Summary
Overview
Work History
Education
Skills
Partner Portfolio
References
Timeline
Generic

Michelle Goldman

Sherman Oaks

Summary

Dynamic marketing leader with extensive experience, specializing in strategic partnerships and integrated marketing campaigns. Proven track record of securing multimillion-dollar deals and optimizing brand positioning through collaborative leadership. Expert in program management and key account negotiations, driving significant exposure and repeat business across diverse platforms.

Overview

19
19
years of professional experience

Work History

Sr. Director, Marketing Creative

UNIVERSAL PICTURES
Universal City
01.2020 - Current
  • Manage all aspects of promotional partnerships for all of Universal Pictures’ film properties.
  • Conduct comprehensive analyses of all partners and create strategies to optimize each partnership.
  • Supervise and coach team member, as well as managing the relationships within each partnership.
  • Optimize partnerships with Fortune 500 and industry-leading companies, serving as the key point of contact and problem-solver internally and externally with each alliance.
  • Provide creative recommendations that are routinely incorporated within the program.
  • Pave the way for Universal Pictures to gain billions of web impressions through the effective management of these partnerships, as well as gaining frequent repeat business from partners.
  • Identify and capitalize on opportunities to gain increased exposure for films via partners, including cross-selling in retail, partner collaborations, and pinpoint additional avenues for advertising.

Director, Global Promotions

DREAMWORKS TELEVISION
Glendale
01.2016 - 01.2020
  • In charge of securing and executing promotional programs across all DreamWorks Television shows.
  • Oversaw all agencies worldwide in terms of pitching and executing programs outside the U.S.
  • Managed the TV relationship with Universal Theme Parks to ensure the proper exposure for shows via signage, events, and other initiatives.
  • Captured large-scale partnerships for television shows (unique in the TV industry) as the sole individual responsible for partner pursuit and acquisition.
  • Played instrumental role in growing the Universal Studios business by securing additional cross-promotional opportunities with partners.

Director

DREAMWORKS ANIMATION
Universal City
01.2013 - 01.2016
  • Pursued, negotiated, and captured promotional programs for all properties.
  • Planned and executed the full creative process for each program, from contract administration and music/talent approval to the development of premiums and production of all partner ad vehicles (TV/radio spots, print ads, POP, packaging, and trade materials).
  • Led and coached the domestic Creative Execution team.
  • Designed advertising campaigns for partners, including mock-ups of print ads and TV spots.
  • Established and maintained successful relationships with multimillion-dollar corporate partners, including HP and Intel (spanning retail events, movie-themed tours, and B2B needs).
  • Assisted partners in creating custom-animated TV spots that enabled procurement of a more integrated campaign and communicate the film’s message more organically.
  • Instituted processes within the Creative team that are still currently in place.

Senior Manager, Global Promotions

DISNEY
Burbank
01.2008 - 01.2013
  • Created and presented multimedia pitch materials containing property overviews, creative program ideas, and past 'Success Stories' to capture new promotional partners.
  • Led the strategy and development for promotional programs across all films, negotiating deal terms on each program and enabling synergy between partners and Disney divisions.
  • Held concurrent Disney Synergy Job Share role in 2011.
  • Sold and placed assets from the Disney The Muppets internally within divisions of Walt Disney, including Disney Parks, The Disney Channel, ESPN, and several others.
  • Managed the execution of all internal promotions, including print, digital, and custom A/V assets.
  • Contributed to the development of ideas and assets for value-added media promotions.
  • Secured multimillion-dollar deals with world-renowned partners that included Coke, HP, Progressive, Purina, Bing, Virgin America, Wonderful Pistachios, MAC Cosmetics, and OPI.
  • Developed highly effective integrated programs in a joint effort with partners and the Production Resources team (beginning with product placement and ending with a promotion).

Director, Partnership Marketing (Consultant)

TWENTIETH CENTURY FOX
Sherman Oaks
01.2006 - 01.2008
  • Evaluated film and home entertainment properties to pinpoint key partners for multimillion-dollar, integrated promotional campaigns.
  • Analyzed competitors to keep abreast of the market and identify innovative offers.
  • Influenced partners such as Coors, Georgia Pacific, Northwest Airlines, and O-Cedar to action by creating detailed, customized decks outlining the property, specific promotional ideas, and creative elements.
  • Assisted partners in achieving their marketing goals through the development and presentation of integrated programs.

Education

Bachelor of Arts (BA) - Psychology

SAN DIEGO STATE UNIVERSITY
San Diego, CA

Skills

  • Strategic partnerships and alliances
  • Integrated marketing campaigns
  • Omnichannel marketing strategies
  • Key account management
  • Partner presentations and negotiations
  • Program management
  • Long-term relationship management
  • Collaborative leadership
  • Cross-functional collaboration
  • Brand positioning

Partner Portfolio

  • P&G
  • HP
  • Intel
  • Coke
  • Progressive
  • Jeep
  • Keurig Dr. Pepper
  • Virgin America
  • MAC Cosmetics
  • OPI
  • Coors
  • McDonald’s
  • PepsiCo
  • Burger King
  • Hilton

References

References available upon request.

Timeline

Sr. Director, Marketing Creative

UNIVERSAL PICTURES
01.2020 - Current

Director, Global Promotions

DREAMWORKS TELEVISION
01.2016 - 01.2020

Director

DREAMWORKS ANIMATION
01.2013 - 01.2016

Senior Manager, Global Promotions

DISNEY
01.2008 - 01.2013

Director, Partnership Marketing (Consultant)

TWENTIETH CENTURY FOX
01.2006 - 01.2008

Bachelor of Arts (BA) - Psychology

SAN DIEGO STATE UNIVERSITY

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Michelle Goldman