As Creative Director for Mattel Digital I oversaw creative for all things digital. In addition I ran creative for Mattel Worldwide Marketing and Communications group in charge of it’s brand identity and brand management. Managed a team of 20 people. Reported into the SVP/GM of Mattel Digital.
Created a new kids entertainment network out of a Mattel.com’s corporate holding site. In three months the domain started ranking as a top kids destination by comScore. Since the September 2009 launch, the market share of all Mattel brand sites has increased, with an average comScore ranking as the number two kids network.
Launched a full featured game and video destination increasing page views and uniques visits by 110%. Created a new network strategy looking at our destinations as a portfolio of sites driving our audience cyclically throughout our brand websites. Leveraged efficiencies in content creation by focusing development around how consumers engage with brands in the digital space.
Gained ownership of the Mattel corporate identity and created a new vision for Mattel, “Creating the Future of Play”. Vision is currently being rolled out across the organization including annual reports, corporate communications, corporate headquarters, building exteriors and interiors.