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Passionate and Creative CPG Product Leader | Customer Experience | Product Development | Merchandising

Engineering & Production

The right product can help pass idle time, bring new friends together, rekindle memories between old friends, and broaden the imagination of people around the world. If you ever want to see excitement, give a child a new toy (or a triathlete a new piece of gear!). If you want to see passion, take away their favorite one. 

With direct hands-on experience overseeing new product development and brand extension across a wide range of categories (toys, apparel, electronics, food and beverage, lifestyle, furniture, homegoods, and automotive OEM parts), I’ve been fortunate to work with and help advance many great brands (Disney, Chevrolet, Hefty, Goodyear, Torani, Nissan, Frank’s RedHot, La-Z-Boy, and Maytag).

My value add is maximizing the opportunity between retail/consumer needs, product manufacturing capabilities, and company financial and planning targets. A “label slap” can do more damage than good for your brand. Proper integration of brand and product has a multiplying ROI: reinforcing brand equities, increasing brand awareness, and ultimately growing your loyal consumer base.

Fluid and dynamic, my favorite days shift between topline planning/business development with the executive team, external customer and client management, and working through detailed technical issues with teams of engineers and overseas factories. Every day is different, but the goal remains the same: know the customer, never compromise the brand, and help bring to market fun products that fulfill customer needs and surpass expectations.

• Identified core customer demographics and developed branding and marketing strategies for CPG brands and founders.
• Managed product line white space analysis, sourcing, engineering, lifecycle management, and packaging development.
• Achieved a 20% increase in brand awareness and a 15% growth in product sales through targeted marketing campaigns and product enhancements.

Brand and Product Consultant

BRINGING NEWNESS AND EXCITEMENT TO RETAIL
Current oversight includes performance, merchandise strategy, development, and buying team management for Toys/Games, Plush, and Geology categories at all zoo, aquarium, science, nat history, art, botanical, historical, military, and iconic partner retail locations.

STAY AND PLAY
Elevating the customer retail experience by  identifying fun, engaging, sustainable product suitable for in-store demonstration, customization, and play. 

SOMETHING FOR EVERYONE
Representation and inclusion matters in product assortment and enjoyment in order to connect on an emotional level with each guest and customer. #theEXPERIENCEmatters

Senior Merchant

Event Network operates retail services within zoos, aquariums, art and military museums, botanical gardens, and other cultural centers.

My consultant work focuses on business analysis within the toy vertical, identification of line plan gaps, strategy to augment growth of key drivers, private label brand development, new product sourcing, ideation of new products/categories disruptive to the current assortment offering that will wow guest & customers, and establishing external raw material and technology partner relationships that can help achieve company conservation and product sustainability goals.

Toys Special Project Consultant

Doing Things Media owns and operates more than 25 of the most culturally relevant brands across social media. Everyday, millions of consumers interact with our content. We understand modern internet culture and have a proven methodology for creating, navigating, and incubating cultural digital trends. Our process is unique, and our purpose is to connect consumers across the world with humor and happiness.

Created and executed data-driven strategies to scale DTM’s consumer product programs through planning, conceptualizing, development, and delivery of fun, on-trend, and shareable products. Primary focus on transforming online digital content into physical real world products.

Vice President Of New Product Development

Nixon is a 20+ year veteran of the surf/skate industry and pioneered watches marketed directly to the action sport athletes and enthusiasts. 

My responsibilities included managing a team of PDMs through full cycle product development for hardgood and softgood categories, identifying 3rd party development partners, new technology adaption, and product and cost engineering.

Director of Product Development & Engineering

Equity Management is a licensing agency focusing on corporate brand management and represents primarily Fortune 500 companies in a domestic and global capacity.

In this role I led the team responsible for all new product development in brand advancement and brand extension categories (over $100million annual in retail dollars), as well as serve functions in client and licensee management, potential licensee review, and new client development.

Vice President of Product Development

Cartwheel Kids LLC was a kitchen table startup that designs and manufactures unique and innovative playthings for children ages infant to tween including preschool toys, figures, play sets, plush, dress-up, role-play, seasonal and novelty items, and more. 

Directly responsible for oversight of hardline and plush product development including sourcing, negotiations, engineering, quality management, testing, vendor management, and global process controls in a dynamic startup environment.

Director of Product Development

KidKraft is a specialty toy manufacturer specializing in wooden toys, playsets, and outdoor play.

Hired to integrate a new development engineer/project manager role into the existing organization. Oversaw development of company’s largest 2 categories (60% overall revenue): kitchens and dollhouses. Custom product specialist for Costco, Target, and other mass retailers providing unique skus and differentiation between competing retailers.

Product Manager

Cost/Value engineering, product development, tool planning, cost estimation, project management, milestone planning, stage gate development

Business unit development lead on tween brands including High School Musical, Hannah Montana, and the introduction of Mattel’s first new IP in 30 years, Monster High.

Senior Project Management Associate

While fully employed at Mattel, I was the organizational director and a team coach for this 501(c) community youth sports club. Reporting included 7 coaches and 3 parent board members. Reversed negative spending and a 2 quarter runway into self sustainability through renegotiating contract terms with the city, brand image and website updates, hiring players of the US women's Olympic team as coaches, and growing membership by 200%+. So proud to see those I coached at 10 and 12 years old go on to compete in college and US National Team level.

Also served as California Coastal Zone Assistant Coach for the USA Water Polo Olympic Development Program for 3 years.

President

Cost Engineer

Find out detailed information about Steve Lang, Passionate and Creative CPG Product Leader | Customer Experience | Product Development | Merchandising in San Diego, California

Steve Lang: Passionate and Creative CPG Product Leader | Customer Experience | Product Development | Merchandising in San Diego, California

Steve Lang