Manager, Brand Strategy & Activation

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: 

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 Mattel’s 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 We’re 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 c