Equity Management, Inc.
General Motors, Nissan, Kawasaki
EMI stands as a leading force in corporate trademark licensing, leaving a significant impact on the global marketplace by creating and developing superior products that have touched the lives of millions of consumers.
As a Product Development Manager at Equity Management, Incorporated, I played a pivotal role in the success of the General Motors, Kawasaki, and Nissan Licensing programs, which collectively generated an impressive annual sales revenue of over 4 billion USD.
Quality Assurance and Functionality:
Facilitated essential internal team meetings and weekly stakeholder meetings to ensure the best quality and functionality of each product, with a focus on fit, safety, and overall product excellence.
Partner Relationship Management:
Diligently conducted monthly on-site reviews in the Detroit area for General Motors to reinforce partner relationships and uphold product quality standards.
Collaborative Approach:
Worked closely with esteemed teams at General Motors, Chevrolet, and Nissan, fostering collaboration and seamlessly bringing licensed and branded products to the market.
Efficient Product Review Processes:
Led a skilled team of managers executing over 15,000 product reviews each year, ensuring meticulous analysis and management of every detail to meet the highest standards.
Commitment to Excellence:
Take immense pride in contributions to the remarkable success of licensing programs, committed to delivering excellence in product development and making a significant market impact.
When people ask about my profession as a Product Manager, it often leads to confusion, as the role may not be well-known. In essence, I am responsible for creating and managing a wide range of products, spanning from soft goods to hard goods, content, and graphic design. Whether I am working with IP licensors or licensees, adhering to strict guidelines is paramount, encompassing product specifications like color, font, content, scale, quality, and legal aspects.
To ensure successful product development, I tackle five key responsibilities:
1. Meetings: While meetings may not be everyone's favorite, they are vital for effective communication and progress updates. In product development meetings, I discuss challenges, solutions, and timelines, keeping the team well-informed and ready to tackle any obstacles. Additionally, attending meetings with marketing, sales, and stakeholders helps me grasp the product's essence, current stage, and potential adjustments.
2. Partnerships: Building strong relationships with external partners, including licensees, licensors, creative agencies, and vendors, is crucial. Collaborating closely with partners fosters a smoother development process, with fewer surprises, as we navigate challenges and changes together.
3. Strategic Planning: Defining the process, business, and Intellectual Property to external partners is a vital aspect of my role. Simultaneously, I seek to understand their processes, timelines, and business structure. This mutual understanding ensures effective communication and streamlined product development.
4. Specifications: Adhering to product specifications, whether as a licensee or licensor, is paramount to the success of the Intellectual Property. Consistency and recognition are key, particularly when dealing with beloved characters from books or movies. Staying true to IP guidelines and company standards is essential for a successful outcome.
5. Data Analysis: I rely on data from sales, marketing, previous projects, and updated IP guidelines to make informed decisions when developing new products. Analyzing past projects, both successful and unsuccessful, provides valuable insights, guiding future actions and ensuring a stronger product moving forward.
In my role as a Product Manager, I not only manage products but also navigate the complexities of creating new products while keeping stakeholders satisfied. By diligently fulfilling these responsibilities, I contribute to the growth and success of the brands I work with.