Building brands the world loves with relentless innovation and team commitment. I bring a proven ability to connect consumer insight, strategies, capabilities, culture and people to drive growth.
Executive Vice President - Fisher-Price Global Brands Team @ • As the leader of the $3 billion global Fisher-Price and HIT Entertainment retail business, I oversee worldwide strategy, product innovation, production, marketing, and global distribution for the company’s portfolio of brands including Fisher-Price, Little People, Power Wheels, Imaginext, Thomas & Friends, and Bob the Builder.
• Overhauled the leadership team by attracting and upgrading executive staff and other key roles
• Repositioned the Company Mission from a focus on manufacturing toys to an Early Child Development Company
• Undertaking sweeping initiatives to increase brand relevance with new demographic target of millennial parents thru extensive marketing communication redesign, elevation of design and product innovation, digital marketing enhancements.
• Manage 1300 employees across four offices in Buffalo, New York City and London. Member of the Executive Management Committee for Mattel, Inc. From April 2013 to Present (2 years 7 months) Buffalo/Niagara, New York AreaGeneral Manager/SVP Europe, Eastern Europe & Russia @ • Managed UK office, Eastern European and Russia businesses.
• Leader for a cross functional division of 500 employees across 18 countries and 90 in Eastern Europe. Reports include responsibilities for Sales, Marketing, Finance, IT, HR and Business Development.
• Grew sales 11% in UK and 10% in Eastern Europe in Year 1.
• Opened Mattel Subsidiary in Russia in six months and managed transition from distributor to local market office including importing, warehousing, legal entity and hiring local staff.
• Created new online sales initiative to partner with key digital retailers and triple online business in first year. Team set up landing pages across key brands and ensured all products SEO friendly. From January 2011 to March 2013 (2 years 3 months) Maidenhead, United KingdomSr Vice President @ Wheels, Games and Radica Marketing
• Managed Wheels (Hot Wheels, Matchbox and Radio Control), Games (Uno, Apples to Apples, Blokus) and Radica (youth electronics), a $1.8B retail business
• Managed a $55MM advertising, promotions, retail and PR budget.
• Oversaw a product design team that developed over 3000 new skus yearly (a $15MM development budget) including several Toy of the Year candidates - Mindflex, Uno Moo and Rocky.
• Strategic plan led to 3 years of consistent growth for Hot Wheels after six years of double digit declines.
• Launched Franchise Plan for Hot Wheels leading to first ever 26 Episode Animated Series - Battle Force 5.
• Led the acquisition of 3 new Game Brands - Blokus, Whac-a-Mole and Imaginiff.
• Directly managed a staff of 43 and leader for entire 120+ person development team. From September 2008 to December 2010 (2 years 4 months) Vice President - Wheels Marketing @ • Managed Wheels Division (Hot Wheels, Matchbox and Radio Control), a $1.3B retail business.
• Set strategies and develop programs for licensing, entertainment and web initiatives.
• Developed new advertising campaign and tagline for Hot Wheels.
• Created new Hot Wheels PR strategy designed to reinvigorate the brand and launched the 40th Anniversary of Hot Wheels.
• Initiated new web focus for Hotwheels.com and Hotwheelscollector.com designed to increase frequency of visits with both kids and collectors.
• Directly manage a staff of 26 and leader for entire 75+ person development team. From January 2006 to August 2008 (2 years 8 months) Vice President - Entertainment Marketing @ • Managed strategy, advertising, promotions and product development for worldwide Entertainment portfolio (Harry Potter, Ice Age 2, Batman, Superman, Justice League, Yu-Gi-Oh, Megaman, Zatch Bell, Naruto, One Piece and Max Steel) totaling over $300MM in revenue.
• Key contact for Global Licensor Relationships - Warner Bros, Disney, Pixar, Fox Entertainment, 4Kids Entertainment, Cartoon Network and Viz Media.
• Involved with Executive Team that re-wrote and re-defined the Mattel Corporate Values.
• Developed 20+ commercials yearly, all which tested effective at converting consumer purchase. From July 2003 to December 2005 (2 years 6 months) Director @ • Managed worldwide Action Figure business totaling over $250MM in revenue.
• Grew worldwide business from $100MM to $250MM in under three years.
• Responsible for the acquisition of Warner Brothers DC Brands (Batman, Justice League and Superman) and Japanese Content Acquisition (Yu-Gi-Oh, Naruto and Megaman).
• Developed roll-out plan for Yu-Gi-Oh and Masters of the Universe for international subsidiaries including advertising, promotions, entertainment placement and product launch timing.
• Managed all advertising, media placement, Internet development and promotions for brands.
• Managed a staff of 7. From November 2000 to July 2003 (2 years 9 months) Director/Sr. Product Manager @ • Managed the Hot Wheels Basic Car, Track, Playset and Direct Import businesses (a $500MM retail business WW) resulting in 20% sales increase and exceeding profit plan by 45%.
• Led product development team in Monster Truck initiative and extended the brand into licensed Monster Trucks with the Spiderman and X-Men trucks.
• Managed the relationship, product development and promotional overlays to the yearly McDonalds' Hot Wheels premium. From November 1999 to November 2000 (1 year 1 month) Sr. Product Manager @ • Developed and initiated strategic plan for our NASCAR business ($30MM) that repositioned the segment and increased market share 10% in a declining category.
• Managed sponsorship of #44 NASCAR car and licenser relationships with NASCAR, ISC and over 20 race teams.
• Responsible for all marketing programs and promotions with a $12MM A&M budget.
• Developed first Disney/NASCAR promotion to commemorate the Toy Story II film launch. Promotion featured characters on three NASCAR cars and Internet broadcast from pit road.
• Launched interactive at-track experience designed to build brand recognition with NASCAR fans. From September 1998 to November 1999 (1 year 3 months) Product Manager/Assistant Product Manager @ • Managed action figure brands including Bugs Life, NBA and Mighty Ducks resulting in the highest revenue ($75MM) for Mattel in this category in 15 years.
• Developed the first Mattel retail promotion with Nestle and several McDonald's kids programs.
• Assisted in the creation of new product pitches for Star Wars, Hercules, NBA, Mighty Ducks, Michael Jordan and Major League Baseball.
• Managed relationships with licensers (NBA, Disney, Pixar, Bohbot Ent.) to obtain product, packaging and commercial approvals. From June 1995 to September 1998 (3 years 4 months) Brand Assistant @ • Managed the advertising, promotions and package development of a $40MM hair care brand.
• Evaluated and executed $1.2MM in account specific promotions. From June 1994 to June 1995 (1 year 1 month) Audit Manager/Senior Consultant @ • Performed financial statement analysis and forecasting, business valuations, and economic and economic analysis for state and federal court cases.
• Supervised a staff of 60 with the preparation and compilation of data for the Christopher Commission studying the Rodney King incident.
• Involved in the preparation of audits and financial statements. From January 1989 to May 1992 (3 years 5 months)
MBA, Marketing @ Vanderbilt University - Owen Graduate School of Management From 1992 to 1994 Bachelor of Science, Accounting @ University of Southern California From 1985 to 1988 Geoff Walker is skilled in: Cross-functional Team..., Brand Management, Consumer Products, Product Development, Strategy, Product Marketing, Advertising, Toys
Websites:
http://www.hotwheels.com,
http://www.hotwheelscollectors.com,
http://fpgeoff.tumblr.com