BARBARA YASUI
Burbank,USA
Summary
Dedicated marketing professional with a proven track record of achieving company goals through consistent and organized practices. Thrives in high-pressure environments and excels at adapting to new situations and challenges to effectively enhance the organizational brand. Experienced in successfully managing multiple projects simultaneously while maintaining a high level of accuracy. Exceptional at prioritizing tasks and consistently meeting deadlines.
Overview
27
27
years of professional experience
Work History
Brand Manager/Product Marketing (Contract)
WARNER MEDIA-DISCOVERY/DC COMICS/APPLE TV
01.2021 - 01.2023
- Developed & executed physical and digital distribution Marketing strategy plans for New Release films
- Project managed all marketing activations and communications with cross-functional teams and International territories
- The position reported in to the Brand Marketing team
- Increased sales +300% of forecast by developing and implementing marketing product strategies for The Many Saints of Newark
- Gained 1.1M YouTube views in two weeks through developing a Godzilla franchise listicle
- Coordinated trade show participation, showcasing products effectively while networking with industry professionals to expand business relationships.
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Negotiated vendor contracts for design services or advertising placements, obtaining favorable terms that maximized value for the brand.
- Monitored industry news closely, staying abreast of emerging trends for quick adaptation of branding strategies accordingly.
Marketing Project Manager (Contract)
DC Comics
01.2021 - 01.2023
- Project managed Marketing programs centered around The DC/Milestone Media/Ally Partnership Diversity Program Initiative
- The position reported in to the Sales/Marketing team
- Developed project schedules, tracked deliverables, led weekly status meetings, predicted & escalated risks, ensured alignment between all key stakeholders including the partner Ally Bank and their creative agency, liaised between Talent, Creative, PR, Legal, Business Affairs, Social, On-line and Sales for asset/activation approvals, continuously evaluated the project process flow for efficiencies
- The Milestone/Ally Diversity Program Initiative resulted in 15M impressions with social exposure generating a 3x increase in Ally interest, the partnership generated new audience acquisitions, share growth for Ally vs
- Key competitors and DC work for several of the participants post program
- All program activations delivered on time and on budget
- Project Management tools included Gantt charts and Excel schedules
Project Manager, Descriptive Metadata (Contract)
Apple TV
01.2021 - 01.2023
- Project managed global descriptive metadata information flow, developed project schedules, tracked deliverables, predicted & escalated risks, ensured alignment between all key stakeholders, continuously evaluated the project process flow for efficiencies and alignment to ensure platform accuracy
- Aligned descriptive metadata systems for current as well as future releases enabling better planning
Manager, Retail Customer Marketing
SONY PICTURES ENTERTAINMENT
01.2011 - 01.2020
- Project managed and developed physical and digital customer marketing strategies and programs that delivered against overall business and profit goals for major accounts such as Amazon, WalMart, VUDU, Target, Best Buy
- The position reported in to the Sales/Marketing teams
- Leveraged account initiatives, consumer & brand insights, on-line/social media strategies, post mortems, Licensee management and evolving marketplace trends to extract highest value go-to-market campaigns that had scale and strongest impact with consumers
- Developed a Lifecycle planning approach across franchises and properties (Spider-Man, Angry Birds, Hotel Transylvania, Jumanji) to support films from new release through catalog window
- Pitched annual “top to top” sales presentations for key accounts which position Home Entertainment at the forefront of early retail “big bets” during theatrical, In Home and Seasonal windows
- Worked closely with Brand Marketing, Content Development and Digital Operational teams to create account exclusive content and product offerings (to ensure sound quality, resolution and bit rate standards)
- Developed strategies and budgets to migrate consumers to digital and highest margin transactions, given the evolving Home Entertainment marketplace and declining physical business
- Amplified retail programs with cross-company One Sony initiatives along with national third party CPG promotional partnerships with account extensions/offers and Licensee programs
- Drove incremental out of department placement valued at $37MM by project managing Sony’s Promotional Partnership with ConAgra, M&M, and Coke
- Increased sales 17% across Spider-Man third party and franchise merchandise through pitching and project managing the Amazing Spider-Man Promotional Truck Tour event at Walmart
- The program resulted in 1.5B consumer impressions
- Part of Walmart team honored with “2012 Vendor of the Year” and received SPHE’s 2013 Innovation Award
Sr. Marketing Manager
OAKWOOD WORLDWIDE
01.2010 - 01.2011
Global Brand Manager, Studio Distribution
THE WALT DISNEY COMPANY
01.2006 - 01.2010
- Led global product marketing management/strategies and franchise initiatives for Disney Theatrical Live-Action and Catalog releases (Pirates Of The Caribbean, National Treasure, Marvel & Disney Classic compilations)
- The position reported in to the Brand/Product Management team
- Key responsibilities included project management, talent approvals, global strategic briefs, P&L management, title positioning/creative direction, volume rationale, SKU optimization, release windowing, competitive/ROI analytics, Global DLT management, NAV QC’s, Franchise, Licensee management, leveraging consumer and brand insights and led cross functional teams to execute marketing strategies
- Worked directly with the Marketing leadership in over 20 international territories including Emerging Markets (India, China, Russia) to build localized strategies
- Directly supervised Assistant Brand Manager
- Drove $20M incremental net contribution by launching/project managing Catalog Development Library initiative
- Launched Industry’s top-selling live action films of the year (Pirates Of The Caribbean: At World’s End, National Treasure Book Of Secrets and Enchanted)
North America Brand Manager, Studio Distribution
THE WALT DISNEY COMPANY
01.2004 - 01.2006
- Project managed and developed product, windowing and pricing strategies for all Disney Catalog titles
- Improved re-price decision making by analyzing sales impact by price point
- Led cross-functional teams to project manage and execute all marketing plan components (Creative, Media, Operations, PR, Digital, Product Management, Legal/Talent)
- Delivered dynamic product presentations at National Sales & Marketing meetings
- Delivered $11M incremental revenue through launching/project managing new Catalog Live-Action Special Editions resulting a growth in the category
- Drove $15M incremental revenue from launching/project managing 12 new Animated Compilations featuring Disney standard characters
- Lifted retail sales 200% by delivering Animated Catalog price promotions
Sr. Manager, Retail Marketing
THE WALT DISNEY COMPANY
01.1999 - 01.2004
- Drove successful strategies for key mass and niche retail accounts
- Identified areas of opportunity/new business and delivered annual account plans to ensure YOY growth
- Created customer marketing programs that included custom TV/radio, print, Licensee management, third party promotional partners, break-out POP, digital and trade rebate incentives
- Directly supervised two Assistant Managers
- Increased sales +1,000% by creating a corporate supported program for Kroger and grew market share for key CPG partners such as Orville Redenbacher, Oral B, and Kodak
- Developed first-ever umbrella promotion at Vons, resulting in POS market share growth of 5x weekly average (Coca-Cola and Nabisco)
Sr. Manager/Manager, Sales Planning
THE WALT DISNEY COMPANY
01.1996 - 01.1999
- Developed sales/financial reporting tools, statistical models, post mortems and box-office regression analysis
- Managed and analyzed account spending trends and in-store program effectiveness
- Directly supervised Sales Analyst
Education
Bachelor Of Science - Business Administration – Concentration In marketing
CALIFORNIA STATE UNIVERSITY, LONG BEACH
Skills
- Brand & Franchise Management
- Project Management
- Integrated Planning
- Strategic Planning and Alignment
- Product Management
- Product Positioning
- Retail Marketing
- Sales Planning
- Market Trends Analysis
- Analytics Reporting
- Partnership Development
- Budget Forecasting & P&L Management
Systemsexperience
- Excel
- Essbase
- Google Docs
- Google Sheets
- Gantt Charts
Timeline
Brand Manager/Product Marketing (Contract)
WARNER MEDIA-DISCOVERY/DC COMICS/APPLE TV
01.2021 - 01.2023
Marketing Project Manager (Contract)
DC Comics
01.2021 - 01.2023
Project Manager, Descriptive Metadata (Contract)
Apple TV
01.2021 - 01.2023
Manager, Retail Customer Marketing
SONY PICTURES ENTERTAINMENT
01.2011 - 01.2020
Sr. Marketing Manager
OAKWOOD WORLDWIDE
01.2010 - 01.2011
Global Brand Manager, Studio Distribution
THE WALT DISNEY COMPANY
01.2006 - 01.2010
North America Brand Manager, Studio Distribution
THE WALT DISNEY COMPANY
01.2004 - 01.2006
Sr. Manager, Retail Marketing
THE WALT DISNEY COMPANY
01.1999 - 01.2004
Sr. Manager/Manager, Sales Planning
THE WALT DISNEY COMPANY
01.1996 - 01.1999
Bachelor Of Science - Business Administration – Concentration In marketing
CALIFORNIA STATE UNIVERSITY, LONG BEACH
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