Louise Curcio

Louise Curcio

Vice President, Marketing


A brand-oriented and dynamic marketing leader with 20 years of experience in Fortune 500, private and start-up companies in B2B and B2C environments.  Experienced in upstream product development and downstream marketing, strategy and demand generation programs that leverage “best practice” marketing techniques.

Strengths in developing products, defining and deploying strategy, building and leading cross-functional teams, strategic and tactical execution of marketing plans, agency management, social media, online marketing, market research, demand generation and retention.

Work History

Work History
2010 - Present

Vice President Marketing


Lead the upstream product development and corporate strategy and downstream marketing strategy, demand generation, events and corporate communications for a medical device company. Focus on marketing to healthcare providers and patients.

Manage marketing program development, priorities, tactical execution and analysis across marcom, digital, creative, market research, brand strategy and events.

  • Improved 2015 growth of promoted product to 21%.
  • Managed specialty sales team and achieved 35% growth in UltraHealth product in 2014 and 2015, 10x market growth.
  • Leading the third year of long-term corporate strategy realignment that is resulting in new corporate positioning, new strategic business goals and new product pipeline.
  • Upgraded online acquisition and customer retention programs with a marketing automation platform; increasing leads, ROI and CRM accountability. Unified demand generation programs including email campaigns, landing page optimization, display, websites, social media, webinars, SEO, SEM, PPC allfully integrated with CRM.
  • Established robust marketing tools and content for doctors (B2B) that include advocate videos, collateral, case studies, market studies.
2003 - Aug 2009

Vice President Marketing and Digital Development

Upper Deck

Program and project management of multi-million-dollar traditional, online and social media marketing teams and agencies globally supporting 60 products per year, across multiple market segments, with 40 person marketing, corporate communications, events, product development and technology teams.  

  • Created a new way for boys to collect and interact with cards. Developed and marketed UpperDeckU.com, a multi-million dollar virtual world. Delivered on-time, on-budget and exceeded registered user targets. 
  • Developed and marketed a multi-year, multi-million dollar online marketing program, UpperDeckKids.com, that successfully brought boys into collecting cards for the first time in 10 years. 
  • Developed and managed online social media, community building strategies and paid ROI campaigns for Upper Deck baseball, hockey and football products and World of Warcraft. 
  • Developed marketing programs that generated over $1 billion sales, kept the Yu-Gi-Oh! trading card game strong for five years, rebuilt the MLB, NHL, NFL and NBA businesses and marketed the World of Warcraft  trading card game.
  • Increase revenues 50% and established a competitive advantage through a combination of licensing agreements, new products and new programs.  Responsible for P&L.
2000 - 2001

Vice President, E-Commerce

Pink Dot
  • Led Pink Dot’s internet strategy including building and managing a $1.6 million, customer-centric e-commerce web site.Increased web ordering from zero to 15% of sales in one year.
  • Developed and executed online one-to-one, direct marketing using zip code targeted banner, email, affiliate and direct marketing programs. Significantly increased new customers and usage of existing customers.Utilized demographics, psychographic and lifestyle choices for targeted marketing.
1992 - 2000

Vice President, Entertainment Marketing


  • Started ten new licensed toy businesses, provided strategic direction and nationally launched and marketed over 750 new products.
  • Recognized as brand builder and marketing turn-around specialist.Successes include:
    • Redirected Rugrats toy strategy from dual-gender to girl-targeted resulting in sales increases from $27 million to over $100 million in one year.
    • Increased action figure business from negative $10 million in profit to positive $5 million in profit (the most profit for the business since 1986).
    • Re-launched and jump-started Toy Story business three years after first movie.
  • Responsible for over 50 national television commercials.Holiday 1999 spots all tested effective and increased sales from pre-TV levels between 400% and 1000%.
  • Identified and analyzed prospective licensing deals, developed long-term relationships with key licensers (Disney, Nickelodeon, Universal, Saban) and provided negotiation frameworks for new contracts.Negotiated contracts that could bring $500 million in sales to Mattel.




University of Colorado
1989 - 1991


University of Southern California

Dean’s Fellowship (one of only five full fellowships), Graduated with Honors, Beta Gamma Sigma. 



Web Strategy and Development

Trade / B2B Communications

Public Relations/Corporte Communications

New Customer Aquisition Programs

Social Media/Community Building

Market Research

Tactical Marketing Execution

TV and Print Advertising

Product Marketing

Marketing Strategy and Plans

Online Marketing