Simon Waldron

Partner & CMO

Los Angeles 310.944.8200
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Executive Marketing Positions

  • Senior Vice President, Brand Marketing, Spin Master Toys
  • Vice President, Business Unit General Manager, Mattel Inc.
  • Vice President, Marketing, Mattel Inc.
  • Group Marketing Director, Mattel UK


  • BA Business Studies & Marketing, University of Bournemouth UK


  • Development of business and brand planning objectives and strategies
  • Creation and refinement of pricing, positioning, repositioning and monetization models
  • Cultivation of strategic alignment between manufacturing, marketing, sales and other mission-critical departments
  • Oversight and execution of product development, communications and retail strategies, including ideation, design and cost management
  • Integration of strategic partners, acquired products/units, vendors and supply chain interests to ensure maximum efficiency
  • Curation of customer loyalty through thoughtful messaging, brand story creation, deployment and measurement
  • Organizational development expertise, with an emphasis on building high-performing teams and the creation of training and development programs

How Simon Can Grow Your Business

  • Catalyzing organizational growth by defining the vision and strategies for go-to-market success
  • Ensuring the “voice of the consumer” is reflected in a company’s product development innovations
  • Defining pricing and monetization strategies and systems
  • Establishing a system of measurement that supports revenue growth and departmental KPIs
  • Optimizing the sales pipeline via the integration of marketing and sales strategies
  • Designing impactful and measurable communications strategies and optimizing tactical deployment
  • Creating momentum among employees and other internal and external stakeholders to drive efficient results

Success Stories

  • Opened and built successful new sales territories for Quaker Oats company, identifying key demographics and retail customer profiles. Set and modeled target call rates and performance criteria as well as adapted best practices including staffing and merchandising standards.
  • Built and developed trade marketing function for major UK grocery business, creating processes and systems to ensure trade strategies and activation aligned with consumer marketing plans and objectives. This approach to a fully integrated marketing and sales strategy created best in class execution as well as substantial efficiencies within the supply chain and category leadership status.
  • Led the relaunch of the Fisher Price brand in the UK, establishing clear marketing goals, retail performance metrics, inventory metrics and product line rationalization. Built new direct marketing strategy to establish one to one relationship with the brand's audience communicating clear brand benefits, how to buy and where to buy.
  • Repositioned and led go to market strategy for a newly acquired business at major Canadian toy company creating clear brand position, product architecture, design language and communication and messaging hierarchy. Worked with global stakeholders to ensure the positioning was relevant and meaningful in all major markets.
  • Architected and built global vision and strategy for the Mattel Hot Wheels brand by creating clear positioning, product line architecture and a multi platform content based communication strategy to drive engagement, extend the audience base and deliver a broader monetization system, resulting in considerable sales growth as well as major marketing awards and two toy of the year awards.

Simon Waldron Biography

Creating new excitement, energy and revenue streams from venerable consumer staple products requires a fearless approach to marketing in which conventions are challenged, paradigms are shifted and innovations are embraced.

In a career that has spanned generations, continents and technologies, Simon Waldron has been the mastermind behind the construction, reinvention and growth of some of the world’s best-known and beloved brands. Many of the products we have known for generations – consumer goods in the food, health & beauty and children’s toys and entertainment verticals – have enjoyed a renaissance thanks to Simon’s intimate knowledge of what it takes to build a first class business and marketing strategy. 

Simon has led new brand launches, brand turnarounds and re-stages as well as building new revenue streams for companies like Quaker Oats, Campbell Soup, Henkel and most recently, Mattel, where he was Vice President, Global Marketing for the Wheels Division. 

Simon espouses a theory – backed by tangible results -- that market success is best achieved through a formula that combines great strategy, world-class product execution and unflinching attention to detail with regard to clear product benefits and the ‘reason to choose’. Skilled in creative communications, Simon has extensive knowledge in where, how and when to cultivate a connection with to the audience to build acquisition and retention. 

Regardless of the size of the division or company with which he is associated, Simon quickly earns the respect of those who engage his services. Able to deftly manage cross-functional interests, Simon enjoys the challenge of developing high-performing teams that can research, prototype, manufacture, communicate and sell – and, thanks to his multi-national world view and experiences, can often bring a global and regional perspective to any engagement.

Those who have celebrated successes as part of a Simon Waldron-led team say that Simon is most revered for his ability to lead while empowering each team member – giving everyone in the organization the right tools and environment in which to succeed.


“Simon Waldron was fantastic!  He is knowledgeable, practical, insightful, helpful, inspiring, and he fit our organizations's culture well.  Great follow up and provided wonderful work.”

Marchelle Sellers, Executive Director, Mending Kids

“Fresh eyes that greatly helped our marketing efforts.  Offers continued support” 

Kamran Jahangard, National Sales Director, Z-Tronix