Associate Manager, Brand Strategy & Marketing - Barbie

About the role

Mattel is looking for an Associate Manager, Brand Strategy & Marketing for the Barbie kid business. The role defines the long-term brand equity, positioning and cross-category strategy while driving day-to-day brand activations, working with internal cross-functional teams and external agencies. It focuses on developing and executing strategies that accelerate brand awareness, drive launches and grow the full franchise business.

Key responsibilities

• Brand strategy: support annual brand planning, milestones and business updates; partner with Toy and Franchise Marketing, Insights, Brand Creative and Mattel Studios on alignment, consumer analysis, integrated campaigns and content; coordinate across content, product, retail and marketing teams; prepare executive presentations and strategic narratives.
• Brand activation: plan brand moments such as anniversaries, entertainment launches and retail programs; plan integrated marketing plans covering digital, retail, social, influencer, events and PR; ensure media strategy is executed well across regions and creative production runs smoothly.
• Keep creative execution consistent with brand positioning and product highlights, and track campaign performance (awareness, engagement, conversion) and franchise health through consumer engagement, sales and cultural impact.

Required profile

• 5+ years of experience in brand strategy/marketing (3 years with an MBA), franchise management/marketing, content marketing or purpose-driven strategy/marketing.
• Experience managing a portfolio across multiple categories such as toys, apparel and publishing.
• Ability to define brand vision and multi-year roadmaps, and to understand consumer psychology, brand equity drivers and cultural trends.
• Strong understanding of the marketing mix and KPIs, and experience with P&L at brand or category level.
• Skilled at influencing Design, Product, Marketing and Franchise teams without direct authority.

What we offer

• Pay range of $110,000 to $135,000 annually, depending on work location, skills and experience.
• Competitive total pay programs and comprehensive benefits.