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Senior Brand Manager

Maidenhead, England

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Posting Title Senior Brand Manager Requisition Number 192304 Location Maidenhead, England Zip Code SL6 4UB Job Category Marketing

Purpose of Position

This position is a brand and relationship leadership role within Regional Marketing. The Senior Brand Manager is responsible for initiating the development of Brand and Category strategies at the European level as well as developing European Brand Marketing plans, tactics (4P’s) and assets that work effectively in the region in order to gain category share in a profitable way, maximize opportunities and to improve our competitive position.

You will work closely with the Global Brand teams and local Marketing teams to support the Brand/Category action plans and to ensure that the local marketing teams are strategically aligned with European strategies and initiatives as appropriate. You will also work very closely with the key Licensors in the region, leading the relationship and joint business planning with them.

Primary Responsibilities

  • Management of the total Action Figure category for the EMEA region working with global brand teams on the strategic direction, product and marketing strategies.

  • Collaborate closely with the GBT and with colleagues in the Regional Marketing Team (day to day communication) for effective brand management

  • Develop marketing programs and tactics that can be implemented in the region, working with media and communications agencies where necessary

  • Help define and manage A&P Regional budget

  • Define the line architecture, (guidance on pricing on key skus)

  • Deliver product and Marketing presentations and updates to the Local Marketing communities for all Euro markets and partaking in joint meetings with E3 markets and GBTs

  • Work in collaboration with countries to get constant insights on activation plans and implementation results, to share results and best practice with the countries and other stakeholders

  • Monitor the brand health, competitive landscape and product performance, and work with Brand Activation partners and GBT to drive through corrective actions where necessary

  • Partner with the GBT and Planning team to ensure smooth production and supply process including administrative tasks for setting up new product lines

  • Share and guide implementation of country best practice within Europe community and the GBT

  • Instil discipline in the Joint Business Planning process at Regional and Local level to ensure best-in-class planning and execution of our shared business with key licensors

  • Plan and execute summit and QBR meetings as needed and agreed

Major On-going Complexities

  • Work effectively within a matrix organisation and a virtual team

  • Managing the challenges and contradictions inherent in Licensor Relationships

  • Ability to build collaborative teams and communicate with impact

  • Manage relationships across Europe and with the Global Brand teams

  • Monitor performance and work with Local Marketing teams to course correct where necessary

  • Partner with the Planning team and Global Brand team to ensure a smooth production and supply process


  • Highly competitive spirit
  • Result orientated, winning mentality, competitive, strong will to succeed

  • Strategic thinking and tactical skills

  • The ability to design action plans that can be easily applied

  • Proactive problem solver with a creative and analytical mind-set

  • Ability to work in a wide variety of projects with aggressive deadlines, and can multi-task accordingly

  • Can work effectively in a fast paced and pressurised environment

  • Solid financial acumen

  • Possess a tenacious attitude with a bias for action

  • Can build and maintain strong and collaborative relationships

  • The ability to influence effectively at different levels within the organisation

  • Fluent in written and spoken English


  • Degree in Marketing, Sales, Business Administration (Bachelor/Master/Diploma) or equivalent qualification

  • Relevant digital marketing experience


  • Significant commercial/marketing experience at a similar level within Brand Marketing in Toys, FMCG or licensed consumer goods at an experienced Brand Manager or SBM level.



Mattel is a leading global children's entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world's leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential.
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Mattel is an Affirmative Action/Equal Opportunity Employer
(minorities/female/veterans/individuals with disabilities/sexual orientation/gender identity)

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