Hasbro Games Portfolio

OVERVIEW:

Led the development of a scalable go-to-market framework to support 20+ annual new game launches, balancing disciplined investment with the need to drive trial, community engagement, and long-term title growth. The model introduced flexible, market-specific toolkits and dynamic budget allocation, allowing investment to scale up or down based on performance and early signals.

CONTEXT

Hasbro is known for enduring, tentpole IP. Growing new game titles required a different approach. Without legacy awareness, new games compete in a fragmented, high-trust category where IP often takes years to build. Existing launch systems were optimized for seasonal retail—not for nurturing new titles over time.

MY ROLE
As marketing lead, I reframed the challenge from “launching products” to building a repeatable growth model for new IP. I broke a long-horizon, complex problem into clear phases that teams and leadership could align around.
• Designed and operationalized the core GTM framework, including partner models to drive awareness and trial
• Established creator- and community-led acquisition strategies and a unified KPI scorecard across paid, owned, and earned channels to evaluate ROI
• Built a global events calendar and modular toolkits that markets could adopt or adapt
• Developed tiered, title-specific GTM plans once the system was in place
I managed a global budget across owned and paid media, with emphasis on creators, events, organic content, and targeted performance support.

IMPACT

The framework shifted internal thinking around how new games are launched and scaled. Stakeholder alignment increased across regions and functions, relationships with inventors and independent publishers expanded, and the pipeline of new titles strengthened. Average time on shelf for new games increased, driving improved short- and long-term revenue performance.