Mattel Creations announces the appointment of Cheryl Gresham as Vice President of Global Media and Marketing Integration, and Justin Richardson as the Vice President of Global Content Distribution and Strategy. Both incoming executives will report to Chief Content Officer Catherine Balsam-Schwaber.
Gresham will lead the company’s global media team in the development and execution of media strategies for its brands, which include Thomas & Friends, Barbie, Monster High, Ever After High, Hot Wheels and American Girl. In addition to maintaining relationships with media partners and agencies worldwide, Gresham will work to maximize the value of Mattel’s investments in consumer media, focusing on innovative ways to connect media, digital and content. She will be based out of the El Segundo, California office.
Gresham joins Mattel from Taco Bell Corp., where she lead media strategy including digital and social investment. She has also worked at Initiative Media, Davis Elen Advertising and Coca-Cola North America.
Richardson, who will attend MIPCOM along with Balsam-Schwaber and other Mattel Creations representatives, will oversee global content distribution for the Mattel brands portfolio, with distribution teams in the US, Asia, Europe, Russia, the Middle East and Africa.
Richardson brings 20 years of experience to his new post, having worked for Warner Bros. in corporate strategy and business development on integrated content distribution and marketing strategies across multiple territories for brands including Harry Potter, Batman, Superman and Scooby-Doo. He recently worked for NTT Docomo of Japan.
Balsam-Schwaber will present a keynote address at MIPJunior on Sunday, October 16.