Manager, Franchise Marketing - UNO

Mattel, Inc.; El Segundo (CA); On-site; USD 120,000 - 180,000; Full time

Job summary

Mattel, Inc. seeks a Manager of Global Franchise Marketing to shape UNO’s global franchise strategy, expanding the card game into a broader entertainment platform. You will drive planning, partnerships, and tentpole initiatives to grow UNO as a worldwide brand.

The role collaborates with Global Brand, Product, and Consumer Products teams to align licensing, partnerships, and lifestyle opportunities across regions, delivering integrated marketing experiences for fans and consumers worldwide.

Qualifications

• 6+ years of experience in brand marketing, franchise marketing, or related fields.
• Strong understanding of franchise strategy and cross-functional planning.
• Experience supporting global brands, entertainment properties, or lifestyle brands.

Responsibilities

• Inform and co-develop a long-term global franchise vision for UNO based on consumer insights and trends.
• Support multi-year franchise marketing plans aligning global strategies with regional priorities.
• Partner with Global Brand, Product, Brand Creative, Consumer Products, Digital, and Regional teams to build cross-functional franchise plans.

Skills

Brand marketing

Franchise marketing

Integrated marketing

Licensing

Consumer products

Entertainment

Gaming

Education

MBA

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, Global Franchise Marketing will support the end-to-end franchise strategy for UNO, helping shape a clear global vision that unlocks the brand’s full multi-generational potential across products, consumer experiences, partnerships, licensing, digital, social, retail, and live activations.

This role will support global franchise planning, integrated marketing initiatives, and cross-functional execution, partnering closely with global and regional teams to ensure UNO shows up consistently and powerfully around the world. The ideal candidate will help evolve UNO from a beloved card game into a broader global play and entertainment platform, leveraging evergreen brand narratives, cultural moments, franchise tentpoles, and commercial opportunities to drive growth.

What Your Impact Will Be

• Inform and co-develop the long-term global franchise vision and strategy for UNO, grounded in consumer insights, category trends, cultural relevance, competitive dynamics, and regional business priorities.


• Support multi-year franchise marketing plans that connect global brand strategies, narratives, and tentpoles with regional priorities to create strong, integrated global moments.


• Partner with Global Brand, Product, Brand Creative, Consumer Products, Digital, PR, Social, Influencer, Retail, and Regional teams to build cross-functional franchise plans that support the growth of UNO as a global brand.


• Help shape and support global tentpole initiatives, including social play experiences, competitive play, brand partnerships, licensing programs, retail activations, and cultural moments.


• Partner with Consumer Products business leads to support the licensing strategy for UNO, identifying opportunities that expand the brand into relevant lifestyle, entertainment, gaming, fashion, food and beverage, publishing, location-based, and experiential categories.


• Collaborate with Consumer Products business leads and regional teams to identify whitespace opportunities, develop strategic recommendations, and support plans to successfully sell in and bring new opportunities to market.


• Support strategic initiatives that grow UNO with key audiences, including teens, adults, families, fans, creators, and culturally engaged consumers.


• Brief Franchise Creative and Brand Creative teams on asset, guide, pitch, and toolkit needs to support commercial priorities, brand narratives, franchise tentpoles, and partner opportunities.


• Develop effective and impactful franchise materials for internal and external audiences, including pitch decks, one-sheets, selling tools, partner briefs, and global toolkits.


• Partner with external licensees, agencies, Consumer Products global teams, and internal cross-functional partners to amplify key UNO product launches, partnerships, and franchise moments.


• Partner with Consumer Products global teams and Brand Creative to ensure licensee products, creative, and marketing align with UNO’s brand positioning, visual identity, gameplay integrity, and franchise strategy.


• Support improved cross-functional processes to drive clarity, efficiency, alignment, and stronger execution across global franchise priorities.


• Lead and support global Consumer Products and franchise meetings, ensuring clear communication, follow-ups, and alignment across regions and lines of business.


• Collaborate with retail development and commercial teams to support omnichannel marketing programs, retail activations, content updates, and market-ready execution plans.

What We’re Looking For

• 6+ years of experience, or 4+ years with an MBA, in brand marketing, franchise marketing, integrated marketing, licensing, consumer products, entertainment, gaming, or related fields.


• Strong understanding of franchise strategy, integrated marketing, brand management, and cross-functional planning.


• Experience supporting global brands, entertainment properties, games, consumer products, or culturally relevant lifestyle brands strongly preferred.


• Passion for games, play, fandom, culture, partnerships, and building brands that connect with consumers across generations.


• Creative storyteller with the ability to articulate a compelling vision and translate strategy into clear, actionable plans.


• Demonstrated ability to collaborate across cross-functional teams and drive execution across multiple touchpoints.


• Strong relationship-building skills with internal partners, regional teams, external licensees, agencies, and stakeholders.


• International business and global marketing experience preferred.


• Excellent presentation, verbal, written, and interpersonal communication skills.


• Strong project management, stakeholder management, and prioritization skills.


• Ability to manage multiple workstreams in a fast-paced environment while maintaining strategic focus.


• Comfort working across both strategic planning and day‑to‑day execution, with a proactive, solutions-oriented mindset.


• 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.

How We Work

We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors

• 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.

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.

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