Responsibilities

• Define and evolve global brand positioning, architecture, and messaging frameworks across franchise and product lines
• Establish long-term growth strategies and roadmaps, identifying key opportunities across content, products, and experiences
• Partner cross-functionally to ensure brand strategy is embedded early in product development, content creation, and go-to-market planning
• Identify and develop white space opportunities for brand expansion, including new platforms, categories, and audience segments
• Lead development of annual and multi-year brand plans, aligning stakeholders around key priorities and growth drivers
• Serve as the central connector across functions, ensuring alignment between brand, content, product, retail, and experiential teams
• Guide development of consumer-facing storytelling frameworks that inform campaigns, experiences, and partnerships globally
• Translate consumer insights, cultural trends, and audience behaviors into actionable brand strategies
• Develop content and platform strategies (e.g., YouTube, digital ecosystems) in partnership with Mattel Studios and cross-functional teams
• Lead integrated brand activations across key franchise moments in partnership with Toy and Franchise Marketing to ensure consistency across product, experiences, and retail.
• Drive execution of brand experiences and storytelling across retail and eCommerce environments (including PDPs and digital brand ecosystems)
• Develop and activate strategic brand partnerships and collaborations that expand reach and cultural relevance
• Oversee development of brand assets, toolkits, and global guardrails (visual identity, tone, messaging) to ensure consistent, scalable execution across markets and teams.
• Partner with regional teams to align on media strategy and go-to-market execution
• Manage agency partners and external collaborators to deliver against brand objectives
• Monitor brand health across consumer engagement, sales performance, and cultural relevance

Requirements

• 6+ years of experience in marketing, with a strong foundation in brand strategy, franchise strategy, or brand building
• Strong strategic thinker with proven ability to define brand vision, develop scalable narratives, and drive long-term roadmaps
• Experience working across content, retail, eCommerce, and/or experiential marketing, with a track record of delivering integrated brand initiatives
• Proven ability to build culturally relevant campaigns and brand activations that drive engagement and growth
• Excellent communication and storytelling skills, with a confident external presence and experience pitching to senior stakeholders and partners
• Strong analytical skills with the ability to translate data and insights into actionable recommendations
• Excellent cross-functional leadership and collaboration skills; recognized as a connector across teams and disciplines
• Highly proactive, detail-oriented, and accountable for outcomes
• Creative, culturally aware thinker who can balance innovation with business impact
• Thrives in a fast-paced, collaborative, and creative environment
• Financial acumen, with experience managing budgets or P&L at the brand or category level
• Advanced PowerPoint and presentation skills; proficiency in Outlook, Word, and Excel
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves

Benefits

• Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.