Carol A Laumen

Redondo Beach, California 90277 Phone: 310-378-4841 Cell: 310-503-4233 laumencarol@hotmail.com

Executive Summary Accomplished executive with demonstrated ability to deliver mission-critical results with brand experience in U.S., Canada, and Europe. Strong record of developing and implementing innovative retail and marketing strategies resulting in long-term growth and profits. Solid ability to bring new and innovative approaches to established marketing programs. Respected coach and team leader. Core Qualifications Strategic planning Finance management Campaign strategy and Execution Product line expansion Creative branding/ vertical Marketing Background in financial services, food, toys, Licensing and Entertainment Leadership/communication Skills Human resources Management Online, digital, direct mail and social media expertise Competitive analysis & life cycle management Market opportunity Identification / positioning & Portfolio Management ROI and profit optimization

Professional Experience Vice President Marketing 2010 - Current

BANDAI AMERICA INC Cypress, CA Head all marketing strategic planning initiatives for this $100 million toy manufacturing company. Work collaboratively with R&D, manufacturing, sales, operations, finance and IT to develop, launch and manage product life cycle strategies. Create effective marketing programs, establish new product launch strategies and resolve post launch problems. Manage 6-person professional team. Report to EVP Sales and Marketing. Built strategic alliances with R&D, packaging, finance and operation teams that resulted in 10% improved productivity. Defined strategy and business plan for the unit, which increased revenue by 120%. Generated 5% new business revenue through online sales customers. Rebuilt and designed 3 new websites and championed reporting benchmarks which improved unique views 25%, engagement times 50% and site traffic +45%. Increased profits by 60% in one year through restructuring of the business. Developed and directed strategy for the launch of 2 new brands that achieved top 10 ranking in the market place 12 months after launch. Vice President Marketing 2007 - 2010

USAA FINANCIAL SERVICES INC San Antonio, TX Held accountability for all marketing initiatives for this Fortune 200 financial firm. Developed long and short range marketing plans, formulated new consumer strategies with a dual focus on increasing market share, cash assets and profits. Collaborated with operations/IT to ensure a cohesive communications approach. Managed team of 4 professionals. Reported to Chief Marketing Officer. Defined and introduced a consumer segmentation strategy which identified new product opportunities and improved customer retention to 98%. Built strategic alliances with 4 departments that resulted in the first ever, youth financial website for the company. www.my.usaa.com. Created new revenue streams through a 10% increase in new bank accounts. Upgraded and implemented an enterprise wide tracking system (Aprimo) for sophisticated management of all marketing activities and costs resulting in double-digit productivity improvements. Vice President Marketing 2006 - 2006

HELLO KITTY, SANRIO Los Angeles, CA Held full P&L and general management responsibility for this $100 million licensing company. Established a new market approach, brand vision, and created a high profile website and sales program. Directed all planning, budgeting, forecasting, IT and marketing initiatives. Managed team of 5 professionals. Reported to President. Increased profits by 10% through restructure of business line. Fielded the first ever usage and attitude brand study to determine brand potential and messaging. Updated and redesigned the website which increased online sales 5%.

Vice President Retail Sales Development

2004 - 2005

MGM Los Angeles, CA Organized and led team of 2 account managers with accountability for identifying and pursuing high potential Mass Merchandiser Retail clients for their 700+ movie properties. Managed the growth of all existing accounts, implemented sales, and marketing and trade event programs. Reported to EVP of Sales and Marketing. Strengthened the company's business through re-focused selling efforts and delivered a 10% sales and 5% profit increase. Led an analysis and developed a reporting process of sell-in and sell-through data for all retailers which led to increased customer satisfaction by 5%. Surpassed revenue goals in four consecutive quarters. Identified and developed new retail discount opportunities that resulted in new distribution with two key properties. Vice President Marketing 1998 - 2004

MATTEL INC El Segundo, CA Led all Disney and Nickelodeon marketing initiatives for this $5 billion, #1 toy company. Worked collaboratively with R&D, manufacturing, sales, operations, finance and IT to develop, launch and manage product life cycle strategies. Created effective marketing programs, established new product launch strategies and resolved post launch problems. Managed 6 direct reports and 10 indirect professionals. Reported to President. Built strategic alliances with client and agency that resulted in a preferred partnership. Succeeded in the design and development of multi targeted boy and girl properties that helped turn the business into a single digit profitable portfolio. Strengthened company's business by leading the implementation of a product optimization process and turned the business from a double-digit loss to a profit in one year.

Vice President Marketing

1991 - 1998

M&M / MARS INC Bolton, ON, Canada Spearheaded all product development initiatives for this $30 billion global confectionery company. Accountable for existing and new product development, brand strategy, positioning, marketing, mass media, market research, promotions, pricing, packaging. Worked with outside agencies and managed a $25 million marketing budget. Managed cross-functional team of 10. Reported to President. Developed and directed strategy for launch of 10 brands that captured 25% market share 7 years running. Surpassed revenue goals in 7 consecutive years. Increased domestic profit from break even to single digit. Successfully launched profitable new products including Starburst Jelly Beans, M&M Mini's and blue M&Ms resulting in 10% increased revenue to the company. Spearheaded cross-functional initiative to achieve 10% share gains for all brands in 1 year. Education Master of Business Administration: University of Windsor Windsor, Ontario Canada Bachelor of Arts: McMaster University Hamilton, Ontario Canada Languages Fluent: English Conversational: French/ Dutch