Cited as a “go getter” marketer and retail development executive Tor Sirset has literally built his entire executive career on that definition. A high energy, creative and goal driven executive, Tor approaches each new business challenge with his flair for innovation, and collaborative problem solving to drive consisten¬t profitable growth. His positive management style has led members of his team to follow him to multiple divisions and companies.
An expert in start-up’s and short lead launches, Tor was brought into Mattel to launch the Harry Potter line. The challenge was to ship a line based on Book 1 – Sorcerer’s Stone in only 3 months. He led a cross-function team that included designers, engineers, package designers and product managers to deliver the product line on-time for the Christmas season at the top 4 retailers. The project complexity included managing the goals and design input from Warner Bros. and the author - JK Rowling. In addition, the marketing plans from Mattel, Warner Bros. and Scholastic all had to be coordinated for a worldwide launch. The Year 1 line delivered over $30 million in revenue while at retail for only 6 weeks. The line grew to over $100 million in Year 2 for and delivered a profitable margin and cume revenue of over $350 million worldwide. Tor was part of starting two new divisions during his time at Mattel. In addition, he has successfully built new Girls & Preschool divisions at Playmates Toys and Bandai America.
Tor is a senior brand management executive with consumer product experience. He has a strong record of developing and implementing innovative brand positioning strategies that spawned long term brand equity. Tor has a proven ability to manage product development/production processes from concept through finished product, with close attention to budgets, time frames, and quality and product specifications. He is a team builder that attracts talented people and motivates them to win strong results. The foundation of Tor’s skill set is supported by strong marketing, P&L and management skills.
Tor began his career on a path having earned his Bachelor’s of Science in Marketing from Plymouth State University, within the University of New Hampshire system. In addition, he earned a minor in Psychology to compliment his marketing degree and gain insight into consumer behavior. As part of his time at school, Tor also completed a second minor in English to insure his mastery of the written word. He is currently working on his MBA. Tor accepted his first marketing position at DMB&B-New York Advertising where he gained extensive consumer packaged goods experience in the P&G health care division managing well renowned brands such as Kid’s Crest and Pampers. He also had the opportunity to work at McCann-Erickson global campaigns for the Coca-Cola brand. Tor was recruited from New York to work at the largest toy company in the world – Mattel Toys and has been focused on youth marketing ever since. He has been part of award winning teams at Mattel, Leapfrog and Bandai that earned him two licensing industry LIMA’s, two toy industry TOYT’s and one Effie.