Anna Healy

Consumer Marketing Specialists

PlayStation: Sony Interactive Entertainment

London, Greater London

06.2022 - 07.2024

Reported directly to the Group Manager of Retail and Experiential, driving initiatives to expand the global presence of PlayStation licensed merchandise in the retail sector.
Led the approval process for licensed merchandise, including product and packaging, across the EMEA and ANZ regions, ensuring alignment with brand values from concept through production development and in-store visuals. I was the first point of contact for A grade partners such as Inditex, Primark, Caprice, Paladone and more.
Served as the primary contact for marketing campaigns for new product launches with major retailers. Notably, spearheaded the ASOS X Horizon Forbidden West collaboration, ASOS's first mature gaming title licensed collection, featuring over 12 apparel items. Collaborated with the ASOS marketing team to implement a successful e-commerce campaign, which included web banners, social media assets, and email marketing. The success of this has led to future collections with other PlayStation mature age titles being in fruition.
• Successfully led the migration to the new licensing system, Flowhaven (Salesforce), overseeing its rollout across internal divisions and external partners, including training, design, and setup.
• Managed the onboarding process for licensees, strategic retailers, and brand partners onto the Flowhaven licensing system.
• Cultivated the relationship between PlayStation and Flowhaven, leading all technical improvements to ensure a user-friendly platform for both internal and external partners.
• This migration significantly enhanced the business, enabling the internal team to manage approvals and access historical data, improving visibility over sales, trends, and future forecasting.
• Collaborated with global marketing to execute strategies for the licensing team that align with the wider business. This includes priority projects such as the 30th anniversary, where I worked with the commercial team to pitch in a marketing campaign on the back of a capsule collection.
• Led social campaigns for the PlayStation Gear Store’s capsule collections, such as the North Face X PlayStation jacket. For this campaign I developed a marketing plan that utilized influencers and geo-targeting in Germany and France, resulting in a sell-out of the product—an unprecedented achievement for the Gear Store in those regions.
• Acted as the brand guardian for above-the-line marketing from licensing partners, ensuring alignment with current style guides while highlighting retailer visions.
• Developed trade show booths, working closely with third-party vendors and collaborating cross-functionally to ensure that stands featured all priority IPs and adhered to budget constraints.
• Created pitch decks for the Senior Director of Licensed Merchandise, showcasing the licensing team's current projects and providing postmortem analyses of previous campaigns and launches.
• Served as the primary contact for gaming studios, leading product design projects and integrating them into the organization’s global marketing and PR strategies.
• Conducted in-depth post-mortem analyses of campaigns, evaluating metrics such as sell-through rates, royalties, and bestsellers, and collaborated with the commercial team to integrate insights into future strategies.
• Managed contractual samples for the EMEA and ANZ regions, ensuring proper cataloguing and distribution to relevant teams, including compliance and legal departments.Reporting directly to the Group Manager, Retail and Experiential to drive initiatives expanding the global presence of PlayStation licensed merchandise in the retail sector
Lead the approval process for licensed merchandise, including product and packaging, across EMEA and ANZ regions
Approval process includes conception - poduction development of both marketing mateirals and soft/hard line products. On a average week averaging over 30 approvals soley.
Successfully led the migration to the new licensing system Flowhaven, overseeing its rollout across internal divisions and external partners, including training, design, and setup
Managed the onboarding process for licensees, strategic retailers, and brand partners onto the Flowhaven licensing system
Consulted directly with the Flowhaven team to ensure continued improvements, providing the best user-friendly service for both internal and external partners
Developed and executed marketing strategies to elevate the visibility of licensing efforts in alignment with the PlayStation global marketing team
Working directly with global PR teams I would create marketing campaigns for our partners using multiple channels including influencer seeding/editorial content and regional social channels
Coordinated with third-party vendors to execute trade stands for Brand Licensing Europe and the Vegas Licensing Show
Served as the primary contact for external partners' marketing teams, collaborating to create and print point-of-sale materials tailored to individual store requirements
Acted as the brand guardian for above-the-line marketing from our licensing partners, ensuring alignment with our current style guides while highlighting the retailer's vision
Developed trade show booths, working directly with third-party vendors and cross-functionally between internal divisions to ensure the stand was built with all priority IPs and within budget
Created pitch decks for the Senior Director of Licensed Merchandise that demonstrate the licensing team's current projects and provide postmortem of previous campaigns/launches
Served as a primary contact for gaming studios, collaborating on leading product design projects, and integrating them into the wider organization's global marketing and PR strategies
Supported the PlayStation Gear Store with consistent product collection support for both the PlayStation brand and the company's Intellectual Property
This includes planning, approvals, pricing strategy, and product naming and descriptions
Responsible for global royalty reporting, including creating quarterly business reviews and working with our finance teams and partners to ensure payments are created and validated
Conducted in-depth post-mortem analyses of campaigns, evaluating data such as sell-through rates, royalties, and bestsellers, and collaborated with the commercial team to integrate insights into future strategies and campaigns
Managed contractual samples for EMEA and ANZ regions, ensuring proper cataloguing and distribution to relevant teams, including compliance and legal departments.

Trade Marketing Specialists

Safilo Eyewear

09.2021 - 05.2022

Managed all marketing endeavors organization-wide, reporting directly to the regional director and contributing as a vital management team member
Formulated and implemented comprehensive trade marketing strategies, encompassing seasonal and permanent plans, aimed at driving growth for owned brands within the Australian optical and retail network
Directed and designed marketing planning processes in close collaboration with key customers and stakeholders, ensuring alignment with business objectives
Established and nurtured relationships as the primary contact with international brand managers, spearheading the execution of relevant brand campaigns
Achieved significant increases in product market share across various optometrists and enhanced in-store customization through effective visual merchandising in both retail and optical markets
Ensured timely delivery of marketing materials to customers to support the go-to-market strategy for the product and brand roadmap
Managed, maintained, and allocated the marketing budget for the Australian market, ensuring optimal resource utilization and alignment with business objectives.

Marketing and Product Coordinator

The Optical Company

03.2019 - 09.2021

Lead comprehensive 360-degree marketing campaigns across the entire store network
Successfully met budget goals and significantly enhanced brand visibility in the market
Independently oversaw all email channels company-wide, adeptly managing extensive customer data for both marketing and recall communications
Developed and executed social media marketing strategies and content calendars across all brand retail channels
Directed in-store visual merchandising efforts, prioritizing an exceptional customer experience by ensuring visual assets adhere to standards and resonate with customers – this includes conducting routine store audits
Collaborated in user-experience design for six different websites, working closely with off-site website development teams on updates, enhancements, e-commerce funnel optimization, and user journey refinement
Oversaw design briefs to generate impactful and visually compelling assets for point-of-sale materials, social media platforms, and merchandising
Demonstrated adept management of internal and external stakeholders, fostering productive relationships with various departments, including in-house design teams, external suppliers, and third-party vendors.

CELINE Eyewear Brand Ambassador

Healy Optical Group

11.2018 - 03.2019

Reported directly to Thelios, the joint venture of LVMH and Marcolin Spa with a goal to establish 100 new accounts throughout Australia and New Zealand within a 12-month timeframe, a target successfully attained.

Summary

Overview

Work History

Consumer Marketing Specialists

Trade Marketing Specialists

Marketing and Product Coordinator

CELINE Eyewear Brand Ambassador

Education

Bachelor OF LIBERAL ARTS AND SCIENCE - Arts Science

Skills

Timeline

Consumer Marketing Specialists

Trade Marketing Specialists

Marketing and Product Coordinator

CELINE Eyewear Brand Ambassador

Bachelor OF LIBERAL ARTS AND SCIENCE - Arts Science

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