Sr. Manager, Franchise Marketing

Mattel•East Aurora, NY

1h•$125,000 - $150,000

About The Position

The Fisher-Price Team is looking for an experienced Sr. Manager, Franchise Marketing that will own the end-to-end franchise strategy for Fisher Price, crafting a clear vision to unlock the 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. Must have a passion for what we do every day – it’s all about parents and kids!

Requirements

Proven expertise in franchise strategy, integrated marketing and brand management.
Experience managing multi-generational or heritage franchises strongly preferred.
Creative storyteller with the ability to articulate a compelling vision and influence stakeholders at all levels.
Tapped into global adult- & youth-oriented design, marketing campaigns and trends.
Ability to see large picture while not losing focus of details
Openness to learn from others and the courage to inspire others.
8+ years minimum in Art Direction, Brand Design, or Creative Leadership
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.
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.
Tenacious and full of creative energy!
Relentless passion and enthusiasm for the work, finding solutions and always striving to make it better and more impactful.
Entrepreneurial and innovative thinker who embraces change and taking on new challenges.
Strong collaborator that takes personal accountability and love to work in a team environment.
Effective in a dynamic fast-paced environment.
Fast Learner.
Self-motivated with a positive attitude.
Growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

Nice To Haves

Excellent computer skills: Adobe Suite, and all relevant software tied to graphic design, animation, and content creation (a plus)

Responsibilities

Develop and own the long-term global franchise vision and strategy for Fisher-Price, 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.