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Past Event - April 27, 2010

Negotiating Across Cultures

Rosa Zeegers
Rosa Zeegers
Senior Vice President
International Marketing and
Consumer Products
Mattel Brands

As Senior Vice President International Marketing and Consumer Products, Rosa Zeegers oversees marketing activities on Barbie outside the United States as well as all licensing initiatives for Mattel’s portfolio of brands including Barbie, Hot Wheels, Fisher Price and Polly Pocket among others.   Zeegers is 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 addition Zeegers is responsible for the consumer products business across all Mattel Brands and under her direction, the business has seen significant development in both the Hot Wheels and Fisher Price lines expanding into new relevant categories for both businesses.  Zeegers has also effectively managed the Barbie consumer products business staying true to the Brand’s core attributes of fashion and aspiration 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. 

Zeegers also focuses on developing retail programs that further extend Brand presence across aisles, into new outlets and launching free standing Barbie 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.

Zeegers has been with Mattel for seven years, previously working as Vice President 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, Zeegers 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.  Zeegers first began her robust career in marketing at Unilever working in various sales and marketing positions. 

Currently, Zeegers is 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.

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Location Details:
College of Business Administration
California State University, Long Beach
Room CBA 139A
1250 Bellflower Blvd., MS - 8501
Long Beach, California 90840-8306

Visitors to the campus must purchase a parking permit at a yellow kiosk for $5.00.

There is a yellow kiosk located in Lot 15 adjacent to the CBA building.

Please park in the multistory parking structure adjacent to the College of Business Administration building on Merriam Way. Campus Map.

NOTE: After purchasing your permit, you may park in the spaces marked "Employees Only" in Lot 15 after 6:00 p.m.

Questions? Contact Sweta Mohandos, Notable Speaker Series Coordinator, smohando@csulb.edu or Alexandra Jordan ajordan3@csulb.edu