Sr. Manager, Franchise Marketing

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.

At Fisher‑Price, we don’t just make toys—we ignite imaginations, nurture development, and create joyful memories for millions of families around the world. For over 90 years, Fisher‑Price has been a trusted name in early childhood play—synonymous with quality, innovation, and delight. Generations have grown up with our toys, from the classic Chatter Telephone™ to the beloved Little People® to our Laugh & Learn® line that blends technology with timeless play.

But we’re not just about nostalgia—we’re about what’s next. We’re constantly evolving the brand to meet the needs of today’s families while staying true to what’s always made us special: high‑quality, purposeful play, design rooted in child development, and an unmistakable sense of fun.

The Fisher‑Price Team is looking for an experienced Sr. Manager, Franchise Marketing that will own the end‑to‑end franchise strategy for Fisher‑Price, crafting a clear vision to unlock the 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.

Must have a passion for what we do every day – it’s all about parents and kids!

• Develop and own the long‑term global franchise vision and strategy for Fisher‑Price, 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.

• Proven expertise in franchise strategy, integrated marketing and brand management.
• Experience managing multi‑generational or heritage franchises strongly preferred.
• Creative storyteller with the ability to articulate a compelling vision and influence stakeholders at all levels.
• Excellent computer skills.
• Tapped into global adult‑ & youth‑oriented design, marketing campaigns and trends.
• Ability to see large picture while not losing focus of details.
• Openness to learn from others and the courage to inspire others.

• 8+ years minimum.
• 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.
• Excellent presentation, verbal, written and interpersonal…