CREATIVITY IS OUR SUPERPOWER. It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.
The Opportunity:
The Sr Manager, Brand Strategy & Activation will lead defining the long-term equity, positioning and cross-category strategy for the Mattel Masterbrand. This leader will steward the brand across high-profile partnerships, franchise initiatives, and breakthrough campaigns, ensuring a cohesive narrative and strategic alignment across the enterprise.
Operating at the intersection of strategy and execution, this role requires a strong brand operator who can influence senior stakeholders, integrate cross-functional initiatives, and translate long-term vision into business-driving activation.
What Your Impact Will Be
- Responsible for the brand DNA including driving long-term strategy & vision, mission, and positioning.
- Drive brand strategy across all categories and partner with LOBs (line of business) to ensure brand cohesion.
- Lead consumer insights work to inform equity and purpose.
- Develop portfolio strategy (where the brand shows up, from toys to publishing to apparel).
- Lead Franchise Marketing to ensure IP consistency across entertainment, licensing, and retail, ensuring brand & strategy fit.
- Oversee Toy Development to ensure bespoke partnerships reflect the brand strategies, focus areas & deliver on the brand promise.
- Partner with Brand Creative to establish global brand guardrails (visual identity, tone, messaging pillars) and deliver all assets.
- Drive demand creation, campaign & content strategies to maximize engagement across audiences, in partnership with Creative, Channel Management & Platform/Media teams.
What We’re Looking For
- 8+ years (6 years with MBA) experience in brand marketing (on brand or agency side), franchise management/marketing, content marketing, or purpose-driven strategy/marketing.
- Strategic thinking Ability to define brand vision and multi-year roadmaps.
- Consumer insights & research Strong understanding of consumer psychology, brand equity drivers, and cultural trends. Ability to synthesize data and pull insights to create recommendations.
- Thorough understanding of marketing mix and KPIs.
- Portfolio management Balancing multiple lines of business under a unified brand.
- Cross-functional leadership Skilled at influencing Design, Product, Marketing, and LOB teams without direct authority.
- Financial acumen Experience with P&L at the brand or category level.
- Communication skills Excellent at storytelling, presentations, and influencing senior leadership.
- Highly collaborative, proactive, and comfortable operating in complex, matrixed environments.
- Strong PowerPoint creation and presentation skills, proficiency in Outlook, Word and Excel.
- The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential.