Marketing Activation Manager – Action Figures

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.

The Opportunity: The purpose of this position is to manage commercial execution across an assigned portfolio, ensuring global and regional plans are effectively localised and delivered in market. The role drives in-market performance through strong execution of events, partnerships, and retail activation, supported by close cross-functional collaboration and ongoing performance optimisation. What Your Impact Will Be: 1. Local Brand Strategy and Planning Execute global franchise priorities, product direction, campaign beats, and licensor guidance through a locally relevant brand and activation plan. Define Execute local campaign priorities, launch timing, consumer needs, cultural considerations, and market-specific opportunities. Ensure the local brand plan reflects the agreed franchise moments, tentpoles, product priorities, and commercial ambition. Maintain alignment between product plans, marketing plans, retail messages, and local business objectives. Ensure the local market speaks with one clear company voice when engaging licensors, retailers, and internal stakeholders. 2. Product Development and Local Line Plan Input Validate whether global and regional product plans work for the local market. Provide input to Regional team on product relevance, consumer needs, assortment requirements, pricing realities, launch timing, and local opportunities. Flag to Regional team product gaps, market-specific needs, local consumer insights, or risks that may affect market success. Support regional and local line plan refinement after global direction is set. Partner with Sales and Omnichannel Retail Marketing to capture retailer feedback, channel requirements, demand signals, pricing risks, space constraints, and customer timing considerations. Escalate major risks related to product relevance, timing, approval status, pricing, market readiness, or local execution. 3. Marketing Planning and Campaign Activation Build the local brand and activation plan, aligned to global and regional priorities. Define local launch plans, campaign phasing, media needs, asset requirements, and execution priorities. Identify required adaptations of global assets for local consumer, retailer, media, legal, language, and cultural needs. Confirm what content, approvals, assets, guidelines, and licensor support are required for local execution. Coordinate with Omnichannel Retail Marketing and Sales to ensure the marketing plan supports customer needs, promotional windows, and retailer sell-in. Flag gaps in timing, budget, assets, licensor approvals, local readiness, or execution support. Work with agencies and internal teams to deliver approved local campaign materials on time and in line with licensor guardrails. 4. Licensor Relationship Management at Local Level Maintain regular contact with local licensor counterparts to align on plans, priorities, approvals, assets, launches, and market opportunities. Share local plans, key milestones, retail priorities, performance updates, and action plans with licensors as needed. Ensure licensor feedback is captured, clarified, actioned, and communicated internally. Coordinate local licensor support for major launches, tentpole moments, retail activations, customer