Responsibilities

• Define the long-term brand vision, positioning, and cross-category strategy.
• Develop and execute strategies that define the brand strategy, accelerate brand awareness, drive launches and grow the full franchise business.
• Be the primary face of the brand, leading cross-franchise teams to execute the brand vision and brand strategy.
• Lead weekly 360 meetings with key and senior level stakeholders across digital gaming, content, toy, CPX, LBE and Partnerships.
• Lead the creation of brand narratives and marketing activations, and be the key point of contact for Mattel’s new Inter Agency Team (IAT).
• Plan brand moments (anniversaries, entertainment launches, retail programs) that support all lines of business.
• Translate brand strategy into campaigns, content, and activations.
• Plan and execute integrated marketing plans (digital, retail, social, influencer, events, PR).
• Manage media strategy in partnership with regional marketing leads and creative production in partnership with creative team (ads, visuals, storytelling assets).
• Ensure creative execution stays consistent with brand positioning (via brand guardrails) and product highlights.
• Create brand stories that drive demand, brand love and consumer loyalty.
• Collaborate with Brand Creative to manage external agencies scope and strategy.
• Track & report on campaign performance (awareness, engagement, conversion).
• Track & report on brand health through consumer engagement, sales performance, and cultural impact.