NATHAN BAYNARD
Long Beach,CA
Summary
Dynamic marketing executive with a proven track record at Mattel, driving brand and franchise strategy to achieve significant growth. Expert in P&L management and multi-platform content strategy, I led initiatives that revitalized iconic brands, expanded market share, and fostered social impact. A collaborative leader, I excel in guiding teams to deliver innovative marketing solutions.
Overview
19
19
years of professional experience
Work History
VP, American Girl Marketing, Content & Analytics
Mattel
El Segundo, CA
01.2024 - Current
- Leveraged first of its kind for American Girl comprehensive global consumer insights to refocus marketing efforts to celebrate brand experience in advertising and media strategies.
- Implemented 5 year growth strategy to drive meaningful topline and bottomline growth focused on growth within both proprietary and wholesale channels, international expansion, and a more robust franchise plan.
- Achieved topline and bottomline growth for the first time in 4 years.
- Leaned into industry growth trends around adult fandom - grew collector doll business by over 100% and developed new content offerings specifically targeting older fans.
- Re-platformed and evolved loyalty program
- Developed holistic 40th anniversary plans with bespoke product, collaborations, brand activations.
Vice President, Global Brand Marketing – Barbie & Doll Category
Mattel
El Segundo, USA
09.2020 - 01.2024
- Directed Mattel marketing team overseeing first-ever live-action theatrical film for Barbie.
- Spearheaded partnership with Warner Brothers marketing, facilitating integrated efforts among multiple departments within both organizations (PR, digital, partnerships, media) to launch a groundbreaking campaign for one of Warner Bros' largest box office successes
- Acted as brand steward across film development providing relevant brand immersions and briefs to filmmakers, as well as notes to filmmakers on script development, film edits, and key film marketing trailers and assets.
- Spearheaded category strategy and approach to cultivate pipeline of brands for macro category success including: Crafted 5-year strategic plan for flagship brand Barbie to drive exponential growth with essential resources and marketing investments; secured buy-in from CEO and other C-level executives; after several years of substantial sales acceleration, positioned to achieve 5-year goals within 3 years
- Achieved full category expansion through revitalized IP, including Polly Pocket and Monster High relaunches.
Secured key licenses for Disney Princess and Frozen after several years at a competitor.
Drove 2021 sales to five-year high, ensuring substantial future growth.
Captured 25% increase in market share over three years. - Oversee $40MM+ advertising and promotion budget along with matrixed organization of 12 direct and 40 indirect team members to formulate global marketing strategies, plans, and creative assets for execution in 150+ markets worldwide.
- Expanded social impact footprint through leadership, continued organizational alignment, and investment.
- Launched and expanded Barbie’s social mission (first for Mattel), The Dream Gap Project, committed to eradicating the gap in girls’ confidence relative to boys as early as age 5. Results: honored over 100 female role models to date, commissioned research and curriculum in partnership with universities and local school systems, launched purposeful content to inspire girls, and raised $1.5MM+ towards the Dream Gap Project Fund, which in turn was gifted to non-profits leveling the playing field for girls (10 partner organizations to date).
- Implemented new DE&I processes, practices, roadmap, and KPIs for Doll Category organization to address cultural awakening surrounding systemic racism in June 2020.
- Launched first-ever gender-inclusive doll line, Creatable World.
Drove internal education campaigns to promote inclusivity.
Executed consumer education initiatives to raise awareness about gender diversity.
Collaborated with partners to enhance product outreach and acceptance.
Senior Director, Global Brand Marketing – Barbie & Doll Category
Mattel
El Segundo, USA
02.2019 - 09.2020
- Company Overview: Led global brand strategy and marketing for multibillion-dollar consumer brand including creation of brand campaign, advertising and all consumer communication.
- Oversaw creation and implementation of all brand marketing initiatives; led efforts with 50+ international subsidiaries on adoption of strategies and programs. Achieved 3 consecutive years of growth after four years of decline.
- Led the direction of marketing communications teams and worked closely with product development to ensure marketing efforts align and promote key products.
- Created and implemented new content strategy pivoting from DVD-driven business to multi-platform strategy centered around two new episodic series to increase reach and expand audience viewership. Barbie Dreamhouse Adventures, launched in May 2018, was in the top 3% of all kids shows on Netflix. New preschool targeted franchise, Barbie Dreamtopia, drove triple digit growth for fantasy subsegment in its first year (2016).
- Dotted line reporting for key brand franchise functions: Content and Entertainment, Web/E-Commerce, Apps & Gaming, and Licensed Consumer Products. Developed category strategies and managed implementation to ensure brand alignment & total franchise success.
- Managed total advertising & promotion budget for global brand needs; provided direction and oversight to international prioritization and spend.
- Responsible for all North American marketing activation targeting kids and parents inclusive of media strategy and planning ($25MM+ budget) across all platforms.
- Led global brand strategy and marketing for multibillion-dollar consumer brand including creation of brand campaign, advertising and all consumer communication.
Manager, Content Strategy & Marketing – Barbie
Mattel
El Segundo, USA
09.2012 - 12.2013
- Company Overview: Managed multimillion-dollar global entertainment licensing P&L including US media plan targeting kids and parents.
- Drove marketing strategy, plans and asset creation across full Barbie portfolio of content including two to three new release full-length animated movies per year, a catalog of over 25 titles, and a short-form digital animated series.
- Managed global distribution and marketing of full-length movies in partnership with Universal to achieve annual franchise targets.
- Developed marketing and distribution plan for the all-new digital series Barbie Life in the Dreamhouse. YouTube success led to first ever Mattel deal with Netflix. Series went on to become a top 10 kids’ show on Netflix for 3+ years.
- Launched global partnership with Royal Caribbean to develop and launch a licensed Barbie premium experience onboard their 22-ship fleet: ran pilot programs; established pricing and product offering; developed and implemented marketing launch plan.
- Managed multimillion-dollar global entertainment licensing P&L including US media plan targeting kids and parents.
General Manager
NEW YORK STAGE AND FILM
New York, USA
03.2007 - 08.2009
- Company Overview: Managed operations of nonprofit multi-venue summer arts festival.
- Recruited, hired and supervised a 40-person staff; scheduled logistics of space and resources; oversaw production; grew overall operating income by 25%
- Managed operations of nonprofit multi-venue summer arts festival.
Education
M.B.A. - Marketing & Entertainment
UCLA ANDERSON SCHOOL OF MANAGEMENT
Los Angeles, CAB.A. - Psychology & Drama
STANFORD UNIVERSITY
Stanford, CASkills
- Brand & Franchise Strategy
- P&L Management
- Content strategy and marketing
- Marketing Strategy
- Social Impact
- Budgeting & Finance
- Media strategy and planning
- Performance marketing
- Leading Teams
- Product Development
- Omnichannel retail marketing
Awards
- Best Inventions of the Year, Time, Jane Goodall Sustainable Barbie, 2022
- Comeback Brand of the Decade, AdAge, Barbie, 2020
- Marketer of the Year, AdAge, Barbie, 2019
- Top 100 Inventions of the Year, Time, Creatable World, 2019
Mentorship And Service
Executive Sponsor, OPEN – Mattel’s LGBTQ+ Employee Resource Group, 2021, present
Accomplishments
Best Integrated Campaign, "Barbie the Movie", Grand Clio - Clio Entertainment Awards
2023
Best Marketing Campaign, "Barbie the Movie", Toy of the Year Awards
2021
Best Inventions of the Year, Time – Jane Goodall Sustainable Barbie
2022
Comeback Brand of the Decade, AdAge - Barbie
2020
Marketer of the Year, AdAge - Barbie
2019
Top 100 Inventions of the Year, Time – Creatable World
2019
Timeline
VP, American Girl Marketing, Content & Analytics
Mattel
01.2024 - Current
Vice President, Global Brand Marketing – Barbie & Doll Category
Mattel
09.2020 - 01.2024
Senior Director, Global Brand Marketing – Barbie & Doll Category
Mattel
02.2019 - 09.2020
Manager, Content Strategy & Marketing – Barbie
Mattel
09.2012 - 12.2013
General Manager
NEW YORK STAGE AND FILM
03.2007 - 08.2009
M.B.A. - Marketing & Entertainment
UCLA ANDERSON SCHOOL OF MANAGEMENT
B.A. - Psychology & Drama
STANFORD UNIVERSITY