Manager, Creator Marketing - Paid Partnerships

Key Responsibilities

• Set the strategy, priorities, and framework for paid Branded Content & Endorsements work 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.
• 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.
• 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.

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.
• Hold agency partners accountable to Mattel-owned strategy, quality, and timeliness, escalating and resolving performance gaps.
• Partner with brand, social, and integrated marketing teams to embed creator strategy into portfolio planning from conception through execution.
• Coordinate with counterparts across the global hub (Community & Experiences, DTC & Performance) and regional teams to ensure consistency of standards and relationships across the function.

Cross-Functional Leadership

• Partner with brand, social, and integrated marketing teams to embed creator strategy into portfolio planning from conception through execution.
• Coordinate with counterparts across the global hub (Community & Experiences, DTC & Performance) and regional teams to ensure consistency of standards and relationships across the function.

Core Competencies

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