Lisa McKnight, SVP and Global Head of Barbie and Dolls Portfolio, Mattel, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum.
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Read The Drum interview with Lisa: Blonde ambition - vlogging and a virtual Dream House help Barbie realize a digital future
As Senior Vice President and Global Head of Barbie and Dolls, Lisa McKnight oversees the entire doll portfolio for Mattel, leading a global team in strategy, product development, and marketing execution.
McKnight has been instrumental in evolving the iconic Barbie brand into the most diverse doll line on the market that is reflective of the world girls see around them. Under McKnight’s leadership in 2018, the brand launched the Barbie Dream Gap Project, a multi-year initiative with a mission to level the playing field for girls globally.
As the global lead of the entire portfolio of Mattel’s doll category, including licensed properties like Hello Kitty, Spirit, and Harry Potter dolls, long-time fan favorites like Polly Pocket, and introducing new lines such as Creatable World and Cave Club, McKnight has led the category in an approach that makes it possible for anyone to find a doll that resonates with them.
What are the things she's most proud of this year?
Since 1959, the Barbie purpose has been to inspire the limitless potential in every girl. That message has never been more relevant. With tenets rooted in the power of purpose, empowerment, inclusivity, culture, and role models, Barbie continues to inspire.
Barbie has risen to fame, becoming the most diverse doll in the world and the number one girls’ brand globally.
This year, Barbie accelerated to become the #1 US Property*, and had its highest Q3 earnings in two decades. By quickly pivoting demand creations strategies, Barbie prompted off-season sales for dolls and the iconic Dreamhouse well ahead of the holiday season.
Barbie also cultivated community on social with relatable content, honoring frontline workers, tackling important conversations with a vlog on racism, and furthering our mission with the Barbie Dream Gap initiative. We’re continuing to harness our leadership role and brand platform to inspire kids, culture and drive positive social impact.
* Source: The NPD Group/Retail Tracking Service/US/JAN-NOV 2020/Dolls Supercategory/USD
Also shortlisted for WFA Global Marketer of the Year 2020 are:
- Andrew Garrihy, Global Chief Brand Officer, Huawei Consumer Business Group & Western Europe Chief Marketing Officer
- Fernando Machado, Global Chief Marketing Officer, Restaurant Brands International
- Ivan Pollard, SVP, Global Chief Marketing Officer, General Mills
- Marc Pritchard, Chief Brand Officer, Procter & Gamble
- Jane Wakely, Lead CMO, Mars Inc.