Coke Exec Joins Build-A-Bear

Build-A-Bear Workshop has appointed Gina Collins as chief marketing officer and brand bear.

In her new role, Collins will lead the Build-A-Bear Workshop marketing, public relations, entertainment and creative teams and will also be responsible for branding, marketing, public relations, creative, licensing and corporate sales.

Collins spent the last 15 years at The Coca-Cola Company where she held senior leadership roles of increasing responsibility most recently as North American vice president of entertainment marketing where she managed entertainment-based relationships including American Idol and the American Music Awards.

“Gina has a wealth of experience in strategic marketing, interactive media, entertainment marketing and branding. I am thrilled to have her join our leadership team,” says Sharon John, chief executive officer, Build-A-Bear Workshop, to whom Collins will report. “Gina will help lead our company-wide focus to deliver sustainable profitable growth and will work closely with our in-house teams to continue to leverage the strength of the Build-A-Bear Workshop brand.” 

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