Summary
Overview
Work History
Education
Skills
Partner Examples
Product Awards
Timeline
Generic
Shelby Powell

Shelby Powell

Los Angeles,CA

Summary

Dynamic marketing leader with a proven track record driving brand growth through innovative strategies and partnerships. Expert in brand storytelling and team leadership, I successfully doubled the Dolls portfolio and elevated Barbie's market presence, showcasing critical thinking and relationship-building skills to achieve significant sales milestones.

Overview

10
10
years of professional experience

Work History

Vice President, Barbie Global Brand Marketing

Mattel, Inc.
02.2025 - Current
  • Hand-selected to lead Mattel's flagship brand through a product-led sales turn-around
  • Collaborated across research, commercial, design & development to deliver a consumer-led growth strategy scaling key consumer trends to more effectively service broad fan base
  • Demonstrated proficient leadership skills to motivate teams unlocking innovative thinking

Vice President, Dolls Global Marketing

Mattel, Inc
02.2023 - 02.2025
  • Doubled Portfolio Dolls business through strategic license acquisition and new brand launches
  • Maintained status of top growth brand two years in a row
  • Demonstrated people-centric leadership skills improving culture sentiment and scores

Director/ Sr. Director, Marketing & Partnerships

Mattel, Inc
01.2017 - 01.2023
  • Culture-marketing lead deepening Barbie's connection to culture & purpose through partnerships (managed over 50)
  • Led elevated Barbie collector segment to 10+ year sales high through targeted consumer segmentation and integrated marketing campaigns
  • Innovation lead bringing to market multiple brand firsts (sustainability programs, new play patterns, franchise extensions)


Marketing Executive

Creative Artists Agency, CAA
06.2015 - 12.2016
  • Increased brand awareness for challenger financial brand by developing and implementing innovative marketing platform through content and experiential activations
  • Created and executed partnership strategy for smartwater identifying key pop culture pillars to enhance value proposition
  • Boosted digital campaign effectiveness for The Honest Company through cost effective asset development

Education

MBA - Marketing

UCLA Anderson School of Management
Los Angeles
06-2011

Bachelor of Arts - Economics

University of California, Berkeley
Berkeley, CA
06-2006

Skills

  • Team leadership
  • Relationship building
  • Decision-making
  • Critical thinking
  • Brand storytelling
  • Partner Licensor Management
  • Product Development Launch

Partner Examples

Fashion & Beauty: MAC, Balmain, Off-White

Lifestyle: Air BNB, Neiman Marcus

Talent: Katseye, Serena Williams, Mariah Carey, Laverne Cox

Product Awards

Time Magazine Best Invention of 2022: Dr. Jane Goodall Barbie Doll

Doll of the Year 2020: Color Reveal

People's Choice Toy Award 2023: Monster High

Timeline

Vice President, Barbie Global Brand Marketing

Mattel, Inc.
02.2025 - Current

Vice President, Dolls Global Marketing

Mattel, Inc
02.2023 - 02.2025

Director/ Sr. Director, Marketing & Partnerships

Mattel, Inc
01.2017 - 01.2023

Marketing Executive

Creative Artists Agency, CAA
06.2015 - 12.2016

MBA - Marketing

UCLA Anderson School of Management

Bachelor of Arts - Economics

University of California, Berkeley

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