Carmen Martinez is an international marketing, licensing & sales professional with extensive and successful track record building brands through products and experiences with deep understanding of retail channels.
She is a passionate and energetic leader, generating and executing out-of-the-box initiatives locally and globally. She has hands-on experience in international markets including North and South America, Europe, Asia and Africa.
Her extensive and diverse business experience includes footwear, cosmetics, toy and entertainment categories at leading companies including The Bata Shoe Organization, L’Oreal, Mattel, and currently at Viacom/ MTV/ Nickelodeon.
Carmen Martinez led key businesses at Mattel Canada including Girls Marketing, Mattel Licensing and the Toys R Us Strategic Partnership. Carmen was a member of the Mattel Global Marketing & Sales Talent Management Team. She has been honored with numerous achievement awards and brings with her a wealth of knowledge, as well as, a passion for new business opportunities.
In 2009, Carmen launched a new and innovative program to celebrate Barbie 50th anniversary, which included first adult partnerships to re-engage Barbie with women of all ages in Canada. Key partners included David Dixon apparel, Town Shoes, Foxy jewellery, Cake beauty and Glenn Dixon home line. Simultaneously, she launched the first Barbie pop up shop targeting adults in collaboration with Canadian retailer The Bay, signed a partnership with the Toronto Fashion Incubator, and Toronto Fashion Week. Carmen’s efforts and innovative thinking were critical to evolve Barbie from a doll to a fashion brand.
She also initiated the most innovative strategic partnership for the first mass designer collaboration including apparel and doll lines under the “Barbie Loves Joe Fresh” brand
Carmen holds a Master of Science in Management from The George Washington University, U.S.A., and a Bachelor of Industrial Engineering from Universidad de Lima, Peru
Her area of expertise: Sales and Marketing
Meet with Carmen to gain insight on:
• Marketing & sales strategy advice on reaching new clients locally or internationally, cold calls & follow up tactics
• Advice on out-of-the-box ideas to maximize your distribution while making effective use of affordable marketing tools
• Advice on strategic partnerships with brands or retailers that will maximize your brand exposure & reach