Manager, Creator Marketing - Paid Partnerships

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