Manager, Global Franchise Marketing - Matchbox & Thomas

Overview

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 Manager, Global Franchise Marketing will own the end-to-end franchise strategy for Matchbox and Thomas, crafting a clear vision to unlock their 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, including the Matchbox movie year and reigniting the Thomas & Friends franchise.

• Develop and own the long-term global franchise vision and strategy for Matchbox and Thomas, 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.

• 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 multi-generational or heritage 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 licensors.
• 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 work streams in a fast-paced environment while maintaining strategic focus.
• 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…