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Build-A-Bear names former Coca-Cola exec as new marketing chief

Build-A-Bear Workshop has named Gina Collins as chief marketing officer and brand bear. Collins will lead the company’s marketing, public relations, entertainment and creative teams to drive sales growth and profitability.

She will also be responsible for branding, marketing, public relations, creative, licensing and corporate sales and will report to CEO Sharon John.

“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,” said John. “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.”

Collins has more than 15 years of experience in senior leadership roles of increasing responsibility with the Coca-Cola Company. She most recently held the position of North American VP of entertainment marketing where she managed key entertainment-based relationships, including American Idol and the American Music Awards. Collins completed her undergraduate studies at Georgia State University and has a master’s of science in management of technology from the University of Alabama.