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

Category Strategy, Portfolio & Business Planning

• Drive category growth across Poland and selected CEE markets by executing EMEA brand strategies and local commercial plans.

• Provide market, consumer and retailer insights to influence portfolio decisions, product launches and forecasts.

• Monitor category performance, identify opportunities and risks, and recommend actions to achieve business objectives.

Marketing & Campaign Execution

• Develop and execute marketing and activation plans for Action Figures, Plush and Imaginext.

• Lead the local implementation of regional campaigns, adapting content and assets for local market needs.

• Manage agencies and partners, track campaign performance and drive continuous improvement.

Retail & Customer Engagement

• Partner with Sales and Omnichannel Retail Marketing teams to develop customer presentations, category stories and sell-in materials.

• Support retailer activations, shopper marketing programmes and e-commerce initiatives.

• Gather retailer and market feedback to strengthen future planning and execution.

Stakeholder Management & Local Market Leadership

• Act as the voice of the local market, providing insights on consumer trends, competition, pricing and demand.

• Build strong relationships with local, regional and global stakeholders, licensors and agency partners.

• Coordinate launches, approvals and cross-functional priorities while ensuring compliance with local regulatory and cultural requirements.

What We’re Looking For

• Bachelor’s degree in Marketing, Business Administration, or a related field.

• Minimum 5 years of experience in Brand Management, Category Marketing, Commercial Marketing, or a similar role.

• Proven experience developing and executing marketing and category growth strategies.

• Strong commercial acumen with a solid understanding of retail and consumer dynamics.

• Experience managing international brands and working within a matrix organization.

• Ability to analyze business performance data and translate insights into actionable plans.

• Strong project management, prioritization, and stakeholder management skills.

• Fluency in English and Polish is required. Proficiency in an additional Central and Eastern European (CEE) language would be considered a strong advantage.

• Experience working across multiple CEE markets, and with licensed brands or consumer products, is a plus.