Vice President, Platform Strategy & Media

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 Vice President, Platform Strategy & Media is a transformative leader responsible for architecting and executing Mattel’s global digital content, platform strategy, publishing, influencer, media, and community engagement strategy. This executive role drives innovation, operational excellence, and strategic alignment across Global Brand Teams (GBT), Franchise Teams, Commercial Marketing, and Entertainment, positioning Mattel as a global leader in digital engagement, media, and publishing.

The VP leads high-performing teams across:

- YouTube Strategy & Channel Management: Provides strategic and operational leadership for our brands’ global YouTube presence, guiding content direction, audience engagement, and platform optimization in line with YouTube best practices, guidelines, and playbooks. The role partners closely with global brand teams to execute strategy, oversee publishing calendars, and optimize video metadata, thumbnails, and programming. Success is defined by measurable growth in audience size, watch time, and retention, as well as the ability to turn data insights into actionable creative and content strategies that drive performance.

- YouTube Native Content Creative: Leads the development of original, platform-native creative designed to maximize storytelling and engagement on YouTube. Partners with brand, production, and strategy teams to craft video concepts, formats, and visual identities that feel authentic to the platform while elevating brand purpose and personality.

- Social Platform Strategy: Provides strategic direction and oversight across all 13+ social platforms with the ultimate goal of engaging with our brands’ fandom. The role ensures alignment with platform best practices, emerging trends, community growth and providing Global Brand Teams with a playbook for execution.

- Influencer Marketing: Oversees a growing team of influencer strategists and managers, supporting Mattel’s IP. The team develops creator-led strategies, identifies partnership opportunities, and collaborates with agency partners to amplify campaigns through authentic, high-impact influencer content.

- Global Media: Leading paid media strategy, cross-regional media planning, and agency partnerships. The team develops global media frameworks that leverage scale while enabling local excellence, and supports brand teams in achieving performance goals.

- The VP ensures long-term growth, brand affinity, and monetization through cutting-edge content, platform, and media strategies for Mattel’s entire portfolio of global IP.

What Your Impact Will Be: 

Strategic Leadership and Vision (40%)

• Define and champion a multi-year global strategy for digital content, publishing, influencer, platform, and media aligned with corporate growth objectives.
• Lead transformation initiatives in collaboration with senior leaders across Global Brand and Franchise teams.
• Establish and scale a center of excellence for digital publishing, content strategy, influencer engagement, global media, and community management.
• Oversee the content creative team, ensuring the development of innovative, brand-aligned content across all formats and platforms.
• Guide the platform strategy team in developing and leading YouTube and cross platform best practices, annual planning, competitive analysis, and playbooks.
• Lead the global media team in developing paid media strategies, global media frameworks, and performance reporting that leverage global scale while enabling local excellence.
• Cultivate strategic partnerships with global platforms, creators, and media partners to drive innovation and influence platform and media roadmaps.
• Serve as a thought leader in digital marketing and media, representing Mattel in industry forums and executive engagements.

Global Cross-Functional and Team Alignment (40%)

• Lead and inspire cross-functional global teams across content creation, influencer, publishing, platform strategy, and media to ensure cohesive execution.
• Oversee publishing operations for 20,000+ annual content assets, including promotional, commercial, and live-action formats tailored for diverse audiences and platforms.
• Drive global-to-local strategy adaptation in partnership with regional leaders (North America, Latin America, Europe/Middle East/Africa, Asia Pacific).
• Oversee the influencer team’s collaboration with brand and franchise teams to develop and execute creator-led strategies that enhance advertising campaigns. Guide influencer research, partnership recommendations, and agency collaboration.
• Partner with Creative, Platform Strategy, and Media leads to ensure brand storytelling is consistent, culturally relevant, and optimized for platform-specific performance.
• Collaborate with regional media and marketing teams to manage global and regional media agency relationships and consolidate input into global media planning.
• Act as the executive liaison for digital content, influencer strategy, platform strategy, and media across internal and external stakeholders.

Performance Oversight and Optimization (20%)

• Own the performance framework for digital content, influencer campaigns, platform strategy, and media investments, including KPIs for engagement, reach, monetization, and operational efficiency.
• Present monthly performance reports to executive leadership and recommend strategic pivots based on insights across content, influencer, platform, and media channels.
• Ensure compliance with global regulations (COPPA, CARU) and platform-specific policies.
• Champion AI-driven efficiencies and automation in publishing and media workflows.
• Lead the East Aurora-based Community Management Team to deepen brand engagement across owned and external platforms.
• Partner with Global Business Insights and Marketing teams to develop test-and-learn agendas and media measurement frameworks.
• Provide consolidated media performance updates and in-market asset insights to creative, communications, and commercial teams.

Key Result Areas (Measures of Success)

• Strategic Impact: Execution of transformative strategies that elevate Mattel’s digital and media footprint across the entire portfolio of IP.
• Performance Metrics: Achievement of global KPIs including watch time, views, engagement, followers, publishing accuracy, media ROI, and revenue.
• Operational Excellence: Streamlined publishing and media operations with compliance adherence.
• Leadership Excellence: Alignment and empowerment of global cross-functional teams.
• Innovation: Implementation of pioneering digital and media practices and technologies.

Key Relationships (Internal/External)

• Executive Leadership Team
• Global Brand Teams: Vehicles, Dolls, Action Figures, Games, Infant Toddler & Preschool
• Franchise Teams
• Regional Market Leaders (NAD, LATAM, EMEA, APAC)
• Finance, Data Analytics, and Technology
• External Platforms, Creators, and Media Agencies
• Industry Forums and Strategic Partners

What We’re Looking For:

• Bachelor’s degree in Marketing, Business, or related field (MBA or advanced degree preferred).
• 18+ years of experience in digital content marketing, media, and publishing, with global leadership experience.
• Proven success in leading large-scale digital transformation, platform strategy, and global media planning.
• Deep expertise in platform performance, publishing workflows, global media strategy, and emerging technologies.
• Experience managing global media agencies and multi-brand portfolios in dynamic categories.
• Strong financial acumen and experience managing multimillion-dollar budgets.
• Exceptional executive communication and stakeholder management skills.
• Experience implementing AI and automation in digital and media operations.
• Strong analytical skills and experience with marketing mix modeling and media performance frameworks.
• Demonstrated growth mindset and collaborative leadership.

*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