Job Description

The Opportunity:
The Manager, Global Franchise Marketing will support the end-to-end franchise strategy for UNO, helping shape a clear global vision that unlocks the brand's full multi-generational potential across products, consumer experiences, partnerships, licensing, digital, social, retail, and live activations.

This role will support global franchise planning, integrated marketing initiatives, and cross-functional execution, partnering closely with global and regional teams to ensure UNO shows up consistently and powerfully around the world. The ideal candidate will help evolve UNO from a beloved card game into a broader global play and entertainment platform, leveraging evergreen brand narratives, cultural moments, franchise tentpoles, and commercial opportunities to drive growth.

What Your Impact Will Be:

• Inform and co-develop the long-term global franchise vision and strategy for UNO, grounded in consumer insights, category trends, cultural relevance, competitive dynamics, and regional business priorities.

• Support multi-year franchise marketing plans that connect global brand strategies, narratives, and tentpoles with regional priorities to create strong, integrated global moments.

• Partner with Global Brand, Product, Brand Creative, Consumer Products, Digital, PR, Social, Influencer, Retail, and Regional teams to build cross-functional franchise plans that support the growth of UNO as a global brand.

• Help shape and support global tentpole initiatives, including social play experiences, competitive play, brand partnerships, licensing programs, retail activations, and cultural moments.

• Partner with Consumer Products business leads to support the licensing strategy for UNO, identifying opportunities that expand the brand into relevant lifestyle, entertainment, gaming, fashion, food and beverage, publishing, location-based, and experiential categories.

• Collaborate with Consumer Products business leads and regional teams to identify whitespace opportunities, develop strategic recommendations, and support plans to successfully sell in and bring new opportunities to market.

• Support strategic initiatives that grow UNO with key audiences, including teens, adults, families, fans, creators, and culturally engaged consumers.

• Brief Franchise Creative and Brand Creative teams on asset, guide, pitch, and toolkit needs to support commercial priorities, brand narratives, franchise tentpoles, and partner opportunities.

• Develop effective and impactful franchise materials for internal and external audiences, including pitch decks, one-sheets, selling tools, partner briefs, and global toolkits.

• Partner with external licensees, agencies, Consumer Products global teams, and internal cross-functional partners to amplify key UNO product launches, partnerships, and franchise moments.

• Partner with Consumer Products global teams and Brand Creative to ensure licensee products, creative, and marketing align with UNO's brand positioning, visual identity, gameplay integrity, and franchise strategy.

• Support improved cross-functional processes to drive clarity, efficiency, alignment, and stronger execution across global franchise priorities.

• Lead and support global Consumer Products and franchise meetings, ensuring clear communication, follow-ups, and alignment across regions and lines of business.

• Collaborate with retail development and commercial teams to support omnichannel marketing programs, retail activations, content updates, and market-ready execution plans.

• Track competitive, cultural, licensing, gaming, and category trends to identify new opportunities for UNO to grow as a global franchise.

Qualifications

What We're Looking For:

• 6+ years of experience, or 4+ years with an MBA, in brand marketing, franchise marketing, integrated marketing, licensing, consumer products, entertainment, gaming, or related fields.

• Strong understanding of franchise strategy, integrated marketing, brand management, and cross-functional planning.

• Experience supporting global brands, entertainment properties, games, consumer products, or culturally relevant lifestyle brands strongly preferred.

• Passion for games, play, fandom, culture, partnerships, and building brands that connect with consumers across generations.

• Creative storyteller with the ability to articulate a compelling vision and translate strategy into clear, actionable plans.

• Demonstrated ability to collaborate across cross-functional teams and drive execution across multiple touchpoints.

• Strong relationship-building skills with internal partners, regional teams, external licensees, agencies, and stakeholders.

• International business and global marketing experience preferred.

• Excellent presentation, verbal, written, and interpersonal communication skills.

• Strong project management, stakeholder management, and prioritization skills.

• Ability to manage multiple workstreams in a fast-paced environment while maintaining strategic focus.

• Comfort working across both strategic planning and day-to-day execution, with a proactive, solutions-oriented mindset.

*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.

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