Associate Manager, Retail Franchise Development

Job description

The Opportunity: We are seeking a commercial, relationship-led Associate Manager to drive Retail Franchise Development within an assigned EMEA territory or market cluster. Reporting to the Senior Manager, Retail Franchise Development EMEA, this role will translate regional franchise and category priorities into locally relevant retailer stories, cross-category programs and consumer experiences that strengthen retailer relationships, increase distribution and accelerate growth. The role will act as the day-to-day Retail Franchise Development partner for the assigned geography, building strong relationships with priority retailers and connecting local market needs with the wider EMEA retail strategy. Success will require a strong understanding of the territory's retail landscape, excellent storytelling and selling skills, and the ability to coordinate multiple internal and external stakeholders from concept through execution. What Your Impact Will Be: TERRITORY STRATEGY & BUSINESS DEVELOPMENT Develop and execute the Retail Franchise Development plan for the assigned territory, aligned with EMEA Franchise, Category and Commercial priorities. Translate the EMEA retailer segmentation, activation calendar and strategic frameworks into market-relevant plans based on local customer, consumer and competitive dynamics. Build clear annual priorities, territory account plans and performance measures for the assigned geography, with regular reporting to the Senior Manager, Retail Franchise Development EMEA. Identify whitespace opportunities across brands, categories, channels and retailers, converting insights into actionable growth proposals that strengthen franchise presence and improve retail execution. Support the identification and development of strategic Direct-to-Retail (DTR) opportunities aligned with EMEA Category and Commercial priorities. Identify new retail concepts, emerging business models and partnership opportunities that can accelerate franchise growth. Build and maintain a robust pipeline of future retail partnership opportunities. Develop long-term retailer growth strategies by combining Mattel brands, multiple product categories and licensing partners into compelling retail propositions. Develop channel-specific growth strategies aligned with retailer priorities, shopper behaviour and market dynamics. Leverage market, retail and consumer insights, together with competitive intelligence, to identify growth opportunities, influence EMEA Category, Franchise and Commercial strategies, and share best practices across the region. RETAILER PARTNERSHIPS & ACTIVATION Own and develop day-to-day relationships with priority retailers and buyers across the assigned territory, acting as the principal Consumer Products retail contact. Create and pitch integrated franchise programs, exclusive propositions, promotions, merchandising concepts and cross-category activations that drive consumer engagement and sales. Lead activation planning from concept through execution, ensuring alignment with retailer strategies, brand standards, commercial goals and agreed timelines. Develop Joint Business Plans and retailer activation calendars for key accounts, including objectives, commercial opportunities, marketing support and performance measures. Conduct regular retailer meetings, business reviews and activation follow-ups, ensuring strong governance and continuous improvement. Support category teams and licensees in increasing product listings, shelf space and visibility across relevant retail channels. CROSS-FUNCTIONAL COLLABORATION Partner closely with local Country Managers and Commercial teams to ensure Retail Franchise Development priorities are integrated into customer and market plans. Collaborate with EMEA Category, Franchise, Marketing, Creative, Product Development, Sales, Finance and Legal teams to deliver integrated retail programs. Act as a connector between the assigned territory and the EMEA Retail Franchise Development team, sharing retailer feedback, market intelligence, best practices and scalable ideas. Influence cross-functional teams and external partners to deliver commercially successful retail programs that are on-brand, operationally executable and delivered on time. Represent Mattel at retailer meetings, trade events and relevant industry forums within the assigned geography. PERFORMANCE & EXECUTION Track activation performance, retail results and agreed KPIs, identifying learnings and corrective actions to improve future programs. Maintain clear project plans, timelines and stakeholder updates across multiple concurrent initiatives. Contribute to territory forecasts, business reviews and opportunity pipelines, supporting disciplined commercial decision-making. Ensure all retail activities comply with Mattel brand, legal, financial and operational requirements. What We’re Looking For: 7+ years of experience in retail development, licensing, commercial sales, buying, franchise marketing, category management, or a related consumer products field. Experience within consumer products, entertainment, licensing, or branded goods is strongly preferred. Strong knowledge of the retail landscape within the assigned territory, with an established network of retailer and/or commercial relationships. Proven experience developing and presenting retail programs, Joint Business Plans, franchise activations, customer propositions, and commercial business cases. Experience working across cross-functional, multi-market teams within a complex, matrixed organization. Degree in Business, Marketing, or a related discipline (or equivalent professional experience). Fluency in both German and English is required. Key Skills & Capabilities Strong commercial acumen with expertise in retail strategy, shopper marketing, omnichannel environments, and business development. Strategic thinker with solid financial acumen, able to evaluate opportunities and balance long-term vision with execution. Excellent presentation, negotiation, storytelling, and influencing skills, with the ability to engage retailers, licensees, and senior stakeholders. Strong relationship-building and stakeholder management skills, with the ability to influence across a matrix organization. Analytical and insights-driven, able to translate market, consumer, and performance data into actionable recommendations. Excellent project management, prioritization, problem-solving, and decision-making skills, with an entrepreneurial, solutions-oriented mindset and a strong focus on execution. What We Offer: Gross annual salary range of EUR 82,000 - EUR 97,375 Bonus scheme: Participation in Mattel Incentive Plan (MIP) with the target of 10% of base salary, payout is determined by company and individual performance results Paid time off: 30 vacation days + 2 x 0,5 Mattel Days (company day off) Holiday allowance Hybrid working set-up Commuting benefits: 70% reimbursement of public transport tickets or one-way travel allowance for EUR 0,13/km based on days worked on-site. Meal vouchers Subsidized EGYM Wellpass membership Employee assistance program: Access to Modern Health, Headspace, and Maven Pension plan and saving scheme Toy discount Family benefits program: 24 weeks off (for 1st caregiver) or 12 weeks off (for co-parent) fully paid on the arrival of new child, return to work program, path to, and family care leave Mattel’s total compensation package is based on objective, gender-neutral criteria such as job grade, work location, relevant skills, and experience. This information is provided to enable informed and transparent consideration and negotiation of employment terms. If your profile is retained and we schedule an interview, we will share further details on Mattel GmbH’s total rewards package. Please note that (some of) the benefits above may change over time, due to changes in the company policy or in legislation. We will not ask about your previous salary history. 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 and . 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 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 organization, the team provides leadership and direction for the development and execution of Consumer Products strategy across Mattel's portfolio of brands. We grow our franchises by building strong partnerships with retailers, licensees and internal teams, and by translating brand and category priorities into compelling consumer-facing programs. The Retail Franchise Development team works closely with Category, Franchise, Commercial, Sales, Marketing, Creative, Product Development, Finance, Legal and market teams across EMEA.