Pamela Velarde

VP Omni-channel Retail Marketing Mattel, Inc.

Pamela leads the Omni-channel retail marketing team at Mattel. Her team is responsible for retail program strategy and execution across all retailers in both store and .com, as well as in-store space analysis and optimization.

She focuses on driving strong alignment of all demand creation tactics (paid media, social, influencer, CRM) and retail programs, to maximize the impact of these programs; On driving Retail Media strategy, analysis and optimization in collaboration with the media team in order to maximize .com profitable sales; On the use of data and shopper insights to analyze performance and optimize programs; and on continuous improvement of strategy, processes and org design to adapt and win in the evolving retail landscape.

Pamela has a proven history of success in the consumer goods industry across various roles, with a focus on analytics, strategy, omni-channel execution, .com, retail media and leading/optimizing teams. She has worked in brand and commercial strategy (global and US focused), product and brand development (for the largest brand in the Mattel portfolio - Barbie), as well as Omni-channel retail marketing and media across all channels and retailers.