Keeley Tobin: SR. MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING in Wakefield
Keeley Tobin
SR. MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING
Wakefield | United States
Skills
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Interests
Exploring new places
Reading a good mystery
Playing outside and discovering new music.
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Summary
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Activity
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Work experience
HASBRO INC
SR. MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING | 01/2019 - Current
BABY ALIVE
Responsible for driving global brand strategy on the Baby Alive franchise. Develop & deliver against brand revenue targets; driving Baby Alive to be #1 in nurturing dolls in the G11.
Deliver growth through incremental product and brand experiences
• Launched Baby Alive's first 3-D animated series on YouTube and developed content strategy to drive brand engagement and product awareness. In partnership with eOne Entertainment, 20-episode series delivered +200M views & +10.6M hours watched in 6-month launch season.
• Drive Baby Alive channel strategy to grow presence in new distribution channels. Delivered +68% POS growth in value channel in 2020.
• Secured deal with Pinkfong to deliver Baby Alive's first licensed doll with Baby Shark.
• Frequently partner with insights and analytics team for pan-brand consumer research initiatives inclusive of brand sentiment, ad testing and volumetric studies.
Deliver 360 marketing campaigns
• Manage 7 figure marketing budget to develop toolkit of strategic assets for regional campaign rollout. Drive global go-to-market strategy and lead agency relationships for creative development. Examples of assets include: ads (TV/Digital), global PR plan, toolkit for eComm, and brand guides.
• Lead digital marketing inclusive of influencer partnership programs, content & social. Driving brand relevance through paid and organic activations pulsing quarterly.
Demonstrate global leadership
• Regularly present brand strategy to C-suite leadership and local marketing teams.
• Lead marketing direct report team and cross-functional partners to deliver against product and brand objectives.
• Partner with consumer research and communications agency to define and rollout brand DE&I strategy.
HASBRO INC
MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING | 04/2017 - 01/2019
Lead marketer on Quick Strike team tasked with identifying trend-forward product opportunities and delivering to consumers on accelerated timelines.
Drive disruptive innovation
• Launched collectible brand Lost Kitties in 2018 with a disruptive, global 360-campaign inclusive of TVC, short form content, influencer partnerships, and convention appearances. Delivered a $15M 'top new brand' within the collectibles NPD category.
• Partnered closely with cross-functional development and regional marketing teams and managed marketing team to deliver new brands and pitch new brand concepts to C-suite leadership.
Promote brand topicality
• Experienced in using social analytics tools and NPD reporting to identify consumer and category trends and translate into product and brand strategies within the toy category.
HASBRO INC
SR. PROJECT ENGINEER | 10/2012 - 04/2017
GAMING
Responsible for on-time and on-cost development of girls and preschool categories for Hasbro Gaming while managing a team of electrical and project engineers.
• Led product development of Speak Out game. Inspired by social listening, Speak Out was Hasbro's first game developed from concept to on-shelf in 11 weeks and was the #1 New Gaming Property in 2016.
• Global and domestic experience with manufacturing facilities negotiating cost and production priorities to produce new gaming experiences.
• Global experience working within Hasbro Hong Kong office for 3 months. Self-identified opportunity to exchange experience between up-stream and down-stream engineering teams resulting in improved project kick-off process.
HASBRO INC
RELIABILITY ENGINEER | 11/2009 - 10/2012
Responsible for product safety and quality of household toy brands, including Play-Doh and FurReal. Partnered with marketing and development cross-functional teams to develop products meeting global safety & reliability standards. Daily familiarity with regulatory standards and adaptation to shifts in global regulations.
Education history
Boston University
Master of Business Administration
University of Rhode Island
B.S.
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