SAMANTHA SEEDS
Rancho Palos Verdes,CA
Summary
Creative Strategy and Operations leader with 17+ years of progressive leadership at Mattel, driving operational excellence across the Consumer Products organization. Proven track record partnering with executive leadership to develop and implement strategic initiatives, optimize operating models, lead cross-functional transformation, and improve organizational effectiveness across global teams. Recognized for deep expertise supporting global franchise growth, theatrical initiatives, licensing, creative organizations, and cross-functional leadership.
Overview
18
18
years of professional experience
Work History
Senior Manager, Creative Operations
Mattel, Inc.
01.2022 - Current
- Leads the Creative Operations team supporting all Mattel brands and Franchise Creative
- Own and oversee the global creative budget, including allocations for theatrical
- Drive cross-functional process alignment and standardization across the global Creative team
- Partner with the Creative VP to implement and scale strategic initiatives
- Apply successful theatrical workflows to new Mattel theatrical franchise launches
- Develop and maintain asset management systems to enable efficient deliveries
- Provide mentorship and operational leadership to Creative Operations team
- Innovate new workflows and systems to address resource constraints and evolving workload demands
Creative Operations Manager
Mattel, Inc.
01.2019 - 01.2022
- Oversaw Creative Operations for Dolls (Mattel's highest revenue-generating CP brand) and Vehicles Brands
- Co-led the Dolls Creative team beginning April 2022-January 2023
- Designed a secure asset-sharing process and streamlined product approval workflows for Mattel's first theatrical release
- Managed all theatrical asset requests from external licensees and pitched creative concepts to potential partners
- Implemented Workfront and a new Digital Asset Management (DAM) system
- Project-managed all creative for the Las Vegas Licensing Show (2019–2022), including booth design, advertisements, and collateral
Production Coordinator, Sr. / Production Associate / Associate Producer
Mattel, Inc.
01.2009 - 01.2019
- Held various roles supporting Consumer Products Creative through project tracking, asset coordination, and production oversight
- Progressed through multiple promotions due to operational expertise and reliability
Education
Bachelor of Arts - Communication Studies
Loyola Marymount University (LMU)
Los AngelesSkills
- Global Creative Operations Leadership
- Strategic Project Management and Operational Excellence
- Executive Business Partnership
- Budget Ownership and Planning
- Vendor & Agency Relationship Oversight
- Data-Driven Decision Making
- Creative Tools Optimization (DAM, Airtable, Workfront)
- Stakeholder Communication and Cross-Functional Leadership
- Creative Strategy
- High-Performing Team Building and Mentorship
- Brand Consistency Across Markets
Timeline
Senior Manager, Creative Operations
Mattel, Inc.
01.2022 - Current
Creative Operations Manager
Mattel, Inc.
01.2019 - 01.2022
Production Coordinator, Sr. / Production Associate / Associate Producer
Mattel, Inc.
01.2009 - 01.2019
Bachelor of Arts - Communication Studies
Loyola Marymount University (LMU)