Juan Guzman

• Newly created role focusing on the development and growth of Hasbro's brands in emerging and distributor markets.
• Managing key territories in Asia (Indonesia, Thailand, Philippines and Vietnam), LATAM and EMEA.
• Implementation of best in class marketing strategies with focus on digital communication expansion for all key markets.
• Contributed to business financial and profitability goals by prioritizing in key markets, portfolio consolidation, maximizing A&P investment and efficiencies.
• Collaboration with the commercial team, to establish an optimal customer marketing framework, considering market dynamics and leveraging distributor capabilities and expertise.

Accomplishments:

• Delivered strongest ever profit revenue year (15% OP) in 2022, despite post Covid market and Ukraine war impacts.
• Successfully fostered a strong marketing teamwork culture of collaboration and inclusion in spite of direct reports remotely located across multiple territories (Hong Kong, Singapore, South Africa, Amsterdam and Miami).
• Implemented a profitable growth mindset via portfolio selection and consolidation, pricing and A+P management.
• Transitioned multiple subsidiary markets under Export Markets management (South Africa, Thailand, Argentina, CEE).
• Partnered with consumer products team with showcase events in Thailand and Indonesia, presenting broader brand franchise potential to 50+ key retail and consumer product partners.

• Developed strategic marketing direction for full portfolio supporting all LATAM markets.
• Aligned with senior team on key priorities, developing brand strategic roadmap to reach regional growth targets.
• Analyzed market data and consumer insights to better inform global teams.
• Implemented brand marketing activities and entertainment driven initiatives in line with financial and profitability goals.
• Regional lead for channel strategy, pinpointing growth channels, partners, portfolio needs with eCom emphasis.

Accomplishments:

• Delivered YOY growth to $460M in 2017.
• Established new regional way of working to ensure brand alignment, efficiency and effectiveness of campaigns.
• Managed regional media agency relationship and tracking of annual media spend ($28M in 2017), ensuring effective spend across all media platforms.
• Led regional team digital development via training programs, guidelines, KPI's and test and learn approach, increasing digital capabilities and spend to +30% of total A+P.
• Managed regional market intelligence team, leveraging new IT solutions and enhancing reporting data and visibility.
• Partnered with senior team in creation of offsite leadership forums with focus on long term strategic planning.

• Responsible for Preschool, Girls and Boys strategic planning.
• Aligned markets under a unified portfolio selection strategy.
• Implemented marketing plans collaborating with local markets and partners to increase brand awareness, consumer demand and share.
• Managed A+P budget, adapted and created new campaigns.
• Managed local TLP making ongoing recommendations to pricing, portfolio, forecasting and media spend.

Accomplishments:

• From 2008 to 2011, doubled the Preschool business to over $60M.
• Boys category grew to $133M with focused initiatives against Entertainment driven brands and Nerf expansion.
• Proactively developed regional partnerships with Exim, Nelvana, Tycoon, Disney, Lucas, Marvel and Pepsi.
• Developed break frame regional retail promos including Wal-Mart Boys category promotion to +50% sell in.
• Worked closely with events team to develop high impact preview events to over 70 regional LATAM customers.

• Expanded category responsibilities supporting Asia and LATAM.
• Led international portfolio and marketing planning, providing strategic direction, leveraging best practices and realizing synergies in execution.
• Developed understanding of key markets through global insights and data.
• Delivery of high-quality, engaging media to meet communication objectives.
• Present portfolio and plans at key internal and partner events and business meetings.

Accomplishments:

• Member of Transformers relaunch team, achieving $500M and developing a Franchise roadmap beyond movie 1.
• Initiated Nerf global launch via market research to recognize consumer hurdles and opportunities to guide strategy.
• Delivered International specific product enhancing revenue potential, Transformers legends (2M units shipped), Action Man ($30M business), managing adapted product line, on time and within $2M+ budget.
• Drove International sell in via innovative Movie Roadshows and set visits (Marvel, Gi Joe/TRF).
• Managed team of 6 International and new business Brand Managers.

• As executive brand leader, drove international strategy and portfolio guidance collaborating with US internal teams and local marketing leads.
• Interpreted relevant market data and insights to impact future product development and key marketing initiatives.
• Delivered all elements to support new product launches, including plans, product details and promo materials.

Accomplishments:

• Grew "Big Kids" business in Europe exceeding $80M goal by $20M.
• Streamlined development process to near concurrent adaptation.
• Successfully led marketing introduction of Video Now, driving development of content to support key market launches.
• Established Fur Real Friends as #2 Hasbro brand in Europe driving to $55M.

• Collaborated with commercial and distribution partners in all aspects of portfolio planning, brand plans, asset development and delivery.
• Development of new product lines and localized key lines to expand reach and enhance overall product offering.
• Lead planning for key industry trade events inc. UK, Nürnberg and Hong Kong.

Accomplishments:

• Expanded strategic partnerships working with BBC, Shell, Celador, Hasbro, Warner Bros, Disney and Ferrari.
• Identified new product opportunities, leading development and creative teams based in Asia (Who Wants to Be a Millionaire electronic game #1 UK NPD item, Action Man, Ferrari, Manchester United).
• Produced multiple Furby localized versions and International launch guidance, contributing to 44M units sold globally.