Sr Manager, Brand Strategy & Activation - UNO

Sr Manager, Brand Strategy & Activation - UNO

This range is provided by Mattel, Inc. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

$/yr - $/yr

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 Sr Manager, Brand Strategy & Activation will lead with defining the long-term brand equity, positioning, and cross-category strategy. The Sr Manager will focus on a segment of the business (ie. Core or Adult) or brand (ie Hot Wheels or Uno) and be part of developing and executing strategies that define the brand strategy, grow brand awareness, drive launches and engage fans of all ages.

• Responsible for the brand DNA including driving long‑term strategy & vision, mission, and positioning.
• Drive brand strategy across all categories (toys and non‑toys CP) and partner with LOBs to ensure brand cohesion.
• Lead consumer insights work to inform equity and purpose.
• Develop portfolio strategy (where the brand shows up, from toys to publishing to apparel).
• Establish global brand guardrails (visual identity, tone, messaging pillars).
• Partner with Franchise Marketing to ensure IP consistency across entertainment, licensing, and retail and ensure brand & strategy fit for franchise partnerships, etc.
• Partner with Toy Development to ensure toy lines reflect the brand strategies, focus areas & deliver on the brand promise.
• Partner with Brand Creative to deliver all assets.
• Drive demand creation, social strategy & content strategies to maximize engagement across audiences, in partnership with Content teams & platform/media teams.

• 8+ years (6 years with MBA) experience in brand marketing (on brand or agency side), franchise management/marketing, content marketing, or purpose‑driven strategy/marketing.
• Experience managing a portfolio spanning multiple categories (toys, apparel, publishing, etc.).
• Strategic thinking:
  Ability to define brand vision and multi‑year roadmaps.
• Consumer insights & research:
  Strong understanding of consumer psychology, brand equity drivers, and cultural trends. Ability to synthesize data and pull insights to create recommendations.
• Thorough understanding of marketing mix and KPIs.
• Portfolio management:
  Balancing toys and non‑toy CP categories under a unified brand.
• Cross-functional leadership:
  Skilled at influencing Design, Product, Marketing, and Franchise teams without direct authority.
• Financial acumen:
  Experience with P&L at the brand or category level.
• Communication skills:
  Excellent at storytelling, presentations, and influencing senior leadership. Strong PowerPoint creation and presentation skills, proficiency in Outlook, Word and Excel.
• 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.

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• We collaborate:
  Being a part of Mattel means being part of one team with shared values and common goals. Every…