portfolio + capabilities · portfolio + capabilities. why hire michael berreth? 1. seasoned...
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This is a Marketing Job for…
Michael BerrethPortfolio + Capabilities
Why Hire Michael Berreth?
1. Seasoned Marketing Executive with passion for driving sales revenue, building brands,
and engaging consumers.
2. Experience as Vice President, Head of Marketing for 6+ years at a $60 million company,
DiC/Cookie Jar Entertainment (now WildBrain).
3. Experience from Who’s Who of world’s best marketing companies: The Walt Disney
Company, NBCUniversal, Nestlé, Kellogg’s, Catapult Marketing (Top 5 promotion agency).
4. Classically-trained, consumer packaged goods marketer with experience in entertainment
and on agency side – and at multinational corporations and small & start-up companies.
5. Founded boutique youth marketing agency and generated new business: Darby Pop
Publishing, Super League Gaming, Sunkist Snacks, Sky Zone Franchise Group, etc.
6. Marketing specialist in brand management, licensing & partnerships, strategic planning,
advertising & promotions, and digital marketing & social media, and creative development.
7. Hands-on marketing leader with experience running marketing department and overseeing
teams and outside agencies.
Bio
• Seasoned Marketing Executive― Self-employed as founder of start-up boutique youth marketing agency.
― Start-up & small company experience at Magic Jump and Darby Pop Publishing.
― Entertainment experience at The Walt Disney Co., NBCUniversal, and DiC/Cookie Jar
Entertainment (now WildBrain).
― Agency experience at Catapult Marketing (Top 5 Promotion Agency) and CPLG U.S.
― Classic “packaged goods” brand management experience at Nestlé and Kellogg’s.
• M.B.A. from Top 20 B-School
• B.A. from Top 5 Public School:
Regional Universities (West)
• Wife, son, daughter, basset hound, cocker spaniel
Positions• Founder & Marketing Consultant, Marketing Brands Consulting (2012-Present)
• Vice President, Marketing & Licensing, Magic Jump (2017-2020)
• Vice President, Marketing, Darby Pop Publishing (2015-2018)
• Vice President, Marketing & Interactive, DiC/Cookie Jar Entertainment (2006–2012)
• Managing Director, Catapult Marketing (2004–2006)
• Sr. Franchise Manager, The Walt Disney Company (2001–2004)
• Sr. Brand Manager, NBC Universal (2000–2001)
• Marketing Manager, Nestlé USA (1998–2000)
• Brand Manager, Kellogg Company (1996–1998)
Expertise
• Functional Skills― Brand Management & Development
― Licensing & Merchandising
― Strategic Partnerships & Corporate Alliances
― Consumer Engagement & Brand Activation
― Customer Acquisition & Lead Generation
― Digital Marketing & Social Media
― Advertising & Media
― Consumer Promotions
― PR/Publicity
• General Skills― Strategic Planning and Execution
― Creative Development
― General Management
― People Management & Cross-Functional Team Leadership
― P&L Management
― Account Management & Client Services
Key Career Highlights
Magic Jump, Inc.
Aside from heading up and handling marketing, Michael led the startup of a licensing business, secured
licensing deals with top entertainment studios, and managed all aspects of inbound licensing. RESULT:
Generated $2 million in sales revenue in 12 months, expected to double the company’s size.
Michael provided marketing leadership for comic book company and new comic book series (first ever official
Bruce Lee comic book) with PR/publicity, influencer outreach, paid ads, and joint promotion. RESULT: Sold
out inventory of graphic novels on Amazon and of comic books at Diamond Comic Distributors.
Darby Pop Publishing
Michael ran marketing for gaming events on Minecraft (#2 best-selling video game of all time) with hyper local
and geo-targeted marketing. RESULT: Exceeded Management expectations with successful launch of new
Minecraft summer series; all marketing tactics significantly exceeded industry average benchmarks.
Super League Gaming
Sky Zone Franchise Group
Michael handled digital marketing and media for Sky Zone’s national franchise group and oversaw digital
agencies. RESULT: Contributed to highest-grossing month ever with digital marketing campaigns in support
of feature episode on “Undercover Boss,” and generated incremental $2 million in sales revenue with
company’s 1st national media campaign with 10% increase in comp store sales vs. PY.
Michael secured new business as global licensing agent of Turbo Chilli, a hot mobile games app studio with
over 100 million downloads worldwide. RESULT: New client was projected to be top revenue driver over a
3-year time horizon until client ceased operations and closed down.
SMC Entertainment Group
DiC/Cookie Jar Entertainment
Michael secured and executed third-party licensed promotions (kid’s meals) with McDonald’s, Wendy’s, and
Carls Jr.; branded food licensing deals with Kellogg’s and Litehouse Foods; retail promotion with Borders; and
strategic partnerships with American Automobile Association, Alex’s Lemonade Stand Foundation, 4-H.
RESULT: Generated over $1 million in sales revenue and significant marketing value.
Michael managed the Strawberry Shortcake business for Cookie Jar’s licensing agency division (CPLG) for
their largest client, American Greetings. RESULT: Rejuvenated the Strawberry Shortcake brand to $3.4 billion
in global retail sales by leading brand strategy and brand development including major global brand re-launch,
oversight of licensing agents and global marketing plans. This was their #1 largest revenue stream.
DiC/Cookie Jar Entertainment
DiC/Cookie Jar Entertainment
Michael managed Cookie Jar brands (Richard Scarry’s Busytown, Johnny Test, Caillou) by driving 360° brand
development: toy launches, retail marketing, e-commerce, tie-in promotions, live entertainment, mobile apps,
Facebook, mom blogging. RESULT: Generated 88% increase in merchandise revenue from $2.6 to $5 million.
Catapult Marketing
Michael was Managing Director at agency's L.A. office on single largest client, Mars Petcare, the world's largest
petcare manufacturer. RESULT: Generated Mars Petcare account’s highest annual retainer increase for
agency of 55% and drove 28% increase in client’s sales revenue with consumer promotion plans on Mars Pet
Treat brands including Pedigree.
Marketing
Michael managed Disney's Winnie-the-Pooh, the #1 most valuable character franchise in the world, with global
strategic brand plans, brand stewardship on initiatives across The Walt Disney Company, and new licensed
product programs. RESULT: Drove 10% increase in global retail sales on a mature $5.9 billion business.
Disney’s Winnie-the-Pooh
Universal Home Entertainment
Michael developed marketing plan for DVD release of The Fast and the Furious with "Kick A.S.S." tactics:
Automobile (promotions), (publicity) Stunt, and Songs (MTV sponsorship). RESULT: Achieved record-breaking
results with $75 million in sales in 1st week and biggest 1st week in DVD rental history ($6 million in revenue).
Nestlé
Michael managed candy brands with $94 million in retail sales. RESULT: Increased sales of Nestlé’s “movie candy” brand, Nestlé Raisinets, by $10 million (from $24 to $34 million) by launching line extension and
“guerrilla marketing” to reinforce “Movie Candy” brand positioning such as screen advertising, cross-ruff on popcorn brand; on-pack movie trivia promotion; Siskel & Ebert sponsorship.
Kellogg’s
Michael managed Kellogg's Rice Krispies Treats brand with $30 million marketing budget; and led all brand
activities: brand plans, P&L responsibility, cross-functional team leadership, new product/pack types, and
consumer engagement. RESULT: Transformed Kellogg's Rice Krispies Treats - Single Serve into major snack
brand with retail sales of $240 Million (Kellogg’s #1 growth driver) and drove start-up of Snacks Division.
TestimonialsMichael performs magical feats with limited resources. He is the rare
breed of marketing pro who makes promises, then over-delivers.
Jeff Kline,
Founder
DARBY POP
PUBLISHING
Michael did an incredible job helping us. He's intelligent, creative,
and reliable. I highly recommend him for marketing leadership roles.
Nick Desai,
CEO
SUNKIST SNACKS
Michael is a savvy digital marketer who is a pleasure to work with
and a team player.
Jeff Platt,
CEO
SKY ZONE
FRANCHISE GROUP
Michael is an incredible marketer, strategist and polished executive.
He excels in strategic planning and brand development.
Lisa Streff,
SVP
SMC
ENTERTAINMENT
Michael has a distinguished career as a marketing exec with vast
expertise in brand management, strategic planning, and promotions.
Toper Taylor,
President & COO
COOKIE JAR
ENTERTAINMENT
It is an excellent marketing plan you put together. It is balanced with
smart items which should provide a lift and build awareness.
Andy Heyward,
Chairman & CEO
DiC
ENTERTAINMENT
You’ve been doing a great job! Your clients love you, you deliver
strong promotion plans for them, and you’ve been doing a great job
coaching & developing your reports.
Shari Brickin,
EVP, Account
Services
CATAPULT
MARKETING
Michael is a strong strategist and brand marketer. He sees the big
picture to determine long-term strategy and the steps needed to
execute flawlessly.
Mary Beech,
VP Franchise
Management
THE WALT DISNEY
COMPANY
This (The Fast & the Furious) is a f**king awesome marketing plan. It
feels big.
Hilary Hoffman,
VP Marketing
UNIVERSAL HOME
ENTERTAINMENT
I like working for you. You make me feel like a business partner
instead of a subordinate.
Rodney Brown,
Brand Assistant
NESTLE USA
Key Capabilities
Brand Management/Development
Michael maximizes sales revenue by developing business-building strategic brand plans and directing brand activities. He works at the hub of the wheel (with P&L responsibility) leading teams and partnering with others (internal departments & agencies) to drive business results. He has managed major brands with annual sales
of $240 million and a $30 million marketing budget.
Youth Marketing
Michael is an expert at marketing to kids, teens and young adults. He has made a career of marketing cool stuff that makes kids happy: Kellogg's Rice Krispies Treats, Nestlé candy, Universal Studios Hollywood theme park,
The Fast & the Furious DVD, Disney's Winnie-the-Pooh, Strawberry Shortcake character, Bruce Lee comic book, Minecraft gaming events, bounce houses, etc.
Inflatable Play
StructuresVideo Game
Events
Licensed
ProductsHome
Entertainment
Candy
Comic
Books
Toys Licensed
Products
Theme Park Snacks
Consumer Products Marketing
Michael has 20+ years of consumer products experience from world-class classic “consumer packaged goods” companies such as Nestlé and Kellogg’s on food products; and top entertainment companies such as
NBCUniversal, Disney Consumer Products, and DiC/Cookie Jar Entertainment (DHX Media) on licensed consumer products and/or home entertainment.
Licensed Consumer Products Media (DVDs, Books) Food (Candy, Snacks)
New Product Introductions
Michael generates incremental sales revenue by driving new product introductions. He has classic packaged goods experience on line extensions for Kellogg’s Rice Krispies Treats and Nestle Raisinets; and entertainment
experience on The Fast & the Furious DVD, Strawberry Shortcake licensed product, Caillou and Richard Scarry’s Busytown toys, comic books/graphic novels, and licensed bounce houses.
Entertainment Marketing
Michael has experience marketing different entertainment categories: (1) licensed consumer products on Disney’s Winnie-the-Pooh and American Greetings' Strawberry Shortcake; (2) TV programming for CBS
Saturday morning block; (3) home entertainment releases such as The Fast and the Furious DVD/video; and (4) Universal Studios Hollywood theme park.
Licensed Consumer Products TV Shows Home Entertainment Theme Park
Licensing & Merchandising
Michael generates merchandise revenue by driving licensing programs and developing consumer marketing
campaigns that help retail sell-in and consumer sell-through. He has licensing experience from managing
(1) Disney’s Winnie-the-Pooh franchise for Disney Consumer Products; (2) Strawberry Shortcake character
brand for DiC/Cookie Jar Entertainment and their licensing division CPLG; and (3) licensing for Magic Jump.
Licensing Deals
Michael generates sales revenue by pitching, negotiating and securing inbound licensing deals. Besides
being the dealmaker, he handles all aspects of licensing from A to Z including product development, sales
forecasting, royalty reporting, and marketing.
Toy Marketing
Michael has toy industry experience from marketing inflatable play structures (not shown) and all-new Richard
Scarry’s Busytown toy/plush line (joint venture between Cookie Jar Entertainment and The Bridge Direct);
collaborating with master toy (licensee) partners on Caillou (Imports Dragon), Strawberry Shortcake (Hasbro),
Trolls (Play Along Toys), Disney’s Winnie-the-Pooh (Fisher-Price), and JoJo’s Circus (Equity Marketing); and
working as a marketing consultant for Sun-Mate Corporation on their line of The Jungle Book toys.
Strategic Partnerships
Michael generates sales revenue and significant marketing value by securing and executing third-party licensed
promotions, such as kid’s meals with McDonald’s, Carls Jr., Wendy’s; branded food licensing deals with
Kellogg’s; and strategic partnerships with non-profits: American Automobile Association, 4-H, Alex’s Lemonade
Stand Foundation, Produce for Better Health Foundation.
Traditional Advertising
Michael drives retail sales with advertising (media plans and ad creative). He led development of effective TV
commercials for Tone Soap, Kellogg’s Rice Krispies Treats, Universal Studios Hollywood, The Fast and the
Furious DVD, CBS Saturday Morning TV programming block, and Sky Zone trampoline parks. He has run print
executions of all types. Michael learned advertising from top ad agency, Leo Burnett.
Television Print
Outdoor
Radio
Consumer Promotions
Michael generates short-term sales revenue by developing and executing both value-added and price
promotions. In addition to expertise in price promotions such as coupons and rebates, Michael has heavy
experience with value-added promotions such as instant win games, contests, sweepstakes, and events.
PR, Press & Publicity
Michael generates press coverage that keeps brands and companies in the public eye – and supports the sales
effort. This includes writing press releases; developing press kits; pitching and securing editorial coverage,
special features, executive interviews, and speaking engagements; and having press conferences.
Press Conference
Press Kit
Content Creation
Michael drives leads into the different stages of the sale funnel by creating content of all types: sell sheets,
press releases, product descriptions for website, blog & social media posts, e-newsletters, company
presentations, and scripts for company videos.
Sell Sheets Press Releases Product Descriptions
Blog Posts E-NewslettersCompany Presentations Video Scripts Social Posts
Digital Marketing
Michael drives consumer engagement and sales revenue with all types of digital marketing. He headed up the
Marketing & Interactive Department at DiC/Cookie Jar Entertainment for 6+ years, and has worked as a Digital
Marketing & Social Media Consultant since 2012. His digital programs have generated countless consumer
impressions, clicks, and conversions.
Websites
E-Commerce Mobile Apps Social Advertising
Contests &Social Media Sites
Digital / Display Ads
Bloggers
Search Engine Marketing
Sweeps
PPC Digital Advertising
Michael runs PPC digital marketing programs (using self-serve ad-buying platform) to generate sales leads. His
campaigns have generated countless consumer impressions, clicks, and conversions.
Social Media
Michael launches, oversees and manages social media sites including Facebook, Twitter, Instagram, Pinterest,
YouTube, LinkedIn, Yelp, and Google My Business. At client Sky Zone Franchise Group, he drove increase to
1.2 million followers across collective network of social media sites through combination of site setup, social
media training, optimization, posts, advertising, contests/giveaways.
Influencer Marketing
Michael generates sales by leveraging word-of-mouth from influencers. His outreach has included celebrity
and YouTube stars, journalists (top “pop culture” websites), professional mom bloggers, and school micro-
influencers (principals, PTA leaders, teachers). Note: 92% of consumers trust word-of-mouth more than all
other advertising; and influencer content is trusted more than other media.
YouTube Celebrity Influencer (Captain Sparklez)
Top “Comic Book” YouTube Channel (Comicstorian)
Celebrity Influencers: Bruce Lee’s daughter;
Actress Adrienne PalickiMommy Bloggers
School Influencers: Principals, PTA, Teachers)
Contact Information
www.linkedin.com/in/michaelberreth
https://www.linkedin.com/company/marketing-
brands-consulting
818.590.1366
http://michaelberreth.weebly.com
michael.berreth1