Key International Accomplishments—Therese Wilbur



Therese K. WilburUniversity of Southern CaliforniaMarshall School of Business701 Exposition Boulevard, HOH 621Los Angeles, CA 90089-1424twilbur@marshall.usc.edu213-740-4790Academic Experience:University of Southern California, Marshall School of BusinessAssociate Professor of Clinical Marketing, March 2014-PresentAssistant Professor of Clinical Marketing, January 2006-March 2014Undergraduate Course Experience includes:BUAD 491: Marketing Honors, Senior Project MKT 405: Integrated Marketing Communication: Advertising & Promotion DesignMKT 406: Practicum in Advertising & Promotion Design, 2 different executionsMKT 410: Professional Selling MKT 445: New Product Development & Branding MKT 446: Practicum in New Product Development & BrandingGraduate Course Experience includes:GSBA 562: 2019 Marketing Management, EMBA LA 34GSBA 528: 2018-2019 Marketing Management, Master of Science in Social Entrepreneurship programGSBA 580: 2016, 2017 PRIME Country Session for Hanoi/Bangkok, Full-time MBA programMKT 565: 2013 Global Marketing for Branding, IBEAR MBA programCo-Faculty:GSBA 580: 2015 PRIME Country Session for Hanoi/Bangkok, Full-time MBA programGSBA 580: 2012-2013 PRIME Country Session for Taipei/Shanghai, Full-time MBA programGSBA 582: 2014 PM Globe Country Session for Shanghai, Part-time MBA programCurriculum Development:MKT 446, Practicum in New Product Development and Branding, Spring 2008 Developed and executing an interdisciplinary course where marketers, designers and electrical engineers work on product development teams. The teams develop a branded product from concept to works-like and looks-like prototypes, along with a marketing launch plan. MKT 406, Practicum in Advertising and Promotion Design, Spring 2008 Integrated the American Advertising Federation’s (AAF) National Student Advertising Competition as a platform for the courseEstablished USC’s AAF chapter and renew it annuallyDeveloped agency structure and milestones to support competition deadlinesCompleted AAF’s requirements for competition participation annually Publications: American Society for Engineering Education, Contributor to 2009 Paper, A Fully Interdisciplinary Approach to Capstone Design Courses Global Academic Experience:MBA PRIME Course, Lead FacultyHanoi/Bangkok destination, Spring 2016, 2017Taught an 8 week course on the Global Context of Business for Vietnam and ThailandDefined projects annually with local corporate sponsors Managed 6-7 MBA project teams for the local business projects Developed and lead MBA students to Hanoi and Bangkok in May where teams make final presentations to corporate project sponsorsHanoi Corporate Sponsors: Ford, Piaggio, .vn, Son Tinh, TV Plus, Vega Technology Bangkok Corporate Sponsors: Ananda Development, Omise, Thailand’s Ministry of Finance, Tractus, United Nations Office of Drugs & CrimeMBA PRIME Course, Co-FacultyHanoi/Bangkok destination, Spring 2015Mentored 3 MBA project teams on business projects for local clientsAccompanied students to Hanoi and Bangkok where teams make final presentations to corporate project sponsors.Hanoi Corporate Sponsors: Ford, Piaggio, Son Tinh, Yan Media Group Bangkok Corporate Sponsors: Ananda Development, PRTR, United Nations Office of Drugs & CrimeMBA PM Globe Course, Spring 2014Mentored 4 MBA Teams for international field study projects for: Disneyland Shanghai, YUM! Brands, Goodbaby International, Diageo Accompanied teams to Shanghai for corporate visitsShanghai/Taipei destination, Spring 2012, 2013Selected to co-direct 6 MBA project teams on business projects for companies in Shanghai or TaipeiAccompanied students to Shanghai and Taipei where teams make final presentations and conduct additional corporate visitsShanghai Corporate Sponsors: Green Tree Hotels, Kerry Properties, Lotus Supermarkets, V. Stone CapitalTaipei Corporate Sponsors: HTC, Transcend, Giant Bicycle, Superbrand Mall Summer China Program, University of Science & Technology, Beijing, China, Summer 2012Selected to teach Introduction to Marketing, Organizational Behavior & Management courses to Chinese undergraduate students Program format was intensive 4 week semester, equivalent to 4.0 unit credit transferable to U.S. undergraduate InstitutionsInaugural program, sponsored and evaluated by the Chinese Government Ministry of EducationSiam Cement Trading Company, Bangkok, ThailandMarketing Consultant Internship, Summer 1991USC IBEAR MBA Program Researched and analyzed impact of NAFTA on Thai exports as well as identifying best opportunities for future export products. Presented research findings and strategic recommendations to senior management. Teaching Honors & AwardsGolden Apple Teaching Award for Elective Courses at Marshall School of Business, 2017. Selected by students as their favorite Marketing Department Professor for 2016-2017.USC Marshall School of Business Advisor of the Year for the Trojan Marketing Group Student Organization, 2017-2018Golden Apple Teaching Award for Elective Courses, Marshall School of Business, 2009. Selected by students as their favorite Marketing Department Professor for 2008-2009.Evan B. Thompson Innovation in Teaching and Learning Award, Marshall School of Business, 2009, Awarded from the Dean’s office for the interdisciplinary curriculum development and launch of the Practicum in New Product Development and BrandingHonorary Lifetime Induction into Alpha Kappa Psi Business Fraternity, USC Chapter, nominated and voted on by student members, Spring 2013American Advertising Federation, National Student Advertising Competition, District 15 Second place winner, Glidden Paint Campaign, Spring 2013Honda Civic Coupe Marketing Competition, National Second Place Winner for Overall Campaign, Spring 2012American Advertising Federation, National Student Advertising Competition, District 15 Second place winner, Nissan Campaign, Spring 2012Chevrolet Campus Promotion Program, National First Place Winner for Overall Campaign, Spring 2011American Advertising Federation, National Student Advertising Competition, District 15 Second place winner, JCPenney Campaign, Spring 2011American Advertising Federation, National Student Advertising Competition, District 15 State Farm Campaign Participant, Spring 2010American Advertising Federation, National Student Advertising Competition, District 15 Third Place winner, The Century Council Campaign, Spring 2009American Advertising Federation, National Student Advertising Competition, District 15 First Place Winner, AOL Instant Messaging Campaign, Spring 2008; Represented District 15 and competed in National Competition in Atlanta, GeorgiaSubaru of North American Collegiate Achievement Award, National Second place Winner for Integrated Marketing Campaign, Spring 2007Corporate Teaching PartnershipsUniversal Pictures, Gen Z Marketing Campaigns, Spring 2019Established and defined the collaboration for the MKT 406, Practicum in Advertising and Promotion Design class, with Universal Pictures Structured the class as a marketing agency with defined agency leadership, departments and agency roles to deliver integrated marketing campaigns based on the client’s objectives Managed the class to research and develop innovative franchise marketing strategies to attract and engage Gen Z audiences and extend Universal Property Franchises Directed class to achieve client objectives Jurassic World 3 (2021) & Jurassic Franchise and Cats Musical Release (2019)Students experienced all aspects of campaign development, which included consumer research, ideation, strategy, client pitch and approvals, campaign development and a final client presentation to Universal Pictures Marketing and Brand Strategy teams Created client’s project brief, participation agreement, and confidentiality structure for both the class and the client Universal Pictures, Millennial Marketing Campaigns, Spring 2018 Established and defined the collaboration for the MKT 406, Practicum in Advertising and Promotion Design class, with Universal Pictures Structured the class as a marketing agency with defined agency leadership, departments and agency roles to deliver integrated marketing campaigns based on the client’s objectives Managed the class to research and develop innovative marketing strategies for millennial audiences to increase Universal box office purchases and maximize opening weekend sales Directed the class to create Wow Idea millennial campaigns for both Mortal Engines (2018) and The Voyage of Doctor Dolittle (2020) theatrical releases to build purchase intentStudents experienced all aspects of campaign development, which included consumer research, ideation, strategy, client pitch and approvals, campaign development and a final client presentation to Universal Pictures Marketing and Brand Strategy teams Created client’s project brief, participation agreement, and confidentiality structure for both the class and the client Client Implementation:Utilized the agency’s campaign tagline for Voyage of Doctor Dolittle for the theatrical release marketing, which was, “He is not a people person.” Employers Group, Branding Campaign, Spring 2015Developed and defined the collaboration for the MKT 406, Practicum in Advertising and Promotion Design class, with Employers Group, a business to business HR consulting firm Structured the class as a marketing agency with defined leadership, departments and roles to deliver a fully developed, executed and evaluated integrated marketing program during the semesterCreated project brief, participation agreement and overall structure for both the class and the client so student agency could develop, execute, and evaluate a campaign Campaign Results:Re-branded and re-positioned EG as Experts in Making HR Your Competitive Edge 3.4 million impressions, $352,500 value, ROI 99%Increased member interaction by 150%Developed recommendations and future insights on attracting non-members EdVenture Partners, Marketing Internship Program, 2006-2014Executed the collaboration for the MKT 406, Practicum in Advertising and Promotion Design class, with EdVenture Partners Marketing Internship Program, to provide real world clientsStructured the class as a marketing agency with defined leadership, departments and roles to deliver a fully developed, executed and evaluated integrated marketing program during the semesterClients provide project brief, orientation, funding and attendance at key milestonesEdVenture Partners provides client, an account coordinator, internship brief, guidelines and approvals, client specific website Client and Campaign Results:FBI, 2006: Take on a career as unique as you are campaign 4 million impressions, $30,000 value, 500 event attendees, 36 applicantsSubaru, 2007: Beyond the Road campaign4.5 million impressions, $24,000 value, 750 event attendees, 571 opt-in cardsFBI, 2008: Wanted by the FBI campaign775 thousand impressions, $300,000 value, 121 event attendees, 123 qualified applicantsCIA, 2009: Discover the CIA campaign57 million impressions, $1.5 million value, 173 event attendees, 55 applicantsClient and Campaign Results continued:FBI, 2010: Think. Do. Live. FBI campaign5.8 million impressions, $16,200 value, 158 event attendees, 207 qualified applicantsChevrolet, 2011: We Make History campaign114,000 impressions, ROI 261%, 255 event attendees, 340 vehicle interactions, and 7% increase in purchase considerationHonda, 2012: The Civicized World campaign100 thousand impressions, $22,400 value, 150 event attendees, 200 car interactionsHonda, 2013: Fun Features, Serious Civic campaign 126 thousand impressions, $6,600 value, 220 event attendees, 500 car interactionsRandom Acts of Kindness tactic inspired and led to client’s “Helpful Honda Dealers” campaignAT&T, 2014: Calling All Innovators campaign138 thousand impressions, ROI 173%, 247 event attendees, 39 Development Program ApplicantsUniversity ServiceCurriculum Committee on Undergraduate Programs, 2015-presentCommittee Chair, Marketing Department Elective Curriculum Optimization, 2016 to presentCommittee Chair, Outstanding Undergraduate Marketing Student Award, 2008-presentFaculty Undergraduate Elective Advisor for Marketing Department, 2013-2019Trojan Marketing Club, Faculty Advisor, 2015 to present National Society for Collegiate Scholars, Faculty Advisor, 2007-2016Global Branding Center, Assistant Director, 2009-2012American Advertising Federation, Faculty Advisor, 2008-2013Committee for Interdisciplinary Curriculum, Faculty Member, 2012-2013Committee for Marketing Undergraduate Electives, 2013-2014Global Branding Center Presentation for Procter & Gamble, Clay Street Project Team, Spring 2011Initiated and co-developed a confidential, strategic presentation for Procter & Gamble’s Innovation Lab: Clay Street Project Team. Presentation outlined proprietary research and possible marketing strategies related to a directive coming from the CEO. Global Branding Center Event, Forever Barbie Symposium, November 2009Initiated, developed, funded and executed a 2 day symposium to celebrate the 50th Anniversary of the brand. Attended by over 100 undergraduate and graduate Marshall students in addition to Marshall Faculty, the Dean, and Mattel executives. I also proposed and established the Excellence in Global Branding award. The first ever award was presented to the Barbie brand from the Center as part of the Symposium events.AAF’s District 15 National Student Advertising Competition Host, Spring 2011 Hosted 10 higher education institutions within District 15 of the American Advertising Federation (AAF) for National Student Advertising Competition (NSAC)Planned and executed the competition event for 200 attendees, 9 presentations, the recruiters reception and the award ceremonyFulfilled both USC and AAF specific requirementsManaged the event from start to completion, 6:00 am – 7:30 pm Media Exposure: Local Broadcast Fox News, 11:00 pm, April 10, 200830 second story describes how USC business students created a campaign for the FBI to raise awareness and attract potential applicants. KTLA News 10:00 pm, April 10, 20082:00 minute story about the FBI and who they are recruiting. In addition, the story also gave praise to USC’s senior marketing class for its non-traditional campaign tactics. ABC News, 5:00 pm, April 10, 200840 second story about who the FBI is recruiting for agents and gave credit to "clever USC marketing students" for staging a water gun fight and event on campusKTLA Early Evening News, April 11, 2006 30 second story about the campaign event developed as part of our FBI campaign. National & Local Print or DigitalLos Angeles Times, April 7, 2009California Local section, CIA event draws USC students Chicago , April 6, 2009Featured Los Angeles article, USC marketing class helps CIA recruitment Advertising Age, March 31, 2009CIA’s Ad Agencies: College ClassesSunday Los Angeles Times, March 29, 2009 Front page article of the Education section, USC students help the CIA look for new recruits Los Angeles and Chicago , March 29, 2009California Local section, USC marketing class helps CIA recruitment Advertising Age, February 28, 2006Half page article in Advertising Age, titled, Branding the FBI for Class Credit"LA Downtown News, April 17, 2006Front page and digital article, Special Operation 406 USC Campus Marshall Website, Career Webcast, August 2012Presentation on New Product Development & Brand Management career paths Marshall Facebook Page, June 5, 2012Story about MKT 406, Practicum for Advertising Promotion and Design, The PitchDaily TrojanFebruary 2, 2012Front page photograph, highlighting my Branding of You workshop March 26, 2010Marketing Class Working with the FBIMedia Exposure continued: USC Campus April 8, 2009Front page, Students create ad campaign for CIA; other reactApril 11, 2008Front page picture of the water gun fight at the FBI event on April 10, 2008.March 13, 2008Front page story, USC Selected for FBI RecruitmentUSC Chronicle, April 2008Story about the class and campaign created for the FBIProfessional DevelopmentEvent Marketer’s Experiential Marketing Summit, 2018American Marketing Association Brand Manage Camp, 2014American Adverting Federation National Conference & ADDY Awards: 2013, 2011, 2008Academy of Marketing Science Annual Conference, 2007Corporate Experience:SummaryGlobal Brand Management Experience on a category leader—largest, most successful Girls’ Brand in the world, Barbie, with $2 billion in retail sales.Mattel, Inc.1992 – 2005Senior Director, International Marketing, Girls/Barbie May 1999 to October 2005May 1999—Int’l Marketing Director of Girls for Asia/Australia/JapanMay 2000---Int’l Marketing Director of Barbie Dolls/Customized/Collector, total internationalJuly 2002—Int’l Marketing Director, Barbie (added Barbie Accessory, Fashions, Plush and Activity categories, total international)June 2004—Int’l Director Barbie/Girls (added responsibility for 12 more brands across Small, Large and Fashion Doll categories, along with Electronics)Responsibilities:Global Marketing and Brand Management Meet international needs across all Girls toy brands, valued at $2 billion for 2005 retail sales. Requires understanding the consumer, customer, and competitive environment in 9 major developed markets as well as 5 key emerging markets to create strategies and actions across a brand and product portfolio. Hands-on experience with an average travel of 33 days/year to Europe, Latin America, Asia. Create and direct key input for new toy line every Spring and Fall by gathering and communicating international consumer needs across products, pricing, age segmentation, competition, and market development.Deliver marketing tools and programs to drive worldwide consumer growth.Collaborate and approve international marketing plans across markets.Identify and escalate any legal infringements of Barbie trademark and intellectual property among int’l competitors to Mattel Legal.Lead and develop an international marketing team of 8 persons, including 2 Brand Champions (one in Europe and one in Latin America). Global Marketing and Brand Management, continuedMarketing Analysis and StrategyConsulted and communicated strategic feedback to all Fashion Doll Leadership Plans. Insured implementation of all support needed.Supported Worlds of Barbie implementation internationally across 3 key age segments from 2003 to present. Analyze and share on-going POS trends, market share status, and competitive developments.Co-authored an initiative to compete with strongest European competitor developing princess fashion dolls and accessories. New Product Development and Branding Introduced a new toy line of 1000+ toys per year across Girls/Barbie during 2 internal previews and 5 Toys Fairs throughout the year (Headquarters Pre-Toy Fair and Toy Fair, Hong Kong Toy Fair, Nuremberg Toy Fair, and New York Toy Fair).Extended the Barbie Brand by creating and executing the international marketing/entertainment releases for 5 Barbie Princes Titles and 1 Fairytopia title with our Entertainment Partners, Universal and Entertainment RightsDirected the creation of international only toys, when needed, as well as communicating input and approvals with the Design teams.Responded to international requests for customer or market specific products.Developed and launched the My Scene sub-brand as “voice of international” for pricing, number of segments, price/value, advertising strategy, in-market research in Europe and Barbie brand municating with subsidiaries, brand champions, and brand groups on an on-going basis to support business planning cycle of: Line Reviews, Toy Fairs, Business Reviews, Financial Forecasts, Key International Initiatives, US POS trends, and all product and/or marketing changes.Advertising and PromotionIdentifying and meeting all international specific advertising needs across 50 centrally produced commercials/year. Managing a non-media budget of $3-4MM for Barbie and $1-2MM for Girls, Inc.Sharing creative briefs with international markets to insure they meet local brand, legal and cultural guidelines. Highlighting storyboards issues for agency and brand teams to resolve prior to commercial shoots. Directing Barbie international website plans for 9 sites:Reinforced need for subsidiaries to integrate marketing plans with websitesShared best practices for driving traffic Initially added all international website URL’s to all international packaging and advertising materials.Marketing ResearchPrioritizing, directing, and supporting execution of all International Consumer Research Studies.Understanding and reacting to various types of research reports, such as: product viabilities, brand tracking, consumer studies, advertising effectiveness, media tests, hot button tests, commercial diagnostics, competitive studies, youth trends, and consumer trends. Accomplishments:Global Marketing ManagementFirst Mattel brand to achieve over 50% of sales volume from International! Lead International sales mix from 38% to 57%. Developed category leadership in 11 of 14 key markets.Created and implemented international packaging guidelines for Barbie, which has become the template for all Girls brands. Provided key testimony in Simba-Germany intellectual property case, Feb. 2005. The court awarded settlement to Mattel. In addition, provided key testimony for a new, pending intellectual property case in Mexico, June 2005.Marketing Analysis and Strategy Supported total Barbie TOY revenue growth of $137MM, a CAGR of 5.2%, from 1999 to present. Competitive category share for princess fashions dolls declined in 3 out of 5 Euro markets while minimizing category share growth in other markets to less than 5%. New Product Development and Branding Created the most successful international entertainment franchise for girls, Barbie, next to Disney Princess, worth $500MM year-to-date in retail revenue, sold in over 70 int’l markets in 30 languages. Directed TV placement strategy and approved TV deals in 60+ markets/year. Achieved mega-brand status with My Scene, growing to annual retail sales of $180 million. Advertising and Promotion Roughly 95% of airdates are met globally and within annual budget.Marketing ResearchSummarized and recommend marketing strategies/implications based upon on-going research studies and communicate globally to all regions/markets.Internet MarketingTotal 2004 YE traffic of 427MM visits, with 2.2MM unique visits across Barbie and My Scene sites.Marketing Director, Barbie Collector1994-19991994-1995 Associate Product Manager1995-1996 Product Manager1996-1998 Senior Product Manager1998-1999 Marketing Director Responsibilities:New Product Development and BrandingDirect responsibility for managing the P&L: setting and meeting all financial goals. Lead the Design and Development teams to create collector dolls that appeal to all types of collectors: new, casual and avid adult collectors, in addition to cross-generational girls/moms. Distinguish dolls by channel, price point and type of collector edition.New Product Development and Branding, continued Gained experience in variety of distribution channels: mass market, toy specialists, department stores and direct (print ads, database direct mail, catalogs—ours/syndicated, infomercials), and home shopping networks. Presented and persuaded potential licensors to co-brand with Barbie by developing comprehensive plans including positioning, consumer target, pricing, packaging, channel of distribution, volume potential and integrated marketing plans. As part of licensor relationship, define approval process and meet team’s deadlines for approvals. Actual Licensors included: Movie Characters (Gone With The Wind, Wizard of Oz, My Fair Lady, Sound of Music), Celebrity family members and their management (Priscilla Presley, Tina Sinatra, Sean Ferrer (Audrey Hepburn’s son), Luci Arnaz (Lucille Ball’s daughter) and Fashion Designers/Houses (Burberry, Vera Wang, Bob Mackie, Byron Lars, Swarovski Crystals, Faberge, Wedgwood) and Pop Culture tie-ins (Coca-Cola, Star Trek, Grand Ole Opry).Advertising and PromotionsDeveloped print advertising and campaigns targeting moms of girls or adult collectors along with media plans and all approvals. Directed creative execution for direct mail pieces, catalogs, and magazine ads. Developed 2-30 minute infomercials: Barbie in My Fair Lady, Bob Mackie Jewel Essence Collection.Created innovative PR programs to attract new Barbie collectors. Marketing Research Attending focus groups on product concepts and the collecting hobby.Participated in an annual Barbie doll collector convention in 1995. Conducted in-market, split cell tests for direct ads and interpreted results.Leveraged consumer insights from Direct Marketing database to developing product and marketing programs that would attract new collectors and grow overall business. Accomplishments:New Product Development and BrandingAcquired the business acumen and management skills to advance from Associate Product Manager level to Marketing Director level. Managed and promoted 2 direct reports. Launched the Celebrity Collector doll business in 1996 with the first I Love Lucy doll. The series is in its tenth year. Advertising and PromotionPartnered with PR agencies to create innovative, break-through programs, such as:Breakfast at Tiffany’s Event at Tiffany’s, Beverly Hills to launch Audrey Hepburn doll collectionLaunched 30th Anniversary Barbie and Ken Star Trek gift set at the Star Trek convention, Huntsville, Alabama with Nichelle Nichols (Lt. Uhura)Singing debut of Country Rose Barbie at the Grand Ole Opry House, Nashville, TennesseeAssociate Product Manager, Barbie Dolls and Fashions1993-1994Developed strong creative judgment and aesthetic sense in evaluating product, packaging, advertising and communicating point of view.Lead product development teams for 12 segments per year.Lead client on 6 commercial shoots.Assistant Product Manager, Barbie Dolls and Fashions 1992-1993Developed a basic understanding of Barbie consumers and customers.Learned how to work with internal design, development and packaging to lead product from concept to production.Observed and supported the advertising process.Presented product to sales and customersProfessional Service:Member of Mattel’s International Leadership Team, July 2004 to October 2005Completed Mattel’s Global Leadership Program at Thunderbird University, November 2002Honors and Awards:Honored with 2004 International Passport Award for Newest, Most Impactful Girls’ International Marketing Initiative, April 2005Special Achievement Award, March 2003Received Girls’ President’s Award for Globalizing the Barbie Brand, September 2001Best Infomercial, 1997, Direct TV Magazine, Bob Mackie Jewel Essence Barbie Doll CollectionBest Infomercial, 1996, Direct TV Magazine, My Fair Lady, Barbie Doll CollectionPRUCO Securities, Minneapolis, MinnesotaSubsidiary of Prudential Life Insurance Company of AmericaSenior Sales and Service Analyst, Mutual Funds Division 1987-1990Responded to product and service questions from sales agents selling mutual funds.Developed and managed quality review programs to maintain service excellence.Supervised and trained staff of ten analysts.Awarded Quality Service Leader recognition and Creativity bonuses. Registered with NASD, Series 6.Andersen, Minneapolis, MinnesotaHuman Resources Assistant1986-1987Assisted with the orientation, transfer, and termination process for an office of 500+ employees.Co-administered annual promotion and salary reviews.Managed office wide employee database, including all reports and inquiries. Education:University of Southern California, Los Angeles, CaliforniaMaster of Business Administration, Marketing Concentration, May 1992Dean’s Fellowship recipient 1990-1991, Dean’s list University of St. Thomas, St. Paul, MinnesotaBachelor of Arts, Business Administration, Magna Cum Laude, December 1985Honors: Delta Epsilon Sigma National Honor Society, Dean’s ListDual Citizenship:United States of America, Panama ................
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