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Director Franchise Marketing

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Mattel

2024-10-03 17:46:20

Job location El Segundo, California, United States

Job type: fulltime

Job industry: Executive Positions

Job description

Job Description

The Opportunity:

Craft a vision and strategy to help realize the full multi-generational franchise potential of Barbie

Lead the development of global licensing strategies, priorities, tentpoles, and promotions for Barbie and other Dolls IP Franchises.

Collaborate with cross-functional global Dolls teams on franchise plans, ensuring amplification and maximization.

Partner with global subsidiary teams to direct high-level strategy and plans for implementation, incorporating regional business and landscape dynamics.

Lead, inspire and grow marketing talent within the Franchise Marketing Team, including Marketing Manager and Associate Marketing Manager direct reports

What Your Impact Will Be:

Develop long-term global licensing strategies for priority IP brands, utilizing consumer and category insights and regional state of the business, to drive revenue outside of the toy vertical.

Build multi-year franchise marketing plans that leverage global brand plans and regional consumer product priorities to create strong integrated marketing moments.

Provide strategic guidance in the creative development process, crafting strong franchise stories that reflect the future vision of key brands.

Collaborate with Global Brand Teams, attending relevant brand meetings and milestones to provide input and feedback for vertical/non-vertical integration and alignment.

Partner with retail development teams to create omnichannel marketing programs and content updates.

Evaluate the franchise potential of new content development brands and craft the franchise launch strategy for viable IP.

Create, manage, and update global pitch materials, including franchise decks, one-sheets, and other selling tools for partner presentations.

Lead 360 meetings with regional teams, providing timely information across LOB's regarding licensing initiatives.

Oversee strategy for Franchise marketing integration across social, digital, trade, and other advertising tools.

Plan and maintain franchise marketing budgets, inclusive of trade advertising.

Ensure franchise calendars and project trackers are updated regularly.

Develop direct reports by outlining key actions and measurable results, providing performance feedback and career coaching.

Inform a friend!

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