Responsibilities

• Set the strategy, priorities, and framework for paid Branded Content & Endorsements programs across the assigned brand portfolio, aligned to global creator strategy and portfolio priorities.
• Translate global creator strategy into a clear, prioritized direction that agency partners and downstream execution deliver against, rather than executing campaigns personally.
• Define the standards for creator selection, content quality, brand fit, and compliance that all work in the portfolio is measured against.
• Serve as the escalation point and final approver on creator and endorser selection, contracted content, and program direction within the portfolio.
• Own and grow Mattel’s most senior creator and endorser relationships within the portfolio, including headliner talent and the Brand Cast anchors that define it.
• Lead the strategy and structuring of headliner and anchor deals, partnering with Legal & Business Affairs on rights, usage, and terms for top-tier talent.
• Build and protect the strength, retention, and growth of the relationships Mattel owns, ensuring top talent returns to work with Mattel across campaigns and seasons.
• Represent Mattel’s creator strategy and standards directly with senior talent, their representation, and internal executive stakeholders.
• Set the standards and expectations that agency partners (Influential / IAT, talent partners) are held to across sourcing, vetting, contracting, campaign operations, amplification, and reporting for the portfolio.
• Direct agency strategy at the portfolio level and hold partners accountable to Mattel-owned strategy, quality, and timeliness, escalating and resolving performance gaps.

Requirements

• 6+ years of experience in influencer/creator marketing, talent partnerships, entertainment, or a closely related field, including experience setting strategy rather than only executing it.
• Demonstrated ability to build and own direct relationships with senior talent, creators, and their representation.
• Proven track record of setting standards and directing agency partners, holding them accountable to quality and timeliness at scale.
• Strong contract and rights literacy, with experience partnering with legal on top-tier talent deals.
• Ability to translate broad strategy into a clear, prioritized framework others deliver against.
• Excellent stakeholder management and executive communication skills.
• Comfort operating within a hybrid in-house + agency model in a fast-paced, global organization.

Preferred

• Experience in kids, family, or other regulated categories, including familiarity with disclosure and compliance standards.
• Familiarity with UGC / creator platforms (e.g., Skeepers, Captiv8, or similar) and creator performance measurement.
• Experience anchoring branded content or endorsement programs with headliner or celebrity-tier talent.
• Global or multi-market experience across brand portfolios.