Former Mattel Exec Heads to Nat Geo

National Geographic has appointed Rosa Zeegers to serve as executive vice president of consumer products and experiences.

April 6, 2018

Former Mattel exec Rosa Zeegers will head the media brand’s licensing and merchandising business.

In her new position, Zeegers will be responsible for overseeing National Geographic’s global licensing, merchandising, travel, location-based entertainment and National Geographic Live businesses.

Zeegers joins National Geographic after serving as a brand strategy consultant. Prior, she was the senior vice president of global consumer products for Mattel, where she oversaw global marketing and licensing activities for a variety of brands. She also worked as vice president of brand management for KLM Royal Dutch Airlines.

“National Geographic is one of the most storied brands in the global media landscape that resonates with consumers worldwide,” says Declan Moore, chief executive officer, National Geographic Partners. “Our opportunity is to extend the brand and our sterling brand values built over the last 128 years and translate that into new spaces that deliver products

and experiences that are authentic to National Geographic and relevant to the lives of our consumers. Rosa’s keen insight into consumer behavior, her expertise in building strategic partnerships and her global experience, will be integral to helping us achieve those goals.”