Jennifer Kobashi

Global Brand Marketing + Partnerships + Business Development + Experiential (Hot Wheels + Matchbox) @ Mattel, Inc.

About

I am both a visionary and a builder. End to end brand & marketing leader. Brand driver of some of the world’s most beloved franchises: Hot Wheels, Mickey & Minnie Mouse, Winnie the Pooh, Pixar properties, High School Musical, Hannah Montana, Star Wars and more. Core expertise: Brand Partnerships Integrated Marketing New Business Development Experiential But before all that, I’m a person who loves to have fun, build relationships & connections, and help lift up those around me. From a work perspective, I’ve: -Led breakthrough innovation and thoughtful collaboration -Transformed brand growth through innovation, storytelling and consumer focus -Built powerful brand businesses for launch, early stage, and established brands KEY SKILLS Franchise Management| Strategic Planning | Consumer/Trade Marketing | Branding | Promotions | Content Development | Partnerships | Creative Campaign Development | Media Planning | Advertising | Digital Marketing | Product Development | Consumer Products | Research | Team Building | Agency Management | Business Analytics | Presentations

Country

City

United States

Industry

Marketing & Advertising

Skill

Customer Service, Leadership, Program Planning, Social Media Communications, Personnel Management, Guest Satisfaction, Communication, Fundraising, Event Management, Contract Negotiation, Brand Awareness, Brand Strategy, Digital Strategy, Integrated Marketing, Consumer Products, Strategy, Marketing, Brand Management, Digital Marketing, Creative Direction

Experience

Global Brand Marketing + Partnerships + Business Development + Experiential (Hot Wheels + Matchbox)

Mattel, Inc.

2020-3 - Present · 6 yrs 7 mos

El Segundo, California, United States

Drive and oversee brand strategy, marketing and business development for Hot Wheels (#1 toy in the world) and Matchbox (sustainability). Head of Adult & Multi-Generational portfolio. Innovative growth leader and builder. Programs include: Global Brand Platform/Ecosystem/Campaign Development, Digital, Consumer Insights, Social (Meta + launched first ever YouTube & TikTok channels), Content, Influencers, DTC, E-Commerce, Loyalty Programs, Creative, PR, Retail, Promotions, Sponsorships, Live Events, Experiential, Partnerships, Collabs, Media Planning and Virtual Collectibles. Key Partners: Exxon Mobil, Walmart, F1, Ferrari, Porsche, Mercedes Benz, Aston Martin, Polestar, Honda, Mr. Brainwash, BMW, McLaren, Lamborghini, Petersen Automotive Museum.

Global Franchise Management (Hot Wheels)

Mattel, Inc.

2017-2 - 2020-3 · 3 yrs 2 mos

El Segundo, California, United States

Lead global franchise strategy, development and management for Hot Wheels core demographics: Kids and Adults.

Consumer Marketing & Partnerships

The Walt Disney Company

2013 - 2016-12 · 4 yrs

Glendale, CA

DISNEY CONSUMER PRODUCTS. Launched, built and supported multi-million dollar franchises incorporating business strategy, analytics, franchise evaluation, research, ROI, positioning, portfolio mapping, competitive analysis, creative direction and new business development. Disney Consumer Products Synergy Lead Directed marketing for Mickey, Minnie, Princess, Pixar, Marvel, Star Wars and new TV and digital content. Led Disney Consumer Products partnerships with Walt Disney Company business units. Categories supported: Softlines (Apparel and Accessories), CPG, Food/Health/Beauty, Stationery, Infant/Preschool, Toys, Consumer Electronics.

Strategic Marketing

The Walt Disney Company

2010 - 2013 · 3 yrs

Glendale, CA

DISNEY CONSUMER PRODUCTS. Franchises: Mickey & Minnie Mouse, Winnie the Pooh, Pixar Portfolio, Princess, New Business Development. Led and coached a team managing multi-billion dollar franchises, including the development of innovative global product & franchise strategies, marketing plans, and product/retail programs. Developed and launched the Minnie Mouse franchise strategy for Juniors/Millennials and Girls markets, lifting sales by 85%. Drove marketing partnerships with licensees (e.g. Kimberly Clark, P&G, Campbell’s Soup, Mattel, Lego and Hallmark).

Global Franchise Development

The Walt Disney Company

2008 - 2010 · 2 yrs

Glendale, CA

DISNEY CONSUMER PRODUCTS. Led all strategy, planning and development for globally popular ABC Inc./Disney Channel franchises, including High School Musical, Hannah Montana and Phineas & Ferb, driving marketing plans and product/retail programs to realize multi-billion dollar revenue.