Director Franchise Marketing

$148,800 - $210,000/Yr

Mattel Sales Corp - El Segundo, CA

Full-time - Senior

El Segundo, CA

Merchant Wholesalers, Durable Goods

About the position

The Director of Franchise Marketing at Mattel is responsible for crafting a vision and strategy to maximize the multi-generational potential of the Barbie franchise and other Dolls IP. This role involves leading global licensing strategies, collaborating with cross-functional teams, and inspiring the marketing talent within the Franchise Marketing Team. The position aims to drive revenue through innovative marketing plans and strategic guidance in creative development, ensuring alignment with global brand objectives.

Responsibilities

• Craft a vision and strategy for the multi-generational franchise potential of Barbie.
• Lead the development of global licensing strategies and promotions for Barbie and other Dolls IP.
• Collaborate with cross-functional global Dolls teams on franchise plans.
• Partner with global subsidiary teams to direct high-level strategy and plans for implementation.
• Lead and grow the Franchise Marketing Team, including direct reports.
• Develop long-term global licensing strategies for priority IP brands.
• Build multi-year franchise marketing plans leveraging global brand plans.
• Provide strategic guidance in the creative development process.
• Collaborate with Global Brand Teams for vertical/non-vertical integration.
• Partner with retail development teams to create omnichannel marketing programs.
• Evaluate franchise potential of new content development brands.
• Create and manage global pitch materials for partner presentations.
• Lead 360 meetings with regional teams regarding licensing initiatives.
• Oversee strategy for Franchise marketing integration across various advertising tools.
• Plan and maintain franchise marketing budgets and project trackers.
• Develop direct reports through performance feedback and career coaching.

Requirements

• 10+ years' experience in brand or franchise management or a related field.
• MBA preferred but not required.
• Expertise in strategy development, integrated marketing, and brand management.
• Experience managing a multi-generational/heritage franchise preferred.
• Creative storyteller with the ability to influence and inspire others.
• Experience in building and leading collaborative cross-functional teams.
• Strong relationship builder with internal and external partners.
• International business/global marketing experience.
• Excellent presentation, interpersonal, verbal, and written communication skills.
• High competence in project and stakeholder management.
• Effective time management skills and the ability to multitask.

Benefits

• Flexible work model that combines in-person collaboration with flexibility.
• Diversity and inclusion initiatives to create a welcoming workplace.