Carmen Martinez

Carmen Martinez

Branding and Marketing Executive

Carmen is a passionate, innovative, and solutions oriented leader in the entertainment, toy, fashion, and cosmetics industries. She has actively expanded her global expertise in marketing, licensing, and sales in leading roles at various multi-national companies, including the Bata Shoe Organization, L’Oréal, Mattel, Viacom, and Bandai America. At Mattel, Carmen held various positions in marketing, licensing, and sales.

Throughout her time at the company, she was successful in re-positioning the Barbie brand, expanding the Mattel portfolio at Toys R Us and on Amazon, and developing an integrated program which included traditional licensing and out-of-the-box collaborations with Canadian brands. She led the Barbie 50THAnniversary program which included 5 collaborations with Canadian fashion, jewelry, footwear, home, and beauty designers.

In addition, she opened the ultimate Barbie store in partnership with The Bay / Saks Fifth Avenue retailer and drove unprecedented media coverage through various Barbie runways at Toronto Fashion Week and My Little Black Dress fashion contest with Toronto Fashion Incubator designers. While at Viacom, she launched Paw Patrol consumer products and had a record year, expanding Paw Patrol in more than 12 categories, including softlines and hardlines. In addition, she built customized CP retail programs to maximize the launch of Netflix Paw Patrol episodes. She also launched multiple collaborations under the Teenage Mutant Ninja Turtles, SpongeBob and MTV brands with Pizza Pizza, The Toronto Fashion Incubator, and Canadian designer Christopher Bates. At Bandai, she redesigned the approach to content, media, and retail while providing optimal solutions to retailers and licensees. Carmen also successfully relaunched Power Rangers and Tamagotchi at Walmart, EB Games, and Amazon.

Carmen actively participates as a mentor in the Fashion Community, serving as the Chair of the Board of Directors at The Toronto Fashion Incubator. She is also a leader in the Fundraising community, supporting future leaders at Havergal College and Upper Canada College. Carmen holds a Master of Science in Management from The George Washington University and a Bachelor of Industrial Engineering from Universidad de Lima.


Instagram @CarmenMartinez_5