Joseph Smith
VP Global & Us Marketing - Licensed Brands @Moose Toys
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WORK HISTORY
VP Global & Us Marketing - Licensed Brands @Moose Toys
Los Angeles, CA, US
Current – Global Category Head of Preschool & Licensed Brands Marketing•Drive global marketing strategy for all master toy licensed projects - including Bluey, Despicable Me/Minions and several other unannounced projects•Built Bluey master toy range from new challenger brand to the #1 preschool property •Leading licensed cross function product development team, closely collaborating to ensure product quality, profitability and brand authenticity•Managing diverse cross-category portfolio of preschool, boy, girl and adult targeted brands•Developing break-frame global marketing toolkits that serves multi-consumer targets (kid, parent and fan) in a highly competitive consumer ecosystem•Created line architecture and manage product mixes with of unique SKUs •Ideate key insights and develop pitches for new business acquisition •Manage five direct reports Past – US Marketing Lead, Preschool & Action Portfolio•Drove US Action business: leading strategy, sell-in and marketing efforts•Launched multiple successful brands: Treasure X, Heroes of Goo Jit Zu and Fortnite with full integrated marketing and retail programs, that beat plan metrics •Digital marketing and influencer specialist, working directly with the biggest kid-targeted YouTube channels on unique content creation•Awarded Moose Employee of the Year
EDUCATION
University of Michigan
Bachelor of Business Administration, Organizational Leadership
Eastern Michigan University
BBA, Management
Indiana University - Kelley School of Business
Master of Business Administration, Major Marketing, Minor Finance
SKILLS
ABOUT JOSEPH SMITH
Consumer focused Marketing MBA with 18 years of marketing entertainment & play Determined leader with entrepreneurial spirit that fully commits to accomplishing company objectivesDeep passion for and knowledge of the toy industry.Specialties: Branding, brand strategy and management, licensing, market research and segmentation, cross functional team leadership, sales management, digital marketing, product and project management. Toy, game, online, video game and entertainment marketing.
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