Manager, Brand Strategy & Activation

TL;DR

Manager, Brand Strategy & Activation (Toys/Entertainment): Defining long-term brand vision, positioning, and cross-category strategies for iconic toy franchises with an accent on culturally relevant storytelling and integrated activations. Focus on developing scalable narratives, identifying growth opportunities, and aligning cross-functional teams for cohesive brand experiences across content, retail, and digital platforms.

East Aurora, New York

USD $104,000 - $122,000 Yearly

Company

Leading global toy and family entertainment company owning iconic brands like Barbie, Hot Wheels, and Fisher-Price.

What you will do

• Define global brand positioning, architecture, messaging frameworks, and long-term growth roadmaps across franchises and product lines.
• Partner cross-functionally to embed brand strategy in product development, content creation, and go-to-market planning.
• Identify white space opportunities for brand expansion into new platforms, categories, and audiences.
• Lead integrated brand activations, experiences, and storytelling across retail, eCommerce, and key franchise moments.
• Develop strategic partnerships, brand assets, toolkits, and guardrails for consistent global execution.
• Manage agency partners, monitor brand health via engagement, sales, and cultural relevance metrics.

Requirements

• 6+ years in marketing with strong foundation in brand strategy, franchise strategy, or brand building.
• Experience across content, retail, eCommerce, experiential marketing, delivering integrated initiatives.
• Proven ability to build culturally relevant campaigns driving engagement and growth.
• Excellent communication, storytelling, pitching to stakeholders, and cross-functional leadership.
• Strong analytical skills translating data/insights into recommendations; financial acumen with budget/P&L experience.
• Advanced PowerPoint/presentation skills; proficiency in Outlook, Word, Excel.

Culture & Benefits

• Collaborative environment valuing diverse ideas, inclusion, and shared goals.
• Innovative culture encouraging new ideas and challenging conventional thinking.
• Performance-driven with focus on excellence, accountability, and ownership.
• Competitive total pay, comprehensive benefits, and resources for employee growth.
• Award-winning workplace culture recognized by Forbes, Fast Company, and others.