Sr. Manager, Franchise Marketing at Mattel | East Aurora, NY | $125K/yr – $150K/yr

Mattel

Sr. Manager, Franchise Marketing

East Aurora, NY (On-site)

$125K/yr – $150K/yrSenior Level8+ years expFull time

Posted 4 months ago

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Job Summary

Drive global franchise strategy and cross‑functional execution for Mattel’s IP portfolio, owning multi-year plans, licensing, and integrated brand moments.

Own long-term franchise vision and multi-year marketing plans across regions.
Must-have: 8+ years in franchise strategy, integrated marketing, and cross-functional leadership.
Standout: Experience managing heritage franchises and global cross-touchpoint programs.

Job Description

Responsibilities

Develop and own the long-term global franchise vision and strategy for Fisher-Price, grounded in consumer insights, category trends, and regional business dynamics.
Lead global licensing strategy across priority IP, defining priorities and promotional moments that drive revenue beyond the core toy business.
Partner with Toy and Brand leads to build cross-franchise tentpole plans
Build multi-year franchise marketing plans that align global brand strategies with regional consumer products priorities to create strong, integrated global moments.
Collaborate with retail development and commercial teams to create omnichannel marketing programs, retail activations, and content updates.
Evaluate franchise potential for new content or brand extensions and lead franchise launch strategies for viable IP.
Create, manage, and evolve global franchise pitch materials, including franchise decks, one-sheets, and selling tools for internal and external partner presentations.
Lead global 360° franchise meetings, ensuring clear communication and alignment across regions and lines of business.
Plan and manage franchise marketing budgets, including trade advertising investments.
Maintain franchise calendars, milestones, and project trackers to ensure disciplined execution.

Requirements

8+ years minimum
Proven expertise in franchise strategy, integrated marketing and brand management.
Experience managing multi-generational or heritage franchises strongly preferred.
Creative storyteller with the ability to articulate a compelling vision and influence stakeholders at all levels.
Excellent computer skills
Tapped into global adult- & youth-oriented design, marketing campaigns and trends.
Ability to see large picture while not losing focus of details
Openness to learn from others and the courage to inspire others
Demonstrated ability to build and lead collaborative, cross-functional teams, and drive execution of cross-touchpoint programs.
Strong relationship-building skills with internal partners and external licensors.

Preferred

Experience managing multi-generational or heritage franchises strongly preferred.
Tenacious and full of creative energy!
Relentless passion and enthusiasm for the work, finding solutions and always striving to make it better and more impactful
Entrepreneurial and innovative thinker who embraces change and taking on new challenges
Self-motivated with a positive attitude
Fast Learner
Effective in a dynamic fast-paced environment

Benefits

competitive total pay programs
comprehensive benefits
resources to help empower a culture where every employee can reach their full potential
inclusive workplace and culture