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Work Background
HasbroSenior Lead Designer – Product & Game Design, Game Brands
Oct. 2017 - Oct. 2024Pawtucket, Rhode IslandLed creative strategies and product innovation for global brands, delivering groundbreaking games and omnichannel campaigns. Excelled in IP expansion, strategic partnerships, and process optimization to drive measurable growth. • Launched NBA Monopoly, achieving pre-sale sellouts in 24 hours.
• Partnered with Disney, Lucasfilm, and Universal, driving a 35% increase in licensed product revenue.
• Reduced development cycles by 15% through AI integration.
HasbroLead Designer – Product & Game Design, Game Brands
Aug. 2015 - Oct. 2017Pioneered concept-to-shelf success and channel collaborations, enhancing seasonal sales and expanding retail presence. Innovated stylized gameplay to maintain relevance and engagement. • Created Road Trip travel games, increasing seasonal sales by 20%.
• Designed 15–20 SKUs annually for Target and Walmart, boosting brand sales by 25%.
• Led cross-functional teams to launch 25+ products, growing market share by 20%.
HasbroArt Director, Game Brands
Jan. 2012 - Aug. 2015Directed creative branding and packaging for iconic franchises, ensuring strategic alignment with retail and licensing. Delivered projects on time and under budget while fostering team excellence. • Directed visual storytelling for Monopoly, Candyland, and Twister, contributing to $519M quarterly revenue.
• Saved $200K over three years by streamlining project workflows.
• Incorporated emerging trends to maintain brand competitiveness.
HasbroArt Director, Brand & Packaging, Littlest Pet Shop
Aug. 2008 - Jan. 2012Directed branding and design for iconic toy franchises, driving strategic growth and consistency across multiple brand extensions. Managed cross-functional teams and delivered creative solutions to enhance market presence. • Led brand design for Littlest Pet Shop ($304MM) and FurReal Friends ($189MM).
• Spearheaded branding updates across multiple product lines.
• Managed teams of in-house designers, freelancers, and external partners.
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