Andrew E. Lilien
SUMMARY
Accomplished Marketing Director with brand marketing expertise in developing, managing and elevating the
positioning of respected brands in the marketplace. Dedicated leader with performance driven trade marketing
skills across mass, mid-tier and sports specialty retail channels. Creative digital marketing experience,
consistently thinking outside the box to implement new innovative ideas. Proven business to consumer
experience, focusing on consumer products.
EXPERIENCE
ESPN, Inc., New York, NY
2005-Present
Associate Director, Marketing – ESPN Consumer Products
 Develop ESPN and X Games consumer products brand marketing plans and product marketing
initiatives which contribute to delivering revenue growth target of $5 Million
o Categories include sporting goods, apparel/footwear and toys/games
 Manage the implementation of all marketing plan components to support the X Games consumer
products business to consumer initiatives
o Traditional Marketing: $800k+ budget for TV, Print, Radio, Grass Roots and Live Events
o Digital Marketing: $200k+ spend on Viral, E-mail, Mobile and Online
 Support the ESPN retail sales team through business to business trade marketing initiatives for key
accounts to help drive sell-in and sell-through
o Walmart, Target, Toys R Us, JCPenney, Sears and Dick’s Sporting Goods
 Manage the entire creative process – concept development through campaign conclusion
o Write and present creative briefs, manage communication and provide direction to all outside
agencies as well as in-house creative team
 Work with ESPN media buying team to develop media plan and launch campaigns
 Foster relationships across multiple areas of The Walt Disney Company to create new ESPN synergy
opportunities
o Disney Theme Parks, Radio Disney and ESPN Zones (restaurant complexes)
 Work closely with the ESPN product development/licensing teams to support their business units
through customized marketing programs
 Identified and developed key synergistic marketing program with ESPN.com to help support the launch
of the ESPN indoor recreation product line
ANDREW LILIEN CONSULTING
2005
Marketing/Sales Development Consultant
Projects included:
SPORTS ILLUSTRATED FOR KIDS – (Time, Inc.), New York, NY
 Created and executed added value marketing programs for current and potential advertisers
o Custom programs helped sell in sponsors for No Limits – a grassroots Bike/Skateboarding tour
o Researched and helped open doors for prospective strategic partnerships with Major League
Baseball, Hoop it Up, Little League Baseball, Konami and more
 Developed an added value marketing calendar for Ad Sales to use to offer their clients custom programs
PARENTS MAGAZINE – (Meredith Publishing), New York, NY
 Conceptualized and executed added value marketing programs for clients such as Clorox, Campbell’s,
Dreamworks and Kimberly Clarke
 Customized programs including advertorials, live events, book tours, cooking demonstrations, retail
events and on-line sweepstakes to reinforce brand equity and provide maximum exposure for the client
 Wrote monthly newsletters showcasing current Parents issue to send to existing and new advertisers
Andrew Lilien
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FLEER/SKYBOX INTERNATIONAL LP, Mt. Laurel, NJ
1999-2004
Director of Marketing - (Fleer Trading Cards)
 Created and executed strategic cross marketing partnerships with major U.S. companies
o Kellogg, Nabisco (Oreo and Ritz Crackers), Hershey (Twizzlers), Pepsi, Gatorade, Acclaim,
Konami, THQ, Poland Springs, Playmates Toys and more
o Programs created new branding and marketing opportunities for clients through custom
produced trading card sets
o Increased company’s brand presence in the marketplace and developed a new revenue
generating category, delivering $250k annually to the bottom line
 Supported the Fleer retail sales team for key accounts to help drive business to business trade marketing
initiatives for Hobby Shops and key mass retailers
 Directed all business to consumer company marketing programs
o $1 Million annual spend - TV, Print, Grass Roots programs and Live Events
 Managed an annual marketing budget of $3 Million
 Developed and negotiated unique sports team sponsorships and marketing programs
o NY Yankees/Mets, Boston Red Sox, LA Dodgers, Chicago Cubs and more
 Managed all of the company’s league required corporate sponsorships
o NBA All-Star Weekend, NFL Experience at the Super Bowl, MLB All-Star Week, NFL Punt,
Pass and Kick, MLB Pinch, Hit and Run and NFLPA Player of the Day
 Director of all marketing activities for Entertainment Licenses
o American Idol, Pokemon, Transformers and Teenage Mutant Ninja Turtles
 New Business Development for Entertainment properties
o Instrumental in helping Fleer land American Idol license
o International travel to cities such as London and Tokyo in pursuit of new licenses
 Supervised all marketing and promotional activities at all industry trade shows
 Developed all company special events involving athlete spokesmen charities
o Derek Jeter’s Turn 2 Foundation and Vince Carter’s Embassy of Hope Foundation
NATIONAL MEDIA GROUP, New York, NY
Senior Account Executive – Marketing/Public Relations
 Sports Marketing/PR account management for key client - Fleer/SkyBox International
 Managed and created all marketing events for Fleer’s corporate sponsorships
o NBA All-Star Weekend, Fleer Diamond Skills and MLB All-Star Week
 Director of nationwide grass roots program (Fleer Hobby Legends Tour) for three years
o Negotiated and supervised in-store athlete appearances and hospitalities
o Managed annual program budget of $1 Million
 Managed marketing and PR activities for ESPN SportsCentury touring exhibit
 Account management work for IBM, Schick, Nike and Playboy
EDUCATION
THE OHIO STATE UNIVERSITY, Columbus, OH
Bachelor of Arts Degree -- Journalism - 1994
1995-1999