Lorrie Copeland
Senior Vice President, Consumer Insights and Research
Lorrie Copeland is Senior Vice President of Consumer Insights and Strategy for Hub Network, a destination for kids and their families. Ms. Copeland, who reports to Hub Network's President and CEO Margaret Loesch, provides insights into children, TV and entertainment consumption, as well as the Hasbro brands that are featured on the network as guidance for programming and marketing efforts. Hub Network is a multi-platform joint venture between Discovery Communications and Hasbro, Inc. On October 10, 2010 it re-branded from the former Discovery Kids Network and presently reaches nearly 73 million U.S. cable and satellite households. Ms. Copeland is also responsible for the evaluation and monitoring of ratings and understanding of viewing patterns for the 24-hour schedule of new programming.
Prior to joining Hub Network, Ms. Copeland led Hasbro's Global Consumer Insights group, which provides the strategic support and direction for the strong portfolio of brands marketed worldwide for this $4 billion company. The company's brand portfolio appeals to a wide cross section of consumers, from infant to grandparents, so consumer insights into the play and purchasing behavior for this audience, as well as a complete understanding of the brands, was the purview of Ms. Copeland and her team of experienced market researchers. The team also led immersion, innovation and ideation sessions as part of the strategic partnership with the brand and development teams. Ms. Copeland is credited with shifting what had been a more tactical, market research function to one that is more strategic and focused on exploration and discovery.
With more than 12 years in product development and marketing, most recently as General Manager, Playskool Brands at Hasbro, Ms. Copeland directed the strategy, marketing and product development for the Playskool, Tonka, and Play-Doh brands globally. Prior to her four years managing the preschool business, Ms. Copeland managed portfolios as diverse as Girls Toys (MY LITTLE PONY, LITTLEST PET SHOP), Disney Entertainment (Finding Nemo, Monsters, Inc.) and Creative Play.
Ms. Copeland has more than 25 years of advertising and marketing experience, working on top brands for global corporations. Before joining Hasbro in 1996, Ms. Copeland's career was focused on the advertising agency side of brand building. Her introduction to toys came from managing the Hasbro account at Griffin Bacal. Prior to that, Ms. Copeland worked at Ogilvy & Mather in positions of increasing responsibility directing the strategic positioning and creative execution for brands from leading companies such as IBM, Kimberly-Clark, Nationwide Insurance and SmithKline Beecham. Ms. Copeland began her career at Geer DuBois as an account executive.
Ms. Copeland is a native of Michigan.