Sr Manager Franchise Marketing - Fisher Price

Sr Manager Franchise Marketing – Fisher‑Price
Location:

East Aurora, New York

Pay Range:

USD $125,000 to $157,000 yearly (base pay determined by location, skills, and experience)

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.

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.

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 required to extend 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, 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.

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).

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, and 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 the ability to scale ideas across regions.

Personal Attributes Required

Tenacious and full of creative energy.

Relentless passion and enthusiasm for the work, always seeking improvement.

Entrepreneurial and innovative thinker who embraces change.

Strong collaborator who takes personal accountability and loves team work.

Effective in a dynamic fast‑paced environment.

Fast learner.

Self‑motivated with a positive attitude.

Benefits
Competitive pay, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential.

Please note: This role sits at our Fisher‑Price headquarters in Buffalo, NY and will require working onsite with our team.

Equal Opportunity Employer
Mattel is an

Equal Opportunity Employer

and offers 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, 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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