Manager, Brand Strategy & Activation - Fisher Price

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

Benefits offered by this job

Flexible work model

Job summary

Mattel, Inc. is seeking a Manager of Brand Strategy & Activation in an in-office role with flexible Fridays, responsible for shaping long-term brand vision and cross-category strategy across content, retail, experiences, and franchises.

You will drive brand narratives, activations, and partnerships, guiding agency partners and internal teams to deliver cohesive brand experiences. You will translate consumer insights and cultural signals into actionable brand strategies, develop content

Qualifications

• 6+ years of experience in marketing with a strong foundation in brand strategy, franchise strategy, or brand building.
• Excellent communication and storytelling skills, with confident external presence and experience pitching to senior stakeholders.
• Strong analytical skills with ability to translate data into actionable recommendations.
• Excellent cross-functional leadership and collaboration; proven as a connector across teams.

Responsibilities

• Define and evolve global brand positioning, architecture, and messaging across franchise and product lines.
• Develop long-term growth strategies and roadmaps for content, products, and experiences.
• Lead integrated brand activations across key franchise moments with cross-functional partners.
• Oversee development of brand assets, guardrails, and partnerships to ensure scalable execution across markets.

Skills

Brand strategy

Franchise strategy

Cross-functional leadership

Storytelling

Presentation skills

Analytical thinking

Stakeholder management

Creativity

Tools

PowerPoint

Outlook

Word

Excel

Job description

CREATIVITY IS OUR SUPERPOWER. It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

The Opportunity

The Manager, Brand Strategy & Activation will support the Director in defining the long-term brand vision, positioning, and cross-category strategy. This role is critical in shaping a cohesive, culturally relevant brand that shows up consistently across content, retail, experiences, and franchise touchpoints.

The Manager will bring strong expertise in brand building, franchise strategy, and cross-platform storytelling, translating insights, cultural signals, and audience behaviors into impactful brand strategies and activations.

The Manager will develop and execute strategies that accelerate brand awareness, power key launches, and grow the full franchise business. They will also lead the creation of brand narratives and culturally relevant marketing activations. They will serve as a key point of contact for Mattel’s Inter Agency Team (IAT) as well as manage and inspire agency partners to deliver against brand objectives.

A highly visible leader, this individual galvanizes teams, influences stakeholders, and aligns cross-functional partners around a clear vision. A compelling communicator and confident presenter, they bring clarity, energy, and conviction, confidently pitching ideas, influencing stakeholders, and bringing cross-functional teams together to deliver cohesive brand experiences. Equally strategic and detail-oriented, they operate with a proactive mindset and strong ownership for outcomes.

What Your Impact Will Be

Brand Strategy

• Define and evolve global brand positioning, architecture, and messaging frameworks across franchise and product lines
• Establish long-term growth strategies and roadmaps, identifying key opportunities across content, products, and experiences
• Partner cross-functionally to ensure brand strategy is embedded early in product development, content creation, and go-to-market planning
• Identify and develop white space opportunities for brand expansion, including new platforms, categories, and audience segments
• Lead development of annual and multi-year brand plans, aligning stakeholders around key priorities and growth drivers
• Serve as the central connector across functions, ensuring alignment between brand, content, product, retail, and experiential teams
• Guide development of consumer-facing storytelling frameworks that inform campaigns, experiences, and partnerships globally
• Translate consumer insights, cultural trends, and audience behaviors into actionable brand strategies
• Develop content and platform strategies (e.g., YouTube, digital ecosystems) in partnership with Mattel Studios and cross-functional teams

Brand Activation

• Lead integrated brand activations across key franchise moments in partnership with Toy and Franchise Marketing to ensure consistency across product, experiences, and retail
• Drive execution of brand experiences and storytelling across retail and eCommerce environments (including PDPs and digital brand ecosystems)
• Develop and activate strategic brand partnerships and collaborations that expand reach and cultural relevance
• Oversee development of brand assets, toolkits, and global guardrails (visual identity, tone, messaging) to ensure consistent, scalable execution across markets and teams
• Partner with regional teams to align on media strategy and go-to-market execution
• Manage agency partners and external collaborators to deliver against brand objectives
• Monitor brand health across consumer engagement, sales performance, and cultural relevance

What We’re Looking For

• 6+ years of experience in marketing, with a strong foundation in brand strategy, franchise strategy, or brand building
• Strong strategic thinker with proven ability to define brand vision, develop scalable narratives, and drive long-term roadmaps
• Experience working across content, retail, eCommerce, and/or experiential marketing, with a track record of delivering integrated brand initiatives
• Proven ability to build culturally relevant campaigns and brand activations that drive engagement and growth
• Excellent communication and storytelling skills, with a confident external presence and experience pitching to senior stakeholders and partners
• Strong analytical skills with the ability to translate data and insights into actionable recommendations
• Excellent cross-functional leadership and collaboration skills; recognized as a connector across teams and disciplines
• Highly proactive, detail-oriented, and accountable for outcomes
• Creative, culturally aware thinker who can balance innovation with business impact
• Thrives in a fast-paced, collaborative, and creative environment
• Financial acumen, with experience managing budgets or P&L at the brand or category level
• Advanced PowerPoint and presentation skills; proficiency in Outlook, Word, and Excel
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

How We Work

• We collaborate Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Our Approach to Flexible Work

This role is an in-office role Monday-Thursday, and work from home on Fridays. We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

Who We Are

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award‑winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https //jobs.mattel.com/ and www.instagram.com/MattelCareers.

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

The pay range for this position is between $104,000 and $123,000 annual. The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential.

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