Manager, Brand Strategy & Activation

The Opportunity: 

The Manager Brand Strategy & Activation will support the Director in defining the long-term brand vision positioning and cross-category strategy. This role is critical in shaping a cohesive culturally relevant brand that shows up consistently across content retail experiences and franchise touchpoints. This individual will bring strong expertise in brand building franchise strategy and cross-platform storytelling translating insights cultural signals and audience behaviors into impactful brand strategies and activations.

The Manager will develop and execute strategies that accelerate brand awareness power key launches and grow the full franchise business. They will also lead the creation of brand narratives and culturally relevant marketing activations. They will serve as a key point of contact for Mattels Inter Agency Team (IAT) as well as manage and inspire agency partners to deliver against brand objectives.

A highly visible leader this individual galvanizes teams influences stakeholders and aligns cross-functional partners around a clear vision. A compelling communicator and confident presenter they bring clarity energy and conviction confidently pitching ideas influencing stakeholders and bringing cross-functional teams together to deliver cohesive brand experiences. Equally strategic and detail-oriented they operate with a proactive mindset and strong ownership for outcomes.

What Your Impact Will Be: 

Brand Strategy

• Define and evolve global brand positioning architecture and messaging frameworks across franchise and product lines
• Establish long-term growth strategies and roadmaps identifying key opportunities across content products and experiences
• Partner cross-functionally to ensure brand strategy is embedded early in product development content creation and go-to-market planning
• Identify and develop white space opportunities for brand expansion including new platforms categories and audience segments
• Lead development of annual and multi-year brand plans aligning stakeholders around key priorities and growth drivers
• Serve as the central connector across functions ensuring alignment between brand content product retail and experiential teams
• Guide development of consumer-facing storytelling frameworks that inform campaigns experiences and partnerships globally
• Translate consumer insights cultural trends and audience behaviors into actionable brand strategies
• Develop content and platform strategies (e.g. YouTube digital ecosystems) in partnership with Mattel Studios and cross-functional teams

Brand Activation

• Lead integrated brand activations across key franchise moments in partnership with Toy and Franchise Marketing to ensure consistency across product experiences and retail.
• Drive execution of brand experiences and storytelling across retail and eCommerce environments (including PDPs and digital brand ecosystems)
• Develop and activate strategic brand partnerships and collaborations that expand reach and cultural relevance
• Oversee development of brand assets toolkits and global guardrails (visual identity tone messaging) to ensure consistent scalable execution across markets and teams.
• Partner with regional teams to align on media strategy and go-to-market execution
• Manage agency partners and external collaborators to deliver against brand objectives
• Monitor brand health across consumer engagement sales performance and cultural relevance

Qualifications :

What Were Looking For:

• 6 years of experience in marketing with a strong foundation in brand strategy franchise strategy or brand building
• Strong strategic thinker with proven ability to define brand vision develop scalable narratives and drive long-term roadmaps
• Experience working across content retail eCommerce and/or experiential marketing with a track record of delivering integrated brand initiatives
• Proven ability to build culturally relevant campaigns and brand activations that drive engagement and growth
• Excellent communication and storytelling skills with a confident external presence and experience pitching to senior stakeholders and partners
• Strong analytical skills with the ability to translate data and insights into actionable recommendations
• Excellent cross-functional leadership and collaboration skills; recognized as a connector across teams and disciplines
• Highly proactive detail-oriented and accountable for outcomes
• Creative culturally aware thinker who can balance innovation with business impact
• Thrives in a fast-paced collaborative and creative environment
• Financial acumen with experience managing budgets or P&L at the brand or category level
• Advanced PowerPoint and presentation skills; proficiency in Outlook Word and Excel
• Demonstrated a growth mindset by staying curious and continuously learning embracing challenges and improving themselves

*The pay range is indicative of projected hiring range however base pay will be determined based on a candidates 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 :

Dont meet every single requirement At Mattel we are dedicated to an inclusive workplace and a culture of belonging. If youre excited about this role but your past experience doesnt 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 Mattels 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 worlds 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.

Mattels award-winning workplace culture has been recognized by Forbes Fast Company Newsweek Great Place to Work TIME and more.

Visit us at  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

Remote Work :

No

Employment Type :

Full-time