By AWE Staff
As Senior Vice President of Global Business Development, Rosa Zeegers oversees the development of Global New Business Strategies and Projects for Mattel.
Before that, Rosa was Senior Vice President Global Licensing for Mattel, where she oversaw all worldwide licensing initiatives for Mattel’s portfolio of brands including Barbie, Monster High, Hot Wheels, Fisher Price and Polly Pocket among others.
Rosa was also a critical member of the management team that redesigned Barbie in 2009 and was responsible for all marketing activities supporting the Brand’s incredible 50th anniversary, marking a worldwide increase in sales. In this capacity Rosa effectively managed the Barbie consumer products business staying true to the Brand’s core attributes of fashion and aspiration, while directing her teams around the world to expand into appropriate categories but carefully protect the Brand, earning the team a reputation for excellent Brand management. Under her direction, the business has seen significant development across the globe.
Rosa also focused on developing retail programs that further extend the brands’ presence across aisles, into new outlets and launching free standing branded stores across the world. Under her management the business has maintained steady growth across the mature European market and marking growth in emerging markets across Asia and Latin America.
Rosa has been with Mattel for twelve years, previously working as Vice President of Licensing for the US/Europe/Middle East/Africa (EMEA) and Director of Marketing, Girls Toys, for Mattel’s regional European headquarters overseeing EMEA.
Prior to Mattel, Rosa was Vice President of Brand Management for KLM Royal Dutch Airlines, where she oversaw all consumer touch points, including marketing communications, frequent flyer programs, in-flight experiences, cabin interior, ground services and more.
Rosa first began her robust career in marketing at Unilever working in various sales and marketing positions.
Today, Rosa is also a regular guest speaker at various universities across the country, teaching negotiation in different cultures. Additionally, she has a master’s degree in Medieval German literature and is a certified translator and high school teacher.