Kevin R. Fortey
***********@*****.*** . Mobile: 774-***-**** .
linkedin.com/in/kevinfortey
SENIOR MARKETING PROFESSIONAL
Business leader with a successful track record of driving profitable growth
in consumer brands for over 17 years. Expertise in mining consumer and
market trends to develop focused brand strategies, creating innovative new
products, partnering with major retail customers, engaging consumers
through compelling marketing communications, and managing business
operations:
. Brand Strategy . Consumer Insights
and Market Research
. Product Development . Inventory Management
. Integrated Marketing Communications . Advertising, Public
Relations, Online Marketing
. Retail Marketing . Social Media
Professional Experience
Hasbro, inc. Pawtucket, RI
1996 - 2012
Vice President of US Marketing - Games (2010 - 2012)
Responsible for US market execution of global brand strategy, including
marketing communications, media planning, retail placement & marketing,
inventory management, and sales analysis for Hasbro's $550M Games
portfolio.
. Broadened Scrabble brand consumer base through product innovation
delivering differentiated play experiences and usage occasions, resulting
in +25% brand revenue growth versus flat industry trend.
. Launched 3 new Game brands (Cuponk, Bop-It, U-Build) targeting lapsed
tween/teen consumers with tech-oriented play patterns and leveraging
social media resulting in over $60M in incremental revenue in 2010.
. Developed 10-year ROI analysis of new Game introductions targeting Kids
vs. Moms to drive recommendations on a new business model for Game
launches planned for 2011 and 2012 as well as associated marketing
investment.
. Managed team of 4 at the Director and Brand Manager level.
Vice President of US Marketing - Preschool (2008 - 2009)
Responsible for building new business unit dedicated to the US market
execution of global brand strategy, including marketing communications and
media planning, retail placement & marketing, inventory management, and
sales analysis for Hasbro's $250M Preschool portfolio.
. Shifted TV media strategy on Play-Doh brand to increase focus on driver
items, resulting in +25% brand revenue growth and record sales in the US
market.
. Developed Playskool Play Saver promotion to communicate value message to
Moms and accentuate retail promotional activity, resulting in +30% growth
in core Playskool product line.
. Rationalized Playskool promoted product line in the US to provide greater
levels of investment against key priorities, resulting in higher ROI for
marketing investment.
. Managed team of 3 at the Director and Brand Manager level.
Vice President of Global Marketing - Playskool (2006 - 2008)
Responsible for global brand strategy, product development, packaging,
marketing communications, market research, and US market execution for
Hasbro's Playskool brand portfolio.
. Identified opportunity in the market and launched new preschool vehicle
product line under the Tonka branding to deliver $50M in sustainable,
incremental revenue.
. Led brand repositioning for Playskool to distinguish the brand vs.
category leader, resulting in a new brand advertising campaign that drove
+30% lift in sales.
. Developed experiential and social media marketing program for Playskool
brand targeting new Moms, including partnerships with BlogHer, ClubMom,
Babycenter, and My Gym, resulting in increased brand awareness levels
among the consumer target.
. Managed team of 9 at Marketing Director and Manager level.
Vice President of Global Marketing - Sports Action (2003-2005)
Responsible for global brand strategy, product development, packaging,
marketing communications, market research, and US market execution for
Hasbro's Sports Action brand portfolio (Nerf, Lazer Tag, Super Soaker,
Seasonal).
. Developed and implemented turnaround strategy for declining Nerf brand,
resulting in +90% increases in both 2004 and 2005 (versus +3% industry
trend) through a focused brand repositioning, product innovation, and new
advertising campaign. Brand has now grown from $20M to $275M in 6 years.
. Increased Super Soaker brand sales +25% in 2004 and 2005 to reverse 3-
year decline by bringing break-thru innovation to the water toy category
in an all-new product line.
. Created $30M in new business in the tween market by relaunching LazerTag
and developing a new yoyo brand.
. Led all negotiations for the division with licensed and promotional
partners, including the NFL, NBA, Van's Warped Tour, AND1, and the Harlem
Globetrotters.
. Managed team of 5 at Marketing Director and Manager level.
Director of Global Marketing - Sports Action (2002 - 2003)
. Coordinated global relaunch strategy for Super Soaker, leading to sales
increases of +50% in international markets.
. Developed new advertising campaign for Super Soaker, resulting in an
increase in US market share by +10%.
Director of Global Marketing - Disney (2001 - 2002)
. Managed the launch of 3 new Disney film properties (Lilo & Stitch,
Treasure Planet, Finding Nemo) and 3 long-term toy brands, resulting in
over $40M in sales in 2002 for Hasbro's new strategic alliance with
Disney.
. Led intensive new product development effort in launching 100 sku's
within one year to establish new division.
Senior Brand Manager - Creative Play Category (1999 - 2000)
. Drove new product development and marketing communication strategies on
Hasbro's $125M Creative Play brand portfolio (Play-Doh, Easy-Bake, Lite-
Brite), resulting in record sales in 2000 for all three brands.
. Initiated trade incentive program on the Play-Doh compound sku to grow
revenue +4% in 2000, while causing a decline of -15% in a direct
competitive item.
. Identified, negotiated, and managed 5 new licensor relationships to
create a strong co-branding platform for Creative Play portfolio.
Brand Manager - Play-Doh (1996 - 1999)
. Managed new product development and marketing communication plan for Play-
Doh brand, resulting in +20% sales increases in 1997 and 1998 despite
market-wide category decline.
. Developed 6 television advertising commercials for Play-Doh to drive
record sales for key driver items in the line.
Dunkin' Brands Canton, MA 1995 - 1996
Assistant Category Manager - Bagels & Bakery (1995-1996)
. Led development of new Dunkin Bagel program by managing new product
development, packaging, consumer research initiatives, operational test
markets, and market conversion logistics, resulting in +15% same-store
sales increases versus +2% industry trend.
. Forecasted demand and developed strategies with key suppliers to build
new plants to meet rapid projected growth in support of Dunkin's entry
into the Bagel market.
. Designed a customized Franchisee profitability/ROI model to project
Franchisee's expected return on capital investment, resulting in
increased support of the Bagel initiative within the Franchisee
community.
Shawmut Bank Boston, MA 1989 - 1992
Credit Analyst
. Conducted underwriting analysis on consumer loan applications and
improved loan processing procedures.
Education
Babson Graduate School of Business, Master of Business Administration,
Babson Fellowship, 1994.
Duke University, AB Economics, Ice Hockey Club, 1989.
Personal
Interests: Creative writing, ice hockey, tennis, cycling. Pan Mass
Challenge (2009-2010), Boston Marathon (1991)