Sr. Manager, Brand Commercialization - Fashion & Preschool Brands

At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We’re looking for adventurous and curious people who want to explore, experiment, and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come.
 

 

As Sr. Manager, Brand Commercialization – Fashion & Preschool Brands, you will drive the commercial success of a high-priority portfolio including Peppa Pig, Potato Head, Baby Alive, My Little Pony, and a new-to-market franchise (launching Fall 2026). You will lead and drive the US commercialization strategy and go-to-market execution, acting as the primary integrator of commercial insights across Sales, Global Brand Teams, Consumer Insights, and Retail. This position oversees a $120MM+ portfolio in the US and will shape the future of these iconic and emerging brands through data-led decision-making and deep cross-functional leadership.

This is a strategic leadership role and a support function. You will serve as the face of these brands internally and externally, interfacing regularly with VPs, senior retail partners, and cross-functional leaders. This role demands strategic rigor, executive presence, and operational agility. 

 

A Day In The Life as a Sr. Manager, Brand Commercialization:

We are seeking a commercially grounded brand leader who thrives in complexity. You bring strategic foresight, command of the market, and the ability to unify cross-functional teams. A decision-maker and storyteller who bridges long-term brand vision with near-term revenue results.

 

Portfolio & Commercial Strategy:

• Drive the commercialization strategy for Fashion & Preschool brands in the US.
• Lead annual planning and range development for Baby Alive, Peppa Pig, Potato Head, My Little Pony, and a new-to-market franchise.
• Integrate market, shopper, and retailer dynamics into actionable line plans.
• Translate consumer and customer insights into product segmentation, retailer exclusives, and differentiated channel strategies.
• Partner with the Global Brand Team to influence upstream development based on regional needs.

 

Cross-functional & Strategic Leadership:

• Serve as the primary Commercial Insights Lead on the team, working closely with AIM, CMI & GBT.
• Lead Integrated Business Planning (IBP) process for the portfolio, including DMR forums, demand signal alignment, and forecast support.
• Manage go-to-market milestones including CF forecasts, line reviews, and Customer Previews.
• Ensure alignment across GBT, Sales, Finance, Ops, and Category Management for optimized execution.

 

Retail & Activation Excellence:

• Partner with CSM and Sales to deliver seamless retail execution across online and brick-and-mortar.
• Lead sell-in presentations and strategic planning with key retail partners.
• Elevate in-store and digital activation through compelling product stories and shopper-centric planning.

 

POS Ownership & Performance Management:

• Maintain ownership of portfolio performance, analyzing POS trends, risks, and opportunities.
• Lead recurring business reviews with senior leadership.
• Develop and deliver compelling, insight-driven narratives to internal and external stakeholders.

 

Brand Influence & Marketing:

• Influence 360 marketing plans across campaigns and retail programs, working closely with GBT Marcoms.
• Ensure marketing strategies support both short-term sell-through and long-term brand health.
• Advocate for bold, creative thinking that delivers emotional resonance and commercial ROI.

 

Revenue Growth & Pricing:

• Lead pricing strategy for the portfolio in collaboration with Sales and Finance.
• Utilize insights and elasticity modeling to optimize margin and drive incremental growth.

 

Leadership & Succession Development:

• Act as the right-hand to the Director, with