Associate Manager, Brand Strategy & Marketing - Barbie

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 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

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. 

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.

The pay range for this position is between $110,000 and $135,000 annual. 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. 

Videos to watch:
The Culture at Mattel
Corporate Philanthropy