Heather Nykolaychuk: in San Clemente, CA

Created and delivered effective marketing and content strategies to achieve high-level impact of consumer acquisition, engagement, and conversion throughout digital ecosystem, including mobile gaming. Directed team of 40 staff members with $20M worldwide budget, driving essential KPIs to ensure consistency, accuracy, and tracking across organization’s large portfolio of brands. Aligned with internal stakeholders in leading integration of digital marketing to create comprehensive franchise plans. Bridged gap between global brand teams, regional subsidiaries, and digital initiatives group. • Developed first-ever digital roadmap, leading to increased focus and resources to build more cohesive, cross-brand digital ecosystem and content strategy. • Increased mobile revenue 40% year-over-year through licensed, co-produced, and self-published apps. • Optimized use of onshore versus offshore IT to reduce QA expenses by 50%, saving $4M annually. • Launched cross-portfolio email and CRM initiative by partnering with SalesForce. • Served as member of winning team for 2015 LEADER Business Competition, prestigious initiative identifying and training high-potential leaders in organization-wide initiatives. Recruited into this position to streamline technologies and resources across the newly created Mattel Creations’ organization, a Center of Excellence for integrated marketing. Created value proposition. Built and staffed organization. Oversaw $55M annual budget in partnership with functional owners across Creations’ verticals (content production and distribution, media, digital engagement, gaming, and live events). • Developed Creations’ strategic plan and org structure, gaining buy-in from C-level executives to reallocate resources and spend across consumer engagement verticals. • Developed cross-content content distribution strategy for Barbie, Hot Wheels, Thomas, and Monster High. • Co-created $60M content slate for 2017 and 2018. • Named by Brand Innovators’ as one of the “Women to Watch” and “40 under 40” for 2017.

Progressed through a series of roles in the newly formed North American subsidiary. Collaborated with sales team in developing omni-channel promotional programs across emerging channels and major retailers (Amazon, Wal-Mart and Target). Oversaw and managed $150M games and puzzles P&L. Partnered with global brand team and insights to build framework, leading to development of innovative break-frame marketing plan for Games division • Drove sell-in and sell-thru by leveraging brand strength across entire portfolio of 20-plus key product drivers, including leading marketing campaigns in retail, TV, digital media, content, and web. • Generated $21M in incremental revenue and increased volume in merchandising displays 300%. • Created first-ever Hispanic, cross-brand marketing campaign, increasing in-store sales by 20%. • Spearheaded development of cross-brand marketing initiatives, driving the entire Mattel brand. • Led non-traditional, experiential “Take a Game Break” marketing campaign to drive awareness of games’ portfolio

Invigorated global brand awareness by leading brand strategy for Hot Wheels. Oversaw creative and execution of numerous global programs and campaigns. Designed and delivered promotional content essential to both kid- and adult-targeted campaign (Hot Wheels For Real). Directed team of 100-plus, providing oversight for all PR, digital marketing, creative agencies, event management, external partners, and branding. • Directed award-winning and world record-breaking event that generated 300K new Facebook fans, 9M YouTube video views, and 1.2B media impressions. • Led team in winning 2011 best video and placing No. 6 in most viewed YouTube video in 2011. • Launched cross-platform content strategy by partnering with creative agency, film company, and internal design in creating the backstory for Team Hot Wheels and Hot Wheels test facility. • Led delivery of 2011 Hot Wheels for Real Program.

Oversaw $300M global P&L, ensuring company met revenue, gross margin, and operating profit targets. Created and delivered global marketing plans and campaigns, including developing strategies and managing internal team and agencies. • Earned 2010 Cynopsis Media Imagination Award for best preschool special (Big Rig Buddies). • Revitalized and re-branded Matchbox by establishing clear strategy and direction, including all packaging, product brand structuring, and TVCs. Increased productivity to index of 90. Exceeded revenue target of $4.3M by partnering with team on product development schedule. • Grew track and playset business 16.3% year-over-year though Trick Tracks campaign. Achieved 23% growth of core business line in 2008.

Provided financial planning as part of sourcing teams and assisted in 15-plus procurement projects globally. Performed analysis and forecasted and reported monthly actuals for manufacturing sources in Asia. Partnered with plant controllers to locate opportunities for cost reduction.