Manager, Brand Strategy & Activation - Matchbox

Overview The Manager, Brand Strategy & Activation will support the Sr Manager in defining the long‑term brand vision, positioning, and cross‑category strategy for Mattel’s franchises. The role involves developing and executing strategies that accelerate brand awareness, drive launches, and grow the full franchise business. The manager will serve as the primary face of the brand, both internally and externally, leading cross‑franchise teams to execute the brand vision and strategy. Responsibilities Brand Strategy Partner with leadership to define brand vision, mission, and positioning Steward brand equity across all categories (toys and franchise verticals) Lead consumer insight 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 Partner with Toy and Franchise Marketing to ensure brand consistency across product, experiences and retail 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 brand moments (anniversaries, entertainment launches, retail programs) that support all lines of business Translate brand strategy into campaigns, content, and activations Plan and execute integrated marketing plans (digital, retail, social, influencer, events, PR) Manage media strategy in partnership with regional marketing leads and creative production, ensuring consistency with brand positioning and product highlights Create brand stories that drive demand, brand love, and consumer loyalty Manage external agency scope and strategy in partnership with Brand Creative Track and report on campaign performance (awareness, engagement, conversion) Track and report on brand health through consumer engagement, sales performance, and cultural impact Qualifications 6+ years of experience in marketing, with a minimum 3 years in brand marketing Experience with franchise management/marketing, content marketing, retail/commercial marketing, social media marketing, PR, and influencer marketing Strategic thinker able to define brand vision and multi‑year roadmaps Strong consumer insights and research skills, with the ability to synthesize data and pull insights to create recommendations Thorough understanding of marketing mix and KPIs Bold thinker with a finger on the pulse of culture, balancing creative and data‑driven decision making Thrives in a fast‑paced and creative environment Skilled at influencing Entertainment, Product, Marketing, and Franchise teams without direct authority Financial acumen with experience managing P&L at brand or category level Excellent communication skills, storytelling, presentations, and influencing senior leadership Strong PowerPoint, Outlook, Word, and Excel skills Equal Opportunity Employer Mattel is an Equal Opportunity Employer and welcomes all job seekers. All applicants will receive consideration for employment regardless of race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, 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. #J-18808-Ljbffr Mattel