SHELBY POWELL
Los Angeles
Summary
Dynamic marketing executive with a proven track record at Mattel, Inc., leading brand turnarounds and driving double-digit growth. Expert in brand storytelling and culture-marketing, I successfully executed over 50 global partnerships, enhancing brand awareness and community engagement while fostering cross-functional collaboration to launch innovative products and marketing campaigns
Overview
10
10
years of professional experience
Work History
Vice President, Barbie Global Brand Marketing
Mattel, Inc
El Segundo
02.2025 - Current
- Selected to lead Mattel's flagship brand through a sales turn-around anchored in fueling fan excitement
- Collaborated across strategy, research, commercial, design & development to deliver a consumer-led growth strategy scaling key consumer trends to more effectively service a broad fan base
- Delivered retail-centric campaigns and customized programs to enhance commercial sell-in
Vice President, Dolls Global Marketing
Mattel, Inc
El Segundo
02.2023 - 02.2025
- Doubled Portfolio Dolls business developing go-to-market launch playbook for new licenses and brand launches, coordinating cross-functional teams across D&D, commercial, fulfillment, social and influencer teams
- Maintained status of top growth brand two years in a row
- Demonstrated people-centric leadership skills improving culture sentiment and scores
Director/ Sr. Director, Barbie Marketing & Partnerships
Mattel, Inc
El Segundo
01.2017 - 01.2023
- Culture marketing lead responsible for keeping Barbie at the forefront of culture via partnerships; executed over 50 global partnerships across fashion, music, beauty, entertainment and sports integrating PR, experiential and digital campaigns to drive aided brand awareness and community growth
- Led adult collector business to 10+ year sales high through targeted consumer segmentation, integrated marketing campaigns, and improved merchandising for double-digit DTC growth
- Innovation lead bringing to market multiple brand firsts: sustainability programs, new sub-brands, social channel franchise extensions
Marketing Executive
Creative Artists Agency, CAA
Century City
06.2015 - 12.2016
- Increased brand awareness of Umpqua Bank through a talent-led branded podcast and experiential activations
- Created and executed partnership strategy for smartwater identifying key pop culture pillars and partners to enhance value proposition
- Developed Cadillac music and culture strategy around Common with activations at BAM Film Festival
Education
MBA - Marketing
UCLA Anderson School of Management
Los AngelesBachelor of Arts - Economics
University of California, Berkeley
Berkeley, CASkills
- Team leadership
- Relationship building
- Decision-making
- Brand Strategy
- Brand Storytelling
- Brand Partnerships
- Culture Marketing
Partner Examples
Disney, Universal, Warner Brothers, Netflix, MAC, Balmain, Off-White, Air BNB, Neiman Marcus, Katseye, Serena Williams, Mariah Carey, Yara Shahidi
Timeline
Vice President, Barbie Global Brand Marketing
Mattel, Inc
02.2025 - Current
Vice President, Dolls Global Marketing
Mattel, Inc
02.2023 - 02.2025
Director/ Sr. Director, Barbie Marketing & Partnerships
Mattel, Inc
01.2017 - 01.2023
Marketing Executive
Creative Artists Agency, CAA
06.2015 - 12.2016
MBA - Marketing
UCLA Anderson School of Management
Bachelor of Arts - Economics
University of California, Berkeley