The Opportunity:  The Associate Manager, Brand Strategy & Activation will assist with defining the long-term brand equity, positioning, and cross-category strategy while also driving day-to-day brand activations, in partnership with internal cross-functional teams and external agencies. The Associate Manager will focus on the core Hot Wheels business, developing and executing strategies that define the brand strategy, accelerate brand awareness, drive launches and grow the full franchise business.What Your Impact Will Be: Brand StrategyPartner with Toy and Franchise Marketing to ensure brand consistency across product, experiences and retailDevelops Content in partnership with Mattel Studios to ensure brand objectives and alignmentServe as the cross-functional integrator between content, product, experiences, retail, and marketing
 Brand ActivationWith leadership, plan brand “moments” (anniversaries, entertainment launches, retail programs) that supports all businesses at retail and work with commercial partners to ensure flawless executionTranslate brand strategy into campaigns, content, and activationsWith leadership, plan integrated marketing plans (digital, retail, social, influencer, events, PR) and work with commercial partners to executeEnsure media strategy is executed well across regions, and manage day-to-day creative productionEnsure creative execution stays consistent with brand positioning (via brand guardrails) and product highlightsEnsure brand stories are executed well to drive demand generation, brand love, and consumer loyaltyManage day-to-day execution of agency scope in partnership with brand creativeTrack & report on campaign performance (awareness, engagement, conversion)Track & report on franchise health through consumer engagement, sales performance, and cultural impact.