Director, Brand Strategy & Activation

Company Description

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.

Job DescriptionThe Opportunity:

Mattel is seeking a strategic and consumer-focused Director, Head of Marketing for Portfolio Games. This role leads a dynamic portfolio of iconic and emerging games brands, including Skip-Bo, Pictionary, Whac-A-Mole, Scrabble, and Trading Cards. It will drive brand growth by shaping compelling consumer experiences across physical gameplay, digital touchpoints, and cultural moments. You will play a critical role in evolving Mattel's Games business—building enduring brands, expanding into new formats, and connecting with players across generations.

What Your Impact Will Be:

Lead the development and execution of global brand strategies across the Games portfolio, including positioning, target audiences, and annual marketing plans.

Drive integrated marketing campaigns across key touchpoints, including digital, social, retail, partnerships, and experiential activations.

Own product marketing strategy, including segmentation, messaging, and go-to-market plans for new launches and evergreen titles.

Evolve and modernize iconic brands like Pictionary, Scrabble, and Skip-Bo while unlocking growth opportunities for brands like Whac-A-Mole and the new Trading Cards business.

Partner cross-functionally with Product Design, Game Development, Creative, Sales, and Licensing to ensure cohesive brand storytelling and execution.

Lead cross-functional alignment on global launches, seasonal moments, and franchise-building initiatives.

Identify and drive opportunities to extend brands into new platforms (e.g., digital gameplay, content, partnerships, and licensing).Manage marketing investment and optimize performance to deliver against revenue, engagement, and brand equity goals.

Leverage consumer insights, trends, and analytics to inform strategy and measure success.

QualificationsWhat We're Looking For:

8-12+ years of experience in brand marketing, product marketing, or related fields (games, entertainment, consumer products, or digital platforms preferred). Experience with adult collectibles and/or trading cards is required.

Proven success building and growing brands, ideally within games, toys, or interactive entertainmentStrong understanding of consumer behavior across casual, family, and social gaming audiencesExperience developing integrated marketing campaigns across physical and digital channelsAbility to work cross-functionally in a global, matrixed organization and influence without authorityStrong commercial acumen with experience managing budgets and driving ROIExcellent storytelling, communication, and presentation skillsPassion for games, play, and creating engaging consumer experiences •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. Additional InformationDon'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. Also, interested in signing up for job alerts? Do so here!

How We Work:

We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.

We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.

We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Who We Are:

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, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world's leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel's award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers. Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

Videos to watch: The Culture at Mattel Corporate Philanthropy