TONY LAWLOR
Ridgefield,CT
Summary
Sales and Marketing leader with a proven track record at JAKKS Pacific, Inc., driving a 28% increase in sales through innovative product development and strategic brand management. Expertise in contract negotiation and cross-functional collaboration contributes to revenue growth and robust channel partnerships. Focused on delivering measurable results in competitive markets.
Overview
20
20
years of professional experience
Work History
Head of Brand Development
Sincere Pet Products, Inc.
Ningbo, China
07.2024 - Current
- Launched the first-ever FIFA World Cup 2026 pet product line.
- Secured retail placement across key US and international markets.
- Directed end-to-end product development.
- Pioneered trend-forward materials and features.
- Ensured brand alignment by collaborating with FIFA’s official licensing partner.
- Assisted in budgeting process by tracking spending against allocated funds.
- Worked closely with internal teams such as Sales and Marketing departments to ensure successful execution of branding initiatives.
Head of Marketing & Product Development
Because It’s Better (formerly Healthy Chews)
Ridgefield, USA
02.2018 - 06.2024
- Developed a concept for the first-ever shelf-stable, semi-moist, human-grade pet food, and worked hand in hand with pet food nutritionists and formula experts to bring the concept to market.
- Executed the first large-scale production run within 12 months of concept validation.
- Built and managed a scalable supply chain.
- Led the sales team that launched a new pet food product line and grain placement for multiple SKUs with 15 national retailers, gaining placement in over 14,500 total stores.
- Spearheaded the successful marketing launch for the brand, achieving over 2 million views in the first 12 weeks.
- Recruited and trained staff members within the marketing department ensuring alignment with corporate goals and objectives.
- Managed creative teams responsible for developing content such as blog posts, videos or infographics that support overall marketing objectives.
- Managed relationships with external vendors including advertising agencies, media outlets and design firms.
- Directed digital marketing campaigns across multiple channels including email, social media and website optimization.
- Created and managed annual budgets for all marketing activities, ensuring cost efficiency.
- Organized conferences and trade shows to promote products and services.
- Coordinated efforts between internal departments to ensure successful execution of projects.
Senior Vice President, Sales & Marketing
JAKKS Pacific, Inc. (Pet Division)
Santa Monica, CA
02.2015 - 02.2018
- Increased sales by 28% over the three years.
- Increased divisional profit by 9% through optimized sourcing strategies.
- Identified and launched two entirely new product categories.
- Spearheaded company-wide rebranding and go-to-market transformation.
- Championed product innovation from ideation to commercialization.
- Secured high-impact licensing deals and developed targeted business strategies.
- Negotiated contracts with suppliers while ensuring competitive pricing structures.
- Analyzed data from marketing campaigns to determine best practices for future efforts.
- Directed annual budgeting process and oversaw financial performance of departmental operations.
Executive Vice President
All for Paws Pet (a division of Sincere Pet Products, Inc.)
Shanghai, China
03.2011 - 01.2015
- Scaled division to $29 million in revenue within 2.5 years.
- Secured placement in multiple major US retail chains within 24 months.
- Pioneered a no MOQ - FOB China direct-to-retailer model.
- Launched a China based warehouse platform for retailers.
- Oversaw the development of new products or services from concept through launch.
- Negotiated contracts with vendors, suppliers, customers and partners.
- Developed and implemented strategies to maximize organizational efficiency and profitability.
- Provided guidance on strategic decisions to ensure objectives were met.
- Conducted regular reviews of operational processes to identify areas for improvement.
Vice President of Business Development
Jakks Pacific Inc (Pet Division)
Malibu, CA
05.2005 - 01.2009
- Monitored industry developments and identified areas of opportunity for expansion into new markets.
- Provided leadership for teams of sales representatives by setting goals and objectives for each quarter.
- Developed and implemented business development strategies to increase sales, market share, and profitability.
- Developed pricing models based on customer segmentation analysis.
- Managed budgeting process for business development initiatives ensuring that all costs are within allocated limits.
- Collaborated with senior management team on long-term planning initiatives related to product and service launches.
- Cultivated strong professional relationships with suppliers and key retailers to drive long-term business development.
Education
Bachelor of Science - Business Administration, Marketing, International Management
Boston University
Boston05-1989
Skills
- Sales strategy
- Product development
- Market analysis
- Contract negotiation
- Retail placement
- Supply chain management
- Brand management
- Budget management
- Revenue growth
- Pricing strategy
- New business development
- Sales pipeline management
- Negotiation expertise
- Marketing analytics
- Customer relationship management
- Channel partnerships
- Brand strategy
- Sales forecasting
- Vendor negotiation
- Cross-functional collaboration
Affiliations
- Awarded Full Athletic Scholarship to Boston University
- Avid Golfer
Accomplishments
- Received the LIMI Award for developing Corporate Brand of the Year
Timeline
Head of Brand Development
Sincere Pet Products, Inc.
07.2024 - Current
Head of Marketing & Product Development
Because It’s Better (formerly Healthy Chews)
02.2018 - 06.2024
Senior Vice President, Sales & Marketing
JAKKS Pacific, Inc. (Pet Division)
02.2015 - 02.2018
Executive Vice President
All for Paws Pet (a division of Sincere Pet Products, Inc.)
03.2011 - 01.2015
Vice President of Business Development
Jakks Pacific Inc (Pet Division)
05.2005 - 01.2009
Bachelor of Science - Business Administration, Marketing, International Management
Boston University
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