Sr Manager Franchise Marketing - Fisher Price

The Opportunity
The Fisher‑Price team is seeking an experienced Sr. Manager, Franchise Marketing to lead global brand expansion beyond toys for Fisher‑Price and Little People.

Location: Fisher‑Price headquarters in Buffalo, NY – must work onsite with our team.

This role focuses on identifying and unlocking growth across Consumer Products, Digital Play & Learning, Entertainment (TV/Film/Music), Publishing, Live Experiences, and Brand Partnerships. You will define where and how the brands show up in these spaces, build compelling narratives, and bring partners into the ecosystem. This is a strategy + storytelling + external‑facing role—not a core toy marketing or communications role.

What Your Impact Will Be

Build a long‑term strategic roadmap for Fisher‑Price & Little People expansion beyond toys, across categories including consumer products, entertainment, digital, publishing, and live experiences.

Define positioning guardrails, asset needs, and storytelling frameworks necessary for successful extension into new categories.

Develop compelling brand narratives and franchise tentpoles that translate across licensed categories and partner executions.

Create and deliver best‑in‑class pitch materials (franchise decks, category visions, partner sell‑in stories) to drive licensing growth.

Serve as a lead storyteller externally—presenting to licensees, partners, and retailers to unlock new business opportunities.

Partner with Licensing, Retail, and Regional teams to identify whitespace opportunities and accelerate deal flow.

Ensure global consistency with regional flexibility, enabling scalable franchise growth across markets.

Lead development of franchise expansion frameworks, not execution of downstream marketing programs.

What We’re Looking For
Competencies Required

Proven experience in franchise strategy, brand extension, or licensing‑driven growth

Strong ability to build and sell strategic narratives to external partners and senior stakeholders

Experience working across multi‑category brand ecosystems (e.g., entertainment, consumer products, digital, etc.)

Confident presenter and storyteller, comfortable leading high‑stakes external pitches

Ability to operate at the intersection of strategy, creativity, and business development

Strong cross‑functional collaborator with Licensing, Retail, and Regional teams

Experience, Knowledge, Skills Required

8+ years in franchise strategy, licensing, brand expansion, or related fields

Demonstrated success building new category or partnership‑driven growth strategies

Experience working with or alongside licensees, partners, or retail stakeholders

Track record of developing strategic frameworks and pitch narratives that drive business outcomes

Strong global perspective with ability to scale ideas across regions

Personal Attributes Required

Tenacious and full of creative energy

Relentless passion and enthusiasm for the work, finding solutions and always striving to make it better and more impactful

Entrepreneurial and innovative thinker who embraces change and taking on new challenges

Strong collaborator that takes personal accountability and loves to work in a team environment

Effective in a dynamic fast‑paced environment

Fast learner

Self‑motivated with a positive attitude

Benefits
The pay range is indicative of projected hiring range; 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.

Equal Opportunity Employer
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.

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