Nadia Effendi

About Nadia Effendi

Hi, I’m Nadia, a versatile global brand manager and strategic business developer with a track record of driving innovation, performance, and revenue growth for Target, Disney, and Mattel.Since 2010, I’ve been entrusted with some of the world’s top brands & IP — building products, partnerships, and commercial programs that have redefined categories and unlocked portfolio success for Pixar, Disney Animation, Disney Princesses, and Barbie.These experiences have ingrained in me the importance of thinking outside the box and cultivating trusted, collaborative relationships (with internal teams, licensors, licensees, and channel partners) to maximize potential across all stages of the product lifecycle.My category experience spans Arts & Crafts, Collectibles, Fashion Dolls, Games & Puzzles, Light & Sound Toys, Musical Instruments, Novelties, Outdoor Sports Toys, Playsets, RC Vehicles, Ride-ons, Role-Play, and Stationery.SPECIALTIES:• Empowering teams to fearlessly embrace the unknown and achieve ambitious goals — with grit, sound judgment, and a smile.• Biased for action — aligning resources & strategies around a common vision while digging into details to overcome challenges, streamline workflows, and elevate ideas & programs to their highest potential.• Building worlds and crafting compelling narratives that tap into the emotional core of what stimulates play & excites the imagination.• Driving impact & results in high-stakes environments.ABOVE ALL:Professionally, I bring the best out in cross-functional teams and deliver consistent, repeatable success. Personally, I am all in, all the time, with a strong dedication to getting it done and done right — no matter how large the program or small the task.EXPERTISE:BRAND PLANNING & STRATEGYPositioning & Architecture • Identity • Franchise Management & World Building • Creative Storytelling • Packaging Development • In-Store Marketing • OmniChannel Activation • Research & InsightsPRODUCT & PORTFOLIO MANAGEMENTProduct Vision, Strategy, Development & Roadmapping • Brand Partnerships & Collaborations • GTM & Commercialization Strategy • Pricing & Merchandising • Distribution & Retail Channel Segmentation • Extensive Licensor/Licensee ExperienceBUSINESS DEVELOPMENT & OVERSIGHTP & L Performance Management • White Space Analysis • Pitching & Selling • Complex Contracting & Negotiation • Forecasting & Planning • KPI/OKR Tracking • Continuous ImprovementCROSS-FUNCTIONAL LEADERSHIPAttracting, Developing & Mentoring Talent • Executive & Stakeholder Management • Navigating Matrix Organizations

Experience

1. Sr Manager, Global Brand Marketing Barbie, Fashion & Beauty, Reveal, Besties, New Innovation

   Mattel, Inc.

   Sep 2024 — Present · El Segundo, CA, US

   Entrusted by senior leadership to serve as a central driver of strategy & product innovation for a highly complex portfolio that anchors Barbie’s core business while leading emerging brand extensions that fuel future growth.

Education

• Saint Mary's University of Minnesota

  Bachelor of Arts - BA, Public Relations & Electronic Publishing

Skills

• Advertising
• Leadership
• Event Planning
• Social Media Marketing
• Account Management
• Licensing
• Management
• Marketing
• Business Development
• Negotiation
• Event Management
• Inventory Management
• Customer Service
• Business Relationship Management
• Social Media
• Retail
• Forecasting
• Microsoft Office
• Sales
• Marketing Communications
• Analytical Skills