Job Description

The Opportunity:
The Associate Manager, Brand Strategy & Marketing will assist with defining the long-term brand equity, positioning, and cross-category strategy while also driving day-to-day brand activations, in partnership with internal cross-functional teams and external agencies. The Associate Manager will focus on the Barbie kid business, developing and executing strategies that define the brand strategy, accelerate brand awareness, drive launches and grow the full franchise business.

What Your Impact Will Be:

Brand Strategy

• Support annual brand planning, strategic milestones and key business updates across the Barbie brand
• Partner with Toy and Franchise Marketing to ensure strategic alignment and brand consistency across products, content, experiences, retail, and franchise initiatives
• Partner with Insights to analyze consumer, cultural, competitive, and franchise performance trends and develop strategic recommendations that inform brand strategy
• Partner with Brand Creative to develop integrated marketing campaigns that translate brand strategy into compelling consumer experiences
• Partner with Mattel Studios to ensure content aligns with brand strategy and business objectives
• Serve as the central point of coordination across content, product, experiences, retail and marketing teams
• Develop executive-ready presentations and strategic narratives to communicate brand priorities and recommendations

Brand Activation

• With leadership, plan brand "moments" (anniversaries, entertainment launches, retail programs) that support all businesses at retail and work with commercial partners to ensure flawless execution
• Translate brand strategy into campaigns, content, and activations
• With leadership, plan integrated marketing plans (digital, retail, social, influencer, events, PR) and work with commercial partners to execute
• Ensure media strategy is executed well across regions, and manage day-to-day creative production
• Ensure creative execution stays consistent with brand positioning (via brand guardrails) and product highlights
• Ensure brand stories are executed well to drive demand generation, brand love, and consumer loyalty
• Manage day-to-day execution of agency scope in partnership with brand creative
• Track & report on campaign performance (awareness, engagement, conversion)
• Track & report on franchise health through consumer engagement, sales performance, and cultural impact

Qualifications

What We're Looking For:

• 5+ years (3 years with MBA) experience in brand strategy/marketing (on brand or agency side), franchise management/marketing, content marketing, or purpose-driven strategy/marketing
• Experience managing a portfolio spanning multiple categories (toys, apparel, publishing, etc.)
• Self-starter who is detail oriented, driven, focused, pro-active and collaborative
• 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 toys and non-toy CP categories under a unified brand
• Cross-functional leadership: Skilled at influencing Design, Product, Marketing, and Franchise teams without direct authority
• Financial acumen: Experience with P&L at the brand or category level

*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.

Additional Information

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.