LIZZ WASSERMAN

Global Creative Executive | Builder of Brands, Teams & Culture

EXECUTIVE SUMMARY

Creative Executive with a non-traditional, autodidact background, often hired to launch, elevate or revitalize brands, teams and assortments. At Mattel, architect of the creative strategy that propelled Barbie into a cultural movement, reframed collaboration as a strategic tool and led a 70-member global team. At ModCloth and Fred Segal, elevated creative and product across all customer touchpoints with a lean team and budget.

EXPERIENCE

MATTEL, INC. | Global Vice President of Creative, Franchise 2021–2026 | Los Angeles

Led creative vision and strategy for Franchise: Consumer Products, Entertainment, Publishing, and Digital Gaming, and partnerships with global fashion and luxury houses. Drove creative strategy for Barbie’s movie moment that changed culture.  Elevated Mattel’s 12 brands with relevant and directional creative across a period when licensing revenue doubled. 

  • Inspired and rebuilt a 70+ person global organization for retention and cultural impact 

  • Oversaw creative direction of all licensing partners (style guides, merchandising, product dev., experiential, marketing) across all Mattel brands

  • Revamped the creative process and team in a highly matrixed organization while improving standards and output; established Creative as an inspiring partner 

  • Drove the Barbie Movie moment with Zara, Beis, Superga, Crocs, Gap, Bloomingdale’s and 160+ more partners

  • Rebuilt brand language, assets, pitches and customer approach for Hot Wheels by leaning into brand heritage and targeting female fans to grow the business

  • Extended brand stories strategically through partnerships: Miu Miu, Kartell, Frankie Shop, Nadine Ghosn. Elevated toy company to fashion/art partner (to Kenny Scharf, Tanaami, GCDS) through internal change management and new pitch approach

  • Led 'Art at Mattel' and directed the Tower Redesign Project. Acquired the Archives division, transforming storage into a creative resource and storytelling asset

  • Early champion of Ai at Mattel

FRED SEGAL | Executive Vice President of Creative 2020–2021 | Los Angeles, CA

Led creative soul of iconic LA brand through existential COVID crisis. Protected 60-year creative legacy while building a path for the future. 

  • Pivoted to meet the moment during covid, bringing Fred Segal’s in-person experience digital, from social moments, extending storytelling on site, and building community

  • Brought Fred Segal into the present with relevant social storytelling and partnerships, while protecting our core customer: launched Fred Talks Live, and #DaytimeNightClub 

  • Brought creative in-house to improve aesthetics, brand consistency and budget

  • Launched private label categories; achieving 80% margins

  • Reimagined and redesigned flagship and international stores as contemporary and immersive brand experiences, that could be easily replicated globally

  • Claimed brand as cultural hub, including our Art at Home and Made in LA campaigns

  • Relaunched the iconic Camp Beverly Hills brand: oversaw the rebrand, apparel drop, all creative, social media strategy and in-store activations: collection sold out in 1 week 

MODCLOTH | Vice President of Fashion 2015–2019 | Los Angeles, CA

Protected and evolved founder's vision while scaling $250M brand through two acquisitions. Led Trend, Design, Photography, Styling, Visual Merchandising, Store Design, Merchandising. 

  • Grew and mentored the creative organization from 2 to 60 across design, photography, visual merchandising, and merchandising. Sponsored talent across the org

  • Built in-house design capability from near-zero to 90% of product, bring creative control back to design; margins tripled while aesthetic elevated 

  • Elevated aesthetic on slim budget; creative and art directed campaign and site assets, including overhauling PDP imagery to increase conversion, sales and decrease returns

  • Inspired the organization as a member of the leadership team and with immersive seasonal trend presentations. After the founders left, key brand spokesperson

  • Identified and clarified brand archetypes for better merchandising, championed price architecture exercises and styleouts for better assortments

  • Pioneered size-inclusive partnership with Wrangler to open categories and communities

TWENTIETH CENTURY | Global Creative Director, CP 2014–2015 | Los Angeles, CA

  • Expanded brand touchpoints and brought higher taste level to licensing

    • Extended authentic stories for consumer products and halo programs across Fox’s IP

    • Concepted and orchestrated brand-right collaborations (e.g., Shayne Oliver’s Hood By Air x Empire)

    • Elevated aesthetic for The Simpsons and other franchises

    • Reconceptualized our internal marketing, brought magalog in-house, cut costs by 50%.

ENTREPRENEURSHIP & INNOVATION 2007–2014 | Los Angeles, CA

Built ventures and consulted at the intersection of creativity, sustainability, and commerce. 

  • POPOMOMO (Founder): Built and ran sustainable fashion brand from concept to 60+ retailers including Anthropologie

  • PROJECT ROOM (Co-Founder):  Co-designed creative spaces and furniture, experiences. Clients included: MOCA, Sqirl, Urban Outfitters, Of A Kind, Imprint Projects, Night Gallery

  • Creative Consulting: Advised brands (Brochu Walker, The Cookie Dept., Sanctuary, Manduka) on creative and brand strategy, integrated marketing, concept development, design and merchandising direction.

FOUNDATION 2002–2007 | Philadelphia & New York City

Joined the Free People design team without formal fashion design background and quickly thrived designing cut+sew knits, graphics and print design, trend and concept; starting FP Intimates.  At American Rag Cie, added sweater and merchandising skills.

LEADERSHIP & CULTURAL IMPACT

Awards & Recognition

  • Inclusion in “Where I’m Coming From” art show at Kohler Art Museum, 2025

  • Clio Award, Barbie Consumer Products, 2023

  • Nominated for DWELL Home of the Year, Abbott Hill House, 2021

  • DWELL Magazine Cover, 2020 

  • Ecco Domani Fashion Award Finalist, 2011

  • GenArt New Garde Fashion Winner, 2009

Speaking Engagements

  • Keynote Speaker: Hallmark Creative Leadership Symposium 2024

  • Everything But the House Roundtable: Sustainability + Interior Design 2021

  • Speaker: Palm Springs Art Museum: Sustainable Fashion 2013

Community Building

  • Organized 150+ volunteers and 30+ corporate donors for LA fire relief free store, 2025

  • Founder of The Mother's Day Project: Creative fundraiser for women's health, 2021–on

  • Co-Founder: STICKHERS—Creativity for inclusivity in children’s books 2021-2023

EDUCATION

University of Wisconsin–Madison —BA Sociology | Phi Beta Kappa, Honors, Graduated in 3 years
TEFL Prague