Sr Marketing Manager, Brand Strategy & Activation - Innovation

Company Description

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.

Job Description

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.

Qualifications

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, co