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Clark University

CMO & Board Member at Eastern Standard Provisions

I help toy, gaming, entertainment, and sports companies accelerate growth and build passionate fanbases without the overhead of a full-time CMO. 

Here are some of the problems I solve:
• Turning casual consumers into devoted fans, enhancing retention and loyalty.
• Implementing marketing strategies to accelerate growth and improve profitability.
• Expanding DTC and retail presence to maximize sales and market influence.
• Using data analytics to refine strategies, making campaigns more effective and efficient.
• Providing leadership to guide and develop marketing teams for successful execution.

As your Fractional CMO, I bring the expertise of a full-time marketing leader—without the full-time cost. Here’s what you can expect:
 • Crafting a comprehensive marketing strategy tailored to your business
 • Defining clear KPIs and reporting to measure success
 • Developing compelling positioning and messaging
 • Leading your marketing team with a focus on collaboration and results
 • Selecting and managing the most effective campaigns and channels
 • Hiring and mentoring the right talent to execute your vision
 • Implementing systems and processes that drive efficiency
 • Leveraging the latest marketing technologies to enhance performance

LET'S CONNECT!
If you’re looking to take your brand to the next level and turn your audience into superfans, let’s chat! Feel free to reach out via LinkedIn, or send me an email at randy@superfanbrands.com. I’m excited to see what we can achieve together!

Superfan Brands

Founder & Fractional CMO

CMOx is an accelerator and consortium leveraged by Fractional CMOs to pool resources and visions to grow the Fractional CMO model and help more companies grow.

CMOx - The Fractional Chief Marketing Officer Company

Member

Led the marketing strategy and operations to strengthen Eastern Standard Provisions food company's market presence including brand strategy, digital marketing, social media, PR, direct-to-consumer and retail sales, data analytics, consumer experience, and product development.

• Grew revenue from $215K to $28 million / Secured a place on Inc 5000’s Fastest Growing Companies list (#451)

• Built the direct-to-consumer channel from the ground up, growing the channel over 1200% in    3 years and establishing a loyal DTC audience of over 800K customers

• Diversified the business into retail, growing to 2,700+ retail doors, with nationwide launches in Whole Foods and Costco

• Led the development and launch of gluten-free soft pretzel bites, initially partnering with Whole Foods for market entry, followed by an expansion of distribution including Sprouts

• Pitched and selected as one of Oprah’s Favorite Things for 2019 and 2021

• Built, led and mentored team consisting of marketing, creative, data analytics, customer service and product development

Eastern Standard Provisions

Chief Marketing Officer

Led global brand strategy, product development, marketing and licensing for Funrise's diverse portfolio of CPG toy brands across multiple categories (preschool, boys, girls, vehicles, outdoor).

• Grew worldwide revenue by over 40% with innovative product line extensions and launching new brands

• Renegotiated and extended the Tonka license with Hasbro; Expanded the Tonka brand into new play patterns (collectible minis, R/C) to grow worldwide revenue

• Acquired multiple global toy licenses from major studios including Disney, Warner Bros. & Paramount; Acquired the Caterpillar license for vehicles and developed innovative product line

• Developed multiple successful original toy brands in boys action, girls and preschool categories 

• Developed Funrise’s original IP, Rainbow Butterfly Unicorn Kitty, into a full animated TV series; Led the negotiation and sale of the global TV distribution rights to Nickelodeon and free-to-air networks

• Led and mentored a team of 30+ people including marketing, packaging, creative services and product development

Funrise

Senior Vice President, Global Brand Marketing

Led the development, licensing and marketing of consumer products programs across multiple categories for Lionsgate’s entertainment portfolio of film, TV, digital, and home entertainment properties.

• Led licensing and consumer products division generating over $60+ million in global retail sales

• Delivered Lionsgate’s largest licensing program securing over 45 global partners across multiple categories for The Hunger Games 10 months prior to launch

• Developed a comprehensive range of merchandise for Lionsgate Land in Motiongate theme park in Dubai

• Developed merchandise for The Hunger Games Exhibition and oversaw the design and implementation of the retail shop

• Launched successful licensing programs for The Divergent Series, Now You See Me, Dirty Dancing’s 30th Anniversary, Mad Men and Orange Is The New Black with retail sales in both mass market and specialty channels

Lionsgate

Senior Vice President, Consumer Products & Licensing

Led Muze Clothing’s marketing efforts including SEO, SEM, social media marketing, and CRM to
maximize reach and engagement, while maintaining a consistent brand voice.

• Drove consecutive 400% sales increases by overhauling the company’s digital marketing
strategy, leading to the most profitable year in company history

• Leveraged relationships with key influencers and celebrities to seed the brand, creating authentic
endorsements that significantly increased brand awareness and consumer trust

• Built data analytics tools to continuously monitor and optimize marketing campaigns

Muze Clothing

Led global toy licensing and North American retail strategy for DreamWorks’ consumer products delivering over $300 million in U.S. annual retail sales.

• Secured and managed long-term licensing deals with major toy companies including Mattel, Hasbro, Spin Master and Funko

• Launched one of the most successful Walmart Hot Spots of all time with How To Train Your Dragon

• Secured feature placement for Kung Fu Panda 2 at Target (including DreamWorks' first-ever custom animated TV commercial exclusively for Target), Toys R Us, GameStop, and Barnes and Noble

• Developed the World of Madagascar retail exclusive brand for Toys R Us delivering feature space and incremental sales during theatrical window and Fall placement during DVD window

DreamWorks Animation

Vice President, Consumer Products

Led global brand management and marketing for THQ's Kids and Family division of licensed and original IP video games, managing a global P&L of over $250 million.

• Grew the Kids and Family business by 64% with a 25% reduction in SKUs

• Crafted global brand positioning and go-to-market strategies for licensed brands including Disney Pixar, Dreamworks, Nickelodeon and The Biggest Loser

• Pioneered the first-of-its-kind game tablet peripheral (and THQ’s first hardware product) resulting in over 1.6 million units shipped and over $100 million in revenue

Vice President, Global Brand Management

Led Lucasfilm and Marvel global brand management, product development, and consumer marketing for toy lines including Star Wars, Hulk, Iron Man, and Marvel’s classic and collector brands.

• Developed and sold in toy line for the Star Wars Clone Wars animated movie and TV series

• Led the Marvel brand delivering worldwide revenue across theatrical releases (Iron Man, Hulk and Fantastic 4), TV series (Fantastic 4), publishing (comics) and new sub-brands (Super Hero Squad) 

• Exceeded Star Wars Revenge of the Sith revenue goal by delivering the #1 toy line

Hasbro

Director, Global Brand Management

Led global brand marketing for multiple EA SPORTS video game brands.

• Managed P&L leading multiple EA SPORTS brands including Madden NFL Football, Knockout Kings Boxing, NCAA Football, and NCAA March Madness Basketball

• Launched Madden on multiple platforms achieving 50% market penetration, the #1 sports console game on console and PC

• Launched EA’s lifestyle and guerrilla marketing strategy launching a campus rep program at 50 universities, urban street team programs in multiple cities and venues, and the EA SPORTS High School All-American basketball game

Randy Shoemaker