Sr Manager, Franchise Marketing - Fisher Price

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.

The Team:
STEP INTO A LEGACY OF LAUGHTER, LEARNING, AND LASTING IMPACT!

At Fisher-Price, we don’t just make toys—we ignite imaginations, nurture development, and create joyful memories for millions of families around the world. For over 90 years, Fisher-Price has been a trusted name in early childhood play.

This role is about unlocking the next chapter of growth—expanding our brands into new categories, new platforms, and new cultural spaces while staying rooted in what makes them iconic.

If you want to be part of a brand that truly matters—to parents, to children, and to culture—then this is the job for you. Come join the legacy that is Fisher-Price!

Job Description

Please Note: This role sits at our Fisher-Price headquarters in Buffalo, NY and will require working onsite with our team.
 

The Opportunity: 
The Fisher-Price team is seeking an experienced Sr. Manager, Franchise Marketing to lead global brand expansion beyond toys for Fisher-Price and Little People.

This role is focused on identifying and unlocking growth across Consumer Products, Digital Play & Learning, Entertainment (TV/Film/Music), Publishing, Live Experiences, and Brand Partnerships. You will define where and how the brands show up in these spaces, build compelling narratives, and bring partners into the ecosystem.

This is a strategy + storytelling + external-facing role—not a core toy marketing or communications role.

What Your Impact Will Be: 

• Build a long-term strategic roadmap for Fisher-Price & Little People expansion beyond toys, across categories, including consumer products, entertainment, digital, publishing, and live experiences.
• Define what must be true of the brand (positioning guardrails, asset needs, storytelling frameworks) to successfully extend into new categories.
• ·Develop compelling brand narratives and franchise tentpoles that translate across licensed categories and partner executions
• Create and deliver best-in-class pitch materials (franchise decks, category visions, partner sell-in stories) to drive licensing growth.
• Serve as a lead storyteller externally—presenting to licensees, partners, and retailers to unlock new business opportunities.
• Partner with Licensing, Retail, and Regional teams to identify whitespace opportunities and accelerate deal flow.
• Ensure global consistency with regional flexibility, enabling scalable franchise growth across markets.
• Lead development of franchise expansion frameworks, not execution of downstream marketing programs.

Qualifications

What We’re Looking For:

COMPETENCIES REQUIRED:

• ·Proven experience in franchise strategy, brand extension, or licensing-driven growth
• Strong ability to build and sell strategic narratives to external partners and senior stakeholders
• Experience working across multi-category brand ecosystems (e.g., entertainment, consumer products, digital, etc.)
• Confident presenter and storyteller, comfortable leading high-stakes external pitches
• Ability to operate at the intersection of strategy, creativity, and business development
• Strong cross-functional collaborator with Licensing, Retail, and Regional teams

EXPERIENCE, KNOWLEDGE, SKILLS REQUIRED:

• 8+ years in franchise strategy, licensing, brand expansion, or related fields
• Demonstrated success building new category or partnership-driven growth strategies
• Experience working with or alongside licensees, partners, or retail stakeholders
• Track record of developing strategic frameworks and pitch narratives that drive business outcomes
• · Strong global perspective with ability to scale ideas across regions

PERSONAL ATTRIBUTES REQUIRED:

• Tenacious and full of creative energy!
• Relentless passion and enthusiasm for the work, finding solutions and always striving to make it better and more impactful
• Entrepreneurial and innovative thinker who embraces change and taking on new challenges
• Strong collaborator that takes personal accountability and love to work in a team