Brand Strategy & Activation Manager — Franchise Growth

Mattel; East Aurora (NY); Hybrid; USD 104,000 - 123,000; Full time

Job summary

Mattel is seeking a Manager, Brand Strategy & Activation for Fisher-Price in New York (East Aurora). The role drives long-term brand vision, cross-category strategy, and cohesive storytelling across content, retail, experiences, and franchise touchpoints.

You will lead brand narratives, power launches, and partner with IAT and agencies to deliver against objectives, influencing multi-functional teams with clarity and passion.

Qualifications

• 6+ years of experience in marketing with a strong foundation in brand strategy, franchise strategy, or brand building.
• Proven ability to define brand vision, develop scalable narratives, and drive long-term roadmaps.
• Experience across content, retail, eCommerce, and/or experiential marketing with track record of integrated brand initiatives.
• Proven ability to create culturally relevant campaigns and brand activations that drive engagement and growth.
• Excellent communication and storytelling skills with confidence presenting to senior stakeholders.

Responsibilities

• Define and evolve global brand positioning, architecture, and messaging frameworks across franchise and product lines.
• Establish long-term growth strategies and roadmaps across content, products, and experiences.
• Partner cross-functionally to embed brand strategy in product development, content creation, and go-to-market planning.
• Lead development of annual and multi-year brand plans and align stakeholders around priorities.
• Guide development of consumer storytelling frameworks informing campaigns, experiences, and partnerships globally.
• Translate consumer insights and cultural trends into actionable brand strategies.

Skills

Brand strategy

Franchise strategy

Cross-functional leadership

Communication

Analytical thinking

Storytelling

Presentation skills

Tools

PowerPoint

Outlook

Word

Excel

Job description

Mattel is seeking a Manager, Brand Strategy & Activation for Fisher-Price in New York (East Aurora). The role drives long-term brand vision, cross-category strategy, and cohesive storytelling across content, retail, experiences, and franchise touchpoints.

You will lead brand narratives, power launches, and partner with IAT and agencies to deliver against objectives, influencing multi-functional teams with clarity and passion.