Associate Manager, Retail Development

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:

Sitting within the EMEA Consumer Products Organisation, who are responsible for providing  leadership and direction for the development and implementation of Consumer Products strategy across all Mattel Brands.  We are responsible for steering and achieving key brand, category and fiscal objectives by identifying and collaborating with Global, Regional, Multi Territory and Local licensees. We work in partnership across the business with the Global Consumer Products, Regional Franchise, Local Brand, Regional Marketing, and Regional Product Development teams, as well as with the Audit, Finance and Legal Divisions.  

The Opportunity: 

We are seeking a highly commercial, results-driven Retail Lead to lead retail development within the Franchise - Consumer Products division at Mattel EMEA. This pivotal role will champion the growth of franchise opportunities across our world-renowned portfolio of brands—including Barbie, Hot Wheels, Fisher-Price, Fireman Sam, and more—across the EMEA region with a focus on the UK market.  

What Your Impact Will Be:

You’ll be joining the Consumer Products team in a role for the Manager, Retail Development for UK. This role is based in Slough and will report to the Head of Consumer Products UK.

Alongside the Head of CP UK, you will partner to build and activate UK retail strategy, building relationships and programs with leading retailers. You will manage the day-to-day retail business relationships delivering a retail-first mindset in the UK, whilst driving Top Licensing partners as per our growth strategy. You will be responsible for identifying new retail opportunities, driving sell-in, and pitching franchise programs that strengthen brand presence and revenue across UK. 

Key Responsibilities: 

• Manage UK Retail Strategy and UK Consumer Products campaigns across MATTEL Portfolio, building UK retail calendars and activations. 

• Analyze the market with SWOT, Gaps, opportunities, category priorities. 

• Monitor competitor activity, category trends, and retailer strategies to inform pipeline and retail pitch development. 
• Manage all existing UK RETAIL relations, across pitching, presenting, contact management and strategy. 
• Maintain and grow retail relationships in UK focusing on all categories. Act as point of contact and represent Mattel UK Consumer Product Retail for key retailers / buyers.  

• Present franchise opportunities to retailers, showcasing brand value, consumer insights, and revenue potential. Prepare brand pitch and marketing presentations across Mattel’s IP portfolio of brands.  

• Pitch, plan and execute cross-category activations at retail in line with business objectives and brand tentpoles.  

• Present and sell in brands to retail to support work of category managers and licensees.
•  Expand consumer products listings at retail in line with sales targets to accelerate the growth of our consumer products and franchise portfolio. Lead sell-in presentations, business reviews, and product line pitches to secure incremental shelf space and new category entries. 

• Deliver detailed JBP per UK top retail partners that includes retail calendar and activation plans.  

• Conduct bi-weekly 121 meetings, arrange quarterly business reviews, bi-annual top to tops and track activations with key retailers and licensees. Present UK retail plans to top Licensing partners. 

• Partner with cross-functional teams (Sales, Category Management, Marketing) to deliver seamless retail execution. 

• Represent Mattel at trade events and presentations where required 
• Assist Head of CP to manage UK Consumer Products Marketing strategy, working with brand marketing, and retail marketing to develop Franchise-first retail & marketing campaigns 

• Support category team to deliver and ensure detailed joint UK marketing plan per partner that includes licensee investment that is aligned with Mattel Consumer Products goals. Ensure marketing support for top items.  
• Manage and mentor a regional team (currently three dotted line reports), fostering high performance and professional development.  

What We’re Looking For:

• 7+ years of solid experience in commercial, licensing, or buying/sales roles within a retail environment.
• High-level understanding of business objectives related to marketing, brand, and franchise management within the entertainment and licensing industry.
• Extensive network of retail contacts, with strong commercial acumen, exceptional relationship-building skills, and a deep understanding of retail dynamics across the consumer products and entertainment/franchise landscape.
• Proven track record of expanding product listings and successfully pitching programs to major retailers.
• Excellent relationship-building, negotiation, and communication skills.
• Strong presentation skills, with the ability to convert insights into compelling commercial stories and confidently present to diverse audiences.
• Strong stakeholder management skills, both internal and external, within a matrix organisation.
• Ability to work cross-functionally, manage multiple projects, and thrive in a fast-paced environment.
• Effective project management skills.
• Willingness to travel within the UK and across EMEA as required.

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 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!  You may be just the right candidate for this or other roles.

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.

Our Approach to Flexible Work:
We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

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.

Videos to watch:
The Culture at Mattel
Corporate Philanthropy