Summary
Overview
Work History
Education
Skills
Timeline
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Melissa Terrick Goodrich

Franchise Strategy & Brand Growth Expert

Summary

Dynamic franchise manager and marketing strategist with a proven track record of building global powerhouse franchises across Entertainment, Licensing, and CPG sectors. Skilled in developing forward-thinking strategies, fostering cross-functional collaboration, and leveraging data-driven insights to drive growth. Innovative leader with a passion for building inclusive teams and delivering impactful brand strategies.

Overview

17
17
years of professional experience

Work History

Director - Franchise Strategy

Wildbrain, Inc.
08.2021 - Current
  • Develop and execute long-term global marketing strategies to expand multiple entertainment franchises, ensuring alignment across business units
  • Lead cross-functional teams to drive brand, product, and customer channel strategies, including messaging, content, budget allocation, and strategic partnerships
  • Leverage consumer insights and brand analytics to refine positioning, grow audience engagement, and inform long-term franchise planning
  • Oversee multi-channel marketing campaigns, optimizing execution across digital, retail, and experiential activations to exceed KPIs
  • Drive strategic partnerships and licensing initiatives, expanding revenue opportunities and brand presence globally
  • Manage budgets effectively to ensure optimal use of resources while maintaining financial stability

Director - Marketing Strategy

Madison Square Garden Entertainment
03.2019 - 07.2021
  • Developed and executed strategic marketing plans for all MSGE brands leveraging business objectives, consumer insights and clear KPIs to drive fan engagement and deliver best-in-class customer experiences
  • Created investment platforms for external partners, expanding engagement opportunities across MSG brands and venues
  • Spearheaded enterprise-wide planning in collaboration with the DEI Council and Employee Resource Groups, amplifying brand activations for cultural events such as Black History Month, AAPI Heritage Month, Juneteenth, and Pride
  • Developed long-term vision brand books to guide internal and external stakeholders in aligning with brand strategy and messaging
  • Designed and executed strategic marketing campaigns utilizing paid media and owned channels to support recruitment initiatives

Senior Marketing Manager - Global CP & Biz Dev

Mattel
01.2016 - 01.2019
  • Developed and executed global brand strategy for Thomas & Friends Consumer Products, driving franchise growth and managing a $230 million business across global key markets

Senior Marketing Manager - Retail

Mattel
02.2013 - 01.2016
  • Developed, executed, and managed strategic marketing plans for top retail accounts across multiple brands, including Barbie, Hot Wheels, Fisher-Price, and Thomas & Friends, to drive sales and brand visibility for Mattel Consumer Products

Marketing Manager - North America

Mattel
12.2011 - 02.2013
  • Executed and optimized U.S. marketing strategy for Fisher-Price brands, driving growth across both heritage lines and new product launches

Brand Manager - Global

Mattel
09.2007 - 01.2012
  • Led product development process and developed global marketing strategy for Barbie and Disney Princess
  • Executed and optimized U.S. marketing strategy for Fisher-Price brands, driving growth across both heritage lines and new product launches

Education

Bachelor of Science - Psychology

Pennsylvania State University
University Park, PA

Skills

Franchise Growth Strategy

Marketing Strategy

Brand & Franchise Stewardship

Campaign Management & Implementation

Licensing

Retail Marketing

Strategic Partnerships & Collaborations

Digital Marketing & Content Creation

Product Development

Timeline

Director - Franchise Strategy

Wildbrain, Inc.
08.2021 - Current

Director - Marketing Strategy

Madison Square Garden Entertainment
03.2019 - 07.2021

Senior Marketing Manager - Global CP & Biz Dev

Mattel
01.2016 - 01.2019

Senior Marketing Manager - Retail

Mattel
02.2013 - 01.2016

Marketing Manager - North America

Mattel
12.2011 - 02.2013

Brand Manager - Global

Mattel
09.2007 - 01.2012

Bachelor of Science - Psychology

Pennsylvania State University

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Melissa Terrick GoodrichFranchise Strategy & Brand Growth Expert