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 Manager, Creator Marketing sets strategy and direction for Mattel’s paid creator programs within a defined brand portfolio, operating from the Global Influencer & Creator Marketing Center of Excellence. As part of the global hub, this person does not execute campaigns brand by brand; they establish the priorities, standards, and framework that paid Branded Content & Endorsements work is built against, and they own the most senior talent and endorser relationships that anchor that work, including the headliner deals and Brand Cast talent that define the portfolio.

This is a relationship-owning role, not a transactional one. Mattel does not “rent” creators deal by deal through agencies; we build and own the enduring relationships with the talent who power our paid programs and Brand Cast, while our agency partners act as an extension of our team and the holders of operational delivery rather than of the relationship itself. The Manager is accountable for the strength, retention, and growth of Mattel’s most senior creator and endorser relationships, and for setting the direction that a broader team and agency roster deliver against.

The role is scoped to a defined brand portfolio rather than the full Mattel portfolio, and sits within the global hub that sets strategy for the function. The Manager translates global creator strategy into a clear, prioritized framework for their portfolio, then holds agency partners and downstream execution accountable to it.

What Your Impact Will Be: 

Swim Lane: Manager, Associate Manager, and Agency

This role operates inside a clear division of responsibility. The model is: strategy and relationships stay in-house; scale and execution go to agency. This Manager sits at the top of that model for their portfolio.

• The Manager (this role) sets priorities, direction, and the framework for paid Branded Content & Endorsements work across the assigned portfolio, owns the most senior talent and endorser relationships, leads headliner and Brand Cast anchor deals, sets the standards agency partners are held to, and serves as the escalation point and final approver.
• The Associate Manager (dotted line) shapes program strategy within the direction this Manager sets, owns and grows the creator and endorser relationships and Brand Cast bench assigned to them, and directs and manages agency partners as the day-to-day accountable owner of their performance. This Manager provides strategic direction and standards to the Associate Manager on portfolio work without holding their solid-line reporting relationship.
• Agency partners (Influential / IAT, talent partners) execute at scale: creator sourcing, vetting, and contracting; campaign operations and trafficking; paid media amplification; and reporting, all against Mattel-owned strategy and standards.

Key Responsibilities

Portfolio Strategy & Direction

• Set the strategy, priorities, and framework for paid Branded Content & Endorsements programs across the assigned brand portfolio, aligned to global creator strategy and portfolio priorities.
• Translate global creator strategy into a clear, prioritized direction that agency partners and downstream execution deliver against, rather than executing campaigns personally.
• Define the standards for creator selection, content quality, brand fit, and compliance that all work in the portfolio is measured against.
• Serve as the escalation point and final approver on creator and endorser selection, contracted content, and program direction within the portfolio.

Senior Talent & Endorser Relationships

• Own and grow Mattel’s most senior creator and endorser relationships within the portfolio, including headliner talent and the Brand Cast anchors that define it.
• Lead the strategy and structuring of headliner and anchor deals, partnering with Legal & Business Affairs on rights, usage, and terms for top-tier talent.
• Build and protect the strength, retention, and growth of the relationships Mattel owns, ensuring top talent returns to work with Mattel across campaigns and seasons.
• Represent Mattel’s creator strategy and standards directly with senior talent, their representation, and internal executive stakeholders.

Agency Direction & Standards

• Set the standards and expectations that agency partners (Influential / IAT, talent partners) are held to across sourcing, vetting, contracting, campaign operations, amplification, and reporting for the portfolio.
• Direct agency strategy at the portfolio level and hold partners accountable to Mattel-owned strategy, quality, and timeliness, escalating and resolving performance gaps.
• Provide strategic direction and standards to the dotted-line Associate Manager on portfolio work, ensuring their agency management and program strategy ladder up to this Manager’s framework.

Cross-Functional Leadership

• Partner with brand, social, and integrated marketing teams to embed creator strategy into portfolio planning from conception through execution.
• Act as a portfolio signal to the Director, surfacing learnings, risks, and opportunities from paid creator programs, and informing global creator strategy from the front line of the portfolio.
• Coordinate with counterparts across the global hub (Community & Experiences, DTC & Performance) and regional teams to ensure consistency of standards and relationships across the function.

What We’re Looking For:

• 6+ years of experience in influencer/creator marketing, talent partnerships, entertainment, or a closely related field, including experience setting strategy rather than only executing it.
• Demonstrated ability to build and own direct relationships with senior talent, creators, and their representation.
• Proven track record of setting standards and directing agency partners, holding them accountable to quality and timeliness at scale.
• Strong contract and rights literacy, with experience partnering with legal on top-tier talent deals.
• Ability to translate broad strategy into a clear, prioritized framework others deliver against.
• Excellent stakeholder management and executive communication skills.
• Comfort operating within a hybrid in-house + agency model in a fast-paced, global organization.

Preferred Qualifications

• Experience in kids, family, or other regulated categories, including familiarity with disclosure and compliance standards.
• Familiarity with UGC / creator platforms (e.g., Skeepers, Captiv8, or similar) and creator performance measurement.
• Experience anchoring branded content or endorsement programs with headliner or celebrity-tier talent.
• Global or multi-market experience across brand portfolios.

Core Competencies

• Strategic Direction & Prioritization
• Senior Talent & Relationship Ownership
• Agency Standards & Accountability
• Executive Communication & Stakeholder Management
• Cross-Functional Leadership
• Judgment & Final Decision-Making

*The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential. 

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

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.

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.

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 without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

Videos to watch:
The Culture at Mattel
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