Summary
Overview
Work History
Education
Skills
Distinctions
References
Timeline
Generic

Teresa Pearson

Rumson,NJ

Summary

Dynamic leader with extensive experience at HASBRO, INC., specializing in franchise management and organizational transformation. Successfully implemented global marketing strategies and digital brand initiatives, resulting in a remarkable 50% revenue growth within a year. Proven expertise in team motivation and innovation fosters an environment of continuous improvement and revenue expansion.

Overview

29
29
years of professional experience

Work History

Vice President, Global Consumer Marketing & Franchise Development, Play-Doh, and Arts & Crafts Portfolio

HASBRO, INC.
12.2023 - Current
  • Selected to enhance growth for Play-Doh brand and Arts & Crafts portfolio.
  • Directed implementation of IP transition from product to brand with a fresh mission focused on Power of Imagination.
  • Directed research leading to a focus on expanding into toys, LCP, and consumer categories.
  • Negotiated pivotal partner contracts for licensing deals for '25 & '26.
  • Pioneered and delivered initial PD Curriculum, culminating in successful integration into schools across US and NA.
  • Create plans to expand into new categories including alt compounds, beauty products, home items, apparel pieces and publications.

Vice President, Global Brand Marketing & Franchise Development, Sports Action Portfolio

HASBRO, INC.
05.2021 - 12.2023
  • Elevated to lead marketing role managing a $1B global business.
  • Directed global marketing and strategic brand planning across 120 countries.
  • Handled comprehensive management of brand social channels.
  • Led strategic initiatives to grow presence in experiential events, digital gaming, and entertainment.
  • Created initial in-house content studio focused exclusively on SA, generating more than 600 pieces of content annually.
  • Managed and executed strategic negotiations for brand partnerships with entities including Supreme, NFL Flag, and Nike.
  • Chosen to spearhead the inaugural global launch of Nerfball.

Head of Franchise - Strategy & Global Marketing, Nerf

HASBRO, INC.
01.2017 - 05.2021
  • Spearheaded transformation of the company's largest business from a toy-focused model to an experience-driven, digital-first approach.
  • Executed ambitious new vision successfully.
  • Implemented digital-first marketing strategy with top-tier influencers.
  • Oversaw essential relationships with over 50 licensees in toys, games, hard lines, soft lines and publishing.
  • Increased revenue in consumer products segment by 50% during initial year.
  • Closed initial regional entertainment agreement for the brand early, facilitating 25 independent franchise launches in APAC.

Senior Director, Global Marketing & Development, Preschool

HASBRO, INC.
01.2014 - 01.2017
  • Expanded role to cover global marketing and development for the Playskool portfolio.
  • Oversaw MPH and Sesame Street brands.
  • Pinpointed innovative sourcing strategies boosting profitability across plush product categories.
  • Part of core team initiating the relaunch of Playskool in both mature and emerging markets.
  • Managed development and maintenance of philanthropic partnerships across portfolio.

VP, Marketing / Brand Strategist

DOMAIN HOME
Norwood, USA
01.2007 - 01.2008
  • Directed marketing initiatives and spearheaded brand revitalization efforts for home furnishing retailer.
  • Created strategic marketing plan to acquire new customers, enhancing organization revenue.
  • Led trend forecasting initiatives to create unified merchandising strategies at store level.
  • Negotiated and managed external marketing partnerships and vendors for cost-effective planning within a multi-million budget.

Director, Account Services

LIPMAN ADVERTISING
New York, USA
01.2004 - 01.2006
  • Directed the management of significant accounts with annual client billings totaling $60 million.
  • Managed team of 3 direct reports while collaborating with a broader group of 15 marketing staff.
  • Acted as strategic partner for David Yurman to create new customer engagement methods.
  • Facilitated the launch of new media and websites.
  • Enhanced marketing initiatives for Burberry Fragrance through strategic contract negotiation.
  • Negotiated effectively with external marketing partners and vendors to optimize costs.

Designer/Principal

REESE MARIE DESIGNS
New York, USA
01.2002 - 01.2004
  • Established exclusive resort wear brand catering to a specific market segment.
  • Achieved profitability within six months.
  • Managed design, sourcing, marketing, and sales strategies for product line distributed via exclusive events.

Director of Marketing

KENNETH COLE PRODUCTIONS, INC.
New York, USA
01.2002 - 01.2004
  • Led development of worldwide and local marketing approaches for Kenneth Cole New York and Unlisted brands.
  • Led the operations of 16 licensees, including Liz Claiborne.
  • Created detailed branding guide crucial for acquiring global licensing deals.
  • Strengthened KCNY brand visibility within wholesale networks.

Advertising Manager

TOMMY HILFIGER, USA, INC.
New York, USA
01.1996 - 01.2000
  • Recognized with three early merit promotions within four years for excellent performance.
  • Directed end-to-end management of retail and national advertising campaigns for Men's Sportswear Division.
  • Organized fashion shows and managed personal appearances by Tommy Hilfiger.

Education

Bachelor of Arts -

SALVE REGINA UNIVERSITY
Newport, RI

Executive Leader Training -

TUCK SCHOOL OF BUSINESS DARTMOUTH
Hanover, NH

Skills

  • Brand Communication
  • Consumer Trend Identification
  • E-Commerce Planning
  • Market Positioning
  • Strategic Influencer Collaborations
  • Strategic Planning
  • Agency Oversight
  • International Brand Strategy
  • Strategic Advertising Initiatives
  • Category Development
  • Profit Margin Monitoring
  • Consumer Engagement Skills
  • Performance Analytics Reporting
  • Market Competitor Analysis
  • Business Plan Formulation

Distinctions

  • 2021 WIT Nominee Marketing and PR
  • Hackensack Meridien Health Systems Marketing Sub-Committee Board Member
  • St. Jude's Hospital Advisory Board Member
  • Girls on the Run RI Board Member
  • Hasbro Top Talent and Leadership Mentorship Program
  • 2013 Toy of the Year

References

References available upon request.

Timeline

Vice President, Global Consumer Marketing & Franchise Development, Play-Doh, and Arts & Crafts Portfolio

HASBRO, INC.
12.2023 - Current

Vice President, Global Brand Marketing & Franchise Development, Sports Action Portfolio

HASBRO, INC.
05.2021 - 12.2023

Head of Franchise - Strategy & Global Marketing, Nerf

HASBRO, INC.
01.2017 - 05.2021

Senior Director, Global Marketing & Development, Preschool

HASBRO, INC.
01.2014 - 01.2017

VP, Marketing / Brand Strategist

DOMAIN HOME
01.2007 - 01.2008

Director, Account Services

LIPMAN ADVERTISING
01.2004 - 01.2006

Designer/Principal

REESE MARIE DESIGNS
01.2002 - 01.2004

Director of Marketing

KENNETH COLE PRODUCTIONS, INC.
01.2002 - 01.2004

Advertising Manager

TOMMY HILFIGER, USA, INC.
01.1996 - 01.2000

Bachelor of Arts -

SALVE REGINA UNIVERSITY

Executive Leader Training -

TUCK SCHOOL OF BUSINESS DARTMOUTH

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