Sr. Manager, 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 Team:

STEP INTO A LEGACY OF LAUGHTER, LEARNING, AND LASTING IMPACT!

At Fisher-Price, we don’t just make toys—we ignite imaginations, nurture development, and create joyful memories for millions of families around the world. For over 90 years, Fisher-Price has been a trusted name in early childhood play—synonymous with quality, innovation, and delight. Generations have grown up with our toys, from the classic Chatter Telephone™ to the beloved Little People® to our Laugh & Learn® line that blends technology with timeless play.

But we’re not just about nostalgia—we’re about what's next. We’re constantly evolving the brand to meet the needs of today’s families while staying true to what’s always made us special:  high quality, purposeful play, design rooted in child development, and an unmistakable sense of fun.

If you're a passionate, creative brand design leader who wants to be part of a brand that truly matters—to parents, to children, and to culture—then this is the job for you.  Come join the legacy that is Fisher-Price!

The Opportunity: 

The Fisher-Price Team is looking for an experienced Sr. Manager, Franchise Marketing that will own the end-to-end franchise strategy for Fisher Price, crafting a clear vision to unlock the full multi-generational potential across toys, licensing, and broader consumer engagement.  This role will lead global franchise planning, licensing strategy, and integrated marketing initiatives, partnering closely with global and regional teams to ensure cohesive execution and maximum business impact during key moments. Must have a passion for what we do every day – it’s all about parents and kids!

What Your Impact Will Be: 

• Develop and own the long-term global franchise vision and strategy for Fisher-Price, grounded in consumer insights, category trends, and regional business dynamics.
• Lead global licensing strategy across priority IP, defining priorities and promotional moments that drive revenue beyond the core toy business.
• Partner with Toy and Brand leads to build cross-franchise tentpole plans.
• Build multi-year franchise marketing plans that align global brand strategies with regional consumer products priorities to create strong, integrated global moments.
• Collaborate with retail development and commercial teams to create omnichannel marketing programs, retail activations, and content updates.
• Evaluate franchise potential for new content or brand extensions and lead franchise launch strategies for viable IP.
• Create, manage, and evolve global franchise pitch materials, including franchise decks, one-sheets, and selling tools for internal and external partner presentations.
• Lead global 360° franchise meetings, ensuring clear communication and alignment across regions and lines of business.
• Plan and manage franchise marketing budgets, including trade advertising investments.
• Maintain franchise calendars, milestones, and project trackers to ensure disciplined execution.

What We’re Looking For:

COMPETENCIES REQUIRED:

• Proven expertise in franchise strategy, integrated marketing and brand management.
• Experience managing multi-generational or heritage franchises strongly preferred.
• Creative storyteller with the ability to articulate a compelling vision and influence stakeholders at all levels. 
• Excellent computer skills: Adobe Suite, and all relevant software tied to graphic design, animation, and content creation (a plus)
• Tapped into global adult- & youth-oriented design, marketing campaigns and trends.
• Ability to see large picture while not losing focus of details
• Openness to learn from others and the courage to inspire others.

EXPERIENCE, KNOWLEDGE, SKILLS REQUIRED:

• 8+ years minimum in Art Direction, Brand Design, or Creative Leadership
• Demonstrated ability to build and lead collaborative, cross-functional teams, and drive execution of cross-touchpoint programs.
• Strong relationship-building skills with internal partners and external licensors.
• International business and global marketing experience.
• Excellent presentation, verbal, written and interpersonal communication skills.
• High proficiency in project management, stakeholder management and prioritization.
• Ability to manage multiple workstreams in a fast-paced environment while maintaining strategic focus.

PERSONAL ATTRIBUTES REQUIRED:

• Tenacious and full of creative energy!
• Relentless passion and enthusiasm for the work, finding solutions and always striving to make it better and more impactful.
• Entrepreneurial and innovative thinker who embraces change and taking on new challenges.
• Strong collaborator that takes personal accountability and love to work in a team environment.
• Effective in a dynamic fast-paced environment.
• Fast Learner.
• Self-motivated with a positive attitude.
• Growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

WHY FISHER-PRICE? WHY NOW?

Joining Fisher-Price means becoming part of a brand that’s shaped childhood for nearly a century—and is still going strong. It means working with purpose, because what we do genuinely matters to families around the world. It means working on a team that values creativity, inclusivity, and a sense of wonder. And most of all, it means having fun doing meaningful work.

Because at Fisher-Price, we believe that play is serious business. And if you do too, we’d love to hear from you.

*The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential. 

Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles. Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here!

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.

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 collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

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

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and 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.

Videos to watch:
The Culture at Mattel
Corporate Philanthropy