Regional Brand Manager - Dolls

About the Role

This position is responsible for driving and supporting regional commercial marketing activity for a defined portfolio. It focuses on turning broader brand and commercial strategies into market-ready plans, then ensuring those plans are executed effectively across countries and channels. The role also helps improve business results through disciplined delivery, analysis, and coordination with multiple internal teams.

Campaign Delivery

• Put market-level marketing plans into action in partnership with media and PR teams for toy and franchise businesses.
• Oversee the everyday rollout of campaigns and activations within the assigned region or scope.
• Make sure campaign deployment stays aligned with brand priorities and commercial goals.
• Maintain a consistently high standard across all touchpoints and channels.
• Spot execution issues quickly and work toward resolving them without delay.

Commercial Planning Support

• Support annual operating plan and advertising/promotion planning using data analysis and market feedback.
• Help convert regional direction into practical market-level actions and delivery needs.
• Assist with product selection by market and channel, including coordination of exclusives.
• Keep pricing and assortment decisions aligned with global frameworks.
• Contribute to initiatives designed to strengthen performance across different geographies.

Sales Partnership and Marketing Support

• Work with Sales and Supply Chain teams to provide inputs for demand planning and forecast alignment.
• Partner with Sales teams to support the rollout of plans and key initiatives.
• Serve as a primary contact for smaller markets or a defined area of responsibility.
• Support collaboration with retailers operating across multiple countries when needed.
• Help align Commercial, Sales, and other cross-functional stakeholders.

Performance Tracking and Insights

• Monitor performance measures such as sales, sell-through, and promotion results.
• Review data to identify patterns, risks, and areas of opportunity.
• Bring together insights on competitors, retail activity, and consumer trends.
• Share input with Global Brand Teams on brand strategy, product direction, and marketing plans.
• Suggest practical actions to improve outcomes.

Qualifications

The ideal candidate will bring at least 3 to 5+ years of experience in commercial, brand, trade, or sales strategy roles, along with hands-on exposure to campaign execution and other commercial initiatives. A tertiary qualification in Commerce, Business, Marketing, or a related discipline is expected. Success in this role also depends on strong delivery focus, analytical judgement, disciplined performance tracking, collaboration across functions, a proactive approach to solving problems, and excellent organisation with a sharp eye for detail.

Additional Information

The annual gross salary for this position is GBP 47,040 to GBP 55,860. The role is eligible for the Mattel Incentive Plan, with a target bonus of 7.5% of base salary; the final payout depends on company and individual performance. Benefits include 25 vacation days each year, the option to purchase up to 5 additional days, 2 volunteer days annually, and a birthday day off. Other offerings include a cycle-to-work scheme, access to employee assistance resources through Help@Hand (Unum), Modern Health, Headspace, and Maven, a contributory pension plan, private health cover, dental insurance plus a dental service app, life and disability insurance, the Be well at Mattel employee discount program, and Mattel product discounts.

Family support benefits include 24 weeks of fully paid leave for the first caregiver or 12 weeks for a co-parent when a new child arrives, along with a return-to-work program, path-to-parenthood support, and family care leave.

Compensation and Hiring Notes

Mattel states that total compensation is determined using objective, gender-neutral factors such as job level, work location, relevant skills, and experience. Further details on the UK total rewards package are shared later in the hiring process if an interview is scheduled. The company also notes that benefits may change over time because of policy or legal updates. Salary history will not be requested.

Inclusive Hiring Approach

Applicants are encouraged to apply even if they do not meet every requirement listed. Mattel emphasises an inclusive workplace and a sense of belonging, and welcomes candidates who are excited about the role even if their background is not an exact match.

Ways of Working

• Collaborate closely as one team with shared values and goals, since strong partnership leads to better outcomes.
• Bring new thinking and improvements forward, and look for innovative ways to create stronger products and experiences.
• Take ownership of delivery and accountability, with a performance-driven focus on excellent results.

Flexible Work Approach

The company uses a flexible working model that balances in-person collaboration with flexibility. The intent is to support growth, optimism, wellbeing, connection, and strong performance at the moments that matter most.

About the Company

Mattel is a global toy and family entertainment business with a portfolio that includes Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA, Polly Pocket, and other owned or licensed properties. Its products and experiences span toys, content, consumer products, digital experiences, and live experiences, and are sold through leading retail and e-commerce partners worldwide. Founded in 1945, the company positions itself as a long-standing partner in helping children explore and develop through play.

Equal Opportunity

Mattel is an equal opportunity employer and welcomes applicants from all backgrounds. Candidates are invited to bring their authentic selves to work, and all applications are considered fairly for employment.

Media

The posting also references the following videos: The Culture at Mattel and Corporate Philanthropy.