Manager, Global Franchise Marketing - Barbie

About the role

The Manager, Global Franchise Marketing will support the end-to-end franchise strategy for Barbie, crafting a clear vision to unlock its full multi-generational potential across franchise touch points, with a focus on Consumer Products toys. This role will support global franchise planning, licensing strategy, and integrated marketing initiatives, partnering closely with global and regional teams to ensure cohesive execution and maximum business impact leveraging evergreen brand narratives and maximizing brand tentpoles. What Your Impact Will Be: Inform and co-develop the long-term global franchise vision and strategy for Barbie, grounded in consumer insights, category trends, and regional business dynamics. Support t multi-year franchise marketing plans that align global brand strategies/narratives/tentpoles with regional priorities to create strong, integrated global moments. Partner with Toy and Brand leads to build cross-franchise tentpole plans Partner with Consumer Products business leads to develop the licensing strategy for Barbie, with a focus on Gen Z as a priority audience for growth. Collaborate with Consumer Products business leads to identify whitespace opportunities - develop and execute plans to successfully sell them in and bring them to market. Lead strategic initiatives in the fashion and beauty categories. Brief Franchise Creative team with Guide and Asset needs to support commercial needs to maximize brand narratives and tentpoles. Deliver effective and impactful pitches for the Barbie franchise to key licensees. Partner with external licensees, Consumer Products global teams and internal cross functional partners (e.g. Social, PR, Influencer & Brand) to amplify key Consumer Product launches. Partner with Consumer Products global teams and Franchise Creative to ensure all licensee products and marketing align with the Brand positioning Develop and implement improved processes for working cross-functionally as needed to improve efficiencies and in support of the Franchise growth strategies. Lead global Consumer Products meetings, ensuring clear communication and alignment across regions and lines of business. Collaborate with retail development and commercial teams to create omnichannel marketing programs, retail activations, and content updates. Create, manage, and evolve global franchise pitch materials, including franchise decks, one-sheets, and selling tools for internal and external partner presentations.

Requirements

• 6+ (4+ with MBA) years of experience in brand, franchise, or integrated marketing, with a strong track record of driving business results through cross-functional collaboration.
• Proven expertise in franchise strategy, integrated marketing, and brand management.
• Experience managing a Gen Z-focused brand or franchise strongly preferred.
• Creative storyteller with the ability to articulate a compelling vision and influence stakeholders at all levels.
• 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 licensees and stakeholders.
• International business and global marketing experience required.
• 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.
• 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 ca

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