Associate Manager, Toy Marketing - Barbie

Responsibilities

• Develop toy strategy by segment, including core, premium, collector, and preschool.
• Manage toy pricing architecture and competitive positioning.
• Partner with leadership to build 3–5 year toy product roadmaps, balancing innovation and refresh cycles.
• Own consumer and play insights specific to toy usage and play patterns.
• Collaborate with Design and R&D teams to bring toys from concept to shelf.
• Coordinate with regional commercial teams to gain buy-in for global product strategies.
• Own toy business performance metrics, including revenue, margin, and SKU productivity.
• Provide input to Brand Marketing regarding packaging, messaging, and feature storytelling.

Requirements

• 5+ years of experience in brand marketing, franchise management, or purpose-driven strategy (3 years with an MBA).
• Proven project management expertise, specifically managing complex product development timelines.
• Background in CPG or the toy industry, ideally with exposure to retail buyer dynamics.
• Strong quantitative and financial skills, including forecasting, pricing, and SKU productivity analysis.
• Experience partnering with design, engineering, and manufacturing teams.
• Proficiency in PowerPoint, Excel, Outlook, and Word.
• Excellent communication skills with the ability to influence senior leadership through storytelling.

Preferred Qualifications

• MBA degree.
• Experience in category management or product marketing roles.
• Knowledge of retail and channel distribution strategies across mass, specialty, and e-commerce.

About the Company

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, and many others. We create innovative products and experiences that inspire fans, entertain audiences, and develop children through play.