Brand Manager - Action Figures, Plush & Imaginext

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 Brand Manager, Action Figures, Plush & Imaginext, is responsible for translating global and EMEA Commercial Marketing priorities into locally relevant business, marketing and commercial plans across Poland and selected CEE markets.

This role acts as the local category owner, ensuring that brand strategies, product plans, launch priorities, retail narratives and consumer programmes are executed effectively to drive revenue, market share and brand growth. The position supports both licensed and owned brands and serves as the key link between regional strategy and local execution.

What Your Impact Will Be:

1. Category Strategy and Local Market Planning

• Execute EMEA category priorities and global brand strategies across Poland and selected CEE markets.
• Develop local commercial marketing plans aligned with EMEA growth objectives and market realities.
• Translate franchise priorities, launch calendars and campaign moments into clear, locally relevant action plans.
• Maintain alignment between category objectives, product priorities, marketing plans and commercial goals.
• Consolidate local market intelligence and provide actionable recommendations to EMEA leadership.
• Identify growth opportunities, competitive threats, demand risks and market-specific requirements early.

2. Product and Portfolio Management

• Provide local market input on product relevance, assortment requirements, launch timing, pricing realities, retail opportunities and consumer needs.
• Partner with EMEA Marketing Activation team to support portfolio decisions and local line plan refinement.
• Identify assortment gaps and recommend actions to maximise category performance.
• Participate in forecasting, business reviews and line planning processes.
• Ensure product launch readiness and escalate major risks relating to product, timing, price, approvals or execution.

3. Marketing Planning and Campaign Execution

• Develop and execute annual marketing and activation plans for Action Figures, Plush and Imaginext.
• Lead the local implementation of EMEA campaigns and key franchise activations.
• Adapt global content and assets to local consumer, cultural, linguistic, media, legal and regulatory requirements.
• Define local launch plans, campaign phasing, media needs, asset requirements and execution priorities.
• Manage agencies and external partners to deliver high-quality work on time, on budget and in line with brand and licensor guidelines.
• Track campaign performance, capture learnings and recommend optimisation actions.

4. Retailer and Customer Engagement

• Partner with Sales and Omnichannel Retail Marketing to create compelling, retailer-ready brand and category stories.
• Develop or support customer presentations, launch narratives, category arguments and sell-in materials.
• Support customer meetings, toy fairs, previews, summits, top-to-top meetings and local market events.
• Ensure product messaging, marketing support and customer-facing materials are aligned.
• Capture retailer and customer feedback and feed it into local, EMEA and global planning.

5. Retail Activation and Shopper Marketing

• Partner with Omnichannel Retail Marketing to translate brand priorities into effective shopper and retailer execution.
• Support displays, merchandising programmes, digital retail content, shopper campaigns, retail media and e-commerce programmes.
• Ensure that assets and toolkits are ready for local execution.
• Monitor retail readiness and flag risks relating to asset availability, retailer timing, compliance or promotional support.
• Share activation learnings to strengthen future planning and commercial assumptions.

6. Pan-European Market Responsibilities

In addition to the standard Commercial Marketing responsibilities, the role provides market expertise and adaptation required within the CEE operating model:

• Provide early and continuous local input on consumer trends, customer realities, pricing sensitivity, launch feasibility, competitive dynamics and demand risks.
• Feed local plans, promotions, risks and opportunities into regional and category planning.
• Ensure regional plans appropriately reflect local culture, regulation, media landscape and competitive dynamics.
• Lead or coordinate local communications, content adaptation and launch execution where required.
• Support local PR partnerships and creator-led programmes where local execution is required.
• Partner with Sales and ORM team on local retailer pitch needs while respecting agreed ownership of customer-specific retail execution.
• Ensure local activations meet legal, regulatory and cultural requirements.
• Participate in defined pricing checkpoints and provide relevant local market or SKU-level inputs where required, while formal pricing ownership remains regional.

7. Business Management and Forecasting

• Monitor category performance, POS, sell-through, market share, inventory and forecast trends.
• Provide clear business commentary on brand, category, consumer, market and competitive drivers.
• Participate in monthly business reviews, forecasting cycles and planning discussions.
• Identify risks, upside opportunities and execution gaps, and recommend corrective actions.
• Connect performance insights back to product, marketing and retail plans.
• Support licensor reviews and regional business updates where applicable.

8. Stakeholder and Partner Management

• Build strong relationships across local, regional and global teams.
• Act as the day-to-day category contact for local licensors, where applicable.
• Coordinate alignment on plans, priorities, assets, approvals, launches and market opportunities.
• Document key decisions, owners, actions and timing after important meetings.
• Escalate approval delays, partnership issues, conflicting feedback, asset gaps or commercial risks early.
• Drive a One Team mindset across markets and functions.

What We’re Looking For:

• Bachelor's degree in Marketing, Business Administration or a related field.
• Relevant experience in Brand Management, Category Marketing, Commercial Marketing or a related function.
• Experience managing international brands and working in a matrixed organisation.
• Strong commercial understanding and knowledge of retail dynamics.
• Experience working across multiple countries or markets is preferred.
• Experience with licensed brands, entertainment properties or consumer products is an advantage.
• Fluent English and Polish are required; additional CEE languages are an advantage.

Key Competencies:

• Strategic thinking and strong commercial acumen
• Consumer and customer focus
• Brand-building capability with executional excellence
• Analytical thinking and comfort using business performance data
• Project management, prioritisation and follow-through
• Strong stakeholder management and influencing skills
• Clear written, verbal and presentation communication
• Agility and adaptability in a fast-moving environment
• Ability to simplify complex information into clear plans, actions, owners and timing
• Attention to detail, particularly for assets, approvals, guidelines and launch readiness

What We Offer:

• Gross annual salary range of PLN 147,440 - PLN 175,085
• Bonus scheme: Participation in Mattel Incentive Plan (MIP) with the target of 7.5% of base salary, payout is determined by company and individual performance results
• Paid time off: 20 OR 26 vacation days + 2 Mattel Days (company day off)
• Hybrid working set-up
• Commuting benefits: Reimbursement of public transportation ticket (subject to maximum amount in the company policy)
• Multisport Plus Card at a reduced price
• Employee assistance program: Access to Modern Health, Headspace, and Maven
• Health & dental insurance through Medicover
• Life and disability insurance
• Employee Pension Plans (savings program)
• Toy discount
• Christmas gift
• Family benefits program: 24 weeks off (for 1st caregiver) or 12 weeks off (for co-parent) fully paid on the arrival of new child, return to work program, path to parenthood, and family care leave

Mattel’s total compensation package is based on objective, gender-neutral criteria such as job grade, work location, relevant skills, and experience. This information is provided to enable informed and transparent consideration and negotiation of employment terms. If your profile is retained and we schedule an interview, we will share further details on Mattel Poland Sp. z o.o.’s total rewards package. Please note that (some of) the benefits above may change over time, due to changes in the company policy or in legislation. We will not ask about your previous salary history.

Don’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 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! You may be just the right candidate for this or other roles.

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.

Our Approach to Flexible Work:
We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

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.
Beware of recruiting scams: Mattel will only contact you through official @mattel.com or @smartrecruiters.com email addresses and will never ask for payment or sensitive personal information during the hiring process.

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.

Videos to watch:
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