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.

The Team:

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.  

Job Description

The Opportunity: 

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. 

What Your Impact Will Be:

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. 

Key Responsibilities: 

• 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. 

Qualifications

What We’re Looking For:

• 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 commercial acumen, exceptional relationship-building skills, and a deep understanding of retail dynamics across the consumer products and entertainment/franchise landscape.
• Proven track record of expanding product listings and successfully pitching programs to major retailers.
• Excellent relationship-building, negotiation, and communication skills.
• Strong presentation skills, with the ability to convert insights into compelling commercial stories and confidently present to diverse audiences.
• Strong stakeholder management skills, both internal and external, within a matrix organisation.
• Ability to work cross-functionally, manage multiple projects, and thrive in a fast-paced environment.
• Effective project management skills.
• Willingness to travel within the UK and across EMEA as required.

Additional Information

Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here!  You may be just the right candidate for this or other roles.

How We Work:
We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Our Approach to Flexible Work:
We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

Who We Are:
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers.

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment.

Videos to watch:
The Culture at Mattel
Corporate Philanthropy

Client-provided location(s): Windsor, U.K.

Job ID: e6c7078a-42ba-4676-a73b-a9f337d1d638

Employment Type: OTHER

Posted: 2025-12-19T10:24:55