Sr Manager, Franchise Marketing - Fisher Price

Mattel • East Aurora, NY

13d • Onsite

About The Position

Please Note: This role sits at our Fisher-Price headquarters in Buffalo, NY and will require working onsite with our team. The Opportunity: The Fisher-Price team is seeking an experienced Sr. Manager, Franchise Marketing to lead global brand expansion beyond toys for Fisher-Price and Little People. This role is focused on identifying and unlocking growth across Consumer Products, Digital Play & Learning, Entertainment (TV/Film/Music), Publishing, Live Experiences, and Brand Partnerships . You will define where and how the brands show up in these spaces, build compelling narratives, and bring partners into the ecosystem. This is a strategy + storytelling + external-facing role—not a core toy marketing or communications role.

Requirements

• Proven experience in franchise strategy, brand extension, or licensing-driven growth
• Strong ability to build and sell strategic narratives to external partners and senior stakeholders
• Experience working across multi-category brand ecosystems (e.g., entertainment, consumer products, digital, etc.)
• Confident presenter and storyteller, comfortable leading high-stakes external pitches
• Ability to operate at the intersection of strategy, creativity, and business development
• Strong cross-functional collaborator with Licensing, Retail, and Regional teams
• 8+ years in franchise strategy, licensing, brand expansion, or related fields
• Demonstrated success building new category or partnership-driven growth strategies
• Experience working with or alongside licensees, partners, or retail stakeholders
• Track record of developing strategic frameworks and pitch narratives that drive business outcomes
• Strong global perspective with ability to scale ideas across regions

Responsibilities

• Build a long-term strategic roadmap for Fisher-Price & Little People expansion beyond toys, across categories, including consumer products, entertainment, digital, publishing, and live experiences.
• Define what must be true of the brand (positioning guardrails, asset needs, storytelling frameworks) to successfully extend into new categories.
• Develop compelling brand narratives and franchise tentpoles that translate across licensed categories and partner executions
• Create and deliver best-in-class pitch materials (franchise decks, category visions, partner sell-in stories) to drive licensing growth.
• Serve as a lead storyteller externally—presenting to licensees, partners, and retailers to unlock new business opportunities.
• Partner with Licensing, Retail, and Regional teams to identify whitespace opportunities and accelerate deal flow.
• Ensure global consistency with regional flexibility, enabling scalable franchise growth across markets.
• Lead development of franchise expansion frameworks, not execution of downstream marketing programs.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed