Director Franchise Marketing

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: 

• Craft a vision and strategy to help realize the full multi-generational franchise potential of Barbie
• Lead the development of global licensing strategies, priorities, tentpoles, and promotions for Barbie and other Dolls IP Franchises.
• Collaborate with cross-functional global Dolls teams on franchise plans, ensuring amplification and maximization.
• Partner with global subsidiary teams to direct high-level strategy and plans for implementation, incorporating regional business and landscape dynamics. 
• Lead, inspire and grow marketing talent within the Franchise Marketing Team, including Marketing Manager and Associate Marketing Manager direct reports

What Your Impact Will Be: 

• Develop long-term global licensing strategies for priority IP brands, utilizing consumer and category insights and regional state of the business, to drive revenue outside of the toy vertical.
• Build multi-year franchise marketing plans that leverage global brand plans and regional consumer product priorities to create strong integrated marketing moments.
• Provide strategic guidance in the creative development process, crafting strong franchise stories that reflect the future vision of key brands.
• Collaborate with Global Brand Teams, attending relevant brand meetings and milestones to provide input and feedback for vertical/non-vertical integration and alignment.
• Partner with retail development teams to create omnichannel marketing programs and content updates.
• Evaluate the franchise potential of new content development brands and craft the franchise launch strategy for viable IP.
• Create, manage, and update global pitch materials, including franchise decks, one-sheets, and other selling tools for partner presentations.
• Lead 360 meetings with regional teams, providing timely information across LOB's regarding licensing initiatives. 
• Oversee strategy for Franchise marketing integration across social, digital, trade, and other advertising tools.
• Plan and maintain franchise marketing budgets, inclusive of trade advertising.
• Ensure franchise calendars and project trackers are updated regularly.
• Develop direct reports by outlining key actions and measurable results, providing performance feedback and career coaching.

What We’re Looking For: 

• 10+ years’ experience in brand or franchise management, or a related field with demonstrated ability to collaborate cross-functionally to drive business results
• MBA preferred but not required
• Expertise in strategy development, integrated marketing, and brand management
• Experience managing a multi-generational/heritage franchise preferred
• Creative storyteller with the ability to influence and inspire others to see a brands full potential
• Experience in building and leading collaborative cross-functional teams
• Strong relationship builder with both internal and external partners
• International business/global marketing experience
• Excellent presentation, interpersonal, verbal, and written communication skills
• High competence in project and stakeholder management
• Effective time management skills and the ability to multitask
   

The annual base salary range for this position is between $148,800.00 - $210,000.00.
**This range is indicative of projected hiring range, however annual base salary will be determined based on a candidate’s work location, skills and experience.

Don’t meet every single requirement? At Mattel we are dedicated to building a diverse and inclusive workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.

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.

Our Approach to Flexible Work:

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 more than 195 countries in collaboration with the world’s leading retail and ecommerce companies.

Mattel is recognized as a Great Place to Work™ and as one of Fast Company’s Best Workplaces for Innovators in 2022.

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

Mattel is an Affirmative Action/Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers including minorities, females, veterans, military spouses, individuals with disabilities, and those of all sexual orientations and gender identities.

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.

Videos to watch:
The Culture at Mattel
Mattel Investor Highlights