Sr Marketing Manager, Brand Strategy & Activation - Mattel Masterbrand
About The Position
The Sr Manager, Brand Strategy & Activation will lead defining the long-term equity, positioning and cross-category strategy for the Mattel Masterbrand. This leader will steward the brand across high-profile partnerships, franchise initiatives, and breakthrough campaigns, ensuring a cohesive narrative and strategic alignment across the enterprise. Operating at the intersection of strategy and execution, this role requires a strong brand operator who can influence senior stakeholders, integrate cross-functional initiatives, and translate long-term vision into business-driving activation.
Requirements
- 8+ years (6 years with MBA) experience in brand marketing (on brand or agency side), franchise management/marketing, content marketing, or purpose-driven strategy/marketing.
- Strategic thinking: Ability to define brand vision and multi-year roadmaps.
- Consumer insights & research: Strong understanding of consumer psychology, brand equity drivers, and cultural trends. Ability to synthesize data and pull insights to create recommendations.
- Thorough understanding of marketing mix and KPIs.
- Portfolio management: Balancing multiple lines of business under a unified brand.
- Cross-functional leadership: Skilled at influencing Design, Product, Marketing, and LOB teams without direct authority.
- Financial acumen: Experience with P&L at the brand or category level.
- Communication skills: Excellent at storytelling, presentations, and influencing senior leadership.
- Highly collaborative, proactive, and comfortable operating in complex, matrixed environments.
- Strong PowerPoint creation and presentation skills, proficiency in Outlook, Word and Excel.
Responsibilities
- Responsible for the brand DNA including driving long-term strategy & vision, mission, and positioning.
- Drive brand strategy across all categories and partner with LOBs (line of business) to ensure brand cohesion.
- Lead consumer insights work to inform equity and purpose.
- Develop portfolio strategy (where the brand shows up, from toys to publishing to apparel).
- Lead Franchise Marketing to ensure IP consistency across entertainment, licensing, and retail, ensuring brand & strategy fit.
- Oversee Toy Development to ensure bespoke partnerships reflect the brand strategies, focus areas & deliver on the brand promise.
- Partner with Brand Creative to establish global brand guardrails (visual identity, tone, messaging pillars) and deliver all assets.
- Drive demand creation, campaign & content strategies to maximize engagement across audiences, in partnership with Creative, Channel Management & Platform/Media teams.
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
Education Level
No Education Listed
Number of Employees
5,001-10,000 employees
