Manager, Franchise Marketing - UNO

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, Global Franchise Marketing will support the end-to-end franchise strategy for UNO, helping shape a clear global vision that unlocks the brand’s full multi-generational potential across products, consumer experiences, partnerships, licensing, digital, social, retail, and live activations. 

This role will support global franchise planning, integrated marketing initiatives, and cross-functional execution, partnering closely with global and regional teams to ensure UNO shows up consistently and powerfully around the world. The ideal candidate will help evolve UNO from a beloved card game into a broader global play and entertainment platform, leveraging evergreen brand narratives, cultural moments, franchise tentpoles, and commercial opportunities to drive growth. 

What Your Impact Will Be: 

• Inform and co-develop the long-term global franchise vision and strategy for UNO, grounded in consumer insights, category trends, cultural relevance, competitive dynamics, and regional business priorities. 

• Support multi-year franchise marketing plans that connect global brand strategies, narratives, and tentpoles with regional priorities to create strong, integrated global moments. 

• Partner with Global Brand, Product, Brand Creative, Consumer Products, Digital, PR, Social, Influencer, Retail, and Regional teams to build cross-functional franchise plans that support the growth of UNO as a global brand. 

• Help shape and support global tentpole initiatives, including social play experiences, competitive play, brand partnerships, licensing programs, retail activations, and cultural moments. 

• Partner with Consumer Products business leads to support the licensing strategy for UNO, identifying opportunities that expand the brand into relevant lifestyle, entertainment, gaming, fashion, food and beverage, publishing, location-based, and experiential categories. 

• Collaborate with Consumer Products business leads and regional teams to identify whitespace opportunities, develop strategic recommendations, and support plans to successfully sell in and bring new opportunities to market. 

• Support strategic initiatives that grow UNO with key audiences, including teens, adults, families, fans, creators, and culturally engaged consumers. 

• Brief Franchise Creative and Brand Creative teams on asset, guide, pitch, and toolkit needs to support commercial priorities, brand narratives, franchise tentpoles, and partner opportunities. 

• Develop effective and impactful franchise materials for internal and external audiences, including pitch decks, one-sheets, selling tools, partner briefs, and global toolkits. 

• Partner with external licensees, agencies, Consumer Products global teams, and internal cross-functional partners to amplify key UNO product launches, partnerships, and franchise moments. 

• Partner with Consumer Products global teams and Brand Creative to ensure licensee products, creative, and marketing align with UNO’s brand positioning, visual identity, gameplay integrity, and franchise strategy. 

• Support improved cross-functional processes to drive clarity, efficiency, alignment, and stronger execution across global franchise priorities. 

• Lead and support global Consumer Products and franchise meetings, ensuring clear communication, follow-ups, and alignment across regions and lines of business. 

• Collaborate with retail development and commercial teams to support omnichannel marketing programs, retail activations, content updates, and market-ready execution plans. 

• Track competitive, cultural, licensing, gaming, and category trends to identify new opportunities for UNO to grow as a global franchise. 

Qualifications

What We’re Looking For:

• 6+ years of experience, or 4+ years with an MBA, in brand marketing, franchise marketing, integrated marketing, licensing, consumer products, entertainment, gaming, or related fields.