Brand Manager Games (m/f/d)

Company Description

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.

For our Mattel office in Frankfurt, Germany, we are looking for a full-time Brand Manager Games (m/f/d).

Job Description

The Opportunity:

As Brand Manager Games, you will be a key player in shaping the success of our Games portfolio within the DACH region. Based in Frankfurt, you will take the lead in driving all consumer and customer-facing marketing initiatives, from strategic brand planning to creative campaign execution. You will collaborate closely with cross-functional teams to bring brand strategies to life, ensuring every plan is executed with creativity, precision, and measurable impact.

As the local brand champion, you will own the full marketing journey - from strategic direction and media implementation to customer activations and performance tracking - all with the goal of accelerating growth in sales, market share, and brand equity.

What Your Impact Will Be: 

• Shape market strategies by developing a deep understanding of consumer insights, shopper behavior, and competitive dynamics to unlock growth opportunities and inform brand and portfolio strategy 
• Act as a strategic partner to Global Brand and Product Development teams — identifying, influencing, and driving local product innovations and brand activations relevant to the DACH market 
• Lead commercial planning, including sales forecasting and business reviews, ensuring alignment between marketing initiatives and revenue objectives 
• Own the A&P budget with full accountability for planning, allocation, and optimization to maximize brand impact and return on investment 
• Drive end-to-end marketing excellence by developing and executing fully integrated activation plans across the consumer journey — spanning media, digital, experiential, and in-store touchpoints 
• Design and implement local media strategies within global frameworks, leading agency partnerships and cross-functional collaboration to deliver best-in-class consumer engagement 
• Partner with Sales and Trade teams to craft and execute joint business plans with key customers, ensuring strong retail presence and impactful shopper experiences 
• Steer portfolio management, overseeing local line selection, pricing, and portfolio architecture to ensure competitiveness and profitability 
• Continuously evaluate performance, leveraging data and insights to measure effectiveness, inform decision-making, and drive agile adjustments 
• Ensure brand consistency and cultural relevance by overseeing localization of creative assets and validating translations to align with local consumer tone and context 
• Lead the strategic planning and execution of brand presence at local games fairs through impactful booth concepts, experiential activations and PR stunts in close collaboration with the PR team. 

Qualifications

What We’re Looking For:

• University degree in Marketing, Business Administration, Economics, or a related field (Bachelor/Master/Diploma) 
• 3+ years of experience in commercial or brand marketing, preferably within FMCG, Toys, Apparel, or Health & Beauty industries 
• Proven experience developing and executing integrated marketing plans across multiple channels, with a focus on digital 
• Entrepreneurial mindset with strong ownership and accountability 
• Strong strategic and tactical thinking; able to translate insights into actionable plans 
• Creative problem-solver with analytical skills and commercial acumen 
• Strong collaboration and influencing skills to drive alignment across teams 
• Excellent project management, time management, and prioritization abilities 
• Positive attitude, winning mentality, and drive to succeed in a competitive environment 
• Fluent in German and English (written and spoken) 
• Proficiency in MS Office and basic understanding of social media tools 

Additional Information

What We Offer:
At Mattel, we believe that great work deserves great rewards. Here is what you can look forward to when joining our team:

• Generous vacation entitlement to help you rest, recharge, and enjoy life outside of work
• Additional holiday pay – because everyone deserves a little extra sunshine
• Comprehensive pension plan and options for voluntary deferred compensation
• Travel support with public transport reimbursement or commuting allowance
• Exclusive employee discounts on all Mattel products – bring playtime home!
• Access to wellbeing programs like EGYM Wellpass to keep your body and mind balanced
• Monthly meal vouchers to make your lunch breaks even better

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 apply. You may be just the right candidate for this or other roles. 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!

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.

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 without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Client-provided location(s): Frankfurt, Germany

Job ID: a2a413c2-134e-410d-a352-484988a35eb2

Employment Type: OTHER

Posted: 2025-10-24T10:06:13