Sr Manager, Brand Strategy & Marketing - Barbie

Mattel•El Segundo, CA

20h

About The Position

The Sr. Manager, Brand Strategy & Marketing will lead the development of Barbie’s long-term brand strategy, positioning, and cross-category growth with a strong emphasis on engaging and expanding Barbie’s global adult fan community. This role will drive strategies that deepen emotional connection, cultural relevance, and brand affinity among adult fans, while continuing to strengthen Barbie’s appeal across generations. The Sr. Manager will shape and execute initiatives that elevate Barbie as a lifestyle and cultural icon through digital storytelling, premium collaborations, fandom engagement, entertainment, cultural moments, and immersive brand experiences that grow the full Barbie ecosystem globally.

Requirements

8+ years of experience in marketing, with 3–5 years in brand marketing
Experience in franchise marketing, entertainment/content marketing, retail/commercial marketing, social media, PR, and influencer strategy preferred
Experience managing a multi-category portfolio (toys, fashion, publishing, entertainment, etc.)
Strong strategic thinking with the ability to define brand vision and multi-year growth roadmaps
Deep understanding of consumer insights, cultural trends, and brand equity drivers; ability to translate data into actionable strategies
Strong grasp of marketing mix and KPIs
Culturally attuned, bold thinker who can balance creativity with data-driven decision-making
Ability to thrive in a fast-paced, highly creative environment
Proven cross-functional leadership skills, with the ability to influence without direct authority
Financial acumen with experience managing brand or category-level P&L
Excellent communication and storytelling skills; ability to influence senior leadership
Strong PowerPoint and presentation skills; proficiency in Outlook, Word, and Excel
Experience leading and developing high-performing teams

Responsibilities

Partner with leadership to define Barbie’s long-term brand vision, positioning, and cultural role with a focus on lifelong fandom and adult audience engagement
Steward brand equity across all categories (toys and franchise verticals)
Lead consumer insights and trend analysis to understand evolving behaviors, motivations, and passion points of adult fans, collectors, gift givers, parents, and pop culture audiences
Develop portfolio strategy in partnership with leadership to expand Barbie across categories and consumer segments
Establish global brand guardrails to ensure consistency while enabling creative expression
Partner with Toy and Franchise Marketing to ensure cohesive brand expression across products, experiences, and retail
Serve as the cross-functional integrator across content, product, experiences, retail, and marketing
Plan and lead culturally relevant brand “moments” (collaborations, tentpole campaigns, retail programs)
Translate brand strategy into breakthrough campaigns, content, and activations that resonate globally
Develop and execute integrated marketing plans (digital, retail, social, influencer, events, PR)
Manage media strategy in partnership with regional marketing teams and creative production with internal/external partners
Ensure all creative execution aligns with Barbie’s brand guardrails, purpose, and storytelling standards
Create compelling brand narratives that drive engagement, brand love, and lifelong loyalty
In partnership with Brand Creative, manage external agencies’ scope, strategy, and performance
Track and report on campaign performance (awareness, engagement, conversion)
Monitor brand health across consumer engagement, sales performance, and cultural relevance