Associate Manager, Retail Development

Company Description

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.

Sitting within the EMEA Consumer Products Organisation, who are responsible for providing leadership and direction for the development and implementation of Consumer Products strategy across all Mattel Brands. We are responsible for steering and achieving key brand, category and fiscal objectives by identifying and collaborating with Global, Regional, Multi Territory and Local licensees. We work in partnership across the business with the Global Consumer Products, Regional Franchise, Local Brand, Regional Marketing, and Regional Product Development teams, as well as with the Audit, Finance and Legal Divisions.

We are seeking a highly commercial and results-driven Retail Lead to spearhead retail development within the Franchise – Consumer Products division at Mattel EMEA. In this pivotal role, you will champion the growth of franchise opportunities across our world-renowned portfolio of brands—including Barbie, Hot Wheels, Fisher-Price, Fireman Sam, and more—with a focus on the UK market.

You will join the Consumer Products team as Lead, Retail Development UK, based in Slough and reporting to the Head of Consumer Products UK.

Working closely with the Head of CP UK, you will shape and activate retail strategy, build strong partnerships with leading UK retailers, and drive day-to-day retail relationships with a retail-first mindset. You will identify new commercial opportunities, drive sell-in, and pitch franchise programs that elevate brand presence and revenue across the UK.

• Manage the UK Retail Strategy and cross-category Consumer Products campaigns across the full Mattel portfolio, developing retail calendars and activations.
• Conduct market analysis to identify SWOT insights, category gaps, opportunities, and strategic priorities.
• Track competitor activity, category trends, and retailer strategies to inform pipeline development and retail pitches.
• Pitch, plan, and execute cross-category retail activations aligned with business objectives and brand tentpoles.
• Drive sell-in by presenting and selling brands to retailers, supporting the work of category managers and licensees. Expand Consumer Products listings in line with sales targets to accelerate portfolio growth.
• Lead sell-in presentations, business reviews, and product line pitches to secure additional shelf space and new category entries.
• Deliver detailed Joint Business Plans (JBP) for top UK retail partners, including retail calendars and activation plans.
• Conduct bi-weekly 1:1 meetings, quarterly business reviews, bi-annual top-to-tops, and track activations with key retailers and licensees. Present UK retail plans to top licensing partners.
• Partner with cross-functional teams (Sales, Category Management, Marketing) to ensure seamless retail execution.
• Represent Mattel at trade events and presentations as needed.
• Support the Head of CP UK in delivering the UK Consumer Products marketing strategy, collaborating with brand and retail marketing teams to create franchise-first retail campaigns.
• Support category teams in developing detailed joint UK marketing plans per partner, ensuring licensee investment and marketing support aligned with Mattel CP goals, with a focus on top-priority items.

• 7+ years of solid experience in commercial, licensing, or buying/sales roles within a retail environment.
• High-level understanding of business objectives related to marketing, brand, and franchise management within the entertainment and licensing industry.
• Extensive network of retail contacts, with strong…