Manager, Global Franchise Marketing - Barbie

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 Opportunity: 
The Manager, Global Franchise Marketing will support the end-to-end franchise strategy for Barbie, crafting a clear vision to unlock its full multi-generational potential across franchise touch points, with a focus on Consumer Products toys. This role will support global franchise planning, licensing strategy, and integrated marketing initiatives, partnering closely with global and regional teams to ensure cohesive execution and maximum business impact leveraging evergreen brand narratives and maximizing brand tentpoles.

What Your Impact Will Be: 

• Inform and co-develop the long-term global franchise vision and strategy for Barbie, grounded in consumer insights, category trends, and regional business dynamics.
• Support t multi-year franchise marketing plans that align global brand strategies/narratives/tentpoles with regional priorities to create strong, integrated global moments.
• Partner with Toy and Brand leads to build cross-franchise tentpole plans
• Partner with Consumer Products business leads to develop the licensing strategy for Barbie, with a focus on Gen Z as a priority audience for growth.
• Collaborate with Consumer Products business leads to identify whitespace opportunities – develop and execute plans to successfully sell them in and bring them to market.
• Lead strategic initiatives in the fashion and beauty categories.
• Brief Franchise Creative team with Guide and Asset needs to support commercial needs to maximize brand narratives and tentpoles.
• Deliver effective and impactful pitches for the Barbie franchise to key licensees.
• Partner with external licensees, Consumer Products global teams and internal cross functional partners (e.g. Social, PR, Influencer & Brand) to amplify key Consumer Product launches.
• Partner with Consumer Products global teams and Franchise Creative to ensure all licensee products and marketing align with the Brand positioning
• Develop and implement improved processes for working cross-functionally as needed to improve efficiencies and in support of the Franchise growth strategies.
• Lead global Consumer Products meetings, ensuring clear communication and alignment across regions and lines of business.
• Collaborate with retail development and commercial teams to create omnichannel marketing programs, retail activations, and content updates.
• Create, manage, and evolve global franchise pitch materials, including franchise decks, one-sheets, and selling tools for internal and external partner presentations.

What We’re Looking For:

• 6+ (4+ with MBA) years of experience in brand, franchise, or integrated marketing, with a strong track record of driving business results through cross-functional collaboration.
• Proven expertise in franchise strategy, integrated marketing, and brand management.
• Experience managing a Gen Z-focused brand or franchise strongly preferred.
• Creative storyteller with the ability to articulate a compelling vision and influence stakeholders at all levels.
• Demonstrated ability to build and lead collaborative, cross-functional teams, and drive execution of cross-touchpoint programs.
• Strong relationship-building skills with internal partners and external licensees and stakeholders.
• International business and global marketing experience required.
• Excellent presentation, verbal, written, and interpersonal communication skills.
• High proficiency in project management, stakeholder management, and prioritization.
• Ability to manage multiple workstreams in a fast-paced environment while maintaining strategic focus.

*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, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential. 

Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles. Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here!

How We Work:
We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Who We Are:
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers.

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

Videos to watch:
The Culture at Mattel
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