Kevin R. Fortey

ab8w93@r.postjobfree.com . 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)

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