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Sr Marketing Manager, Brand Strategy & Activation - Mattel Masterbrand at MattelInc
MattelIncEl Segundo, CALIFORNIA, us·5h ago
SeniorFull-timeRails
Salary Range
$88,400 - $119,600 /year
This salary is estimated based on similar roles. The actual salary may vary.
The Opportunity: 
The Sr Manager, Brand Strategy & Activation will lead defining the long-term equity, positioning and cross-category strategy for the Mattel Masterbrand. This leader will steward the brand across high-profile partnerships, franchise initiatives, and breakthrough campaigns, ensuring a cohesive narrative and strategic alignment across the enterprise.
Operating at the intersection of strategy and execution, this role requires a strong brand operator who can influence senior stakeholders, integrate cross-functional initiatives, and translate long-term vision into business-driving activation.
What Your Impact Will Be: 
• Responsible for the brand DNA including driving long-term strategy & vision, mission, and positioning.
• Drive brand strategy across all categories and partner with LOBs (line of business) to ensure brand cohesion.
• Lead consumer insights work to inform equity and purpose.
• Develop portfolio strategy (where the brand shows up, from toys to publishing to apparel).
• Lead Franchise Marketing to ensure IP consistency across entertainment, licensing, and retail, ensuring brand & strategy fit.
• Oversee Toy Development to ensure bespoke partnerships reflect the brand strategies, focus areas & deliver on the brand promise.
• Partner with Brand Creative to establish global brand guardrails (visual identity, tone, messaging pillars) and deliver all assets.
• Drive demand creation, campaign & content strategies to maximize engagement across audiences, in partnership with Creative, Channel Management & Platform/Media teams.
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About MattelInc
MattelInc is a global leader in the design, manufacture, and marketing of toys and family products, operating at the forefront of the toy industry. Founded in 1945 in Southern California, the company has grown into one of the world's largest toy manufacturers, recognized for its iconic brands and innovative products that entertain and inspire children and families worldwide. With a rich history of creativity and quality, MattelInc has established itself as a cornerstone of the toy industry, adapting to evolving trends while maintaining a commitment to fun and learning. The company offers a diverse portfolio of toys and entertainment products, including dolls, action figures, board games, and educational toys, all designed to engage and delight various age groups. Key features of MattelInc's products include high-quality materials, imaginative designs, and educational value, catering to parents, educators, and collectors who seek meaningful play experiences. Its target audience spans from toddlers to adults, with brands like Barbie, Hot Wheels, and Fisher-Price serving as household names that resonate across generations. MattelInc has achieved significant milestones, including the creation of some of the most recognizable toy brands in history and a strong presence in both physical and digital markets. The company's unique value proposition lies in its ability to blend timeless appeal with modern innovation, ensuring its products remain relevant in a rapidly changing industry. By fostering creativity and imagination, MattelInc continues to shape the play experiences of millions, reinforcing its position as an industry leader.
