpoles and brand cohesiveness. Strategized with cross-functional partners to keep reinventing brand for continued sales. Spearheaded invention of new Intellectual Properties (IP) for Mattel.
Led entertainment-focused MH product lines for newness and exposure (combined with hundreds of webisodes and 5 DVD titles), translating into millions of product sales on new characters, special feature toys, and playsets.
Managed MH core toy lines to deliver volume and brand consistency focusing on primary characters and familiar play patterns for constant sales to newcomers and collectors.
Orchestrated customized lines for MH to ensure variety across brand, build closer-knit relationships with customers and incentivize retailers to allot more aisle space to MH.
Introduced new form factors into MH products to expand brand into new categories.
Conceptualized and drove high complexity items for PR notoriety, creating buzz and brand excitement.
Tasked with inventing new fashion doll brands from scratch to create ownable IP, leading team through story ideation, character creation, product conception, etc all with product and entertainment in mind; bringing 2 concepts to market, Wild Hearts Crew, and Cave Club (as seen on YouTube).
Cultivated crossfunctional partnerships with Marketing, Engineering, Packaging, Electronics, Entertainment, Asia, and all support teams to design, execute and ultimately produce amazing toys.
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Design Manager
El Segundo, CA
Mar 2006 - Mar 2016 (10 years)
Managed 4 - 5 designers who supported existing Barbie, Polly Pocket, Monster High, and Little Mommy brands with design development tasks. Infused variety, newness, and unique offerings to brands by expanding and growing retail presence with specialty customized products. Assisted with the inception of 2 new brands for Mattel: So In Style (IP) and Mia & Me (licensed).
Solved design issues with Engineering and Insights teams, improving customer experience ergonomically, technologically, and experientially.
Achieved budgets and objectives by collaborating with cross-functional teams to maintain toy’s true appeal while reducing invisible elements and providing engaging product for consumers.
Partnered with Packaging to size product, saving on cubes and ex-factories accordingly, and maximizing graphic communication on priority features for consumer.
Constructed models for presentations and product refinement with help of all 3D support groups, helping secure sales with buyers at trade shows and customer presentations.
Established and updated design specs for manufacturing products overseas, meeting product needs of all domestic and international cross-functional partners.
Developed So-in-Style and Mia & Me brands from inception to production (from 2D to 3D) through sculpting, design specs, model creation, cost reductions, model creation, and manufacturing.
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Designer
El Segundo, CA
Nov 2002 - Mar 2006 (3 years 4 months)
Designed and developed mass retail and customized toys for Polly Pocket brand including large playsets with complex features, premium doll and pet packs, vehicles, storage and specialty retail products
Infused freshness into existing toys by introducing premium finishes or treatments, new materials, soft goods, and solutions for improved consumer experience with our products
Created all pertinent toy development specs for manufacturing including control art, color specs, soft goods specs, technical specs and more
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Associate Creative Director
Premier Promotions
Los Angeles, CA
Sep 1999 - Aug 2002 (2 years 11 months)
Brainstormed, conceptualized, sketched and colored premium and promotional products for various companies like Kelloggs, Coca Cola, M&M Mars,etc.
Developed design strategies and visual presentations
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Designer
Namkung Promotions
Costa Mesa, CA
Jul 1995 - Aug 1999 (4 years 1 month)
Designed promotional toys, POP and meal bags with various non-licensed and licensed properties including Disney, WB, Nickelodeon, Saban, etc for Carls Jr, Chick-fil-A, General Mills, among others