Responsibilities

• Video Platform Strategy & Audience Growth
• Define Mattel's global video strategy across YouTube, FAST/CTV, creator-led video, social video and emerging platforms, translating audience behavior, cultural trends and performance data into growth opportunities.
• Lead YouTube strategy and governance globally, including channel architecture, portfolio strategy, programming frameworks, audience development and distribution.
• Develop differentiated strategies for made-for-kids audiences and general audience/adult fan and collector audiences based on their distinct behaviors, content expectations and commercial opportunities.
• Build strategic relationships with YouTube/Google and other priority video and distribution partners and identify emerging platforms, formats and technologies relevant to Mattel's audiences.
• Content Strategy, Development & Production
• Develop platform-native video strategies and repeatable content formats that connect franchise priorities with audience needs and platform behavior.
• Shape Mattel's general audience and adult fan and collector content strategy, including original series, repeatable formats, creator-led programming and new storytelling models.
• Ensure major franchise moments, live experiences, partnerships and entertainment launches are designed as content engines that extend storytelling before, during and after the moment.
• Develop the role of creator-distributed video within Mattel's broader strategy, identifying opportunities to reach audiences through integrations, recurring creator formats and creator-owned channels when owned-channel investment is not the most effective approach. Partner with Influencer, Media and Partnerships teams on activation and measurement.

Requirements

• 10–15+ years of experience across video strategy, digital content, audience development, production, programming or platform strategy within entertainment, media, digital platforms, studios, agencies or global consumer brands.
• Deep expertise in YouTube strategy, programming, channel growth, audience development, optimization and monetization.
• Strong understanding of the broader digital video ecosystem, including FAST/CTV, creator platforms, social video and emerging distribution models.
• Demonstrated experience developing or commissioning digital video content and working directly with production companies, studios, producers and creators and creative teams.
• Strong production and financial fluency, including experience evaluating creative treatments, scopes, budgets, schedules and production models.
• Demonstrated ability to connect content investment with audience performance, monetization and business outcomes and make strategic tradeoffs across a portfolio.
• Experience using audience, performance and competitive data to establish benchmarks, set targets and shape programming, creative development and investment decisions.
• Exceptional strategic thinking, editorial judgment, executive communication and leadership skills, with the ability to operate across creative, analytical and commercial disciplines.