Sr Marketing Manager, Brand Strategy & Activation - Innovation

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: 
Mattel’s Innovation Venture team is responsible for launching breakthrough ideas – new brands, new business models and new ways to play. The Senior Manager, Brand Strategy & Activation – Innovation will lead the brand strategy, positioning and go-to-market strategy for 4+ new brands within the portfolio. The Sr Manager will manage a team of direct reports, and will report directly into the Sr. Director, Head of Brand Marketing – Mattel Masterbrand & Innovation.

The company who invented Barbie and Hot Wheels is ready for its next breakthrough brand. This is a rare opportunity to build the future of the portfolio from the ground up — shaping new brands, redefining go-to-market strategies, and creating enduring franchises that resonate deeply with audiences.

What Your Impact Will Be: 

Brand Strategy

• Partner with leadership to define brand vision, mission, audience and positioning.
• Craft go-to-market strategy and multi-year brand roadmap.
• Steward brand equity across all categories (toy, digital gaming, live experiences, consumer products, publishing, content).
• Lead consumer insights work and make informed recommendations to inform equity and purpose.
• Develop portfolio strategy in partnership with leadership.
• Establish global brand guardrails (visual identity, tone, messaging pillars) to allow cross functional empowerment.
• Lead Toy and Franchise Marketing teams to ensure brand strategy comes to life across all verticals.
• Develop Content in partnership with Mattel Studios to ensure brand objectives and alignment.
• Serve as the cross-functional integrator between content, product, experiences, retail, and marketing.

Brand Activation

• Plan multi-year calendar of brand “moments” (entertainment launches, retail programs, etc.) that sustain all lines of business.
• Translate brand strategy into campaigns, content, and activations.
• Plan and execute integrated marketing plans (digital, retail, social, influencer, events, PR).
• Ensure creative execution stays consistent with brand positioning (via brand guardrails) and product highlights.
• Create brand stories that drive demand, brand love and consumer loyalty.
• In partnership with Brand Creative, manage external agencies scope and strategy.
• Track & report on campaign performance (awareness, engagement, conversion).
• Track & report on brand health through consumer engagement, sales performance, and cultural impact.

What We’re Looking For:

• 8+ years of experience in marketing, with a minimum 3-5 years in brand marketing.
• Experience with franchise management/marketing, content marketing, retail/commercial marketing, social media marketing, PR & influencer marketing valued.
• Experience managing a portfolio spanning multiple categories (toys, apparel, publishing, etc.).
• 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.
• Bold thinker with a finger on the pulse of culture. Can balance creative & innovative thinking with data and KPIs.
• Thrives in a fast-paced and creative environment.
• 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.
• Communication skills: Excellent at storytelling, presentations, and influencing senior leadership.
• Strong PowerPoint creation and presentation skills, proficiency in Outlook, Word and Excel.
• Experience leading & developing a high-performing team.

*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.

Videos to watch:
The Culture at Mattel
Corporate Philanthropy