Michael Archer is an executive management professional with over 15 years of experience in brand management, licensing, and business development within the consumer products and entertainment industries. He has a proven track record of growing video game sales and developing brand strategies that leverage mature brands and extensions. Most recently, Archer was the Vice President of Interactive Licensing and Product Development at WWE, where he established their lucrative Legends Program and managed a team and budget responsible for 200+ video game and toy licenses annually generating over $17 million.

1. Michael A. Archer
Dobbs Ferry, New York • (914) 424-4054 • mikearcher18@gmail.com
Executive Management
Business Development  Brand Management  Licensing
A management professional dedicated to the ubiquitous placement of intellectual property, while maintaining a
conservative hold on brand assurance and development. An advocate for brand application of advance
technologies and digital sponsorships. With a work pedigree steeped in entertainment and consumer products
industries, able to build out low-risk entry-point comprehensive plans with high scalability. Devise strategies to
dovetail mature brands with brand extensions and revivals.
App and Mobile Games (iOS & Droid)  Branding  Budgeting  Consumer Products  Facebook and Social
Networks  Intellectual Property Negotiation & Licensing  Industry Contacts and Networking  Product Launch 
Product Lifecycle  Research-backed Brand Strategy  Resource Identification  Sales Strategy
Professional Experience
World Wrestling Entertainment, Inc. (WWE), Stamford, CT • August 2000 - June 2015
A publicly traded integrated media organization with a $415 MM consumer products sports entertainment division
Vice President, Interactive Licensing and Product Development, Consumer Products (2006–2015)
Director, Interactive Licensing and Development / Brand Equity, Consumer Products (2000–2006)
Performance Impact: Increased video game sales from 1 MM units to 7 MM units over three years. Evolved
WWE’s “Smackdown” video game into “Smackdown Raw” and “Smackdown 12.” Based on consumer research,
improved games’ authenticity weaving in such features as “Universe,” “story-line,” and “general manager mode.”
Brand Creation: Legends Program
 Earned $5 MM annually in incremental revenue originating WWE’s “Legends Program,” signing 73 talents.
 Recaptured lapsed fans representing $11+ MM in annual revenue with a target of ages 35+.
 Devised two-prong brand strategy for program: current product line supplements and standalone.
 Reached out to older talents to resurrect their characters for use in action figure sets, associated accessories,
and video games. Retro marketing strategy resonated with retailers, collectors, and WWE aficionados.
Brand Assurance
 Recovered a multimillion dollar video game investment for videogame consoles, “WWE 2K 2014.” Sourced
a new game publisher, Take Two, mid-development and maintained street date. Earned $12 MM to date.
Target audience: ages 12 to 35.
 Generated $17+ MM annually for WWE. Participated in negotiations to license WWE IP to Mattel, Inc.
Focused on brand assurance and Mattel’s authentic rendition of WWE characters and associated props.
 Created and implemented retailer education programs to promote brand and address misconceptions in
marketplace. Stressed WWE’s global brand reach in hundreds of countries and consumer recognition.
License Innovation
 Generated $10 MM in annual revenue leading in-game sponsorship sales initiative to create new revenue
streams for the WWE Television and New Media groups.
 Developed a $25+ MM annual franchise with video game publisher for 15 games. Controlled approval over
marketing, production, and distribution.
 Expanded license reach to capitalize on social gaming and tablet platform technologies. Along with PD,
developed WWE Wrestlefest (tablet), WWE Showdown (Facebook), and others for Droid, iOS, XBLA, and PSN.
Departmental Management
 Saved 75% in cost and time for licensee application process and project approval milestones.
 Established and managed a budget to cover contract negotiation, distribution channel development, product
development, and approval processes for 200+ video game and toy licensees.
 Lead and mentored a 20-member cross-functional team consisting of TV Production, Web, Licensing,
Media Planning, Product Development, Sales, Legal, Creative and Finance.

2. Michael A. Archer  (914) 424-4054 • marcher510@gmail.com  page 2 of 2
Professional Experience, continued
Acclaim Entertainment, Inc., Glen Cove, NY • May 1994–August 2000
Developed, published, and distributed licensed interactive entertainment software for a variety of hardware platforms
Brand Director (1999–2000)
Senior Producer (1998–1999)
Producer (1997–1998)
Associate Producer (1994–1996)
Performance Impact: Assumed full control over company’s WWF (now WWE) franchise and grew business 100%
to $20 MM in annual revenue pairing license with Warner Bros. and DC Comics. With a genuine passion for
product, pushed license into movie, action, and video games.
 Worked with licensors representing $10+ MM in annual revenue including World Wrestling Entertainment,
Warner Brothers, Marvel and DC Comics. Monitored project status and PD cycle.
 Carried a $2 MM budget for titles such as Jeremy McGrath SuperCross, HBO Boxing, and all 100+ WWF titles.
Managed all aspects of PD and marketing for sports game titles.
 Oversaw an $800 K budget for production and delivery of products for then-current technology, such as
original Sony PlayStation, Sega Saturn, and PC Platforms.
 Developed brand strategy for all Sports titles to ensure short- and long-term brand objectives.
 Designed product specifications for to ensure critical (industry reviewers) and commercial success.
Balanced quality versus time/budget management to create a saleable and sustainable line.
 Created global sales forecasts for all products reaching the US, UK, and Japan.
 Managed and mentored cross-functional and cross-company teams covering Developer, Marketing,
Engineering, Studios, Licensing, and Quality Assurance departments.
Noteworthy Licenses
DC Comics, Facebook, JAKKS Pacific, Marvel Comics, Mattel, Mead, Microsoft, MLB, NBA, NFL, NHL, Nintendo,
SEED, Sony Computer Entertainment, Topps, Warner Bros. Studios, WWE,
Education
Bachelor of Science (B.S.), Communications, Mercy College, Dobbs Ferry, NY