Associate Manager, Customer Marketing

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.

This is an exciting opportunity to join a highly creative and commercially driven ORM Customer Marketing team responsible for leveraging the richness of the Mattel portfolio through innovative demand creation. Our mission is simple: drive retail sales through best‑in‑class omnichannel activations, keeping play at the heart of everything we do.

Our work spans the full retail marketing funnel — from BTL activity and in‑store theatre to sophisticated, multi‑layered retail campaigns supported by ATL media. We deliver programmes aligned to Brand and Sales strategies through an omnichannel approach covering in‑store, online, social, experiential and print.

We partner with all major EMEA retailers and channels, including Toy Specialist, Showcase, Grocery & Value, and E‑commerce, ensuring our brands show up powerfully and consistently wherever shoppers browse and buy. Collaboration sits at the core of how we operate: we work closely with Sales, Brand and Consumer Products, acting as one team with shared commercial goals and a unified strategic vision.

Reporting into the Senior Manager, Customer Marketing, the Associate Manager, Customer Marketing plays a pivotal role in shaping how our brands appear across retail touchpoints. You will collaborate closely with Sales, Brand and Consumer Products to deliver against aligned goals, driving brand impact and commercial performance.

You will lead end‑to‑end retail activations within your channel — taking ideas from concept through to execution — and ensure our brands land powerfully across stores and digital platforms. We are looking for an experienced and commercially minded retail marketer who can deliver best‑in‑class campaigns that drive physical and digital conversion, brand love, shopper impact and category growth.

This role owns the full shopper journey, from fixturisation and retail theatre to retail media, eRetail excellence, in‑store activation and promotional execution. You will partner with internal teams and retail partners to deliver high‑impact, insight‑led programmes that maximise share of voice and accelerate growth across priority brands.

• Lead end‑to‑end retail activations, maximising commercial opportunities to drive sales in line with revenue targets and strategy.
• Oversee in‑store and digital execution across trade and campaign activity, ensuring retail excellence at every touchpoint.
• Use data and insights to shape strategies, adopting a test‑and‑learn mindset to drive innovation.
• Translate shopper‑centric ideas into scalable, commercially compelling activations delivering strong ROI in key trading and seasonal windows.
• Stay ahead of trends, seasonal moments and consumer behaviours to inform future activation.
• Engage shoppers meaningfully across multiple touchpoints, balancing creativity with commercial effectiveness and tailoring to audience needs.
• Build strong internal and external relationships — including retailers and agencies — to maximise placement and unlock new opportunities.
• Develop and nurture key retailer partnerships, delivering trust, value and flawless execution.
• Create compelling category, channel and retailer pitch decks to support sell‑in. Provide retail partners with differentiated, impactful marketing solutions aligned to business objectives and KPIs.
• Work cross‑functionally to shape and leverage retail opportunities across channels and franchises. Act as a bridge across global, regional and local teams — PR, Live Events, Brand, Sales, Consumer Products and agencies — collaborating as one team.
• Manage a large and complex portfolio across…