Manager, Global Franchise Marketing - Matchbox & Thomas

Mattel•El Segundo, CA

22h•$122,400 - $153,000

About The Position

The Manager, Global Franchise Marketing will own the end-to-end franchise strategy for Matchbox and Thomas, crafting a clear vision to unlock their full multi-generational potential across toys, licensing, and broader consumer engagement. This role will lead global franchise planning, licensing strategy, and integrated marketing initiatives, partnering closely with global and regional teams to ensure cohesive execution and maximum business impact during key moments, including the Matchbox movie year and reigniting the Thomas & Friends franchise.

Requirements

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.
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 licensors.
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.

Nice To Haves

Experience managing a multi-generational or heritage franchise strongly preferred.

Responsibilities

Develop and own the long-term global franchise vision and strategy for Matchbox and Thomas, grounded in consumer insights, category trends, and regional business dynamics.
Lead global licensing strategy across priority IP, defining priorities and promotional moments that drive revenue beyond the core toy business.
Partner with Toy and Brand leads to build cross-franchise tentpole plans
Build multi-year franchise marketing plans that align global brand strategies with regional consumer products priorities to create strong, integrated global moments.
Collaborate with retail development and commercial teams to create omnichannel marketing programs, retail activations, and content updates.
Evaluate franchise potential for new content or brand extensions and lead franchise launch strategies for viable IP.
Create, manage, and evolve global franchise pitch materials, including franchise decks, one-sheets, and selling tools for internal and external partner presentations.
Lead global 360° franchise meetings, ensuring clear communication and alignment across regions and lines of business.
Plan and manage franchise marketing budgets, including trade advertising investments.
Maintain franchise calendars, milestones, and project trackers to ensure disciplined execution.