Sr Marketing Manager, Brand Strategy & Activation - Mattel Masterbrand

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. 

Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles. Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here!

How We Work:

We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Who We Are:

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers.

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

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