Reza Alipanah
Irvine,USA
Summary
Performance-driven Marketing and Product Development Executive with 15 years of experience aligning systems with business requirements, policies and regulatory requirements. Passionate about applying excellent organization and communication skills to manage and lead cross-functional teams. Results-oriented individual well-versed in interfacing and consulting on business processes to drive results based on sound overall business judgment. Experienced in various industries such as healthcare, medical device, CPG, entertainment, and toys and games.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Vice President of Digital Marketing
MGA Entertainment, Inc.
01.2023 - Current
- Developed and implemented cross-functional strategies to collect relevant data across all retail channels to drive informed decision making for world’s largest privately held toy and entertainment company
- Incorporated a data-driven approach to optimize marketing operations including incorporation of AI and machine learning into various functions
- Optimized P&L resulting in profitable global sales and marketing operations
- Developed and implemented customer data collection strategies, then utilized data to increase ROAS (350%), Repeat Purchase (92%), First-Time Purchase (44%), AOV (37%), and LTCV YoY
- Created synergy between Product Development, Marketing Teams (Product, Brand, Consumer, B2B, Retail, and Corporate), Digital and Social Media Teams, Sales, and Communications to establish a unified and cohesive marketing approach across organization
- Established a Digital Marketing department from the ground up and incorporated into company’s marketing operations
- Led product and brand marketing teams to ensure alignment with marketing goals
- Owned and optimized marketing P&L
- Led development and launch of commerce and gaming apps to increase consumer engagement and monetization across family of brands
- Strategized for growth, driving demand generation and engagement
- Created Best-in-Class user interface
- Developed and led marketing teams on Paid Search, Display, Prospecting, Retargeting, Email, Affiliate marketing, etc.
Sr. Director of Direct-to-Consumer Marketing
MGA Entertainment, Inc.
07.2022 - 01.2023
- Developed and implemented cross-functional strategies to collect relevant data across all retail channels to drive informed decision making for world’s largest privately held toy and entertainment company
- Incorporated a data-driven approach to optimize marketing operations including incorporation of AI and machine learning into various functions
- Optimized P&L resulting in profitable global sales and marketing operations
- Developed and implemented customer data collection strategies, then utilized data to increase ROAS (350%), Repeat Purchase (92%), First-Time Purchase (44%), AOV (37%), and LTCV YoY
- Created synergy between Product Development, Marketing Teams (Product, Brand, Consumer, B2B, Retail, and Corporate), Digital and Social Media Teams, Sales, and Communications to establish a unified and cohesive marketing approach across organization
- Established a Digital Marketing department from the ground up and incorporated into company’s marketing operations
- Led product and brand marketing teams to ensure alignment with marketing goals
- Owned and optimized marketing P&L
- Led development and launch of commerce and gaming apps to increase consumer engagement and monetization across family of brands
- Strategized for growth, driving demand generation and engagement
- Created Best-in-Class user interface
- Developed and led marketing teams on Paid Search, Display, Prospecting, Retargeting, Email, Affiliate marketing, etc.
Chief Marketing Officer, EVP Product Development
Alpatronix
01.2010 - 07.2022
- Spearheaded development and execution of a comprehensive marketing strategy
- Mentored, developed, and led a diverse team of 20+ professionals, fostering a culture of excellence, innovation, collaboration, and continuous learning
- Oversaw the digitalization of marketing efforts and other company functions, enhancing data capture and customer targeting
- Championed the branding initiative, positioning Alpatronix as a leader in the consumer electronics industry
- Collaborated closely with sales, operations, and customer service teams to ensure a cohesive brand message and customer experience
- Directed the ideation, design, and launch of 40+ flagship products
- Bridged the gap between marketing, product development, sales, logistics, and operations teams, ensuring seamless product development and launch processes
- Instituted a customer feedback loop, leading to the development of products more closely aligned with consumer needs, resulting in increased positive customer feedback and reduction in returns
- Administered a $10M annual product development budget, optimizing resource allocation and reducing overhead costs
- Developed key partnerships with major retailers and online marketplaces to expand brand presence and drive sales growth.
Managing Director, Surgical Research and Education Center
UC Irvine Health
01.2006 - 02.2013
- Worked with KOLs in medical device and pharmaceutical sectors on development and FDA approval of new medical devices and interventions for various minimally invasive surgical specialties
- Managed all aspects of developing research protocols, guiding regulatory submissions and approvals, oversight of execution, data analysis, and development of manuscripts
- Presented publications at national and international conferences
- Projects included new devices, comparison studies, and expanded use studies
- Managed all regulatory approvals and inspections as required by FDA, DEA, OSHA, IRB, and IACUC
- GCP and GLP certified
- Managed all aspects of marketing division services and operations including P&L ownership and KPI optimization
- Hiring, training and development of staff
- Automation through incorporation of ERP solutions such as Microsoft Dynamics, Oracle, NetSuite, SalesForce, etc
- To manage all data and training material as well as adherence to training and certification requirements
- Maintaining accreditation as a Level-1 surgical education center by the American College of Surgeons (ACS)
- Accredited Brand Ambassador to ensure all division activities are aligned with UC Irvine Health brand.
Education
Executive MBA - Marketing and Strategy
University of California, Irvine
Irvine, CA01.2011
BS - Biomedical Sciences
California State Polytechnic University
Pomona, CA01.2008
Skills
- Forecasting
- Operations Management
- Business Development
- Contract Negotiation
- Sales Leadership
- Metrics Tracking
- Lead Generation
- Revenue Cycle Management
- Corporate Branding
- Market Research
- Resource Allocation
- Staff Development
- Training and Mentoring
- Complex Problem-Solving
- Strategic Planning
- Coaching and Mentoring
Accomplishments
Increased revenue by 112% during a period where industry revenue was down 30%+, increased customer retention by 92%, average order value by 44%, return on ad spend by 350%, and owned customer data by 2200% without increasing marketing budget. Transformed marketing operations including incorporation of AI and machine learning into various aspects of marketing operations.
Certification
- Professional Certified Marketing Manager, American Marketing Association
- Certified Digital Marketing Management Professional, American Marketing Association & Digital Marketing Institute
Personal Information
Willing To Relocate: Within the US
Awards
- 2001, Academic Man of Distinction, Fullerton College
- 2007, Best Presented Poster, Society of Urology and Engineering
- 2008, Third Place, Journal of Endourology
Hobbies and Interests
- Athletics - Soccer: Men’s Team, Calif. State Polytechnic University, Pomona
- Professional Swimmer and Former Lifeguard
- Martial Arts: Kyokushin Kai, Second-Degree Black Belt
- Music: Piano, Classical and Modern (Advanced)
References
Available Upon Request
Affiliations
- Athletics: Second-Degree Black Belt, Accomplished Marksman, Avid Soccer Player
- Music: Classical Piano Player
Languages
Persian
Native or Bilingual
Spanish
Limited Working
References
References available upon request.
Timeline
Vice President of Digital Marketing
MGA Entertainment, Inc.
01.2023 - Current
Sr. Director of Direct-to-Consumer Marketing
MGA Entertainment, Inc.
07.2022 - 01.2023
Chief Marketing Officer, EVP Product Development
Alpatronix
01.2010 - 07.2022
Managing Director, Surgical Research and Education Center
UC Irvine Health
01.2006 - 02.2013
Executive MBA - Marketing and Strategy
University of California, Irvine
BS - Biomedical Sciences
California State Polytechnic University
Similar Profiles
Vanessa MartinezVanessa Martinez
Import Coordinator at MGA EntertainmentImport Coordinator at MGA Entertainment
Miguel MaldonadoMiguel Maldonado
Material Handler at MGA EntertainmentMaterial Handler at MGA Entertainment
Maria AcostaMaria Acosta
Accounts Receivable Specialist at MGA EntertainmentAccounts Receivable Specialist at MGA Entertainment
Vunshi Vijay SaprooVunshi Vijay Saproo
Product Analyst at Smart Energy WaterProduct Analyst at Smart Energy Water
Kara CollacottKara Collacott
Residential Mortgage Broker at Coastal Capital FundingResidential Mortgage Broker at Coastal Capital Funding