Ron Friedman

Mattel's Future Lab’s is focused on pioneering the future of play by enabling and accelerating innovation and growth beyond conventional product offerings and categories - from connected play to Web3-based products and experiences. Our mission is to broaden play innovation, expand reach, and develop new business that take advantage of and respond to disruptive opportunities. - Product Management - Digital Production - Product Design - Business Development - Marketing & Go-to-market Team is responsible for Mattel's Connected Play experiences (Jurassic Facts and Pictionary Air, among others), and our leading NFT projects like the Hot Wheels NFT Garage (https://hotwheelsnftg.io/)

• Lead product management, marketing, and business for Amazon Key, Amazon’s secure delivery service. • Drove 3,000%+ customer growth since Nov’19 and 220% YoY as of Dec’21, all while reducing CAC by over 50% and reducing operational costs by ~85%, all of which result in a combined 9,500%+ profit improvement and over $13M recurring annual cost savings. • Improved customer retention by over 500bps YTD as of Dec’21, the lowest since the launch of Key for Garage in Apr’19. • Led development and launch of Key for Garage national expansion, In-Garage grocery delivery, and Ring camera integration among a wide array of product improvements, which have increased Key app ratings by over 75% and delivery service ratings by more than 25%

• Bridging physical and digital: Creating the future of connected play for Hot Wheels.

• Bridging physical and digital: Creating the future of connected play for Hot Wheels. • First product person for the brand, in charge of establishing Product Management function, processes, and organization.

• Lead end-to-end Global Product Marketing for Hot Wheels’ innovation-focused segments: develop product strategy, new product development, product lifecycle management, line architecture, and go-to-market plans. • Lead cross-functional teams for both product development and marketing, including design, engineering, packaging, finance, forecasting & demand planning, sales, customer marketing, media, digital, PR, and other shared services. • SPOC for all product innovation partnership projects that aim to achieve incremental growth and distribution, as well as increase brand buzz, including collaborations with Real FX / Wow! Labs, Osmo, Smart Cycle, and Dash Robotics among others. • Achieved over 60% global sales growth from 2014 to 2017, with plans to double segment size by end of 2018. • Three Toy of The Year (TOTY) award nominations for Hot Wheels Sky Shock, Hot Wheels Ai, and Hot Wheels MindRacers by Osmo.

• Set the foundations and established the long-term strategy for the future of Hot Wheels older-boy product line strategies, intended to prolong the brand's consumer life-cycle and increase brand buzz. • Reorganized product portfolio, created new processes, and re-prioritized marketing priorities to improve segment productivity and team efficiency.

Manager | Mattel and Fisher-Price Strategic Marketing | North America Division Identified under-served areas of business and tied them to opportunities with potential to drive incremental sales by creating compelling company-wide, multi-brand programs. • Implemented a company-wide, strategic and efficient process, to develop meaningful and differentiated exclusive products and programs across Mattel and Fisher-Price brands for all U.S. based retailers along with mature international markets. • Developed and implemented criteria and process for Open Stock and Dot Com Mailer (FFP) offerings, in order to outpace the natural dot com growth, allowing Mattel and Fisher-Price to gain market share in the U.S. • Lead Hispanic marketing initiatives across Mattel and Fisher-Price brands in the NAD to grow market share by focusing on the fastest growing ethnicity in the U.S. market. • Identified best opportunities for Mattel and Fisher-Price, via NPD Top-20 deep-dive analysis, to gain market share within the uppermost segment in the U.S. market, by converging all marketing levers on a subset of Key Driver items during the Holiday Season.

• Manage full hair color brand portfolio for L'Oréal Paris – five brands in total – to financial, market share and new product launch objectives. • Develop and manage Hair Color marketing team and Product Brand Managers. • Analyze media opportunities, develop local creative and adapt international advertising. • Develop, manage and implement promotional plan. • Manage over $8M USD annual marketing budget.

• Coordinate between the Direction Marketing International in Paris and the individual Operational Marketing teams across Latin America. • Analyze local market performance, coordinate communications and best practices throughout Latin America. • Lead and coordinate creative agencies in the development of regional materials and implementations. • Update branding, packaging and other marketing materials for various L'Oréal products and brands.

Summer internship program based in Mexicana's Los Angeles, CA office to analyze their current distribution channel, sales, and marketing strategies for the US & Canada. The purpose of the program is to make final recommendations, based on industry-wide best practices and benchmarks, that will guide a new path for Mexicana's commercial strategy in the North American markets.

Pro Bono work for Ojos que Seinten, A.C. - Strategic Consulting, including business plan & sales strategy development. - Event organization and execution - Sponsorship sales and team management - Marketing and advertising consulting Grupo Posadas - Campaign organization and execution - Marketing and advertising consulting Secretatria de Comunicaciones y Transportes - Field study and consulting

• Coordinated the sales, finance, operations, and human resources teams to create the development’s overall business plan. • Developed company’s marketing plan which established its distribution channel, communications and advertising, and electronic marketing strategies, including the creation of the company website and CRM in preparation for the launch. • Led creative team to create and develop company’s brand identity, as well as its standards and guidelines manual, collateral materials, advertisements, and promotions to build brand equity and establish positioning during the launch campaigns. • Partnered with William Morris Endeavor Entertainment to bring a top selling artist to Mundo Imperial’s theater while managing and leading its marketing efforts for their four concerts in Acapulco. • Recruited, mentored and led a team of five marketing professionals.

• Managed marketing relationships for all international travel segments. • Coordinated tasks between the company’s US Sales Teams and the Mexico Corporate Marketing Teams. • Developed and implemented company’s international media plans and promotions, which increased overall international sales in 2006 by more than 5% over those in 2005. • Expanded brand presence into various Online Travel Agencies such as Expedia, Travelocity, and Orbitz. • Led several creative agencies that produced all international advertising and collateral materials for all of the company brands.

• Planned, contracted and executed a new media plan that would introduce the Elini brand to the US Hispanic market. • Created the Elini Times, a quarterly newsletter for both customers and sales partners. • Led the creative team in the development of all of the company’s advertisements, collateral materials and communications. • Increased brand’s editorial space through active involvement with both local and national media outlets. • Organized Trade Shows, Media Events, Trunk Shows and Event Sponsorship.