Sr Marketing Manager, Brand Strategy & Activation - Innovation at MattelInc

The Opportunity:  Mattel’s Innovation Venture team is responsible for launching breakthrough ideas – new brands, new business models and new ways to play. The Senior Manager, Brand Strategy & Activation – Innovation will lead the brand strategy, positioning and go-to-market strategy for 4+ new brands within the portfolio. The Sr Manager will manage a team of direct reports, and will report directly into the Sr. Director, Head of Brand Marketing – Mattel Masterbrand & Innovation. The company who invented Barbie and Hot Wheels is ready for its next breakthrough brand. This is a rare opportunity to build the future of the portfolio from the ground up — shaping new brands, redefining go-to-market strategies, and creating enduring franchises that resonate deeply with audiences. What Your Impact Will Be:  Brand Strategy • Partner with leadership to define brand vision, mission, audience and positioning. • Craft go-to-market strategy and multi-year brand roadmap. • Steward brand equity across all categories (toy, digital gaming, live experiences, consumer products, publishing, content). • Lead consumer insights work and make informed recommendations to inform equity and purpose. • Develop portfolio strategy in partnership with leadership. • Establish global brand guardrails (visual identity, tone, messaging pillars) to allow cross functional empowerment. • Lead Toy and Franchise Marketing teams to ensure brand strategy comes to life across all verticals. • Develop Content in partnership with Mattel Studios to ensure brand objectives and alignment. • Serve as the cross-functional integrator between content, product, experiences, retail, and marketing.Brand Activation • Plan multi-year calendar of brand “moments” (entertainment launches, retail programs, etc.) that sustain all lines of business. • Translate brand strategy into campaigns, content, and activations. • Plan and execute integrated marketing plans (digital, retail, social, influencer, events, PR). • Ensure creative execution stays consistent with brand positioning (via brand guardrails) and product highlights. • Create brand stories that drive demand, brand love and consumer loyalty. • In partnership with Brand Creative, manage external agencies scope and strategy. • Track & report on campaign performance (awareness, engagement, conversion). • Track & report on brand health through consumer engagement, sales performance, and cultural impact.