SUSAN THEODORE
Brand Specialist - Contract · Cradlepoint, part of Ericsson
Carlsbad, CA
In My Own Words
Intellectually curious brand-builder with expertise in cross-functional collaboration and project leadership. Communications leader who is highly detail focused with exemplary organizational skills, driven to help teams reach their goals. Solution-minded brand evangelist, building and growing relationships with world-class partners.
Work Experience
Brand Specialist - Contract
Cradlepoint, part of Ericsson2024 – 2024
I help facilitate the evolution of the Cradlepoint brand and sub-brands as it unfolds under Ericsson. I oversee project status and independently steward day-to-day project management, working with cross-functional teams across time zones.
SEO Copywriter and Content Consultant
BetterNight2019 – 2024
Provided SEO-optimized content and copy services for a telehealth organization focused on sleep health disorders. Through extensive research and interviews with HCPs, I published articles targeting both consumer and healthcare audiences.
Marketing Manager - Contract
the LEGO Group2023 – 2023
Lead brand governance for company’s newest IP, Lego® DREAMZzz™. Provide visual identity guidelines and ensure best practices for all internal global stakeholders, helping guide teams in developing and maintaining a consistent brand experience across all product and marketing activations.
Licensing Brand Manager
H3 Sportgear2020 – 2022
Building and growing relationships with world-class licensing partners and managing their iconic brands, facilitating the design and development of on-trend apparel, headwear and accessories.
Senior Brand Manager/Warner Bros. Lead
The Op Games | usaopoly2015 – 2019
Lead internal and external teams in the full product development lifecycle for licensed puzzles and games in the Warner Bros. portfolio (including Harry Potter, Scooby-Doo, Animaniacs, Riverdale, and Supernatural), resulting in USAopoly ranking as a top 15 licensee. Performed competitive analysis and trend reporting and provided brand governance ensuring continuity and adherence to brand standards across all marketing touchpoints.
Senior Brand Manager
USAOPOLY2011 – 2015
Established strategic direction and marketing executions in the development of licensed and non-licensed games and puzzles. Developed marketing, sales, and social media assets including content creation for videos, blogs, press releases, catalog content, and website. Managed budget with full P&L responsibility.
Licensing Manager
Power Balance, LLC2010 – 2011
I reached out to all major sports leagues seeking new licensing agreements for the Power Balance line of performance technology products. From deal memo to contractual samples, I managed and monitored the full licensing process.
Product Development/Project Managment Consultant
Spin Master Ltd.2010 – 2010
Managed inbound licensing for the game division of the third-largest consumer toy and entertainment company in North America. I focused on a new board game called "The Logo Game" and created a project management process that spanned 3 offices across 3 countries. Update: The Logo Game has sold over 1 million units to date with new line extensions of the brand currently in the market.
Licensing Manager
The Upper Deck Company2009 – 2010
Inbound and outbound licensing for the entertainment division of the company.
Marketing & Product Development Manager
Upper Deck2004 – 2009
Developed new revenue streams in product categories outside of the company's core capabilities including sports and pop culture wall decals, published art books and trading cards with candy components. Managed marketing executions in print and radio for the company's sports portfolio (NBA, NFL, MLB, NHL). My team included an Associate Product Manager (direct report) and collaboration with internal and external creative partners.
Product Manager
The Upper Deck Company2002 – 2004
Managed the Personalized Products business unit and a team of two graphic designers in the creation of licensed personalized trading cards and non-licensed special occasion trading cards (weddings, birthdays). Led acquisition of compatible business partnerships including the National Paintball League and the Sports Camp Federation.