Career and Professional Life
An American entrepreneur and former corporate branding and marketing executive,best known as the founder and chief executive officer of Roebuck Investment Corporation. His career spans leadership roles in global brand management,consumer products,entertainment licensing,and small-business development.
Santanella began his professional career at Hasbro,Inc.,where he held a series of ascending roles from Associate Global Brand Manager to Vice President of Global Brand Marketing and Strategy. Between 1997 and 2005,he oversaw major brands within Hasbro’s Milton Bradley division,directing marketing and product development for a portfolio that generated approximately $350 million in annual revenue. His work included partnerships with major entertainment companies such as Disney,Lucasfilm,Warner Bros.,and Fox. During this period,he launched several high-performing products,including Twister Moves and the first Disney co-branded edition of Monopoly,and helped drive substantial incremental revenue for the company’s classic games portfolio.
After a year as Vice President of Marketing at Educate Inc./Sylvan Learning Centers (2005–2006),Santanella joined Nickelodeon as Vice President of Global Toys and Inventor Relations. There,he managed relationships with major licensing partners and contributed to the development and retail success of products tied to properties such as Dora the Explorer,Diego,Backyardigans,and Ni Hao Kai-Lan. His work generated significant incremental revenue and included the launch of Dora the Explorer Girls. [7]
Santanella returned to Hasbro in 2008 as Vice President of Global Brand Marketing and Strategy,where he helped integrate entertainment into the company’s global brand framework. He directed a team focused on preschool entertainment brands within the Playskool division and secured a ten-year licensing agreement with Sesame Workshop for the Sesame Street brand,adding an estimated $150 million in annual revenue to Hasbro’s portfolio.
In 2011,after more than a decade in corporate brand leadership,Santanella founded Roebuck Investment Corporation,an investment and operating company based in Connecticut. Following an evaluation of multiple business opportunities,he entered the men’s grooming sector by acquiring and operating franchised locations of Roosters Men’s Grooming Center. Under his leadership,the company expanded to four locations with a staff of more than 40 employees. His first location reached break-even within eight weeks of opening and went on to become the top-performing store in the franchise system,earning several corporate awards.
In 2021,Santanella became the principal investor and co-founder of District Biscuit Company ( https://www.districtbiscuitco.com/ ).
Santanella has also held an academic appointment as an adjunct professor of business at Bryant University from 2011 to 2014.
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