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SR. MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING

Marketing & Sales

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.

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.

MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING

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.

SR. PROJECT ENGINEER

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.

RELIABILITY ENGINEER

Find out detailed information about Keeley Tobin, SR. MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING in Wakefield

Keeley Tobin: SR. MANAGER, GLOBAL BRAND DEVELOPMENT & MARKETING in Wakefield

Keeley Tobin

Boston University

University of Rhode Island