Associate Manager, Brand Strategy & Marketing - Barbie

The Associate Manager, Brand Strategy & Marketing 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 Barbie kid business, developing and executing strategies that define the brand strategy, accelerate brand awareness, drive launches and grow the full franchise business.

What You Will Do

Support annual brand planning, strategic milestones and key business updates across the Barbie brand, partner with Toy and Franchise Marketing to ensure strategic alignment and brand consistency across products, content, experiences, retail, and franchise initiatives, and serve as the central point of coordination across content, product, experiences, retail and marketing teams.

Why It Might Be a Fit

The ideal candidate will have 5+ years of experience in brand strategy/marketing, franchise management/marketing, content marketing, or purpose-driven strategy/marketing, and a strong understanding of consumer psychology, brand equity drivers, and cultural trends.

Requirements

• 5+ years (3 years with MBA) experience in brand strategy/marketing (on brand or agency side), franchise management/marketing, content marketing, or purpose-driven strategy/marketing
• Experience managing a portfolio spanning multiple categories (toys, apparel, publishing, etc.)
• Self-starter who is detail oriented, driven, focused, pro-active and collaborative
• Strategic thinking: Ability to define brand vision and multi-year roadmaps
• Consumer insights & research: Strong understanding of consumer psychology, brand equity drivers, and cultural trends. Ability to synthesize data and pull insights to create recommendations
• Thorough understanding of marketing mix and KPIs
• Portfolio management: Balancing toys and non-toy CP categories under a unified brand
• Cross-functional leadership: Skilled at influencing Design, Product, Marketing, and Franchise teams without direct authority
• Financial acumen: Experience with P&L at the brand or category level

Benefits

• Competitive total pay programs
• Comprehensive benefits
• Resources to help empower a culture where every employee can reach their full potential