Own brand-building and cross-category growth for Barbie’s global audience by shaping long-term strategy, then translating it into campaigns, activations, and partnerships that drive awareness, engagement, and loyalty.

• Lead the development of Barbie’s long-term brand strategy, positioning, and cross-category growth with emphasis on engaging and expanding Barbie’s global adult fan community
• Shape and execute initiatives that elevate Barbie as a lifestyle and cultural icon through digital storytelling, premium collaborations, fandom engagement, entertainment, cultural moments, and immersive brand experiences
• Plan and lead culturally relevant brand moments (collaborations, tentpole campaigns, retail programs)
• Translate brand strategy into breakthrough campaigns, content, and activations that resonate globally
• Develop and execute integrated marketing plans (digital, retail, social, influencer, events, PR)
• Manage media strategy in partnership with regional marketing teams and creative production with internal/external partners
• Ensure all creative execution aligns with Barbie’s brand guardrails, purpose, and storytelling standards
• Create compelling brand narratives that drive engagement, brand love, and lifelong loyalty
• In partnership with Brand Creative, manage external agencies’ scope, strategy, and performance
• Track and report on campaign performance (awareness, engagement, conversion)

• Monitor brand health across consumer engagement, sales performance, and cultural relevance

• Experience in franchise marketing, entertainment/content marketing, retail/commercial marketing, social media, PR, and influencer strategy preferred

• Experience managing a multi-category portfolio (toys, fashion, publishing, entertainment, etc.)

• Strong strategic thinking with the ability to define brand vision and multi-year growth roadmaps

• Deep understanding of consumer insights, cultural trends, and brand equity drivers; ability to translate data into actionable strategies

• Strong grasp of marketing mix and KPIs

• Culturally attuned, bold thinker who can balance creativity with data-driven decision-making

• Ability to thrive in a fast-paced, highly creative environment

• Proven cross-functional leadership skills, with the ability to influence without direct authority

• Financial acumen with experience managing brand or category-level P&L

• Excellent communication and storytelling skills; ability to influence senior leadership

• Strong PowerPoint and presentation skills; proficiency in Outlook, Word, and Excel

• Experience leading and developing high-performing teams

• Location: California - El Segundo
• On-site