SUSAN THEODORE: Your Brand is My Passion. in Carlsbad, California

I help facilitate the evolution of the Cradlepoint brand and sub-brands as it unfolds under Ericsson. I oversee project status and independently steward day-to-day project management, working with cross-functional teams across time zones.

Provided SEO-optimized content and copy services for a telehealth organization focused on sleep health disorders. Through extensive research and interviews with HCPs, I published articles targeting both consumer and healthcare audiences.

Lead brand governance for company’s newest IP, Lego® DREAMZzz™. Provide visual identity guidelines and ensure best practices for all internal global stakeholders, helping guide teams in developing and maintaining a consistent brand experience across all product and marketing activations.

Building and growing relationships with world-class licensing partners and managing their iconic brands, facilitating the design and development of on-trend apparel, headwear and accessories.

Lead internal and external teams in the full product development lifecycle for licensed puzzles and games in the Warner Bros. portfolio (including Harry Potter, Scooby-Doo, Animaniacs, Riverdale, and Supernatural), resulting in USAopoly ranking as a top 15 licensee. Performed competitive analysis and trend reporting and provided brand governance ensuring continuity and adherence to brand standards across all marketing touchpoints.

I reached out to all major sports leagues seeking new licensing agreements for the Power Balance line of performance technology products. From deal memo to contractual samples, I managed and monitored the full licensing process.

Managed inbound licensing for the game division of the third-largest consumer toy and entertainment company in North America. I focused on a new board game called "The Logo Game" and created a project management process that spanned 3 offices across 3 countries. Update: The Logo Game has sold over 1 million units to date with new line extensions of the brand currently in the market.

Inbound and outbound licensing for the entertainment division of the company.

Developed new revenue streams in product categories outside of the company's core capabilities including sports and pop culture wall decals, published art books and trading cards with candy components. Managed marketing executions in print and radio for the company's sports portfolio (NBA, NFL, MLB, NHL). My team included an Associate Product Manager (direct report) and collaboration with internal and external creative partners.

Managed the Personalized Products business unit and a team of two graphic designers in the creation of licensed personalized trading cards and non-licensed special occasion trading cards (weddings, birthdays). Led acquisition of compatible business partnerships including the National Paintball League and the Sports Camp Federation.