Past Meetup

Mattel's Tania Missad: Insights & Analytics Drive Emotional Connection to Icons

This Meetup is past

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Mattel's very own Tania Missad, Senior Director Global Insights - Girls Portfolio will talk with our group about using insights & analytics to drive strategy and emotional connection to the many iconic brands of Mattel.

Tania Missad - Senior Director, Mattel Global Brand Insights, Girls Portfolio

Tania has close to 20 years of experience leading global consumer insights and strategy across a wide range of youth-oriented & consumer packaged goods businesses including toy/entertainment, personal care/beauty, media/technology and pharmaceuticals. She brings with her knowledge of US, Hispanic and global markets. Tania started her career at TNS, where she led P&G research efforts for brands such as Olay, Pantene, Tide, Charmin & Crest. She joined Johnson & Johnson in 2002 to work on the Johnson’s Baby Global Franchise, leading consumer insights/strategy for key Johnson’s baby, toddler and mom initiatives in several global markets. She then transferred to J&J’s Neutrogena business in 2006, first leading Neutrogena Youth (tween/teen) research and eventually leading research for all categories/products as the Director of Global Strategic Insights North America. She joined Mattel in 2012 to lead consumer insights for several of our global businesses, including Games & Boys Action Play/Boys Entertainment. In early 2014, Tania transitioned to lead research on all Girls brands at Mattel, including Barbie, the Highs, American Girl and Toybox Girls brands. Tania is a dual-degree graduate of the Wharton School of Business and the University of Pennsylvania. She was born/raised in Mexico City, lived in Europe and New York for several years, and is now based in Los Angeles.

Please join us to kick off the New Year with this great event of networking, presentation and delicious appetizers and wines by the glass at Fleming's Prime Steakhouse in Beverly Hills.

Event organized and sponsored by eSage Group (
eSage Group creates consolidated sales and marketing analytics platforms that offer powerful cross-channel insights on your customers. eSage Group has a clear focus on helping you obtain the insights needed to greatly improve your marketing performance in the most efficient manner possible. eSage Group quickly and effectively connects your marketing data to uncover hidden insights and improve campaign performance.