Sr Manager, Brand Strategy & Marketing (Barbie)

TL;DR

Sr Manager, Brand Strategy & Marketing (Brand Strategy): Leading the development of Barbie’s long-term brand strategy, positioning, and cross-category growth with an accent on engaging and expanding the global adult fan community. Focus on driving cultural relevance through digital storytelling, premium collaborations, and immersive brand experiences to grow the full Barbie ecosystem globally.

Location: Onsite in El Segundo, California

Salary: $148,000 - $186,000 Yearly

Company

hirify.global is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, including Barbie and Hot Wheels.

What you will do

• Define Barbie’s long-term brand vision and positioning, focusing on lifelong fandom and adult audience engagement.
• Lead consumer insights and trend analysis to understand behaviors and passion points of collectors and pop culture audiences.
• Plan and execute culturally relevant brand moments, such as collaborations, tentpole campaigns, and retail programs.
• Develop integrated marketing plans spanning digital, social, influencer, events, and PR channels.
• Manage external agencies and monitor brand health via consumer engagement, sales performance, and KPIs.
• Coordinate cross-functional integration across content, product, retail, and marketing verticals.

Requirements

• 8+ years of experience in marketing, with 3–5 years specifically in brand marketing.
• Experience in franchise, entertainment/content, or retail/commercial marketing.
• Proven ability to manage a multi-category portfolio (e.g., toys, fashion, publishing).
• Strong strategic thinking skills for defining multi-year growth roadmaps.
• Financial acumen with experience managing brand or category-level P&L.
• Must be based in or able to work in El Segundo, California

Culture & Benefits

• Competitive total pay programs and comprehensive benefits packages.
• Inclusive workplace culture that values diverse voices and a sense of belonging.
• Performance-driven environment that encourages innovation and challenging conventional thinking.
• Opportunity to work with one of the most recognized and iconic brands globally.