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Kristi Wasmer

SVP, Retail Sales & Marketing


Kristi Wasmer is Senior Vice President, Retail Sales & Marketing at ViacomCBS Consumer Products. In this role, she oversees the ViacomCBS retail relationships in addition to merchandising and marketing strategies for many major retailers, including Target, Kohl’s, and Kroger as well as all grocery, club, off-price, and drug retailers. She is the driving force behind nearly $750 million in retail sales and the exponential growth of ViacomCBS Consumer Products' business in these channels.

Kristi is responsible for developing and strengthening relationships with retail partners and spearheading compelling marketing and merchandising programs that feature ViacomCBS properties and hundreds of millions of dollars in incremental retail sales.

Her team was responsible for propelling Target’s Teenage Mutant Ninja Turtles business to the #1 market share position for the 2016 theatrical release and doing the same for the launch of PAW Patrol. Kristi also led the creation of unique exclusive programs like the PAW Patrol Dino Rex character exclusive at Target in 2020 and the first-ever PAW Patrol episode premiere in all Target stores during their 2017 Halloween event.

In 2006, Kristi moved to Minneapolis and opened a ViacomCBS Consumer Products office, which she now runs and oversees a team of 15 employees, based both in Minneapolis and New York. In addition, she is in a leadership role in ViacomCBS Consumer Products’ Diversity & Inclusion efforts.

With more than 25 years in the licensing and retail industry, Kristi has developed and overseen countless retail promotions, product launches, and marketing events at many major retailers. In 2009, her team was nominated for a Reggie award, and in 2004 her team won the LIMA Award for Best Retail Promotion of the Year for the Target SpongeBob SquarePants promotion.

Kristi serves Women in Toys, Licensing & Entertainment as co-chair of the WIT Leadership Forum, held in partnership with Target, and also serves on the WIT Diversity & Inclusion Committee.

Prior to joining Nickelodeon in 2003, Kristi was in licensing and marketing at Simon & Schuster where she was responsible for the strategic marketing of all their licensed publishing efforts. This background enhanced her career and success with ViacomCBS.

Kristi graduated cum laude from Cornell University and received her MBA from New York University’s Stern School of Business.

Kristi Wasmer
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